- Small business owner to entrepreneur
- Part 4 of a Facebook hero: Going the extra like
- The heart of every marketing action - creativity
Contents
In search of a Facebook hero (Part One)
In search of a Facebook hero: Lite engagement (Part Two)
In search of a Facebook hero: Maintain Followers (Part Three)
In search of a Facebook hero (Part One)
In search of a Facebook hero: Lite engagement (Part Two)
In search of a Facebook hero: Maintain Followers (Part Three)
In search of a Facebook hero (Part one)
A Facebook hero is a socialite you have been able to engage, sustain and empower. Most importantly they are real people who feel they have made a real connection with you.
How? Social media is no different to the real world. Stop thinking about number of fans, likes and comments. These come from real people who have experienced a sense of value and worth from connecting with you. And like real life, your connections give you a sense of meaning and identity. These connections are sustainable and how heroes are made.
Here is a guide to reading the infographic on socialisation. Size of the circles reflect importance. Vertical dotted lines resemble phases and the degree difficulty. A large circle without connections reflects a phase were fans makes a personal felt connection with you. There are two phases where this occurs. How we engage a fan at this point is critical to successful hero building. The little jet streams highlight how critical our interaction is to establishing a meaningful connection that changes fan behaviour. Curved dotted connecting lines represents social contact. Straight lines represent a direct endorsement of your brand.
There is much more that can be read into this model, particularly when one's own life experiences, connections and relationships are reflected. I am sure the model could be developed further.
So plugging in your website for Facebook likes introduces you to a network of friends. The diagram provides the practical steps for how this occurs. Great to know. Easy to do. Yet the secret is in the content on your site. Its about socially aware copy writing, visually appealing call to action and the most important - reason to be liked. Likes are earned through making a human connection.
Think about it. What would be a list of reasons for someone to like you? Your job is to develop this list and then hand it over to some creatives and see how they transform your website home page and develop a program for continual sustainability. Remember also about the socialisation of search and the strategies to drive traffic to your website. Again it is some important this is all part of an integrated marketing design.
How? Social media is no different to the real world. Stop thinking about number of fans, likes and comments. These come from real people who have experienced a sense of value and worth from connecting with you. And like real life, your connections give you a sense of meaning and identity. These connections are sustainable and how heroes are made.
Here is a guide to reading the infographic on socialisation. Size of the circles reflect importance. Vertical dotted lines resemble phases and the degree difficulty. A large circle without connections reflects a phase were fans makes a personal felt connection with you. There are two phases where this occurs. How we engage a fan at this point is critical to successful hero building. The little jet streams highlight how critical our interaction is to establishing a meaningful connection that changes fan behaviour. Curved dotted connecting lines represents social contact. Straight lines represent a direct endorsement of your brand.
There is much more that can be read into this model, particularly when one's own life experiences, connections and relationships are reflected. I am sure the model could be developed further.
In search of a Facebook Hero: Lite Engagement (Part Two)
Searching for your Facebook heroes starts by plugging your website into the like socket. But like sustainability requires a dynamic website. If you are not changing your home page with content and refreshing weekly then likes can fall away. Here is a workflow diagram for the first stage (of 3) in earning heroes for your brand.
Think about it. What would be a list of reasons for someone to like you? Your job is to develop this list and then hand it over to some creatives and see how they transform your website home page and develop a program for continual sustainability. Remember also about the socialisation of search and the strategies to drive traffic to your website. Again it is some important this is all part of an integrated marketing design.
In search of a Facebook Hero: Maintain Followers (Part Three)
Once you start to acquire fans and your like barometer is heading upwards it is important to know how to maintain the momentum. This is as much about process and twice as much about content, story line, story threads and the way you weave your way towards remaining relevant. Here is a workflow diagram for the second stage of (2 of 3) in keeping your fans and followers happy with your brand.
Many have said facebook has replaced email. And in many social networks this is the case. In a brand network facebook messages are the holy grail of maintain followers. With you followers you area able to send messages. This is the prompt to initiate wall and news feed activity. The trick is to make the story line or thread line lead to a series of feedback and comments.
This is different from posting photos, questions or voting panels. Messaging is about a personal appeal for involvement through an offer, incentive or request. Much of this is like planning and entire campaign at an individual or personal level and then rolling it our through multiple individuals to make a social impact. There is no media selection or scheduling in this type of campaign. It is all about designing the story and the experience you want to take your followers on with very specifically specified call to actions and anticipated behaviours. This way you not only maintain followers you build your very own brand heroes.
This is different from posting photos, questions or voting panels. Messaging is about a personal appeal for involvement through an offer, incentive or request. Much of this is like planning and entire campaign at an individual or personal level and then rolling it our through multiple individuals to make a social impact. There is no media selection or scheduling in this type of campaign. It is all about designing the story and the experience you want to take your followers on with very specifically specified call to actions and anticipated behaviours. This way you not only maintain followers you build your very own brand heroes.
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