Facebook users don’t want to visit your brand page, they want your brand to visit them, on their home page, their Farm, their profile.
If they don’t like what you say, or you overload them then you’re gone in a single click. You can’t even spam them to ask “are you sure?”. You no longer control the consumer’s data – they do.
Brands are at the mercy of the consumer on Facebook anyway so why not go the whole hog and use the Nudge Social Media remix approach.
So what is the social remix approach?
Well, say your a loo roll manufacturer and your key brand value is “strong” then why not ask Facebook users to discuss strength with their friends – “who’s the strongest man, who has the strongest sense of smell, whose shelves stands the test of time”. We’ve migrated the brand value into its social context – how that brand relates to me and my friends.
Look at the Tango Head Masher or Buzz! The Friend Quiz. In Tango’s case we took the brand message “unknown side effects” to let users mash their friend’s heads in photos and the side effect of an unknown head appears instead (a horse, a cat, a pufferfish or even a slice of ham…). Very funny you cry but important nonetheless.
We’ve not even mentioned the fizzy drink or provided a link to buy one, yet research showed a 37% likelihood to buy as a result of the social remix. This compares favourably with 25% achieved on previous television, radio and billboard campaigns.
Hmm maybe brands should be on Facebook after all, it’s just how you portray yourself in the social world that changes…