真诚感谢Energize策略总监Joost van Liemt的投稿！
作者: Joost van Liemt
品牌应该利用社会媒体大量制作及广泛传播品牌内容 vs. 不管品牌有什么媒体活动都是不可被信任的
看到这份真诚，人们可能会再次相信品牌所说的话，欢迎品牌再次融入他们的生活。然而这份信任却十分脆弱。我们不能急于求成，必须小心翼翼、按部就班地根据人们的需求发布品牌信息，而不是出于自己的需求。真正有价值的内容是必须按需求来定的。为了做到这一点，我们应该停止猜测潜在消费者的消费习惯，而应该扪心自问，自己平时都看些什么，听些什么，读些什么。把自己放到消费者的立场上，才能真正感受到消费大众的真实需求。不要再问一些冷冰冰的、以销售为目的的问题，看看手机里你与好友互发的短信 – ”今晚在家么？我可能顺道拜访，一起喝杯咖啡聊聊天吧！”是不是亲切很多？
Where Are You Tonight? I Might Drop In
It’s the end of the year. So that means a lot of looking back. Or a lot of looking forward which is also a hobby of a lot of people. We’re looking at trends gone by and trends to come. Where one prediction is contradicted by an other which itself is diametrically different from the fourth – and so on. And all this in just one article. The most interesting contradiction for as far as I’m concerned is this:
Brand should produce and seed branded content vs. nothing a brand does on social media is trusted.
Assuming that online communication will even be more synonymous to social media then in earlier years it becomes very hard for a brand to present itself in some way or another. Because if the overload of commercial posts on Weibo make the masses switch to Wechat, if people turn away from Youku because of its ever longer pre-roll ads, and most of the user generated content on Douban is paid-for, then we can’t do anything else but finding a way to work around all this.
Because we are good at work-arounds. From the moment people seem to dislike and leave a specific channel because of the immense amount of commercial advertising (read: Weibo) we can hardly wait to find a new channel (read: Wechat) for our – as we see it – sympathetic message. With what of course we trip over the same stone as we don’t learn from the consequences of our earlier behavior. In the end we all will create and publish our own branded channel fully responsive designed. It kind of feels like advertising in the 1960’s: to sell soap we create ourselves a nice television series that every now and then is interrupted by our own commercial…
Not much of a progression, so to speak. And it is understandable from the prospective buyers’ point of view. Yes, he or she wants to know where the best place to be is and where he or she can find the lowest prices, and the best service. Surely, the prospective buyer want to believe in a dream, in the story told by the advertiser. But not all the time. Media buying agencies still like to believe that people love to watch and listen to advertising. Believe me: they are so wrong.
But how do you get your message across? It all starts with trust. Simply gaining trust of people. That starts with treating people as people. Grown ups. And not as some alien named ‘consumer’. We should no longer be allowed to use the C-word. It is belittling and creates a distance. Which is not what we try to achieve, is it? People want to be treated for what they are: people. And to treat people as people, you need to be human. Brands must become human. For only then you have a voice, is it possible to have a conversation. Becoming human is not creating, producing or broadcasting emotionally loaded commercial. That is too easy: a commercial like that just shows the human side of the brand, it doesn’t make that the brand actually acts human.
Despite all nice and well-produced commercials, they do not make a brand human. The brand hides behind a emotional façade and does approach me. It never comes close. It will have to descend from it’s ivory tower and get in touch with people. With its own and sincere voice. The voice you use to speak to people in a normal way. Sometimes it is a dialogue, sometimes a monologue. With this human voice you can declare love and have a fight. With it you can give and take. Being human allows you to come by with flowers, unannounced. Like in real life it will be appreciated. Not just because of the flowers but because it shows that you take the relationship seriously. And because you surprise people – without asking something back. It is all about sincerity.
With this voice and the right behavior brands will be trusted by people again. And trust makes people open up and grant you access to their lives. This trust is fragile, we will have to be very careful with what to do or not to do, but it is there. Step by little step we can show our content. Easy, no hurry. We cannot push too hard and we need to make sure we only bring content when people want it, not when we want it. To do this right we shouldn’t ask ourselves what people watch, listen or read. But we need to ask ourselves and them where they are. Valuable content fits where you need it, not about how you consume it. It should be like real questions which you would pose to your friend: “Where are you tonight? I might drop by for a cup of coffee and a talk. Looking forward to it!”
Joost van Liemt
Strategy director Energize
Intrigued? Email firstname.lastname@example.org