Everything is Social: How Creative Brands Can Earn Social Equity

Fri, Apr 23, 2010

Bruce DeBoer, Editorials

Kevin McKeon via StrawberryFrog.com

Your product launch offers awareness for its unique value. This accounts for most advertising.  Ok, now we know your product is there; you have my attention, educate me. It’s been repeated 1000 + times: “nothing kills a bad product faster than good advertising.” But I’ll change it a little for the internet age: “nothing kills a product like a bad product.”

There. I’ve summed up conventional advertising in one paragraph, and brought it into the crowded, abundant, consumer centric internet years. Now it’s all about ME, keep your damn interruption marketing to yourself, I’ll find you when I want something you got. Unless ….

Unless you give me something authentic of real value for free, like say … social equity? I’m my own broadcaster on the social network and I want social media love. I want to be the guy for whom others create a “bring back [your name here]” fan page if I disappear for a while.

With infinite choice comes a need to embed your product  into culture. If you’re really successful you become the culture, like #43 is to NASCAR. Hint: Start with quality.

In my campaign I’m going to give away personal brand equity – touch my brand and your perceived social value goes up in your tribe.  Touch my quality and you are quality – nice!   I know you want it – who wouldn’t?

A general guide:
1) Find out why they’re there and want to be associated with your brand?
2) Understand who you’re talking to and contribute to their experience by adding authentic value.
3) Remember that in the new landscape, everything is social – no one likes to be sold to, interrupted, or be the subject of a marketing prank.
4) And – now here’s the hard part – keep the social equity your giving prospects immersed in yours.

Repeat after me: real value, authentic value, social value.  Additionally, remember that the value is for your tribal prospect, not you.  In my tribe people come over to eat, not watch YOU eat, and they’re proud to have eaten my food.  Build personal brand equity for participants, immerse your brand into the culture to build advocacy within the tribe, and – if possible – add material reward that is portable all while generating real social brand equity for individual tribe members.

Fast Company Magazine has a nice simple article describing what successful and not so successful brands are doing to create advocates. “Five Steps for Consumer Brands to Earn Social Currency” by Ben Paynter

1) Advocates Trump Followers
2) Context Matters
3) Not Every Brand Should Be Social
4) Social Tools are a Means Not an End
5) Gimmicks Marginalize Trust

Embedded is a short video with boutique ad agency, Strawberry Frog’s Executive Creative Director Kevin McKeon explaining why he considers everything they do to be social.


StrawberryFrog Creative Director: “I Consider Everything We D…The funniest videos clips are here

advertising, Branding, Differentiation, marketing, Permission Marketing, Social Media, strategy, Video

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