In my five years of research, consulting and managing social media, I have been asked thousands of questions. Where? (Where do I post? Where do I engage?), How? (How do I listen? How do I measure? How do I find influencers?) and today's hot topic, given the need for content to feed the social media beast, What? (What do I say? Do I post pictures, videos, text? Am I funny or serious? Am I professional or casual? Should I offer discounts and contests to lure new fans?)
What I almost never hear asked is Why? Not simply the "small whys" such as "Why is my brand on Facebook" and "Why should anyone care to engage with my brand?," but also the "great, bit whys," such as "Why does my business exist?," "Why should people buy from me and not my competitors?," and most importantly, "Why should anyone care about my brand?"
I present an approach to driving both social media and business success:
1. Discover a higher purpose
2. Make it Real
3. Live it in Social Media
I present five brands that have succeeded following this recipe: Secret Clinical Strength, U bu Kotex, Barclaycard Ring, USAA and Chipotle.
For more information non this presentation, please visit my blog: http://www.experiencetheblog.com/2013/10/why-right-question-that-builds-brands.html
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