“Mundane” is such a strong word, isn’t it? We hold it in a bit of contempt at first thought, despite the fact that our day-to-day lives are really pretty mundane. Much of what we do to keep our health and sanity is considered mundane, but these “bland” moments flow through our days in a steady stream and build the foundation of our lives. Maybe we don’t think those moments are worth talking about, but it turns out that, when given the opportunity, we will talk about them, and with fervor. Even more amazing is the fact that we often connect with others over these simple moments.
This not-so-phenomenal phenomenon is something marketers are beginning to take note of and tap into, as was shared in this AdAge article about what type of conversational content is truly relevant to people these days.
In the article, author Matthew Creamer shares a couple anecdotes about BlackBerry and the company’s penchant for simple conversation. Essentially, BlackBerry has made a few “mundane” references and asked some simple, non-brand questions of its followers and fans on Twitter and Facebook, and has received much stronger response to those comments and questions than was expected.
While the monetary result of this type of conversation is up for debate, the truth is that there is value in simple conversation. Where brands need to be strategic with this simplistic style, though, is in making informed decisions as to where it makes the most sense to invite those conversations, and what “simple” conversation is within the context of the brand.
Some additional questions you need to ask when considering the value of online conversation to your brand (and the type of conversational style you might want to adopt) include:
- What is your brand personality? In the article, Creamer offers up another example of a simple conversational style, sharing how Oreo uses it to connect with its fans on Facebook. For Oreo, a fun and lively, yet light conversational tone matches its brand personality, making it easy for fans to hop into the fray of cookie chatter without having to make a large mental leap from brand personality to execution. Oreo poses questions that match its brand personality and let fans share a bit of themselves and their experiences with Oreo products.
- What are your goals for online engagement? Yes, we’re hammering the goal setting principle home here. What the heck are you trying to achieve by talking to your customers online? Are you engaging with them to provide customer service? Are you aiming to improve the recognition and reputation of your brand? The type of conversation you inspire ties directly to your goals for engagement, which means this type of light-hearted, “mundane” conversation really might not be a good tack for your brand. Explore what it is you’re trying to do, in detail, to see if this conversational style is truly right for your company.
- Who will be creating and managing these conversations? If you read through the Oreo cookie example, you’ll see that, despite the free-flowing feel of their conversations, their chatter is planned carefully and executed by a group of folks skilled in connecting brands with people. To get the voice and conversation where you want it to be, you’ll need to have the right people in place.
There’s so much more to this conversation than what fits in a single blog post. Keep it going in the comments, please? Tell me what you think — is conversational, “stream marketing” the way of the future? Where does it fit?