Since we brought Lori Lewis on the Jacobs Media team, a number of you have asked, “What’s she going to do for you exactly?” Good question.
We know that consumers behave differently today. They meet in social networks, they share content, and they spread their voice. They carry their phones with them everywhere they go. They rely on apps. They say whatever they want on blogs.
Ultimately, they can redefine our brands if we don’t take the time to understand the interaction and cultivate relationships by relating to their needs.
In Lori’s world, it’s about balance. Welcome to the series “The 7 Crucial Steps of Balance.”
Be aware of how dialogue contributes to the brand, the product experience.
Adapt to consumer behaviors & cultural trends.
Leverage trust & know your objectives with every single communication.
Analyze issues, patterns and trends on our digital and social properties as well as our competitor's.
Notice what it takes to build loyal, motivated relationships.
Create a metrics system for time and resource efficiencies.
Establish, then maintain your company's credibility in the community.
Each Friday, Lori will demystify how to grow the skills that are required today and learn how to merge them with radio’s traditional strengths. So today, it’s B.
Be aware of how dialogue on Facebook, blogs, Twitter, and the other channels contributes to the consumer experience with your product. Therefore, avoid straying from your brand, and find ways to create indirect conversations around the brand.
We only confuse the experience with our stations when we position ourselves one way, but act like something different socially. Be consistent with who and what you are.
For a visual example, go ahead and “Like” the Oreo Cookie page and watch how they’ve mastered the art of indirect conversation around their brand:
A good tactic is to be aware of managing your consumers’ expectations. Put yourself in their shoes before you send out a text or post a video on your Facebook page.
Is the information really something a VIP would expect to get from you? Is there really something in it for them? It is very much about what you do, what you text, and what you post that's going to keep someone who opts in for the first time from quickly opting out.
Be aware of how setting a reliable rhythm with your timing and content on a station or a DJ blog deepens the ties between your station and the audience. If you relate the blog to a radio show, would you really not talk for one entire day? Or for 10 days? You converse with your audience every day, so this consistency is expected in order to build up trust and the habit of tuning you in each day.
If you only blog “when you feel like it,” you miss out on the audience growing the habit to connect with you on a more personal level.
Be aware that the only communications tolerated by consumers are those that are appropriate, timely and relevant to the brand. It's important to understand how dialogue impacts our brands in any communication.
Social media is like all media - there are rules and best practices. My goal is to work with our clients to help them be aware of these rules and help them implement them for true success.
Next week in the “The 7 Crucial steps of Balance”: Adapt to consumer behaviors & cultural trends.