Do you think there are greater interests hearing what Beyoncé has to say in social media or greater interest in a bar of soap? Beyoncé clearly wins out. But that does not mean that there is not a strong opportunity for less interesting brands to create meaningful and measurable social marketing presence. You just need to understand your place in the world and have an applicable strategy and plan. Or better yet, you need to understand your target audience’s world and where you can effectively and appropriately fit in.
Without a doubt, the sports and entertainment industry is at the top of the social marketing interest pyramid. People hunger for information, pictures, videos, and stories about famous people. Heck, some may not be famous. Just a bit crazed or out of the norm in what they do. Just look at the success of reality TV.
Next and closely related is food and fitness. How many recipe sites can there actually be? Just ask my wife and I as we try to plan an evening dinner that works for the entire family and doesn’t take over an hour to prepare. Fitness is also a highly popular topic for perpetual exercisers or people looking to lose weight quick. While this industry group has a very strong digital and social presence and interests, I would also say it is the most saturated.
The point with all these industry sectors that are highly scoured on the Internet and other digital applications is that even though there is great interest, you must produce awesome, unique, and compelling content to rise and be heard above the noise.
The next-level of social interests comes from brands that are social movements or can closely tie a social movement to their brand. Probably the pinnacle example of a social marketing meets social movement is last year’s ALS Challenge. Now of all the worthy causes in the world, do you think that many caring people had ALS charity on the top of their list? ALS did a great job of spreading awareness and support for their cause via social marketing. And then there are other for profit brands that can closely tie into a social movement. For example a beer company that takes on socially responsible drinking. Or using an industry sector mentioned in the previous grouping, a social program for “a better you” from a fitness brand. Academic tutoring; health products; technology companies investing in schools – all of these (and others) are examples of aligning a social movement to product/service offerings.
Then there are brands that solve problems that naturally meet the needs of a select group. These types of brands do best to talk about problem solving … the problems their product/service were created to overcome. This is far more effective in winning an audience than speaking about the produce/service specifically. Typically this is the case for B2B companies but there are definitely companies in the B2C realm that fall into this category (i.e. tax services, lawn care, etc.)
At the bottom of the social marketing interest pyramid are utility brands such as personal hygiene, soaps, consumer package goods (CPG), etc. Many people would say why would I want to engage with these brands. Do I really want someone posting about good soapsuds or something like that? But there really is a grand social opportunity for these brands. These types of brands must have a complete understanding of their target audience. The audience’s interests, motivations, and overall behavior. Brands in this category must play to their audience, not a brand agenda. Let me give you two brands that do a stellar job by playing to their audience as opposed to their product. The first is Dove soap. Dove understands that their market is primarily women. They understand their markets’ challenges and build social campaigns that promote women’s self esteem, leadership and inspiration. The second example of a brand truly understanding their audience and delivering content and social engagement to meet their interest is Red Bull. Their audience is likely a young male looking for extreme and crazy adventure. Red Bull works like a media outlet fueling their audience with awesome content to garner much awareness and loyalty from their target audience.
What I hope you get from this article is that, yes, there are some brands that are inherently positioned for social marketing as a nature of their brand category. There are others that seem like they would not fit, but that is really not the case. Think about developing a social movement that makes sense for your brand. Think about a social cause driven by audience (as is the case with Dove). Think about social memes driven by audience (as is the case with Red Bull).
Social marketing works for all brand categories. Sometimes the brand category makes it easy to produce compelling content and generate engagement. But if it is easy, it is likely that there is more competition for the ears and minds of your audience. So you must make sure you are providing something unique and worthy of attention in a crowded space. If your brand does not seem to be in a category that people want to socialize, gain a solid understanding of your audience and play to their interests and motivations as highlighted in the Dove and Red Bull examples. In any event, use social marketing wisely and you will increase loyal customers and advocates.
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