Every Thursday, ExactTarget encourages insightful marketing discussions on Twitter, called the #NexusCafe chats, and recently I co-hosted with them to talk about brand unity and connecting people to the brands they love - a perfect fit for the inclusion of Definition 6. Below are some key takeaways from the discussion.
· With so many channels of media today, knowing your target audience is critical to a successful campaign. Figure out where they are engaging and use insight to prioritize the rest.
· Listening to social channels is the first place you should look for a brand-fan connection. Analyzing metrics for visits, engagement, and conversion will help to quantify this connection.
· Internally, every department (even developers) should see themselves as content creators and truly want to learn new skills that will stretch their knowledge. Content is still king, and it is the lynchpin to creating the connection and uniting people with your brand.
We have put these insights to the test with our work on a Facebook Application for HBO's True Blood, an application with interactive content that engaged fans and their friends. Additionally, content like online video, such as our work with Coca-Cola on the Happiness Machine, serves to engage fans online and spread the brand message.
Involving your community early on in the process will pay off. If you share brainstorming and allow for fan/follower buy-in, they will engage more with your brand.
You can view the whole discussion on the ExactTarget blog.