Content ideas for the fans of your social media campaign
Millward Brown just released a study on ‘fans’. In it, they reported this fact about fans:
“Fans spend four times on the brand they are a fan of compared to nonfans. This is not something we should attribute to the fan page itself; rather this is due to the brand relationship which led someone to become a fan in the first place.”
On some level, this shouldn’t be news. For years there has been un understanding that 80% of business comes from 20% of the customers. In that math, that 20% spends about 4 times more than every one else. I don’t think it’s a stretch to call these people ‘fans’.
What do they care about? They are the ones who will look at the “Making of” a television commercial. They are the people who will look inside the brand, if you give them that look.
Show them the ideas that don’t make it public.
The typical campaign for a brand has dozens of ideas. The internal team then narrows down those ideas to the best ones that go in front of the client. From there, the very best of the those ideas run.
Take the ideas that were scrapped for whatever reason and show them to fans. Explain why the ad didn’t make it. “This ad doesn’t quite show off the fun of doing x. This ad doesn’t do a good enough job of focussing on the great taste.”
Remember, in social media, the brand is talking to people who think it is fun and tastes great. But in showing them a little behind the scenes, you might actually give them content that is sharable.
People like to share inside news. “Hey, check out this ad that didn’t run for brand X”. That is in the wheelhouse of content that is shared. It allows a fan to appear to be in the know.
Far too many Facebook pages are all about contests and ‘Did you knows’. Few give a good look behind the brand.
Many should start. The content is sitting there on the floor.
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