Blogger: Mary Keeley
Location: Books & Such Midwest Office: IL
Today is a change of pace. I’m going to list responses from a panel of CEOs and upper-level execs to a question Scott Meldrum asked and reported on in his June 17, 2011 article posted on iMediaConnection.com. I’d like you to personalize one or more of the executives’ responses and share how it affects your perceptions, approach, and ideas about connecting and building your fan base. Hopefully, there will be some aha! moments and valuable take-aways with which to end the week.
Instead of asking the usual question, what is your brand worth to you? Meldrum chose to ask the “more important” question: What is a brand worth to a Facebook Fan?
Here are the responses he received:
“A brand’s worth is equal to the content it provides, whether that content is timely information, customer service, exclusive offers, or deals. In a word: value. What do your fans want? What do they expect from you? The closer you are to delivering on those expectations, the more valuable you are to your fans.” – Michael Lazerow, founder & CEO, Buddy Media
“It depends. A brand could be worth a lot to a fan if it provides value, community, connections, and/or entertainment. Or it could be worthless, or even a negative value, if it disrupts or adds to the noise.” – Dave Kerpen, CEO, Likeable Media
“It’s all about the relationship. If the brand shows through its actions that it truly cares, then fans will value the brand. If not, it’s a one-way street.” – Rob Fuggetta, founder & CEO, Zuberance
“In our world (concert promotion), the artist is the brand. The more a Facebook fan feels part of the artist’s inner circle (i.e. direct access to the artist, exclusive content, access to tickets before anyone else, etc.) the greater the brand’s perceived value to the fan will be. This, in turn, will translate into greater fan loyalty and engagement in supporting the artist’s career.” – Blake Kuehn, senior manager, digital marketing, AEG Live
“A brand on Facebook is helpful. A brand on Facebook is useful, and interesting, and relevant, and human, and doesn’t take itself too seriously. A brand on Facebook respects my time and my interests, and knows just when to ask me to click or do something. A brand on Facebook educates me, brightens my day, gives me something special, or all of these. A brand on Facebook is worth my time and my attention . . . in theory.” – Jay Baer, president, Convince & Convert
“No crazy math here. A brand is only worth as much (or as little) as the value it provides back. Create meaningful experiences and offer up valuable content (informative, discount-driven, or entertaining) and your brand can grow its page beyond friends and family ‘likes.’ If you’re oblivious to your target’s needs, aspirations, and [you’re] socially annoying—no thumbs up or loyalty for you.” – David Brody, co-founder, North Social
“Fans can leverage a brand’s presence to establish relationships, e.g., brands help fans engage those with similar interests and allow fans to become trusted advocates/ambassadors, but on your terms. Brands operating on Facebook empower fans to be heard, but more profoundly, to guide the brand’s future direction. This creates a unique opportunity unavailable to those who do not forge social relationships with brands.” – David Silver, brand manager, SunnyD
What especially struck home for you that you want to apply to your own Facebook experience? I’ll start off the conversation: What one word was repeated frequently throughout these comments?
Sarah Forgrave
This was my favorite quote: “A brand on Facebook educates me, brightens my day, gives me something special, or all of these.”
Thanks for a great week of posts, Mary. Hope you enjoy your weekend!
Larry Carney
I must admit my ignorance Mary, I wasn’t even aware such a site (iMediaConnection) existed! Yet now I have something new to browse through, so thank you.
“It depends. A brand could be worth a lot to a fan if it provides value, community, connections, and/or entertainment. Or it could be worthless, or even a negative value, if it disrupts or adds to the noise.” – Dave Kerpen, CEO, Likeable Media
Mr. Kerpen explains what I experience as an end user; that if the brand does nothing innovative, it has a negative impact as I tell my circle that there is nothing of value to be had. Thus leading to potential fans being turned away even before trying the brand out.
Sandra Ardoin
For me, it seems like it would be a cross between David Brody’s answer and Blake Kuehn’s.
I think readers want to know something fun about authors, to interact with them, ala Kuehn’s artists. They want to know that person is real and accessible.
My daughter related the story of someone replying to one of Ian Somerhalder’s tweets (Vampire Diaries). This person was shocked when he answered, never dreaming he would do so.
At the same time, Brody drove home that the content needs to hold those who come to a website, Facebook page, or Twitter looking for something interesting about the writer–something that revs up the excitement about buying that next release.
Sarah Thomas
I’m not being very strategic in thinking how my blog gives value. I try to be moderately entertaining, somewhat interactive and that’s about it. Much food for thought . . .
Mary Keeley
Sarah, I agree. I think that is one of the best quotes, because it’s easy to remember and apply to everything we post.
Larry you spoke the painful truth.
Good point, Sandra. When a fan feels connected, rubbing shoulders with, and gets to know the author (celebrity), that’s valuable.
Oh good, Sarah. That was the goal: to give plenty of food for thought. Let us know what you come up with.
Sally Apokedak
Another great post.
Value is what we all want.
The people I think are giving me value are the ones who make me think and the ones who make me laugh. And often, the ones who make me laugh are more appreciated. There is sooooo much info coming at me all day every day.
I would like to try finding and posting a short funny video every other day or a great quote, and on the off days I’d like to post a question that everyone has an opinion on. Because I think people love to laugh, love profound quotes, and love to share their opinions. I’m going to get intentional about this and see how it goes this week. I bet I can do this without taking too much time.
I also think that when I take half an hour to go through and like several people’s status updates, that is very important. They want value and one of the things they value most is being like and shared and retweeted. I don’t share blog posts unless I really think a post is worth reading, because I know people are pressed for time. But it costs me nothing to like their status updates, so I do that pretty liberally.
None of this has anything to do YA fantasy books, though. Are we allowed to just try to brand ourselves as interesting and decent human beings?
How would I specifically tap into–offer value to–YA readers who like fantasy books? Discuss YA fantasy books? Join fan pages? Like the comments that the fans make?
Hey this is pretty cool. There’s a lot more I could be doing, than I have been doing. Thanks for this post!