"Art is in the viewer not the object"
Jeff Koons
"The message is in the experience not the product or service"
Anna Farmery - me!
And therein lies the reason, why social media in marketing helps a businesses grow their sales and their profit margins, because
We cannot give people a message! We can only give them an experience based on what we say and do.
Just like art, it is not the paint, frame, outline that gives the experience it is what the viewer takes away from looking at it...from whether it reminds them of a time in their life or stirs emotions - be it anger, lust, love or peace.
Marketing a product used to be about selling its attrbutes, the specifications, selling in a transactional way. In essence, the transaction of exchanging money for attributes.
The social element changes this transaction, the social element of creating that experience means that it has now moved from financial transation to
"an exchange of value for matching values"
Attributes are sold through data.
Values are sold through being human. It is a subtle change and many people wonder why they can't just sell....why social media marketing? The answer lies in your own life, when you share values...you share trust...when you share trust...you enjoy the experience...when you enjoy someone's compan...then you are more swayed by what they say.....
Being human is achieved when you strip away the spin and express
- What did you recognise as a problem...what was your passion....why did you start the product or service....because that is what the potential consumer is searching for...Be social, by being someone who understands and empathesises with the problem
- Your true personality....good and bad....people are always attracted to people more than leaflets...Be social, by being someone who gives help rather than waits to receive a sale.
