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4 Examples Of How The Core Tenets Of Brand Building Have Changed
April 18, 2017
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One of the secrets to a solid brand is learning the art of being opportunistic and nimble.
And using social to build that brand is so much more than posting a "killer" status update and walking away.
There's listening, responding, recognizing and reacting.
One example of what that looks like comes from Jay Philpott, Afternoon talent on ROCK 100.5/Atlanta.
Jay took a conversation he was having with a listener - talking about what could have made part of I-20, a major artery in Atlanta, buckle - creating traffic nightmares, and created content that completely resonated:
Over 67,000 people have already shared this:
(I'm sure the shares have grown on this post since the publishing of this piece.)
This was brilliant. Having the wherewithal to create content from a conversation - include the listener in the post and weave the station into what everyone is talking about.
Another example of using social to help build your brand comes from Tyler Frye, Evening talent on KRBE/Houston.
Tyler knows his audience is glued to Snapchat.
So he has them "Snap" their confessions and then reads those confessions on-air:
Such a smart way to use social to pinball the audience back to the "mothership," the FM\AM stick.
Developing these new types of disciplines should be benefiting our advertising partners, too.
Monetizing social in a meaningful way is more than poorly written #ads.
Here are two examples:
Baby Huey, Executive Producer of The Lamont and Tonelli Morning Show on KSAN San Francisco, was recently tapped to endorse a client through product placement type video - and he slayed:
One of socials' strengths is helping radio also perform as a visual medium when clients are looking for ideas.
Jim Dunaway, Co-Host of The Roundtable on WJOX/Birmingham, is another talent tapped to elevate awareness for a client.
And when done in a way that feels real - it works:
Regardless that it was an ad, Jim's Twitter followers still interacted with him - having a little fun.
While it's been a long tradition for radio to typically do things "the way they've always been done," remember this:
The core tenets of brand building have changed.
It's about consistently socially seeding the brand into trending topics, meeting the audience on their preferred platforms (& respecting how they use them); hacking our way to personalizeeach fan'sjourney with our brands - as well as with our clients.
Building new disciplines will continue to strengthen us as we fight for attention in the face of today's distractions.
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