Blue or Red pill? Brush strokes of a Resonance Marketing Framework.

14 07 2010

Remember the blue vs red pill conversation?

I’m here to talk about the red pill. The one that would bring uncertain truth. Truth is, the internet will continue to break down the walls of the information monopoly. Social influence of all sorts will speed up this disruption of old business models. A business will need its communit{ies} to survive, and that will require a more open partnership with them. There are still less of us who believe in “InBound Marketing” than in the overused “Social Media Marketing”, hence me crying ‘wolf’ a few weeks ago. Don’t we always wonder how something becomes viral and wish we had thought of it? I do. But let’s be honest, how many Apples are around and how can anyone pump enough koolaid into a community without being ignored or worse, forgotten. Should a brand be popular or influential? Beyond cool, it’s a question of innovation, and creating a sustainable culture of innovation requires all parts of the [organization + its constituents] to stay competitive.

That’s where Resonance Marketing comes in. Resonance marketing is about widening the lead generation funnel using new & social influence. Marketing is an ‘old branded’ term about influence we are subject to… except we are now more internet-smarter than before. Social media has empowered the masses to share more and faster than any time before. From Toyota to Nestle via Pizza Hut and to many other cases, the business blue-pill won’t work anymore. Businesses, leaders, brands are having to open up to being supported if they want to thrive in the new ‘social economy’.

How do we get communit{ies} to resonate with a company’s purpose (and vice versa)?

1- Deep motivations: Marketing as spoon feeding features and benefits that will attract customers, OVER. Comprehend, discuss what’s on the mind of your constituents and turn them into aficionados, HERE. Who are you after? If you believe in resonance, you’ll need aficionados. Clearly not everyone is equal in the community game. Your core constituents are the ones you’re seeking. Scoble called them the ‘passionate‘. At the Enthusiast Group, we called them … enthusiasts. They could be customers, employees, partners, journalists, bloggers, prospects, providers. They could be silent but preferably vocal. The tools are available for free but engaging with most networks and people to discover those who matter the most is the {red pill}. If a brand is sincere and seeks to empower its constituents, it’ll open itself up to what motivates the core constituents.

2- Nods to communities: Is social media the right strategy for you? Your Twitter account and Facebook page are great for light engagement but unless you’re the cool-brand in town and your constituents have too much time on their hand, you’ll likely get quickly fatigued and the boss will ask why are we doing this. The acid test of community commitment is to get ready to bring everyone to the party from the CEO to your competitors…. geez, that’s a lot. Our job is to bring everyone to the party. Trust me, it’ll take more than a Facebook page. Even better, in the open world, everyone in your company has an opinion about your last tweet. That’s right, it’s quickly going to feel like a democracy or even anarchy. Your constituents could care less about the internal politics. They want to feel part of the journey. When trying to evaluate how to participate, 50% of the work will actually happen outside of anything you control. In most scenarios, sub-segment of communities will already exist and engaging on those already existing can quickly fill up any social media manager’s plate. They can hang out on a Linkedin group, a passionate blog, in a group of super motivated moms or simply be someone who wants to boycott you {800,000 VS 6,900}. The possibilities are endless.

3- Social organisms: Yep there are many networks and we certainly can expect more to come as each of them serves different compartments of our lives. Foursquare founded in early ’09 has now passed 2 million signed up users… would we have guessed this 12 months ago? Brightkite had been here since 2007 and only reached the same milestone in February 2010. As Paul Adams puts it, “Social networks are a mean to an end, you need to understand what the end is.” To resonate, get used to change and go where your audience may be. As mentioned earlier, it often starts with a map. If you’re big, it’ll be tedious, but you certainly will be able to discern patterns quicker.

4- Resonance: The sum of all. It wasn’t about {the brand} to start with and {the brand} should be totally appreciative of being part of its constituents’ online matrix. We may have thought it was cool to have a ton of followers and likes/fans and fold back to the dunbar number. It’s the same for all your constituents. Let’s be clear, {the brand} is still seeking to generate leads from this entire new ecosystem, except that someone else is driving now. The way to ‘get the word out’ is through a new chain of events that will create resonance between and beyond constituents. It will be based on understanding the deep motivations of constituents, dynamics of communities (loose term) and lastly, social organisms and tools. Email gave us ‘permission marketing’, we seriously got tired of that. We now have social networks and blogs. Brands should make it about them, all the constituents, what ever the brand does – {the brand} entered their world and there is no return. Inbound will be red.

Thanks to Paul Adams for the graphics and for going back to the basics.

@YannR @Extanz


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3 responses

14 07 2010
Jay Jacoby

This is an excellent post Yann, thank you. I think it is spot on.

Also – at the root of the ‘deep motivations’ I believe is what is referred to by David Wolfe’s ‘core values’ and Abraham Maslow’s ‘Hierarchy’ – as people are looking to fulfill their ‘needs’ including: Identity, Purpose, Relationship, Energy, and Adaptation.

And of course tapping into their “Emotion”… which creates the Resonance.

14 07 2010
Yann Ropars

Thanks Jay, glad it resonates :) You hit on key points here. Brands should head out a new discovery quest with the constituents motivations and emotion.

20 07 2010

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