Everyone?s got a story to tell.
Social media plays a major role in both telling and archiving our own personal stories. How can brands play a role in each tale? McCann tells us how in their study, The Truth About Social.
First came reality TV, and then came social media, opening the doors for us to play the lead role in a story that we can broadcast to as few or as many people as we like. In continuing with McCann’s 12 truths about social, we discover how brands can integrate themselves into their consumers’ stories.
The seventh truth defined by McCann is that we all have our own audience, and for brands, it’s important to not only connect with their target consumers, but to connect with their consumers’ audience too. The best way for a brand to play a role in each individual’s story is to create unique experiences that the leading lady (or gentleman) will want to share, post about, and talk about with their friends and network. Smart brands offer something cool, fun, and share-worthy.
The eighth truth is that everyone is telling their own story, and now that tools such as Facebook Timeline exist, people are spending time looking through their story so far, editing their archives, and even reflecting on their own identity and the way it is portrayed over time. People are conscious of their individual journey, as well as what and who plays a role in it.
This brings us to the ninth truth, that brands should be part of this story. Brands should be aware of where they best fit into their consumers’ social journeys and their stories. Effective brand experiences should last through the initial anticipation, the experience itself, the aftermath soon after, the afterglow, and the reminiscence that resurfaces long after. A smart brand will create an experience that is reflected upon via social media, and that leaves a lasting impression.
“Our Air Canada Love from Afar Valentine’s Day promo is a great example of this. More than 400 couples shared their stories about the challenges of long-distance love via Facebook for a chance to win a flight courtesy of Air Canada to be reunited with their lover,” says Bobby Destounis, Director of Digital Strategy.
On Tuesday, we’ll share the final three truths about social from McCann.
First came reality TV, and then came social media, opening the doors for us to play the lead role in a story that we can broadcast to as few or as many people as we like. In continuing with McCann’s 12 truths about social, we discover how brands can integrate themselves into their consumers’ stories.
The seventh truth defined by McCann is that we all have our own audience, and for brands, it’s important to not only connect with their target consumers, but to connect with their consumers’ audience too. The best way for a brand to play a role in each individual’s story is to create unique experiences that the leading lady (or gentleman) will want to share, post about, and talk about with their friends and network. Smart brands offer something cool, fun, and share-worthy.
The eighth truth is that everyone is telling their own story, and now that tools such as Facebook Timeline exist, people are spending time looking through their story so far, editing their archives, and even reflecting on their own identity and the way it is portrayed over time. People are conscious of their individual journey, as well as what and who plays a role in it.
This brings us to the ninth truth, that brands should be part of this story. Brands should be aware of where they best fit into their consumers’ social journeys and their stories. Effective brand experiences should last through the initial anticipation, the experience itself, the aftermath soon after, the afterglow, and the reminiscence that resurfaces long after. A smart brand will create an experience that is reflected upon via social media, and that leaves a lasting impression.
“Our Air Canada Love from Afar Valentine’s Day promo is a great example of this. More than 400 couples shared their stories about the challenges of long-distance love via Facebook for a chance to win a flight courtesy of Air Canada to be reunited with their lover,” says Bobby Destounis, Director of Digital Strategy.
On Tuesday, we’ll share the final three truths about social from McCann.
