Page 227 - Social Media Marketing

is not driven by the need to catch a fish: It’s driven by appealing to the needs and inter-
ests of the fish.

The Social Web works more like fishing, from the perspective of the fish, than
it does like target marketing. Take a look at Figure€8.1, and read the copy for a quick
diversion and an insight into a brand that understands that building a great lure starts
with thinking like a fish. The central question around engagement on the Social Web,
therefore, shifts from an interest in a creative campaign (the marketer’s perspective) to
why a potential customer would be interested in spending time in the activity associ-
ated with that campaign (the customer’s perspective). This is where the notion of build-
ing social media marketing and business programs around passions, lifestyles, and
causes fits into engagement. By seeing the Social Web—and engagement—from the per-
spective of the participant, the necessity of building around the activities that occupy
the minds and hearts of customers and stakeholders becomes clear.

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■ ╇ E ngagement as a C ustomer Activity

Figure€8.1╇â•S‰ torm Lures: Think Like a Fish

The connection between social media marketing and social media as applied to
business is built around the processes of engagement that lead to collaboration and
brand advocacy.

By creating activities that connect to lifestyles, passions, and causes, the brand,
product, or service takes on a new relevance for the customer. On the Social Web, the
specific point of engagement generally occurs in a social context. A support forum or
ideation platform, for example, provides a significant attachment point between a cus-
tomer and a business based on the desire of a customer to share an idea or experience