Insights and Ingenuity

“Friend” cannot be achieved through dayparts or CPM. It can’t be presumed or compelled. There isn’t a tool. Because friends are born when people want to join or are drawn in, friendship is a stage of relationship many brands haven’t experienced before. Friendship doesn’t conform to an existing model (even a model that isn’t closely scrutinized). Some of the skeptics of social marketing say, “Ok, show me how it’ll impact the bottom line.” What do you say?

Many companies have a marketing department, team, or group. Presumably, selected professionals are responsible for the reputation of the brand and the success of the product (lines) within its market. While I have a healthy respect for specialization and matching talent with needs, I’ll challenge that many companies could benefit from pressing conventional boundaries and expecting their employees-their departments-to be more.

Some stories are meant to be shared. They elicit strong emotional responses like fear, excitement, hope, inspiration. Powerful stories reward the dessicated soul and lead a mind to wonder… Stories can be a journey that brand can endeavor to create and encourage/entice consumers to embark upon. When the consumer outpaces the brand to assume the lead, has the story gone viral?

Following on Twitter can be trial and error. Most often, tweets from trusted folks I follow lead to great finds of people, content, tips, and information. Sometimes, though, I’m surprised with what appears to be a shallow and self-centered existence by brands purportedly in this for the community. But without contributing material of substance and constantly self-promoting, how can they be genuine, authentic, or real?

What hasn’t already been written about corporate engagement in Twitter? I think what’s been missing is the consumer/user experience. Or, more specifically, how to extend the Twitter “follow” to more fully envelope and engage members of your target audience. Beyond the tweet…

The strongest brands are those which immerse themselves into their consumer base. These brands (think performers like P&G) recognize that the measure of success stems from consumer acceptance, which is tied to relevancy. Does your brand stand above the competition and focus on listening and learning from its consumers?

Dear Mr. Company: Please make me an offer I can’t refuse. Feel my pain, learn what my frustrations and limitations are. Offer something really great, a product or a service that will save me time, smooth my process, make things more convenient. Bring value into this equation and you could be looking at stewardship, baby.