In a previous post, we introduced the features of Facebook Insights. Now we will delve into building the space for your fans to engage with your brand.
Before you start posting pictures of sunsets and inspiring quotes, it is imperative that you review the core values of your brand. It won’t be the products that help you engage with your customers; customers engage with your brand because they align with your values.
They look to you as an inspiration to drive these common values.
Simon Sinek, in his Ted Talk “How Great Leaders Inspire Action”, explains the concept in one sentence: “The goal is not to do business with everybody who needs what you have; the goal is to do business with the people who believe what you believe”.
If you believe in a healthy lifestyle and what you do (products/ services) reflect these values, then you will attract more people who have the same interests. Last week we explained the concept of homophily, where people are more inclined to be linked to others with common interests and values.
Let’s have a look at a case study: T2 Tea.
T2 started over 18 years ago as a boutique store in Fitzroy and is now as a leading tea retailer, with 50 stores in Australia, New Zealand and United Kingdom. There are over 600 employees in their company.
Maryanne Shearer (co-founder) believed that tea should be enjoyed with all the senses indulged and pampered. She wanted to bring unique sensory experiences associated with premium tea to the new generation of tea-enthusiasts.
She achieved this by making sure the stores will give anyone who walked into the door to experience tea. Whether by scent, the exotic tea house décor, and the innovative concoctions brewed from their imported tea.
Their philosophy, in short, is “to create teas of exceptional quality that deliver a taste sensation”.
T2 and its staff are passionate about making tea. To ensure they deliver a wonderful taste experience to its customers.
T2 is all about delivering a premium tea experience.
T2 believes quality tea should be part of your lifestyle.
T2 wants feedback. They want to know that you enjoy tea and are as passionate about premium tea as they are.
To develop a great social media campaign is to create a space where your fans will engage with your brand. T2 has done this by influencing their customers’ lifestyle and introduced a need, a desire for quality tea and premium teaware. Maryanne Shearer wanted to make a small part of their lives luxurious because she believed her customers deserved a better spiritual experience.
Think deeply about the core of your business and make the idea as simple as possible.
Let’s summarise Sinek’s concept with T2*:
- Why do you want to change the world?
People deserve a better lifestyle.
- How are you going to change the world?
Introduce new ways people are able to experience tea with the five senses.
- What are you going to change the world with?
The taste of carefully sourced, quality tea; innovative tea blends and recipes; unique and luxurious tea ware.
Note how these questions are positioned in a universal manner. Why? Because you are not trying to do business with people who need what you have, but you want to do business with people who believe what you believe.
Also, it is important to remember that your Facebook popularity won’t skyrocket overnight. “But I’ve followed your instructions to a tee!” You argue, refreshing the Facebook Insight summary page every 5 seconds.
If it was easy to build a brand, than no doubt 99.9% of the businesses will fail. Why? Because (1) it means you haven’t differentiated your brand at all, (2) there are be too many choices and (3) it means your customers are butterflies and aren’t loyal at all.
Here’s a final word of advice, “If you build it, he will come”. Just know that you should never stop building and reinventing your brand to continually align it with your beliefs.
*Please note this is not the opinion of T2 and an observation made by the contributor
Guest appearance/blog post by Shuwen Blanchard