Social Media is changing the ways we communicate, consume, collaborate and create content. It is important for businesses such as Aged Care Service Providers to understand how to use it to reach and influence consumers for example, the Baby Boomer market segment. The nature of social media is to ‘pull’ by attracting consumers but it is important that they are drawn towards something of interest to them. The key is connecting with consumers in a way to ‘softy sell’ the message ensuring that it is perceived as both non-intrusive and of interest.
The key to ensure that the message spreads is mastering social media. One way is using stories as part of a different approach to marketing. This is more effective because it is personal and more trustworthy, it can also be easily remembered. For example, Dove’s ads as part of telling their story of its brand was a success for many reasons. It focused on real people and told a compelling story of a father wishing to see his son. It stirred up emotions which it linked to the healing and reuniting power of soap.
Check it out here: https://youtu.be/47WWytrYtDw
Storytelling is using authentic, emotional stories to drive growth and foster customer loyalty. It can be delivered across multiple channels. The objectives of storytelling include:
• Raising brand awareness
• Changing consumer perception
Consumers are now engaging with media that offers high-quality, informative and entertaining content experiences. Aged Care Service Providers need to figure out how to tell their brand story well and ensuring the content is powerful to make an impact to the targeted segment. As this has the power to increase the value of their business’s service by over 20 times, make their brand significant and potential to boost revenues.
Service Providers who choose to tell their story through social media must ensure that:
• the story is relevant to the targeted market segment
• the brand message is integral to the story, so that people cannot tell the story without the message
A well-done story will:
• have a clear establishment of what the brand is about – thus purpose, core values and mission
• Offer the consumer more than a product or service but an experience that transcends mundane reality
• Motivate the consumer to step into the experience through crafting of the content
• Boost your lead generation
http://www.huffingtonpost.com/chris-hurn/stuffed-giraffe-shows-wha b 1524038.html
Aleti, T., Harrigan, P., Cheong, M., & Turner, W. (2016). An investigation of how the Australian brewing industry influence consumers on Twitter. Australasian Journal of Information Systems, 20, Research Article.