A Social Media plan is really all about recognizing this new movement and how to participate in an authentic way with your customer for life... not just one sale.
In an excellent article and general life's work Rachael Botsman is helping us to see the future. She talks about Collaborative Consumption. READ: BRAND 'WE'
Here is a quick video telling her story in pictures and music.
WHAT'S MINE IS YOURS from rachel botsman on Vimeo.
Definitely watch this 16 Minute TED.com presentation she did recently where she makes the case for this new model.
http://www.ted.com/talks/rachel_botsman_the_case_for_collaborative_consumption.html
Here are 10 ways she says you can help your organization or company to build your collaborative brand
10 ways to start building a collaborative brand
- Think of your users not as consumers. Embrace them as members – giving them all the traditional benefits of joining a “club”: status, identity and shared interests.
- Interact honestly with your members versus shouting at them in one big monolithic voice.
- Invest a lot of time greeting your first wave of core users and then, on an ongoing basis, introduce them to other members.
- Empower the brand evangelists with simple, sticky tools and language that is easy to spread and share.
- As your brand grows, recognize and reward evangelists for their role in your success.
- Capitalize on the psychological social influence of “everyone’s doing it”, making your brand a popular movement worthy of joining.
- Let go. You can’t pick and choose what gets spread or try to control the way advocates choose to advocate.
- Criticism is helpful. In almost every critical blog post, tweet or angry complaint there’s something of value.
- A chief marketing officer, CEO or founder is not a brand ruler but the best host and grand guardian entrusted by the community to “do the right thing”.
- To build a collaborative, social brand, your culture must be collaborative and social, too.
For more go to her site atwww.collaborativeconsumption.com/
