Blog post by: Don McEachern, President and CEO, North Star Destination Strategies, Nashville, Tennessee
Remember the old days (okay, five years ago) when community leaders controlled the information that was disseminated about their communities. Even the introduction of online technology such as websites and email marketing didn’t change the facts; you were, for the most part, in charge of the conversation. That approach is called impression marketing because the communication channels you used – print media, outdoor, email marketing, public relations and online banner ads, etc. – were designed to make a certain impression on consumers. Clearly it is easier to establish a brand using impression marketing because you can ensure that all your messages tie back to your brand strategy.
But a lot of that control went out the window with the advent and rapid evolution of social media – particularly in combination with the real-time capabilities of smart phones. Your consumers, and by that I mean businesses, residents and visitors are empowered to create their own content about the brand that is your community. This type of marketing is referred to as expression marketing because, well, consumers get to express themselves! And it is a very credible form of marketing, say the social media experts, because it is essentially word-of-mouth on digital steroids. Word-of-mouth has always been considered the most credible source of information about anything because it is assumed that the person spreading the word doesn’t have a dog in the hunt and therefore, is unbiased in his or her opinion. Bottom line . . . people trust their friends.
Does that mean you don’t have a say in how your community’s image is expressed. Absolutely not! At this year’s conference in Milwaukee I’ll be talking about how you can effectively and consistently spread your community’s strategic brand message when you can’t control the content. The key is to shift your approach from director of the message to that of facilitator who manages the message. This involves honestly (and bravely) monitoring ongoing conversations, responding appropriately and looking for ways to feed those social media channels with authentic and branded content that touches consumer’s passion points. Remember, authenticity is critical to consumers using these channels.
While traditional marketing and communication channels may not have the efficacy they used to, I do believe that it is a balance of impression AND expression marketing that will establish the most consistent, relevant brand reputation for your community.
What are consumers saying about your community using social media? What are some unique ways you can join the conversation without alienating participants? Let’s talk about it in Milwaukee at our Solutions Track Session, “Community Branding: Beyond a Logo and a Line” Tuesday, September 20, 12:45 – 1:45.
For more information, email info@northstarideas.com.