The More Holy Crap Moments We Create, The More Memorable We Become
September 27, 2016
The Radio Show went down last week in Nashville. It was nice to see record breaking attendance and a positive vibe.
Running into old friends and colleagues face to face is uplifting.
I wanted to share my presentation during a session called, "#SocialSuccess."
The idea was to show effective approaches towards social - proven tactics that work.
And while reading about the presentation rather than seeing it in person doesn't really do it justice, the hope is that you can still take something away to help your team refine and reset socially.
There are a variety of ways anyone can "do" social, but if you strip it down - the essence of this space is to make the audience feel that they are an elemental part of the brand.
And in order to make a meaningful impact on these platforms, it's critical to remember:
The audience is generating their own content - creating their own experiences.
This is their world and we're just passing through.
Whether it's "Snapping" the change of the season:
Tweeting motivation to keep them going:
Or "Facebooking" the boss they'll be out of the office as they try out for the Spice Girls:
They're in control of their own social experience and quite frankly unmoved by how 'great' your prize wheel is:
It's understood there are goals to be met around ratings and revenue - wanting to use social to talk about what we're doing and where we are - but with any relationship, there must be trust before opportunities.
That trust is built by respecting how the audience uses social first.
It's not about our agenda - it's about them.
Social is personal.
It's about what he should wear on his first day back to work after paternity leave:
Or using their voice to remind people to vote:
The idea is to come at content from the fans' point of view.
Emulate their use.
Similar to what Kuzin Vinny at 96ROCK/Cincinnati does.
Here he is posting on the mothership's (station's) Facebook page about what many are already talking about on Sundays - football game day food:
This is exactly what any audience members post on their personal page looks like.
There's an art to standing out by blending in; emulating fan use to create memorable dialogue between the radio station, the talent and the audience.
The comments were endless:
Notice how he genuinely responds to everyone.
It's often the smallest things - the intangibles - that differentiate your brand from all others.
And look what it feels like to get that social 'tip of the hat.'
Every Person Counts.
Personalized acknowledgment turns into those "Holy Crap" moments people talk about forever.
WMAS/Springfield recently created a "Holy Crap" moment when they used Facebook to boost their "Random Acts of Coolness."
They gave money to a local Ice Cream Truck driver to treat everyone to a free cone during an exceptionally hot day.
All you ever see on their Facebook page are folks thanking them for being such a great radio station.
Good will goes a long way.
The presentation had a few more examples but the takeaway is this:
Pay attention to your audience socially, and commit to building on a reputation of creating "Holy Crap" moments.
We define our image every day by how we're making people feel.
Use social to remind the audience they are an elemental part of the brand.
The goal I left everyone with was this:
How can you use social each week to make at least one person feel that they matter?
The more we do this as an industry - the more we elevate the excitement and relevancy of our already beloved brands.
Reach out to me anytime on Twitter @lorilewis.
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