There are amazing businesses and brands producing amazing content every day. This post will give props to BMW and specifically a concept vehicle rendering they recently created for Eli, a 4-year-old fan of the brand.
What they did
This was an amazing case of BMW listening, identifying an opportunity, and responding accordingly.
Jalopnik, a popular automotive and automotive lifestyle blog, recently posted an article about Eli, a 4-year-old nephew of a dedicated reader, and the incredibly imaginative details about his dream car. The car was to be a BMW, have 42 wheels and be 42 wheel drive, be powered by 19 Porsche engines, and have 3 steering wheels, to list a few of the features… oh, and the trunk was to be filled with toys so you can play in it. The article can be found here.
BMW, recognizing this as an amazing opportunity to make the vision and dream of a 4-year-old fan come to life, created an awesome rendering of what this car might look like. The rendering was posted to Facebook with a special note to Eli. Check it out here.
Why it’s killer
BMW listened and identified an opportunity to reach one fan, a fan that is a 4-year-old boy. By doing this, not only have they made a lifelong fan of Eli, but they’ve likely increased affinity amongst all who were witness to this story, humanized their brand, and successfully generated meaningful conversations in the Jalopnik community.
Also, talk about crazy levels of engagement; 3,250 shares, 668 comments, and 7,666 likes. Looking back at average engagement with BMW’s previous 10 Facebook updates, this represents 1,806 percent higher than average shares, 1,268 percent higher than average comments, and 369 percent higher than average likes. Wow.
What can be applied to your business?
Keep your ear to the ground
Listen to the chatter that is happening about your business or brand. What you hear might surprise you, and opportunities will present themselves to engage your audience.
Be open and flexible about those whom you engage
Sometimes the best way to engage your audience might be to engage people who typically fall outside of your target demographic. Finding engagement opportunities that are atypical can turn everyday content into a story that a broader audience can identify with.
Try something new
Even if your content strategy performs exceptionally well for your business or brand, occasionally try new things. Becoming complacent is a great way to lose the attention of your audience, so give them new conversation starters to rally behind, new content to engage with, a new perspective to ponder, and on.
Have you seen any killer content recently? If so, please share, I’d love to check it out.
It would be great to chat with you more about this amazing content in the comments, or on Twitter @RGBSocial
Killer Content is a new theme I’ve been thinking about adding to my content mix, this being my first effort. It would be awesome to know what you think in one of the regular places; the comments, on Twitter, Facebook, Google+, or LinkedIn
All right, here’s the no-brainer statement of the day; businesses and brands, particularly small businesses, tend to focus their efforts on social media by building and cultivating their own communities.
For whatever reason, they don’t acknowledge, recognize, or think about the fact that there are highly relevant conversations happening about their brand, category, and consumers in other places around the social web – blogs, forums, Twitter, Google+, Pinterest, and on. Further to this, they don’t think to inject themselves in these conversations.
The people who are engaging in these communities are exactly the type of people that businesses should want engaging in their communities. These are their customers, clients, and business prospects.
There is great opportunity in getting involved in these conversations, and the best part is that it isn’t difficult.
Here’s an easy way to get involved – COMMENT.
Chances are that you spend a fair bit of time absorbing content that is relevant to your business or brand, and leaving insightful or interesting comments can actually work toward your social media and business objectives. Leaving high-quality comments can demonstrate your expert knowledge, earn you increased exposure, and encourage reciprocation of contributions in your community.
Demonstrate your expert knowledge
Find content that sets you up to build on the points being made, contribute your own perspective, provide additional support, or otherwise add value. Highly interested community members are more likely than others to read comments and discover the value in the knowledge you are imparting, which means you’ll be engaging the exact people you should be hoping to engage.
Increase exposure amongst your target demographic
By leaving high-value comments, you’ll become known for your contributions and be looked upon as a source of relevant knowledge and expertise. With your reputation on the rise, people will seek out the source of the information you are leaving in comments, which will ultimately work toward converting these individuals to becoming followers, fans and advocates of your brand on social media.
Encourage the reciprocation of comments in your own communities
If you give a little, you can expect to receive a little in return. Sustained engagement by way of comments will earn you the attention of the people who manage those communities and can result in reciprocated commenting on your content. In the end, you’ll be helping each other with your contributions. It’s win-win all around.
Adding commenting to the list of tactics you employ to support your social media strategy can be incredibly beneficial to expand the scope of your influence on social media. You’ll be able to reach a broader audience that is also highly relevant, add value in new ways, and potentially begin to establish strategic partnerships with the managers of the communities you target with your comments.
What role does commenting play in your social media strategy?
What benefits have you experienced by commenting in other communities?
It would be great to hear your thoughts and discuss this further in the comments, or on Twitter @RGBSocial