We know that consumers behave differently today. They carry their phones with them everywhere they go. They ask if “there’s an app for that?” They say whatever they want when they comment on blogs. They meet in social networks, they create and share content, and they spread their voices.
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.
For the past seven Fridays, the B-A-L-A-N-C-E series was intended to demystify how to grow the skills that are required today and learn how to merge them with radio’s traditional strengths.
Being aware of how dialogue contributes to the brand, the product experience.
Adapting to consumer behaviors & cultural trends.
Leveraging trust & know your objectives with every single communication.
Analyzing issues, patterns and trends on our digital and social properties as well as our competitor's.
Noticing what it takes to build loyal, motivated relationships.
Creating a metrics system for time and resource efficiencies.
Establishing and then maintaining credibility in the community.
We are communicating with a fragmented audience. Beyond email – which remains the number one source for sharing and informing – consumers now have Facebook, apps, texting, Twitter (slightly) and other avenues from which to communicate.
We should be using these channels to reach consumers, build social communities, cultivate relationships, tell stories and create dialogue around our brands.
We have a new league of consumers and a new kind of distribution that requires strategic thinking. It’s not about barging in – it’s about gaining permission through trust to deliver conversations around your brand.
Failing to equally analyze the risk of our behaviors as much as we seek the rewards is almost a guaranteed mess. People are becoming more popular within their own social media circles and networks. If behavior from brands doesn’t look and feel like a personalized message, they’ll dismiss you and move on.
Notice what it takes to build loyal, motivated relationships.
It’s our quest to bring clarity to the development of a comprehensive digital and social presence, so you’ll hear us Jacobs folks talk about having a metrics/monitoring system in place. You’ll also hear us talk about the importance of building your community before you need it (or it needs you).
Yet of everything you hear us discuss, the most striking element of social and digital technology today brings truth to an old biblical saying, “What’s done in the dark shall come to light.”
How many times do we have to keep witnessing character unbecoming of any brand? Whether it’s a Congressman tweeting inappropriate pictures or it’s a radio station neglecting interaction with the people who chose to talk with them on all these different platforms. Understand that your behavior on these channels is always on display and it is being judged.
I hope to see you at The Conclave this year. We’ll be there live to run down the B-A-L-A-N-C-E series with actionable takeaways on how to merge the traditional skills that have worked so far in radio with what’s needed today. It's all part of Jacobs Media's "Summer School" program and we hope to see you there.
In the meantime, keep your B-A-L-A-N-C-E.
Special thanks to The Joy of Tech.