Real
Lying and manipulating still works. (Too bad, because it makes me feel a kind of shame descend on myself when someone asks me what I do for a living). But as you know, the outspoken and critical consumer increasingly values authenticity and transparency. Be 'real', be honest, sincere, open and social. In short, be human. Respond to feedback, don't be afraid and be open to criticism, give a look behind the scenes
screens, don't say you're the best but show it. Don't talk but do. Stop with 'most advanced', 'tastiest', 'most beautiful'. People decide that for themselves... Go in search of your brand values. Discover them, feel them, live them. Can't find them? Then co-create them with your consumer. Why does your company actually exist? What is your passion? Seek and ye shall find. Don't beg for a target group, but show your passion to your audience. Passion breeds followers!
Remarkable
Non-distinctive, so-called exclusive price reductions, clearance campaigns and savings campaigns still malta phone number list work. (Too bad, because I thought we were moving away from playing on ratio). But as you probably recognize, that which is creative, remarkable, unexpected is more striking and more likely to be passed on and interacted about. More striking than the majority of the 2000 to 3000 expressions. The creative industry and the number of people working as creatives has been growing faster than other industries for years. And the people working in the creative industry are the innovators, the storytellers, the influencers. Make sure you touch them and do that with creativity. Then interaction follows. Then engagement follows.
The 3 R's help you set up your marketing communication. But ultimately, the use of social media is all about one thing. Creating social value for your consumer. This has been known for a long time, but now that Mr. Kotler and Mr. Porter are also considering the importance of spiritual and social value in their book and article, the marketer will hopefully quickly become social. The marketer and my students no longer have to focus on the channels but can go back to the drawing board. STP still applies, as does competitive advantage. Focus on that, but be social, be human and let us be proud of our profession. Let my students look for the possibilities to create social value. Then social media will follow automatically.
Want to know more about social media and our research results? On June 22 , the results of this project and several other projects in the framework of CELL and ExpertCMKB will be presented in (N)Utrecht . Admission is free!