Traditionally, non-brand heritage-based advertising attempts to promise one or several of the following: quality, utility, longevity, rarity, and preferable price points. If you want to go the more philosophical route, you can perceive these promises within the wide net cast by fictional ad man Don Draper when he said, “Advertising is based on one thing: happiness.”
The above is a short extract from a great post I read on 'Medium' by 'Alan Hanson', who goes on to say;
"I gleaned a lot of this behavior as the content and copy director for several brands’ social media campaigns, particularly Denny’s, back when “brand with a personality” and “brand with an opinion” were new and novel tricks most companies either couldn’t get away with or wouldn’t dare try. Of course, we got away with a lot more in the beginning. Naturally, the more the campaigns grew, the fewer chances the client was willing to take. I mention this because it is one small, insanely simple, and now quite common component of the aesthetic of relevancy, particularly in the social space".
As brands and companies move away from the one trick pony of intrusive advertising and into the scary 'we can't control it' space of social media authenticity is everything. Social Media is what 'we say you are' not what 'you say you are and if your not 'relevant to me' or my tribe then I'm not really interested.
Image source: Gartner
A brand needs to understand how to operate on social media platforms, but as the Gartner research (number 4 on the image above) points out, there is a requirement to invest in 'content output' as part of the key digital trends. This is important particularly as the mindset shifts towards creating 'relevant' content, that can consistently engage a 'relevant' audience is critical, because the currency on 'social' is not 'likes' or 'seen' (impressions) its all about engagement, and the willingness of people to 'want' to share your story with others.
At DLA Ignite we specialise in helping companies and the internal 'Change Makers' deliver on both many of these points, and I'm pretty sure we can help you as well.
We have a tried and tested methodology, we hold you and your colleagues hand throughout, ensuring we not only 'teach' you what to do, we also make sure its firmly embedded into your firms and employees DNA.
We don't do retainers, we are not an agency that creates and produces copy/content or sells ads for you.
We are active 'practitioners' of what we do, we already know and can evidence the ROI of a robust and internally aligned 'Social' strategy.
Part of that evidence it that you are reading this blog, just like many others - including your competitor!
We also don't do outbound pushy, salesy marketing, so if you would like to explore more, please contact the author of this blog.
“brand with a personality” and “brand with an opinion” were new and novel tricks most companies either couldn’t get away with or wouldn’t dare try.