Category Archives: behavior

3 Motivators for Interaction in Social Marketing

How many times have you discussed a social marketing program that asks your audience to where you look for your audience to take a picture or make a video to rally some UGC (user generated content) and sharing? If you are in marketing, I will bet this is suggested (and maybe attempted) many times. And then you do it and the outcome is poor … so few participate. I am sure And now I’ll bet everyone is looking at the ALS Cold Bucket Challenge and wishing they could have the success of would be thrilled to capture even 10% ALS’ results.

social interaction

Before you try to do a social marketing program and aim for even a fraction of the success of the ALS Cold Bucket Challenge, you need to understand three motivators of interaction that has made this so productive from your audience.

1) WIIFM (What’s In It For Me) – In order for someone to actively participate in your social marketing program, they need to believe something is in it for them. No matter how much someone loves your brand; they need to believe there is a compelling reason for them to act.

2) Passion – There are few brands that people get passionate about. But certainly there is an opportunity to create a reason to be passionate about what a brand stands for. A great example of this is Dove. It is pretty hard to get people excited about a cleansing soap, but if you look at the various programs they have developed for women’s self esteem, you can see how a social movement creates brand passion.

3) Make People Feel Good About Themselves – This area could actually fall under the WIIFM umbrella, but I explicitly separate it out because this is more of a subconscious user action.

There are a couple more attributes of social interaction that the ALS Challenge highlights. First off, the ALS challenge has been extremely successful because it was designed it in a way that they (the brand) did not ask people to participate, but rather had friends challenge others to act. This not only motivated people but shines light on the second important attribute. That is social pressure. When challenged to do something by someone you know, there is a societal pressure that you must act upon.

Look how emotions drive desired marketing behavior. Tech Crunch ran great article this week titled “Startup Marketing And How Emotion Drives Customer Action” by Kobie Fuller () that has some very interesting psychological information for marketing for all companies. I quote …

Psychologist Robert Plutchik discovered eight basic, primary emotions that guide all behaviors: joy, trust, fear, surprise, sadness, anticipation, anger and disgust. These emotions are product-agnostic, and over time, establish brand-to-consumer relationships that transcend traditional boundaries of engagement.

The question is, which emotions should marketers target, and how do they solicit these emotions? Elbert outlines the following correlations in emotion with user behavior:

Intrigue and mystery – creates a curiosity that drives initial exploration and clicks; important for advertising and emails
Desire and aspiration – stokes consideration; helpful for site imagery, product pages and lookbooks
Urgency and fear – provokes a feeling of missing out, which triggers a purchase
Surprise and laughter – drives sharing, as seen on April Fools’ Day

(Source: http://techcrunch.com/2014/08/20/startup-marketing-how-emotion-drives-customer-action/)

So when you are thinking about an audience participation program consider ways THEY (the audience) are motivated. There are a few more considerations I suggest:

1) Make sure the task you set up is easy to achieve.
2) Consider share-ability – that is, make it a task that people want to share with others.
3) Audience development – form a task that naturally builds an extended audience beyond your initial targets

The beauty of social marketing is that your marketing comes from objective people as opposed to the brands subjective team. Getting user interaction is an excellent marketing tactic – if you plan accordingly and do it right.

Make It Happen,
Social Steve

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Surveillance of Brands

community surveillanceThere used to be a time when brands could say anything and get away with outlandish lies. There might be some group like Consumer Reports that would protect the consumer by validating claims and unveiling mistruths as appropriate.

Then this thing called the Internet came of age and shortly thereafter digital technologies became ubiquitous and available anywhere. Without a doubt, this is the greatest cultural life change in my lifetime. I am not a digital native and can remember times when marketing was pretty much limited to advertisements on TV, radio, print, and in-store displays.

Now the funny thing about this is that some brands now use digital marketing techniques, but their mentality has not changed from the old days. What I mean by this is that the brands use new technologies, but do not examine the effect of the technology on society as a whole and act accordingly. The cultural change that is missed is that EVERYONE is using the technology and LISTENING and a good majority of the society is PARTCIPATING in social and digital technologies. When you evaluate what this means, it really comes down to three things:

1) a greater degree of support and loyalty to brands,
2) a greater degree of calling out brands for missteps and lies, and
3) inflammatory statements about brands that are unsubstantiated and unwarranted.

Lets make sure we understand this. Brands, you are being watched. There are users that performing informal, but systematic surveillance. Some things that come out of this surveillance will be positive; some things will be negative; some truth will come out; and some lies will be launched. Yes, it is the Wild West for the consumer, but you can win over the audience by unleashing advocates in a time of need if you go about digital participation correctly. Here are some guidelines:

1) Always be honest, authentic, and transparent – the first time you break confidence of an audience, it will be extremely difficult to win them back. If they are participative they will make sure everyone knows you are wrong if you lack honesty.
2) Understand that many digital users want to share. They want to share your good and your bad. Work at presenting the best brand (honest) face. Think of tactics to use that make it easy for users to share your content.
3) Don’t get in a debate you cannot win. People will attack brands even when they are wrong. If you can have advocates and need their support ask them.

I find it most ironic that a band by the name of Smog would have a song titled “Live as if Someone is Always Watching You.” Well brands, forget the smog (and smoke) but remember the title. In the digital world someone is always watching you and talking about you. Behave accordingly. Listen. Make friends; make advocates. Motivate them to come to your rescue when you need them.

Make It Happen,
Social Steve

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Time to Rethink Social Media

As I shared with you a couple of weeks ago (and many others have covered) Facebook is changing the way it treats brand’s posts and their distribution (or lack thereof).

rethink socil media

Should anyone really be surprised? Does it not make sense to monetize the accomplishment of being the number one social network? Sure, you can get ticked off, but can you really blame Facebook.

And you know what … you should take some blame yourself. Does it really make sense to put the control and success in the hands of another platform? What has kept you from putting control and destiny in your own hands?

So if you agree that you need to keep control and manage your own destiny, this means that you, the brand, need to have your own platform. Here is what I mean by this …

Every brand should have its own “home court.” This means that brands should have a content repository where all their content is housed. This content repository should sit on the brand’s website. Often the content repository takes the form of a blog. Brands should not place their content on a platform that someone else controls. You should control this platform.

Now this does not mean that I think brands should not use social media, but the social channels should be used to proliferate content. Social media should also be used as an extended channel for brand engagement with their target audience. A brand should put together a content strategy for the owned digital asset (their website) and then think about using social media channels to distribute abstracts of the content such that digital traffic is driven to a platform they control.

When a brand builds success driving traffic to their website, the next step is to think about building a community there. About two years ago, I indicated “Why Facebook May Not Be Your Brand’s Community.” Now some may say, why should I bother to build a community? Why would anyone come to my community when there is Facebook, Twitter, LinkedIn, and others? Can I really get a crowd developed? Well, think about this. If you truly deliver content that is interesting, entertaining, and/or compelling, you will capture a crowd. And if you are worried about the size of your community, simply look at each individual as a potential ambassador of your brand spreading your content and brand value. Give them a reason why they would want to join your community. Even if you had a handful of ambassadors, that is a major accomplishment. Earlier this year, I provided a play book describing “Successful Social Marketing – Integrating Content and Community.”

I am certain there are some that will say they don’t have the resource or budget to do what I am suggesting. Heck, I’ve heard it from the companies I have worked for and clients I provide strategy and plans to. My answer to this is simply … if you truly care about your customers and potential customers you will find the budget. I say this not because this is the business I am in, but rather because the audience behavior demands it. I am a marketer first and foremost. I got into digital and social media because I followed the audience behavior.

And now new Facebook procedures demand change. Change that I recommended even a couple years back. Change that demands you keeping up and adapting your marketing skill set.

And needless to say, other social platforms will change. So here is the question … are you going to stay stagnant with your digital, social, and overall marketing? Or as the title suggests, isn’t it “Time to Rethink Social Media” and your whole digital approach. Audience behavior, technology, and platform operations demand you be adaptable. Don’t get comfortable. Put your seatbelt on and drive the course to success. If you expect a straight road you are fooling yourself.

Make It Happen,
Social Steve

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Digital Technologies and User Behavior Change What it Means to Be a Brand

If you look on Wikipedia for the definition of a brand, you find that it is the “name, term, design, symbol, or any other feature that identifies one seller’s product distinct from those of other sellers.” But as a marketer, I think it is much more important to think of what it means to be a brand in terms of your target audience.

Thus, I define a brand as a promise made from a company to its target audience with regards to the product(s) it sells. A brand is defined by characteristics such as quality, features, availability, and overall user experience. When done right, every single aspect of the brand definition is lived by and delivered by every employee of the company.

brand and digital

But a funny thing happened along the way. Knowledgeable marketers started using poetic justice of communication and claims of the product/service sold by the company and stretched the truth. All this in an effort to increase sales. In some cases, this resulted in members of the target audience reacting and purchasing the brand. If shoppers were unhappy, they would stop buying the product, and maybe even tell a friend. The user did not believe “the promise” and reacted. As this plight has continued throughout marketing and advertising of brands, it has spawned an overall skeptical outlook by people with regards to company claims and advertisement belief. This cynical perception did not happen overnight. It took a good 50 years or so of “Mad Men” to drive this behavior.

Fast forward to today’s world. How do people react when they feel they have been misled by product claims? How do they react when they have a bad user experience? More and more users are sharing their product experiences. Whether it is sharing with their entire network on a platform like Facebook or broadcasting it to the world on a platform like Twitter.

The promise is still part of being a brand, but it is exponentially more important today.

So now that you understand the change, let me describe for you the gigantic immense problem this creates. The stretching of the truth that companies get caught in is a big problem, but it really is not the biggest problem. The key problem today is that companies have lost their ability to build brand AND engage appropriately in the digital world, simultaneously. Too many companies treat branding as one activity and digital/social marketing as a separate implementation. Company executives need to take responsibility of this detrimental scenario.

How many companies have a responsible leader in place with experience, business knowledge, and creativity to build and retain a brand COUPLED WITH experience, business knowledge, and creativity to drive successful digital marketing? The answer to this question is very few. And even worse, the fact that brand marketing and digital marketing are siloed exacerbates the problem.

The debacle up from this problem shows its ugly face daily. There are numerous companies that do not reinforce brand positioning through their digital implementations. The people running the digital channels are most often blind to what it means to carry out a brand voice and imaginary through social engagement. Many companies do not have a digital engagement strategy that centers on upholding the brand persona.

And adding to the challenge is the fact that brand position is equally in the hands of the audience as well as the company’s hands. The audience has a voice that is stronger and moves faster than ever before. You need to have a strategy and a plan that addresses how to leverage this audience rather than ignoring their voice and power that is carried in the digital world.

I think it is imperative to understand how the world of a brand has changed due to the technology changes and more importantly, human behavior. Every company needs a leader that has the skill set to address the change. Through my experience, I have worked with companies that do not want to address the change head on. Working the corporate environment and being a positive change agent has become a slippery slope. I would not go so far as to call the two a dichotomy, but together they are definitely challenging.

It takes bold, strong, experienced leaders to navigate a company due to the real and significant changes that technology and user behavior have created. The outcome of these changes cannot continue to be ignored or swept away. Whether it is fear, lack of skill set, or don’t rock the boat corporate mentality, it is no longer acceptable to keep brand marketing and digital marketing siloed. The future of your business depends upon it.

Make It Happen,
Social Steve

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Digital Ignites the Human Economy – Brands Must Act

More and more people have displayed a strong disdain for corporate acts done with the sole interest of revenue and profitability. Whether it is unjust labor acts, environmental flaws, or unacceptable political positions, individuals are holding companies accountable for their operations. People want to stand by a company that shows concern for issues beyond its financial well being.

On the flipside, many consumers are seeking information and supporting companies that show strong support for communities, needy groups, and the earth preservation.

Human Economy

While I am not the first to use the term human economy, I will define it as a business condition where individuals are loyal to brands that demonstrate commitment to causes of interest and importance to them. Conversely the individuals may propagate and disseminate information on brands that take inappropriate actions against people and causes that they support.

Digital technologies have literally changed our society. We now seek and have access to an abundance of information that includes corporate activities and behavior of business leaders. It is virtually impossible to hide as more and more companies become (willingly or unwillingly) transparent.

I find it ironic that while many blame social media for the degradation of human communication and relationship building, that the exact opposite is prevalent for brand-audience relationships. People want and look for a deeper connection with the brands they purchase. They take the stand that if they are going to give companies their money and support, they want to know the brand is worthy of their contributions. The degree of (positive and negative) emotional bonding has increased as a result of digital and social media.

Shrewd companies recognize this cultural change and have incorporated relevant programs to their corporate or marketing agenda. Take the Dove “beauty from within” campaign. Think of Paul Newman’s corporate philanthropic commitment and activities. Whether these are true heart felt endeavors or not really does not matter, but rather the perception of the audience is what matters.

And now that digital and social use is the norm, corporations would be wise to demonstrate corporate social responsibility and/or adopt a social movement and utilize a social strategy to proliferate information and gain recognition.

While I would like to think that all on earth look beyond their own well-being and show a strong regard for all inhabitants of the earth, I am not quite so naive to believe this is the case. But independent of your personal convictions or not, I will tell you that corporate development of social cause is a business imperative. Our world has moved to the human economy. The people of the world are demanding more from corporate leaders. If businesses are to attract a target audience that cares way beyond corporate profits, business leaders need to change their image. And while companies work to market the new image, they need to consider how digital and social platforms will be used to listen, engage, communicate, and unleash their audience to share the brand in a most positive light.

I remember the early days of social media where most corporations were afraid to use social media because they were afraid what people would say. Well we are well past that day. Business leaders recognize that people can say what ever they want independent of the companies’ participation or not in social media. Executives must recognize the power of the human economy and adapt appropriately. Even if it is for their own selfish reason.

Make It Happen,
Social Steve

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3 Steps to Fix Marketing Now

97% of marketing endeavors do nothing to move their audience. OK, that is not from a study. It is my own perspective. But consider the abundance of articles you see day in and day out noting marketing’s malignant state. For example …

Joe Marchese compares the state of advertising to the subprime debacle in 2008

• Joseph Jaffe hints to “The End of Advertising.”

90% of marketers are not trained in marketing performance, ROI

CMOs are missing the boat on what it means to be a modern CMO

• “While 74% of global businesses have a digital strategy, only 33% believe it’s the right strategy, and beyond that, only 21% – or less than one-fourth – believe they have the right people setting the strategy.”

needed marketing changeI could go on and on with the list above, but hopefully you have a bad enough taste in your mouth already. It would be great to talk about marketing innovation, but marketing innovation is an oxymoron. I’ll give you an example. I am an advisor to a new 1:1 brand/user content distribution company. We are a startup. How many CMOs do you think want a case study before proceeding? First off, every company that delivers case study has some spin to it. (If you want to gain some deeper insights into the flaws of case studies read what @augieray has to say about them.) And secondarily, don’t true innovators do something different rather than being me-too-ers.

According to Wikipedia, “Innovation is the application of better solutions that meet new requirements, in-articulated needs, or existing market needs.” And that is exactingly what marketing needs. A better solution to meet the new changing requirements dictated by audience behavior. Audience behavior that is defined by digital, mobile, social, and the ability to validate, refute, or ignore brand advertising and communication. Marketing has done an extremely poor job at keeping up with their audience’s behaviors and usage patterns.

So what are you going to do to fix this? I have three recommendations:

1) Completely change your marketing mentality from being a sales-tangent to focusing on customer relationship building. Marketing needs to lead relationship building and demonstrate brand worthiness in the form of delivering continued value and optimization of the entire user experience. If you build a strong relationship with your customers, they will be loyal buyers and advocates. If you merely concentrate on a sale you open the door for another brand to win over a fickle customer. This change of mentality will actually yield greater success of your sales objective in the long run. Don’t be so short sighted.

2) The CMO must change or the CMO needs to be changed. An overwhelming number of top marketing executives are not active on digital, mobile, and social channels that their audience engages on. How can the emperor understand the common people if he/she does not participate where the audience does and engage with them? How can anyone put together a digital strategy that yields success if they are not a regular user in digital? Far too many CMOs (or Chief Strategy Officers) do not have digital skill sets. Far too many CMOs/CSOs do not understand user digital behavior.

3) Move to a zero-based marketing budget. Just throw out everything you’ve done in the previous year unless you are certain that it has returned positive measureable results. If we agree that marketing needs a major facelift, how can all marketing line items you do year in and year out be correct. Start clean. Your audience behavior has changed so much, it warrants a complete revamp.

I know I have brought up a number of contentious recommendations. Change is tough. No one really likes change. But as the audience behavior has dramatically morphed over the past number of years, too many marketing executives have stayed stagnant. Too many believe they can just hand digital marketing over to a young digitally sharp user and think they have things covered. Well results say this is far from true. So while company marketing leaders’ skill sets have not changed much over the years, a significant void has emerged. And it is going to take some strong willed people to make changes that are required.

Are you ready to step up to what is truly required?

Make It Happen,
Social Steve

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The Very Important Difference Between Emotion and Emotional in Marketing

Marketing must go through a dramatic change. This is not a superlative statement to garner interest or generate hype. It is the truth and still so many brands refuse to admit how weak and complacent they have been with their marketing efforts. Are brands really keeping up with their customers and their target audience behaviors?

The Internet, mobile, digital, and social are not over blown, new regime scare topics to create a marketing civil war. They represent the future and a growing number of marketing executives are not ready for the future. “A recent Forrester report surveyed 1,200+ global business executives and … [found] while 74% of global businesses have a digital strategy, only 33% believe it’s the right strategy, and beyond that, only 21% – or less than one-fourth – believe they have the right people setting the strategy.”

One comment that really got me thinking was something Seth Godin said in a recent interview – “The Internet is the first medium invented in 100 years that wasn’t invented to make advertisers happy. The connection between running ads and making money is broken, probably forever. As soon as you take that out of the equation, everything we understand about marketing, manufacturing and, distribution–it all goes away. The new era of modern marketing is about the connection economy. It’s about trust, it’s about awareness, and it’s about the fact that attention is worth way more than it used to be. Attention doesn’t come in nice little bundles anymore.”

For me, yes the connection economy and trust are extremely important. But awareness and attention are just scratching the marketing surface. Awareness and attention often come from hitting on people’s emotions and being content with that “lead generation state.” But hitting people’s emotions is only the beginning. We actually want to create an emotional bond between the brand and the consumer/client. If we continually feed our customer with meaningful content/communication/engagement, then we might actually create an emotional bond rather than just stirring a few one-time hits of emotion.

Consider this correspondence (excerpt from an actual email going back and forth) I had with a sharp entrepreneur in my professional network I have great respect for. He said, “Lots of brands have been targeting our intentions by tricking us with emotions, (selling cars while showing us a hot babe…huh…) but the truth is that if you manage to reach emotions while actually targeting emotions (not intentions), then you win. It’s hard and most people/brands don’t manage to do that (for the past 40 years we’ve had the same lame ads about luxury and fragrances with good looking people in absurd pauses or celebrities with semi-moronic slogans..). They remain on the surface. They don’t go under the skin, and so to speak, to the heart. They tinker with emotions but they don’t grasp the fullness of it.”

emotions and emotional

I agree with his position and I responded, “With regards to emotion – do not mix this up with emotional bond. A brand should aim for getting their target audience emotionally connected to them. This has to happen over a course of time by continually playing to the audiences’ emotions. A good brand appeals to its users by tapping into their emotions … This is a one-time event. But a great brand does this continually to not just drive an emotion, but to obtain strong loyalty and an emotional bond.”

Our digital world has made our audience skeptical of advertisement. People can get real information across the Internet. And at the same time, the Internet/digital/mobile/social world presents an opportunity to continually disseminate valuable information and interact with the target audience.

So in essence what the new digital world has really created is a detriment for marketers that look for quick hits just to stir emotions. But at the same time the digital revolution creates an opportunity of great success for those that are committed to longer-term communication and engagement to build an emotional bond with a potential audience.

Short-term play with emotions = failure.

Long-term commitment to build an emotional bond = success.

Make It Happen,
Social Steve

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