If your agency inserts a call to action at the close of a standard campaign to drive more traffic to your Facebook page – and calls it digital engagement – they don’t get social media (quite the opposite).
This is the age of conversational marketing, of participatory marketing. When customers share positive experiences about you have opportunities for advocacy marketing. Whatever you wish to call it, the social web offers marketers a huge gift: a giant focus group that is always on, 24/7 — eager to hand you your brand yardstick (as well as that of your competitors). It works even better when you give customers something to do.
Nike’s Digital Sport for example, offers customers (and those of its competitors) tools to track their performance statistics in their preferred sport. The Nike+ running sensor, developed with Apple, has attracted 5 million runners. Now, rather than telling runners to “just do it” Nike collects the resultant performance data to forge relationships. It’s part of Nike’s effort to re-engineer the customer relationship through experience design – through engagement that gives back. And generosity – by letting your competitor’s customers engage. Okay, we know generostiy is not Nike’s game here – but letting users of competitive products into the game creates a sense 0f confidence.
Nike clearly understands the role of memory in brand awareness. Tell me, and I’ll recall 10%. Add a visual, I’ll remember 50%. Get me involved, let me “do it” and I’ll remember 90%.