Revisit: Are Brands Becoming Badges On Social Media?

Courtesy of Flickr - zero g

Originally posted February 6, 2009…

Brand Discrimination is the new Racial Discrimination!

Seth Godin’s, Tribes

In yesterday’s interview with Wired, Seth Godin’s new book Tribes was described as arguing “lasting and substantive change can be best effected by a group of people connected to each other, to a leader and to an idea.”

He then went on to discuss the use of social media by saying, “the one that I think is really available to a large number of people now without a lot of resources, is this idea of finding and connecting like-minded people and leading them to a place they want to go.”

Badges? We don’t need no stinking badges!

My question becomes what if brands became the “leaders?” If a brand could integrate its message so deeply into the lifestyle of the consumer and create a passionate, emotional attachment, that consumer would become an evangelist for that brand. They could proudly display their love and passion for that brand publicly. The use of certain social networking sites would allow just that. So, in a sense, that brand becomes a Badge that individual uses to define who they are. As this idea proliferates through different brands, these multiple Badges will become a way to characterize and identify a particular individual.

So, in theory, in the future, I could be viewed as “Adidas-Jaguar-Apple-Miller-Home Depot-Quiksilver” person which could then be used to define me as an individual; each badge, describing a little more about me as a person. Does that offend you? Are you a “Nike-Mercedes-PC-Budweiser-Lowe’s-Hurley?”

What do you think?

Could stereotypes be created from this theory? Will “brand discrimination” become the new “racial discrimination?” What are your thoughts?

Revisit: Social Operational Branding

An article I read this week by Elaine Fogel on the Marketing Profs website, brought to mind this previous post I wrote back in January about “Social Operational Branding.”  What are your thoughts?

Back in 2007, while I was running my own agency, I wrote an article that I completely forgot about called “Operational Branding: The 80/20 Rule that No One Knows About!” I won’t fill you in on all the details, you can go read it, but the premise behind it is that 80% of branding is the actual interaction the consumer has with the “operational human element” of the brand (i.e. customer service, sales, support, etc). These interactions have to portray and illustrate the brand message (the other 20%) correctly for success and understanding. If done correctly, the consumer will build loyalty and advocacy for the brand through trust, comfort, and understanding.

Anyway, I was asked recently if this same 80/20 theory can be utilized for a website. It really got me thinking. In today’s day and age, how do consumers interact with companies? Most industries, it’s still the human interaction that reigns supreme. But in some industries (hospitality, banking, etc.) the majority of interaction is happening online (booking hotel rooms, online banking, etc.). These “web-based” interactions are quickly taking the place of the human. Currently, it’s just a boring, static site where the consumer enters information for a specific outcome (a reservation, pay bills, transfer money, etc.). This is great convenience to the user, but these interactions are missing out on a tremendous opportunity to engage the consumer and create a memorable interaction by communicating the brand to the user.

The power of social media and (the ever-dreaded phrase) Web 2.0 can actually give these boring, static, function-driven sites a personality; the brand personality. Being able to add more of a “Human Interaction” to these sites through brand employees and brand advocates all communicating with each other as well as the individual consumer would create a memorable experience that would fill the void of the needed physical human touch.

What if, the next time you went online to make a reservation with your favorite hotel that you were engaged as an individual by a group of advocates singing the praises of the brand you’re about to purchase? It would definitely give me a warm fuzzy. What are your thoughts of humanizing, function-driven activities online?

Authenticity. Enthusiasm. Communication.

Courtesy of Flickr - BBurnie82

I was looking back through my Twitterview with Chris Matthews when this quote resonated through me when asked “What is the future of Social Media in the Cycling Industry?”:

It will continue to work for companies that are authentic to their brand and their values then continue to evolve as tools that enthusiast industries can use to maintain 2way connections with their customers.

Chris really hit on something here. As I mention here on my site:

The cycling culture is a bit of an anomaly. The passion and fanaticism of each individual rider toward their favorite brands is incomparable to any other industry. The mesh between man/woman and machine creates a relational bond that can never be broken. Social media allows this relationship to, not only become integrated deeper into the individual rider’s lifestyle but it also creates a public display of excitement and advocacy for that brand.

There is no niche or segment in the cycling culture, only the individual rider. No two cyclists are the same; that’s why cycling brands need to empower individuals to create their own brand and allow it to fit into their own personal life.

To do this companies need three components: Authenticity. Enthusiasm. Communication.

authenticity.

Cyclists know when companies are bull shitting them and they don’t stick around for more. With the passionate nature of the cycling culture, companies need to be stick by their brand and be as authentic and transparent as possible. The more authentic a company is, the better the brand will be understood and communicated. Companies participating in certain social branding strategies need to understand the importance of authenticity and not overlook it.

enthusiasm.

The innate passion in the cycling industry brings enthusiasm towards brands. Some cyclists even go as far as wearing their favorite brands as badges. This enthusiasm is not just a one way street. The cycling brands need to show enthusiasm towards their cyclists as well. Social media gives both brands and cyclists a platform to show their enthusiasm toward each other.

communication.

Communication is such an important part in building relationships. The communication transition that social media has created, where the consumer is now empowered and has a voice, is moving the brand/cyclist relationship to be more like a personal, real-life relationship with two-way communication, understanding, and growth. Each conversation and communication needs to build on the last. If a company can keep these conversations growing, they will build lifelong relationships and brand evangelists.

conclusion.

Companies in “enthusiast industries” have a much harder job building relationships online than in other industries. The companies need the three components Authenticity, Enthusiasm, and Communication to connect with individuals in a manner that builds trust and lifelong, value-added relationships. Social branding strategies offer a platform to fulfill the needs of these components.

thoughts.

What are your thoughts? How would you, as a passionate cyclist like to be communicated with online?

The Orbea Chronicles: Part 3 – The Conclusion

The last week or so, I’ve been discussing my girlfriend Toni’s quest for the perfect bike. I’ve identified why she bought the way she did and what could have happened to make Toni a “cult-like” follower for the brand. I won’t go into detail, you can go back and read for yourself. But, I’ve had a lot of response from this series and have been asked to elaborate a little on some key points.

Toni has actually commented on the part two post with some great insight into her thought process and what she would have liked to see post sale. I found something very interesting in what she said. “Especially as an athlete new to cycling, it would have been very exciting to have received an email from them. It would be great to have some sort of communication to interact with them and be able to ask questions.” This quick statement has completely proved my theory on the transition of power in the marketplace. There is a HUGE transition from marketers “pushing” messages to consumers “pulling” information that is pertinent to them as an individual. Consumers now want to be engaged in a conversation and have a voice in a relationship. Toni’s want to have a conversation with Orbea, is a natural occurrence and a change that we, as marketers need to adapt to.

So, How Do We Adapt to These New Communication Styles?

In Part 2, I outlined a few strategies Orbea could’ve taken to move Toni from excited customer to a passionate brand advocate. As I pointed out, the end goal for the brand is to integrate itself so deeply into the lifestyle of the customer that the brand begins to define the customer as a person. With that being said, I have broken down a strategy that Orbea could’ve taken to create this level of advocacy.

5 Strategies To Personality Defining Brands

Social Branding Strategy - Great results come from great strategy. Knowing what to say, how to say it, and who to say it to, puts your brand in a very powerful situation. Whether continuing a relationship from post sell to advocacy or reigniting a lost relationship in the social sphere, you need to know who you’re talking to, how to engage, and how to build the brand position.

Cult Creation - As illustrated by @Big Boy “The first rule of Orbea Club is - you do not talk about Orbea Club.” This is exactly the mentality you want your loyal followers to have, especially in the cycling community. To have a sense of belonging to a specific culture or community, really enhances certain emotional aspects tied to the purchase. Creating and engaging in these communities online will continue the culture creation as well as fuel the already burning loyal fire.

Viral Campaigns - Brands don’t go viral by themselves. It needs power, a voice, and a following. By simply creating a platform and empowering your loyal following, you can create a viral awareness that no advertising could mimic. These strategies could include having a YouTube channel and having seasonal Orbea Rider contests. Showing how Orbea fits into their life. How does cycling effect the rider and their world.

Interactive -Interaction is a determining factor for customer experience. The more experience the customer endures the more they will be involved. By interacting with loyal followers, you will enhance that loyalty as well as keep your brand on the top of mind for repurchase, cross sell, and up sell abilities. Some strategies for customer interaction could be Orbea branded iPhone or Facebook applications that could track mileage and capture goals. This would give Orbea a chance to engage again with that individual as they’re striving for their goals. Other strategies…Twitter Contests, Blogger Outreach, Orbea Trail tracking on Google maps, How to ride Wiki’s, etc.

Network Site Development - The days of one website is over. Networked sites are the future. Messages and components are communicated for highly targeted, highly defined niche segments. As Toni mentioned in her comment “The information on their website is limited, and I would like to learn more about them.” I know, from looking at the Orbea site is that it has tons of information. But what if, Orbea had a Networked Website? A specific page for the Dama TDA outlining every aspect of the bike; How it fits into the Orbea Culture; RSS Feeds from the ‘real time’ blogosphere and social sphere; Give both Orbea Pros and Weekend Warriors voices on the same platform (Orbea Rider blogs - how Orbea helps them compete) & (Weekend Warrior blogs) …

Conclusion

In conclusion…Riders want a voice and to be engaged. Give them voice and you will get advocacy. Enough said. Here’s some more “voice from real riders.” Are you listening?

“I bought it [Specialized Tarmac] because I too am a bike snob and it had the component group Ultegra with Dura Ace rear - you know what I am talking about. It was the frame, components and the paint job. What a great ride and I can’t wait for Spring to get back out there. Emotion runs high…”

- @Dave

“This was the bike [Orbea Onix Dama TDA] that would make me pumped for every single upcoming ride.”

- @Toni

“I know exactly what you mean by brand loyalty, Paul. However, I might put a little different spin on what you have discussed as wearing your brand as a badge. I almost feel like I have a closet loyalty to Giant. I love my Giant road bike, but when I was shopping around for the frame to build it up I felt guilty buying it…But when comparing apples to apples, a light, stiff, and aero frame is exactly that, no matter what the brand. So we can buy based on emotions, and do so without guilt.”

- @Dr JET

Open for Conversation

As always, I am always open to conversation. Feel free to reply publicly with a comment or contact me using any contact information on my “Contact” page. Happy Riding.

The Orbea Chronicles: Part 2 – What Could’ve Happened

As we left off, we saw Toni buy a bicycle, not on the features or components of the bicycle itself, but on the emotions and feeling it elicited within Toni. This type of buying behavior is not new, but one that is overlooked. These emotions are strong purchasing vehicles but shouldn’t be scoffed at in the post sale or brand loyalty stage. With these emotions running high, now is the time to strike to integrate into the consumer’s lifestyle.

Cyclists aren’t like the normal human being. We’re a little more advanced. We use brands to define who we are as a person. The type of bike we ride, the component groups, the kit we wear, all of it says a little more about who we are. Other consumers and industries will make the transition and mold into this model of loyalty. This “cult-like” following will use brands as badges to define personality. The driving factor of this is the permeation of brands in social media. Let’s look at how Orbea, could have used the emotional strength of the purchase process to shift into brand loyalty and advocacy mode to create a “cult.”

Steps to Build a Cult-Like Following

With emotions running wild Orbea could have captured the contact information, model, and size of the bike purchased. This information could have started a series of automated, but personalized communications with Toni.

1. Push and Invite – Using email or a welcome package, Orbea could have reached out to Toni and welcomed her to the Orbea “cult” or group. Given her some background information on the culture and reaffirmed her purchase.  Here Orbea could have invited her to connect through various social media platforms.

2. Wear as a Badge – Coming off the emotional tidal wave of purchasing a $2000 bike with the affirmation and welcoming into the company culture, Toni would now be wanting to tell anyone and everyone about her experience with Orbea. She would then connect on these social platforms, proudly wearing the Orbea badge…allowing the Orbea brand to define a little bit of her personality.

3. Empower the Consumer – With continuous conversations between Orbea and Toni, Toni would become educated and empowered enough to become an advocate for the Orbea brand. During this stage, Toni begins to infiltrate her own social network with the Orbea message and culture, furthering brand awareness with the almighty, powerful word of mouth.

4. Let Go – With a “cult-like” following that these strategies will create, Orbea will have to learn to let go of the Orbea brand and allow their “cult” followers to carry the message forward. This is the hardest step in the process for most companies. But it is the most necessary step to succeed in the new social marketing world in which we live.

5. Rinse, Repeat, & Adapt – New customers are continually coming into the cycle; current customers are continually having conversations with your brand; Communication strategies are continually changing. Stay dedicated to the process, the consumer, and the dynamic nature of marketing and you will succeed with your brand.

All in all, to create a cult-like following for your brand online, you need to integrate your brand into the lifestyle of the consumer. Allow your brand to become an defining factor of one’s personality. Then, and only then, will you find true brand loyalty and advocacy.

Your Thoughts?

What do you think? Would you love a brand so much that you would wear it as a badge? If so, what brands?