Checklist for going social
While consulting brands (and companies) and hands-on working on social storytelling, i came across some stuff i’d like to share. And why not make it a nice list. Do you recognize any of it? Please use, add or improve. I will too. The first 2 ‘checkers’.
1. Why do you (/your brand) REALLY want to go social?
If you are really aiming for free publicity, and secretly hoping you don’t have to spend money on advertising, while reaching your target audience via their conversations? Think again! Social storytelling is hard work. Rethink your goals. Be ambitious, but also realistic. Make your goals SMART and closely follow the outcome.
Want to understand your consumers better? Want to listen and help them? Your strategy would be. Lie low, listen and be open to their thoughts. Google is your main starting page, blogs and specific communities. In the mean time ‘be out there’. The best example is Innocent’s Facebook profile information. Just saying ‘hello.’. It can be that simple. Just say hi, i’m out here, any questions, let us know.
Or want to join in on their conversation, as to make them talk to you, and about you (to their friends). You can make your goals SMART in aiming for a number of brandhits on Google, new newsletter subscriptions, website visitors or aiming for a certain growth in ‘likes’ or ‘fans’ or ‘friends’ or ‘followers’, or setting a goal on the amount of (online) interactions with your consumers, etc. Your strategy would be to ‘participate’ in their conversations. By being out there, in their communities and conversations. And by stimulating (and facilitating) conversations about yourself. These stories will only be told by others, if it makes people happy in a way (relevant, meaningful, humorous, adds to their social status etc.)
2. What media, platforms, moments will make you social?
Social media is (where) people (are) having conversations (online) (source slide 14). The people are the media. But also the platforms and tools they use (blogs/websites, Twitter, LinkedIn, Facebook etc).
Facilitate, facilitate, facilitate. Make sharing (your) content easy. The ‘old’ sent-a-friend button is still good, but the ‘like’ button is even easier (your visitors and readers can share stuff with an unlimited amount of friends, with one click). For example on your website (if relevant), in your newsletter, in your webshop.
And don’t forget ‘offline’ conversations. What conversations are you having? On events? In store? Music festivals? In the street? On products? Etc. Here people also are having conversations and friends (mobile!) to share it with.
PS. For inspiration also, this earlier posts ‘the manifest for social storytelling’.
