It’s no secret, I love mobile, smart, cell technology. It’s intriguing and it’s been so for years, even though the year of mobile has never truly arrived. What does that mean, anyway? What will the year of mobile look like? Has anyone ever defined it and if they have why haven’t they shared it with the rest of us? I say the smartphone has hit the grown up mark, since (as the Boy Genius Report tells us) smartphone penetration has grown from 18% in 2009 to 44% at the end of 2011. Now that’s a big deal. Why? Because media is powered by advertising. Media loves advertising dollars to flow through for their ability to give content to the consumer, cheaply or for free. This is what keeps the masses coming back. Given that and the fact that the power and usability of mobile technology has advanced to the point where they can handle all media consumption and technical uses, mobile has become the bacon of tech.
If you regularly check the tech blogosphere, then you’ll notice that there has been an increased focus on the value of Facebook Fans to businesses. The catalyst to much of this discussion is a report from Syncapse, entitled “Value of a Facebook Fan.” I’m intrigued by the dollar value study of a tool that should be used mainly for PR purposes, so I delved into the 18 page report and scrutinized it for you.
The fundamental question is, whether any of this information can help change behavior to increase profits or brand affinity scores through Facebook efforts. Here are my thoughts:
Syncapse noted that, on average, Facebook Fans spend $71.84 more than Non-Fans, annually. It is also true that the value difference is highly variant – depending on the brand – from a few thousand dollars to zero. Having a knowledge of this stat for your brand can be important in understanding purchase behavior of hand raisers in general, more than Facebook Fans in particular.
Facebook Fans average a 28% higher likelihood to continue using brands they Fan. This is not surprising, and can probably be tied more to brand/product health than the value of a Fan. While the act of Liking, Friending, and Fanning are low impact, the effect on your News Feed (Facebook’s Real-Time updates) can be great – annoying even. Therefore, people that Fan a brand must be doing so for one of two reasons. First, they want to receive discounts and specials. Second, they want to stay informed on the happenings of your brand. Neither of those delineate much about the dollar value of that fan.
Propensity to Recommend
This I believe to be the most important online statistic when discussing brand performance and Fan valuation. Syncapse found that Fans were 41% more likely to recommend brands they “Liked” to their network than non-fans. Matched with a study from Econsultancy last July, that stated “90% of people online trust recommendations from people they know; 70% trust opinions of unknown users,” indicates a higher dollar value of a Fan.
When I think of my own behavior online, I realize that whenever I’m unsure of product or brand differences, I bring it to my network and almost blindly take the most popular advice from subject matter experts. Therefore, it is obvious that it is very important to build a well informed fan base, if you’re hoping to use Facebook for market penetration.
Syncapse found that 89% of Fans felt positive feelings toward the brand, compared with 49% of non-fans. This stat may explain the higher likelihood of repeat purchases and propensity to recommend. Obviously, depending on your business, this qualitative measurement can vary quite a bit but also may only indicate a predisposition to the brand due to the fact that they’ve already stated their “Like” of your brand through the simple act of becoming a fan.
I feel as though this report served to put some substantive numbers behind assumptive estimations rather than any actionable dollar value analysis. I did learn that I have an opportunity to greatly increase my evangelists, which can lead to greater sales and increased revenue. So, the most important thing to do with a Fan Page could be to increase your Fans’ knowledge about your brand so that they can become your best salespeople. Plus, they can help you become more transparent and liked (in the general sense) which means only positive in the important world of online recommendations.
Like any good outfit (as John Witherspoon saying, “Cooo-rdinate” in ‘Boomerang’ leaps in my head) an Integrated Marketing Communications (IMC) Campaign should be a coordinated effort to use the variant business communication tools to further one big message. Regardless of whether or not your brown belt is your favorite, you likely don’t want to wear it with your red shirt and black shoes. That is NOT put together. There are some actions you can take to make sure that your IMC campaign is cohesive.
First, you have to establish a big idea. The big idea encapsulates your total message in a few simple words or phrases. You should be able to use this to start your elevator pitch, but it is not necessary to have it in your communications (it is not your slogan). For instance if I run a basketball team on the verge of greatness, my big idea could be “We will work harder than ever to win a championship.” A good logo to back that up might be, “Champions work harder.” The preceding works as a big idea because it is distinctive, relevant, unifying, memorable, and can be easily translated into sales – all of the necessary elements of an effective big idea.
In-game promos could include hard hats with the team logo & slogan with the word, “win” scribed on the back. This supports the big idea with the word win, and the slogan by applying the hard hat prop. The team website could be marked with construction tape, reading “Caution: Construction Area” in the team colors. Instead of having a stats page, it could be changed to a “Performance Evaluations” page. The ideas are nearly endless on the website.
Local television promos could show the guys in overalls carrying pick axes punching time clocks under the basket with the star of the team saying, “it’s time to go to work.” Then, a cut to a montage of the team running drills and dunking could ensue. Or, maybe a bunch of hustle plays with guys hitting the deck and scrapping for the ball might also work as an ending montage.
The sales people that year would sell “office badges” instead of tickets. Corporate ticket packages could be called “offsite meeting tickets.” Finally the pitch for all this might sound something like, “This year the (Basketball Team Here) plans to show you the benefit of hard work, and the product they’ll deliver this season will be our best effort yet. Don’t miss out on a great season that will be the result of aggressive work toward our championship goal. Which ticket package can I get you?”
The direct mail campaign might visually resemble an internal company memo that looks like a prospectus that shows the stock of the company (team) based off of the increased production of effort and the call to action would ask for a “stock purchase” through the advent of buying tickets. The direct email will match this message exactly, for increased cohesiveness.
The social campaign would be a great place to get engagement and connect the team to the fans by asking for submissions of people wearing their team gear at work. Maybe the coolest pic or video gets four free tickets. The blog might work as a daily journal of how much effort and sweat equity goes into training camp. The twitter stream would have to directly engage fans by conversing with them about team updates and the fans’ jobs/careers.
Finally the stadium (or service-scape) could have the road construction barrels in the team colors in the hallways, signs that reads “Team at work,” and the large concessions stand cups could look like coffee mugs.
Now, this team has a cohesive integrated marketing communications campaign that can be applied to any other form of communication they send out also. The difficulty is in matching the big idea to every message and medium. If you do you will have a consistent message that creates a feeling that is unmistakable in its affect regardless of medium, while naturally promoting engagement around that centerpiece – kind of like a cool shirt sets the tone for the rest of the outfit.
Now go be brilliant in the creation of your IMC campaigns!
The following is a blog that I wrote for R. L. Polk, an automotive and trucking industry market analysis and data company, that focuses on some of the things that I’ve been talking about recently. I plan to highlight good programs that deal with social media and permission marketing along high quality marketing communication. I enjoy being able to look at people doing it right and the people at Ram Trucks are definitely doing it right. I hope you enjoy…
Usually you hear of athletes being in the zone and they say phrases like, “the goal looked like an ocean,” and “the game seemed to slow down.” Well, ever since breaking away from Dodge and becoming their own brand, Ram Trucks has been in the zone – literally and figuratively. Their aptly named blog, “The Ram Zone” represents the engagement centerpiece of the Ram Trucks Integrated Marketing Communications strategy. This along with an excellent product will surely make for brand resonance with Ram owners, and a recognized personality that is unmistakably unique to Ram Trucks alone. They are reaching people through a variety of digital channels, experiential events, in-store promotions and partnerships. I’m pretty impressed with what the Ram people have accomplished in a few short months. The following is what I’ve noticed.
Social Media Marketing
The main piece, as I previously mentioned, is their blog The Ram Zone. Here you can keep up with all news Ram, while registering to join the community so you can comment about the stories and connect with other Ram owners. Additionally, there is a gallery with tons of immersive pictorial content. Most important, the blog promotes a Ram Trucks lifestyle that is decidedly tough, hard-working and showing a love for the great outdoors.
There are also easy navigation buttons to the flickr page, and Facebook Fan page where there are nearly 21,000 fans of Ram Trucks. Many of these fans have uploaded pictures and descriptions of their Ram truck, which has created a strong community. They also have a twitter feed, but there doesn’t seem to be as much engagement here. It is just a barrage of event details and tweets containing pictures of those events. They also have their own YouTube channel, with videos of Rams doing some gnarly things.
When developing a new brand, it is often easier to introduce your position by attaching to a more established name and/or cause to create the desired emotive affect. That is what Ram Trucks has done with Letters for Lyrics and the Zac Brown Band. They’re attempting to get to 1,000,000 letters to soldiers in war zones, while offering some great concerts and music. Dealers benefit too, because the repositories for the letters are only at Ram Trucks locations.
As the website states, the promotion works like this:
- Write a letter to a soldier
- Take it to a Ram dealer
- Receive the free CD
Finally, Ram Trucks is taking their Motor Trend Truck of the year all over the place to compete in sled pulls, do demonstrations for on-lookers or create viral videos of Rams doing outrageous stuff. Then, to bring it all home, they post the videos and pics up on their website, flickr, YouTube, Facebook, twitter feed, write blog posts and promote lively discussion in all those places.
No matter where they have shown up, Ram Trucks have promoted their slogan…which is either “Get Some Mud on Your Tires,” or “Nothing Works Harder than a Ram.” Either one works. What do you think of the new Ram Trucks brand? Have they captured your attention with their aggressive brand messaging
Recently, I was lucky enough to be able to speak about my views on “The Value Equation” for businesses in digital marketing. I had never done a podcast before, but found that I really enjoyed being a part of it. In the podcast, on Portage Digital Media, we discussed the changes on Facebook, matching messages to an emotional connection, and the pitfalls of the “freemium” model. Central to the conversation was, “why do people pay me money for what I’m doing”?
I don’t know if this will become a regular thing, but I hope people will check it out because there is some great value interspersed with fun and jokes. David Lingholm and Jeremiah Staes of Portage are some smart guys that get it, when it comes to making money and communicating value properly.
Please check it out and tell us what you think. I truly hope you enjoy. And as always, be brilliant.