We have all used it: The Like button on Facebook. This simple button allows you to publicy share your interests in everything from hobbies, to music, to brands. The Like button is great for exposure, but how do you, as a brand, get your fans to go beyond the Like and become a more outspoken consumer? Through engaging them with carefully crafted content!
Dr. Augustine Fou, founder and CEO of Marketing Science Consulting Group, moderated OMMA Social Panel, “From Passive to Active: Stimulating Your Fan Base Into Social Action.”
Use these tips to learn how to rile your fans and consumers to be active and long-term spokespersons for your brand.
The Panel
- Tim Fogarty , Senior Strategist, M80, a GroupM Company
- Tom Gerace. Founder & CEO, Skyword
- Matt Goddard, CEO, R2i
- Sandra Lopez, Global Marketing Strategy Director for New Business, Intel
- Samantha Skey, Chief Revenue Officer, RecycleBank
Social media
- Drives brand strategy
- Engages consumers & promotes conversation: Ask questions, get answers
- Informs brands of consumers behaviors
- Reduces risk through consumer behavior study
- Adds another dimension to your campaign(s)
Best practices
- Focus on community
- Enable communication/peer research
- Give advice and reviews
- Give audience some control
- Social amplification is done best when carried out by the audience, not the brand
- Handle your own social campaigns
How Intel uses social
- To identify and learn consumer needs
- Then use insights to feed product innovation
- Intel is always keeping conversations and content flowing
Branding
- People share to feel that they matter: Brands should do the same on social
- Educate your team to be content creators & get over one-way advertising
- Find social influencers who are passionate about your brand!
Content
- Look at your content process: Content planning is essential
- Share things that are relevant and grasp attention
- Social is one-to-one conversation
- Focus on Facebook content strategy more than ad strategy
In social, content is KEY! This cannot be stressed enough. When ‘doing’ social, create content that is compelling and conversational: Make your fans more than an audience: advocates for your brand.
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