A Brave New (Social) World
As I indicated in my last blog, the economy seems to be on the road to recovery. But I am convinced that this road does NOT lead back to the way things were. The business environment I see emerging from the market crash is a whole new, social, world.
I have written here before about Social Media strategies, but as time goes by, a broader picture is emerging, Social Media is no longer enough. The “Media” is NOT the message. I am looking to define a whole new “Social Persona” where your entire business is focused around your customers being participants in the “face” you present online. It is no longer enough to simply maintain a Twitter account and FaceBook page.
Rockler is an excellent example of a company developing a Social Persona. They have an active FaceBook Page, and their Twitter managment is a model that others should be emulating. But Rockler understands that they need to be integrating that those efforts deeper into their business. Rockler has recently unveiled a new gallery where customers can show off their projects and comment on others member’s projects. Rockler’s blog continues to evolve, and they are now beginning to link outside reviews and video demos into their own online product pages! The customers are helping to shape the “face” that other customers see when they connect with Rockler.
MicroJig regularly asks permission and posts user reviews directly on their site. They reaalize that their customers will use the products in ways they may not have envisioned. The accumulated knowledge base blows way beyond any reasonable FAQ page and adds an element of trust because Microjig’s advertising claims are backed up by customer experience. Another fine example of what I am discussing is a company called Indonique.
Indonique is a retailer of fine Indian tea and chai. The owner, George, is also a woodworker, and we began discussing how he could attract more woodworkers to his site. He has added a “Tea and Woodworking “page to his website where he is sharing information and plans for tea related woodworking. This in itself is excellent, but rather than simply filling the page himself, George is inviting anyone who wishes to contribute content. I have contributed plans for a tray, and will likely be “guest blogging” at some point.
None of us are yet sure exactly where all this may lead. What we do know is that consumers are wary of traditional advertising. They trust the people in their social networks, and are constantly seeking and sharing information; “I am car shopping, anyone have experience with the 2009….” “Rockler’s Bench Cookies look cool, but how do they work when they get dusty?” “ What chai should I try for my dinner party next week?” Your customers are asking a million questions a day. Let your OTHER customers help you answer them.
Built properly, your “Social Persona” (Website, Facebook, Twitter, Forums, Galleries, etc)becomes the portal that they will go to for answers, and they will in turn answer others. Got a fence to whitewash Tom Sawyer?
I know what you small business owners out there are saying: “ I do not have time with all the other stuff I am doing!” and you are right. My next post will be discussing strategies for dealing with this issue.
on September 14th, 2009 at 12:44 am
Rockler is a great example of leveraging their Social Persona. Another one is Kreg Jig, these companies have done a phenomenal job with connecting consumers and brand champions. Not only have they created an enthusiastic tribe that enjoys interacting with their brand, but created a great network of knowledgeable tradesman who can be easily found and connected to by those still new to the craft. Honored to have Micro Jig mentioned. Thank you.
I wish your blog had an email subscription. You may be interested in looking at aweber.com.
Addthis or sharethis would be an excellent tool to help your viewers spread the things they like into their social sites.
Look forward to more insightful conversations and new posts.