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From Fans to Advocates: Creating an Active Fan Base | OMMA Social

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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

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.

See footage of the panel 

Thanks for your Tweets

 

Turning Fans Into More Than Just Followers | OMMA Social

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OMMA Social’s first keynote, “Turning Fans Into More Than Just Followers,” showed how to foster and grow active audience engagement.

View more PowerPoint from MediaPost

 

Stemming from his experience in the broadcast and digital realm, VP of Marketing for Turner Sports Jeff Mirman described how Turner Sports keeps followers engaged and devoted to the programming.  As social media becomes increasingly advanced (and users as well), a strong digital strategy is fundamental to success.

It’s not just about having the most “likes” on social platforms but keeping followers and friends as long-term consumers of your brand.

Social media

  • Social media is simply another database with more information than other sources
  • Use SM to drive awareness, elongate programming, and create impact

Turner Sports’ Social Media examples

  • Inside the NBA – fans tweet throughout broadcast
  • NCAA March Madness – fans comments are displayed on the “big screen” during games

How to use social media to keep fans

Conversion

  • Represent across platforms
  • Converse with your followers
    • Create cross-platform engaging experience
  • Innovate

Content

  • More important than the medium
  • Where does the content fit best?  Be flexible and innovative
  • Provide relevancy for your audienceOMMA Social Keynote

Content strategy

  • Tell a story
  • Drive engagement & promote sharing
  • Right place, right content, right time
  • Drive “cultivation” which drives “amplification” (by your fans, not you the advertiser)

Elongation, It’s The New ‘Reach’

  • Engage with consumers via their “second screens”
  • Second screens: Off the TV onto the computer, tablet, etc.
  • Create reasons to visit the website, etc.
  • Greater value to sponsors

Social media and fan engagement has worked for Turner Sports through innovation and passion.  Turner Sports has leveraged social media to gain insight, build the brand, and create PR ops.

Thanks for Tweeting @RobMediaPost @acfou @ansleyjo @burstmedia @CandaceMarks  @jtgator @chuckmartin1 @Berly624 @NYCsf

 

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