This past Tuesday I was watching the news on TV and learned about the horrific train derailment just outside of Philadelphia that killed 8 and injured hundreds. Now I do not mean to be insensitive making light of the chilling event to tell a social marketing story, but something extremely poignant played out. The various news stations could not get the story out. They did not have their team there yet. They were actually getting the story and bringing it to their viewers via social media monitoring of the public’s Twitter and Instagram posts.
That’s right, the public was their feed and source to re-share with their audience. Isn’t that exactly what marketers want to do to create the most effective and honest story telling of their brands? Get the audience to experience the brand, share the experience, and then amplify the information.
Marketers need to look at human behavior. They need to leverage what people naturally do as opposed to creating a story that does not resonate with their audience. Marketers cannot shove interruptive advertisement down the throat of their audience. Marketers need to create experiences that their audience want to share.
Yes, experiential marketing includes events that everyone wants to share with their friend. Those are the big hits. But a brand cannot put on a Coachella-like event every week. Brand’s most successful marketing efforts come from developing and implementing a continuous series of small customer experiences. This can be as simple as stellar customer service or friendly and helpful engagement.
If we go back to the point I made about understanding audience behavior, you will release that people do not share mediocre or average stuff. They share extremes. Like the cases of the train derailment. People shared this because it was horrific. Your audience will share horrible experiences they have with your brand. But they will also share outstanding experiences with your brand. So marketers (and the entire company organization) must strive to create awesome customer experiences. They must then strategize ways to incentivize people to share these experiences.
You see social marketing is not so much about a brand posting on Facebook, Twitter, Instagram, Pinterest, SnapChat … (the list can go on forever). It is more about activating a happy and compelled audience to share your brand on the audiences’ preferred social platform. Social marketing is about motivating positive word-of-mouth marketing from their audience. That is power, because their word and accolades are far more believable then claims coming from the brand itself.
In order to accomplish this persuasive word-of-mouth marketing, brands must focus on the entire user experience. This is how experiential marketing must grow. Experiential marketing must focus on ALL the little customer experiences and not just a grand event.
Experiential marketing and social marketing can be a brand’s most effective integrated discipline. Give your audience amazing continuous experience and motivate them to share it with their audience.
Make It Happen,