Everyone Wants to Walk Through a Door labelled ‘Private’ | Social Media Marketing – Rewarding and Unlocking Valuable Brand Advocate’s
Path, a San Francisco based social network start up has become a great tool for brands. Product designers, brand managers and business strategists envy for Apple’s surrounding buzz on anything the company does. Chasing the buzz isn’t easy. It requires customers to personally want to identify with your brand and adopt it into their individuality.
A customer needs a brand product to surpass their expectations, satisfy and truly impress them. The aim is to influence how a customer feels after adopting a product. This is the key behind turning customers into brand advocates. The most powerful sharing motivations are self-interest, mutual benefit and altruism.
Today’s article won’t look at how to do this as such, it looks at what to do with these customers.
A brand can have three different advocates. All are extremely valuable, however there are slight differences between each type. Each must be suited to the brand and in this social world, be extremely well connected, followed and a high profile to bring true value to your brand.
1. Brand Advocate’s – Represent your brand, your values, appearance, ethics and demeanor in a physical person. Brand Advocate’s are heavily paid to do this job. I consider them as people paid to love your brand. Example – Roger Federer and Credit Suisse
2. Brand Evangelists – A truly passionate supporter of your brand. They personally take your brand qualities and values and assimilate with them. I consider Brand Evangelists to love your brand and are paid. Example Guy Kawasaki Ex Apple Brand Evangelist.
3. Brand Advocates – These are your everyday customer’s. The people who you have had their expectations surpassed from your product. They love it and are hooked. They will share out of altruism. Example – A Harley Davidson rider who tattoo’s the logo to his body.
So you have these great Brand Advocates!
Everyone wants to walk through a door labeled ‘Private’. So create a ‘Private’ social media platform for your closest followers. Reward their advocacy for your brand – share with them product snippets, behind the scenes peeps and breaking news.
Path is a one-to-one or one-to-many private message mobile device platform. On the website, Path states their product is a continuation of a medium for humans who naturally have an urge to share, record and remember their life. This first happened in the Lascaux caves. Next came stories, poems and songs. The typewriter, personal computer and mobile device all changed the ability of ease to fulfill this sharing desire.
Use Path and invite them to an inner group of your closest 150 brand advocates (Path only allows 150 friends (based off Dunbar’s number). Now Path has limited brands presence (the first major brand was Charlie Brown and The Peanuts). So, the Path account should come from a suitable employee in a marketing or senior management role. Path’s newest features include ‘Inner Circle’ and ‘Private Sharing’ capabilities. Here you could segment your advocates on region base, product base, level of social influence etc.
Charlie Brown on Path.
From here, you let your brand advocates with large social networks and influence continue doing their great work, only this time, they are really on the inside.