June 24th, 2009

Dave and ‘The Brand’: A Study in Social Conversation

“Always be passionate about ideas and communicating those ideas and discoveries to others in the things you make.” Charles Eames

The Video ‘Dave and Blank’ (originally produced by 22 squared) shows a consumer passionately communicating feelings and discoveries about a product, brand or service with everyone in their social media circle. The video illustrates why it is important for brands to engage in a conversation with consumers. The conversation is already in progress – the only problem is that most brands aren’t a part of it.

Dave ‘the consumer’ and his ‘blank’ illustrate what most consumers are doing – searching the world of social media for product advice. Information seekers, such as Dave, are not taking their buying advice from mass directed messages, but are instead using social media and their peers as reliable sources. Dave would then become a brand advocate for the product, and a trusted source for the next consumer, and so the cycle repeats.

Wouldn’t it be great if your brand could become a trusted advisor on purchasing choices?

Lack of brand communication is a problem in today’s market that has infinite choice for consumers and even more advertising messages for them to pay attention to. Consumers want their choice in product to enhance and create meaning in their lives. The brands that are a part of the conversation are building relationships with their consumers and creating brand advocates who will then spread the word across their social media networks. These brands are on the cutting edge of gaining real, lasting brand loyalty consumers – and the greater market share.

Dave ‘the consumer’ can become your best advocate and passionately disperse admiration across the various social platforms. He will gladly advocate for a product, brand or service that has treated him well and one that cares about him and his interests. He is ready to engage with you. Nothing is better for a brand in today’s digital age than having an advocate who will disperse their warm feelings about product ‘blank’ – your product.
(Kudos to 22 squared for producing such a social savvy video)

Communications . Social Media