2012 Predictions, Resolutions And Radio's Champions
January 4, 2012
As we ended 2011, there were a lot of smart predictions for 2012 in this digital and social space, such as "Photo and Video Social Networks Will Blossom" and "Marketers Will Embrace Mobile Apps." There were also excellent resolutions such as "We will learn to craft messages to get above the noise" and "Strategy will take center stage."
But nowhere did I see a prediction or resolve that companies would finally become the "champion" for their consumers, or in our radio world, our listeners; that they would make it a priority to better serve the people who keep them in business.
The single most effective element to any brand is "the buddy within." That is the side of a brand that actually champions and serves consumers as a friend would. It's the side of a brand that offers impeccable (customer) care, more chatter about what matters and less "talking shop," you know -- less monologues about themselves.
The way brands tap into their "inner companion" is by placing less emphasis on "how many status updates per day do we post" and "what are the best times to post" and focus more on weaving your product into the fabric of the consumers everyday life.
How is that done? Look at brands such as Zappo's and Starbucks. They have brought their brands "inner companion" to life in their products -- with a single commitment to put their customers first. When you walk into Starbucks, they aren't talking about how they are the "#1 coffee place" and how many "likes" they have on Facebook. It's about you and how they can serve you.
Digital and social tools are incredible facilitators to expose your brand's "inner companion" and ultimately champion your fans. Here are a few ways to get started:
* Resolve to make people feel like they matter in 2012.
* Resolve to acknowledge that small portion of people who actually communicate you're your brand socially.
* Resolve to ask fans, "How can I help you?"
* Better yet, resolve to always call your fans by their name. You'll have them ... eternally.
We only deny our brands opportunity for a different type of relationship when we favor self-indulgent tactics on our digital and social platforms rather than kindness and care. Collecting "Likes" or "Followers" doesn't equate to creating brand impact nor does it measure the quality and depth of our brand. Determining how our brands serve those "Likes," "Followers," etc. ... and then putting that service into action is what will separate you from the pack.
Here's a prediction: Radio stations that demonstrate on social platforms how to convert conversations into opportunities and foster real brand advocate programs will be the stations you'll see all year long here on "Merge."
Look, by now we all know that these tools exist and everyone has graduated from "Social Media 101," so let's make 2012 the year we expose our brand's "inner companion" and create new leagues of listeners who will champion us because we championed them first.
Reach out to me anytime on Twitter @lorilewis.
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