Last week I wrote a piece arguing that if the objective of our campaigns is to stimulate consumer participation (and amplification of our message via social media), the effort that we ask of them must be proportionate to the reward we offer in return. The key question is, how can brands get consumers working on their behalf in a way that also works on their behalf?
Image by David Mejias
The easiest answer to this question is: would I be prepared to participate in the scheme we’re dreaming up or would I be worried about looking like a dick in front of my friends? This may sound blindingly obvious but think about it next time you’re in a brainstorm dreaming up new ways in which consumers will help you spread the word about your socks, light-bulbs, detergent (I certainly wish I’d had it written on my hand in a few).
Key to this is understanding how and why people use social networks in the first place. In many instances, social networks are about providing people with a platform to ‘sell’ themselves. An opportunity to reveal their wit, taste, knowledge, ahead-of-the-curve-ness… via their status updates, comments and wall-posts; the things they ‘like’ or tweet, the places they check-in, the photos and videos they share. In doing so, they are creating value, ‘selling’ themselves to existing and potential friends and followers, augmenting (or even creating) real-world relationships.
As a recent SDSU study finds, 57% of young people believe their generation uses social networking sites for “self-promotion, narcissism and attention seeking”. And they have enough on their plates with self-promotion without having to worry about promotion brands as well.
Henrik Werdelin argues that ‘virality is about making your users look awesome in front of their friends’ and suggests that we should be asking ourselves: “How will the message I want spread make my audience look cool or clever?” providing a series of examples:
1. Make them show they are early adopters. Make users feel important by giving them something to say about themselves, e.g. I am a user of this new cool software – it’s still in closed beta – but I can try to get you an invite.
2. Make them seem funny or interesting. When adding a ‘tell/invite a friend’ into your sign-up flow be sure to spend extra time making your invite email interesting. You are essentially the ghost-writer for your users. Make them sound funny or interesting – they will want to share your story with more people.
3. Allow people to add their personal touch to your story. Users are more likely to spread stories that have their own personal touch. So leave room for them to add their fingerprint to your narrative easily. I guess my best example is to always allow for a bit of space when you do tweets – so people can add their own comment to your narrative. By doing that, you allow your audience to become co-senders. If that fails, then piggyback your message on to something entertaining, as a last resort, in case there is no other way to make the message itself cool to communicate. Just think of how OfficeMax have made you Elfyourself.com
4. Make people better storytellers by giving them templates of ‘guide them’. Facebook’s initial status update did this delicately by adding the ‘Henrik is…’ to each update. This forced users to write a certain type of update and allowed them to be more creative by working within the template of the ‘Henrik is…’ template. A new trend is to give people personal information about themselves to share via Behaviour Generated Content generation.
Whilst marketers may be tempted to employ old-media tactics to broadcast to the huge audiences engaged in social networks, it is only by understanding the reason that these people are so engaged and adding value to their experience that we can harness these huge numbers.
The other option of course is to buy their dignity by offering a reward so great that they will happily sell-out their hard-earned reputations. Ben Southall, now the recipient of the best job in the world waged a social media campaign that his friends must have got bored of quicker than a Farmville addiction in order to secure it.
Still, there may be hope for him. In an interview last week, Eric Schmidt called for people to be given the opportunity to change their names in order to escape their embarrassing social media pasts (in what Colbert brilliantly referred to as Ctrl-Self-Delete). In addition to people fleeing from videos of them rapping or photos of them downing shots, this may also provide them relief from the damage that ‘liking’ a butter brand or changing their profile picture for a bank in a moment of rashness did to their carefully-constructed reputations.