Communication has come a long way since mankind developed languages. It has evolved through many mediums leading to social innovation & creativity. Ironically, as much as users promote themselves online, collecting friends as stamps, the person’s limit to maintain connections is 150 relationships maximum. We cannot stay in contact with more than 150 people at a time. Hence, the whole purpose of having a huge following online is the power to influence.
As a marketer, my goal is to connect people with brands and brands with people. Thus, I will emphasize on brand experience via social creativity. The trick to social creativity is to first determine a social tension or passion that is relevant to the brand. Once that is identified, one must always integrate these 3 elements (playfulness, interactivity, ability to pass on) into his communication content to maximize share value across all channels. This way, the target audience will share the fun of your campaign due to being entertained and engaged.
Another way of ensuring a brand’s impact is by segmenting communication across these 4 spheres; Public, Social, Psychological, Tribal. As Saudi Hollandi Bank, we hit the public sphere by mass awareness through campaigns and PR activities. We hit the social sphere by solving a tension for SMEs seeking funds. We hit the psychological sphere by having our clients relate our slogan’s action “Banking made easy” to our brand. What remains is the tribal sphere, which we have lightly tapped by having clients associate themselves with our brand as promotion winners.
- Behavior Shift: Solving a social tension relevant to the brand, e.g., trusting banks
- Fun Theory: Campaign content to be entertaining, innovative, useful
- Relationship has greater impact than the message itself
- Brand community = social capital which leads to influence
For those of you who wish to delve further into the subject at hand, I recommend
- A book called Brand Washed
- A short video on human behavior http://elitedai.ly/18eyn9c