Sometimes it’s the little things that really can drive a point home. Take for example a small conversation I had-actually it was an exchange of about 2-3 tweets between myself and Adam Cohen of Rosetta that occurred late Friday afternoon. It started with this:
It is a good post in Adweek about how food marketers are trying a new approach when it comes to winning followers on Facebook by using online coupons and incentives that grow in value as more consumers “like” a brand on Facebook.
It’s sort of a Groupon approach but with a twist.
My tweet back to Adam after reading it was that, “Isn’t that really why people/consumers- fan/friend/like a Co.? Hoping for what they might get on the backend? Not always but..” My point to Adam being that Facebook friending, following, or liking a brand is all predicated not necessarily on brand devotion and loyalty, but more on what might that person “get.”-In the form of an offer, a coupon, a special, some swag, some recognition, some money, a job etc. etc. The “whats in it for me syndrome…”
I’ll like you as long as you kick me some…
There’s nothing wrong with that except when marketers and thought leaders want to paint the consumer following the brand on Facebook as an “Uber brand loyalist”- as something more pure than what I have just mentioned. But leave it to Adam to add a layer of levity to this though:
Great point. A value exchange. One to one. His point, the value of the consumers data in exchange for what you have as a brand. A trust level and brand affinity developed through traditional channels which can now be taken online into Facebook where the relationship can be deepened and enhanced. My value for yours…
In actuality, it’s still a “what’s in it for me” yo type situation but you, the consumer, really have an advantage, you just don’t know it.
Your takeaway? Value what you have as a consumer( your data) and leverage it-understand how important your data is to the brands that you like. How could you leverage your affinity to the brands you like online? Who’s benefiting the most from the brands that you follow or like? Is it a one off for them? For you?
