As a disclaimer, I have no idea how best this next thought might actually work, and I share this thought at the risk of sounding like a hypocrite. Nice way to start an entry, right?
Yesterday I argued that there may be limits to the amount of information and/or the frequency of social network activity (specifically Facebook and Twitter) in that too much information can become annoying, and unintentionally dilute reader (consumer) interest.
Nothing has changed since yesterday. Still feel the same way.
Having said that, I ALSO acknowledge how literally reliable and connective social networks are on a moment-to-moment basis. As an experiential marketer with a bias towards live activations (events) I started thinking about the practicalities of merging the two platforms – also on a moment-to-moment basis.
I understand people can access Facebook and Twitter from their personal mobile devices. The challenge for brands is in prompting the consumer to actually do so and share their thought, feeling or image of the moment while still “IN” the moment itself!
Translation (and potential solution): FREE social networking “zones” in a given place of business (retail, restaurant, hospitality, etc.) whereby a consumer is encouraged and/or even incentivized to jump online and post on their respective accounts. These zones can have web cams as well such that a still or moving image can be included in the post, or saved and e-mailed to the consumer for posting at a later occasion.
Picture these scenarios:
Tweet at Starbucks – share a “happy thought” and get $1 off your next Latte
Facebook at Kids R Us – recommend a toy and get 10% off that day’s purchase
Tweet at Home Depot – share how “You can do it but they can help” and receive 10% off your purchase or 2 free energy efficient lightbulbs
Facebook at the Fundraiser – share how good you feel about helping and how or where others can make donations at upcoming events or the non-profit’s HQ
Tweet at the gym – share your fitness accomplishments of the day (miles, calories, etc.) and receive a free massage and five guest passes
Facebook at the restaurant – recommend a menu item or invite a friend and get 10% off your meal
Tweet at the bar or club – any friends who show up within a half hour of the message get in for free
Facebook at the spa – brag about being pampered and get 50% off your facial
Tweet at the beach – invite friend for free bottled water and suntan oil
There’s an expression that goes “if you can’t beat them – JOIN them.” There are multiple applications here. If social networking will only continue to grow and occupy the time and mindspaces of consumers, there is no reason not to embrace its permeation and its strength as a core example and tactic in harnessing the power of experiential marketing:
I’m a consumer (Tweeter or Facebooker) who wants to be heard.
I’m a consumer (Tweeter or Facebooker) who wants to discover.
I’m a consumer (Tweeter or Facebooker) who wants to find value.
I’m a consumer (Tweeter or Facebooker) who wants to share what I value.
I’m a consumer (Tweeter or Facebooker) who wants to be validated.
Are these not arguably the precepts of both social networking and experiential marketing?
If I were a BIG business who felt this initial thought might have some traction, I’d pursue PARTNERSHIPS as extensively as possible with the networks themselves, the hardware provider or retailer (MAC, Dell, CDW, etc.) to mitigate program costs. You can also find SPONSORS for a program like this so long as their brand and expectations of the sponsorship do not overshadow the “host” brand (location.) My only caution would be to ensure the program and partnership(s) are fun, easy and genuine. Nothing like big, bad business to ruin personal lives and pastimes. Gee, that sounds familiar…
"Throw A Party!" Create and implement experiential marketing solutions (live events and online communications) that are personal and memorable such that you redirect existing and ongoing consumer affinity, participation, revenues, and loyalties to your business or brand.
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