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Friday, November 11, 2011

Being In The Moment With Your Audience on Facebook.

The people I work closest with are probably sick of me. Sick of me saying the same thing over and over again. Let me start by apologizing to all the super smart and creative people that I'm referring to.  Marketing (for me) is about one thing: making an emotional connection. The purer the better. Nothing better in my world than a gimmick-free connection between audience and brand. If an emotional connection can be made between people and a brand then the skys' the limit. Every other metric of success (if you need to measure) can be an afterthought once a 'that connecton' is made.

Here are 2 examples of us trying to make the emotional connection using Facebook:

First, let's talk about 'Being in the Moment'. You know when you are at an event and you see someone you know. You say hello, ask 'How are you doing?" but suddenly start looking over each other's shoulders and side-to-side looking for the next person to go say hello too. This really bugs me, but it happens. We have all been there.

Then sometimes you are in the moment .... Being in the moment with a person; listening to them, replying, making eye contact, appropriate body language. Such a better feeling.  

Brands can do this too.

I've learned from my experience as a Marketing Director is the radio business  for over a decade and now in this "new" industry of Social Media. If you can 'be in the moment' then you will have success.

Here are some examples (using the Toronto Maple Leafs). I've noticed what posts on Facebook really resonate with fans, based on the three metrics of likes, comments, and shares.

This was one of the most shared and liked posts on our Facebook Wall. It was totally inspired by an internal work email from a colleague  All I did was repost the words from "In Flanders Fields" (which was in this internal email) and shortly before 11am on Remembrance Day, I also added a recent video of  the Leafs Remembrance Game Pre Game Tribute. It was a really moving tribute and felt it was a nice compliment. I posted it. No sell. No "ask". Just trying to connect with what was happening in the moment on Remembrance Day.

Another example of being in the moment. The Leafs hosted the Bruins the other night and it was not pretty. A colleague of mine (Matt Iaboni) and I had a plan to experiment with video throughout the night. It was going well, but then the score got out of hand. (If you live in the sports world then you know, you live & die by wins & losses) We had a cool concept to try and live the game experience with fans through video they may not be able to see or get anywhere else (maybe I can explain this better in another post down the road, once I compile all of the examples)  We used our Youtube channel, a video service called Keek, and TwtVideo to try and tell a story. We also planned on using pictures throughout the night to help assist in the story telling.

Here's the example: When we post a score on Facebook that involves the team winning, then it usually gets shared, liked and commented on. When we post a score that involves the team losing, then it usually doesn't get shared. Instead of making that "text" post we posted this photo. It showed the final score on the scoreboard (sorry Leafs fans for bringing up bad memories) It also showed the venue was clearing out and the Zamboni driving by. The reason I'm sharing this with you in that I believe that since it was 'in the moment' for fans it was shared, regardless of the scoreline. Also the comments were significantly higher from the norm, and I can also assume that the photo sparked this dialogue.

These are just two recent examples of a brand, The Toronto Maple Leafs, trying to make an emotional connection with fans through Facebook.

What are some other brands (sports team or not) trying to make this connection?

Have you ever been "in the moment" with a brand on Facebook?

Thanks for reading.