Are you following a brand in social media? Are you enjoying it? If you find you’re enjoying brands that you’re following, their strategy may be one of the following: connecting with one of your passions or interests, entertaining you with their engaging personality, or providing interesting and/or important information to you. As a business or social media marketer, it’s important to understand which of these strategies you’re following. It’s equally important to try one or all of these strategies yourself.
Here are Three Social Marketing Strategies – Passion, Personality, & Transparency:
I’m sure it’s difficult for most to get excited about an energy drink. However, the drink might be a part of an optimum experience that you associate with the drink’s brand. For example, Red Bull uses action sports in their marketing. Red Bull targets young people who enjoy risking their lives doing extreme outdoor activities. Just take a look at the cover photo on the brand’s Facebook page: it’s a guy on a snowboard.
Nike is another brand that is consistent with its passion. Celebrating athletic achievement is the underlying message in their social media marketing of either the professional or the amateur athlete. Adidas’ is consistent with their passion strategy, but, it differentiates itself from Nike by focusing internationally.
Another great example of a brand utilizing passion marketing is Whole Foods. Their marketing feeds consist of almost only recipes, so fans can enjoy their love of gourmet foods and cooking.
We’ll use the Oreo cookie as one example of a personality brand. There’s not much you can associate an Oreo to, other than milk and being eaten. Yet, Oreo doesn’t try to connect with any particular passion. Instead they’ve focused on personality. You’ll find their Facebook feed to be loaded with visual puns, featuring the Oreo. The updates are a variation of Absolut’s long-running campaign that used witty pictures of the bottle against unusual backdrops.
Skittles is another brand that uses personality in their marketing. It has over 24 million followers on their Facebook page. You’ll find feeds of whimsical slogans like “The frenemy of my frenemy is my enefriend” and “Beavers are excellent at making pancakes, omelettes and anything that needs a spatula.”
Transparent brands focus on telling you all about the stuff they’re doing in the real world. IBM is an example of this type of brand marketing. It hosts 32,000 individual blogs from its employees and produces a substantial amount of content about all the technologies it’s manufactured. It’s also apparent that technology brands (with the exception of Apple) use this strategy for their social media marketing.