Recently I was approached by a friend asking for a few quick tips on how he could use social media for his brand. Rather than handing over a social media playbook I advised him to focus on the bigger picture of creating an online brand ecosystem. Your online brand presence should incorporate social media as just one touch point for your consumers’ experience with your brand. After all, your consumers’ interaction with your brand should be a journey and not a destination.
When speaking about brand experiences, I can’t seem to knock one major brand example out of my mind; Disney. Take for example a trip to a Disney park; from the moment you enter the park your Disney experience has been well planned for you, with each interaction reinforcing the “Disney Magic” theme. Throughout the day with every activity or brand touch point encountered, the Disney guest experiences the magic and fun behind the Disney brand. It is these small interactions throughout the day that make up the entire brand experience, thus reinforcing the Disney Brand with a strong emotional connection.
So, what does the Disney experience have to do with your online brand strategy? Let your online brand presence take a cue from the Disney park experience. I know this may seem like a lofty goal, however start with an integrated strategy, one that builds your online ecosystem without spreading your brand and budget too thin. Using social media as one of multiple online marketing outlets (Search Engine Optimization, Search Engine Marketing, Affiliate Marketing, etc) shows your brand “guests”, also known as your consumers, you are relative, relatable and worthy of their time. Prove your brand over time in an organic matter, your customers will become loyal fans, your brand will continue to strengthen and involve and of course, your business will reap the benefits you sowed with your integrated online ecosystem.