Ric Dragon reminds social media marketers: this is not your father’s branding audience.
Times have changed dramatically, and business’ brand voice can no longer stand along the roadside, calling to consumers and expecting them to come. For a company interested in developing a branding strategy in social media, they want to steer the pack and get over their fear of social media. Companies need to sniff out smaller micro-markets, watch for dominant influences, and listen through the din so they can earn consumers’ trust and foster increased brand engagement.
So one of the primary tenets of our framework in Social Marketology is that you develop your brand voice. Now this is a concept that came out of Madison Avenue in the early sixties, that brands could have personalities, that brands could have voices, and it was very important for brands at that point. If you were Ford or Chevrolet and you were doing a billboard or a television commercial, you very much wanted to articulate it in a way that was consistent so that your voice and personality started to take hold in consumers’ minds. Now we’re taking it to a much greater degree. Now if we’re having to get off the mountain and talk with consumers one-on-one, that voice has to be very clear, that personality has to be very clear.
The second thing that takes place in Social Marketology is the idea of identifying micro-segments.
And again, the idea of segmentation, or marketing segmentation was something that came out of the marketing world in the fifties and sixties as well, and the idea was, well, I’m looking for all the soccer moms in Westchester ???very broad demographic segmentation. They just barely started getting into the idea of behavioral or psychographic segmentation.
In social media, we’re not just talking about segmenting on these broad criteria. We’re talking about taking it to the enth degree, because if we’re finding people who, let’s say for example, love animals. Well, there’s different types of animals. There’s farm, there’s working animals, there’s domestic animals. And in domestic animals, there’s dogs, cats, fish, ferrets, birds. And in dogs there’s obedience dogs, rescue dogs, there’s each breed. Amongst each breed you have Airedale terriers. And in Airedale terriers you’ve got the Greater Atlanta Airedale Terrier Fanciers Club. That’s a very minor micro-audience that we can target through social media, and it’s extremely critical to actually find those very small audiences so that you can speak with them one-on-one, and find the influencers in their space.
Look for Social Marketologyin your bookstores or online available beginning in June 2012 to really understand how to incorporates social media within in the context of larger organizational goals including developing a brand voice and using it to further engagement in social media.