This from Alexander Schlaubitz, director of customer marketing at Facebook, during a recent talk on the development of mobile. As mobile affords “more of a natural augmentation with real life”, he said, companies need to focus on making brands “an organic part of the conversation and the curated content that consumers might look at”.
The deeper point, which applies to a brand’s activity across all platforms, is about the increasing importance of staying true to your brand’s implicitly understood and explicitly communicated values, especially when you’re flooding the world with bite-sized pieces of content that may not always be strategically delivered.
It’s easy to stray away from your core values in the desperate scramble for followers on this or that social channel. For instance, you could post attention-grabbing off-brand content or pay for sponsored social posts in order to draw masses of new visitors to your site, but if that content is not relevant to you and your core target audience (and if in turn the rest of your content is not going to hold the attention of the newcomers), what lasting value do you obtain as a company?
At best a fraction of those new hits turn to new, mid-term followers, at worst you are diluting your brand values and sowing confusion and doubt in the mindset of real customers & advocates.
There is a way, however, to grab people’s attention while remaining “truthful and consistent” to your values. In short, it’s to work hard at developing exclusive, brand (and customer) relevant content that makes a splash (using old-school, journalistic skills to identify the stories that matter and writing them for maximum impact) – without resorting to tenuous celebrity tie-ins. Just remember not to leave out the fun altogether… fun content, for some brands and their followers, is just the right kind of content.
Examples? Off the top of my head, here are just a few brands that add value (and stay true to their own values) through their marketing content and customer comms, building a dedicated band of followers along the way:
Rapha cycling apparel for its free bike events all over the world, videos,blogs, races, rider clubs
Lots more out there… let us know some of your favourites.