The Importance of Brands in the Social Media Sphere

Facts and figures are boring. Yet almost every B2B brand relies on facts and figures to tell the story of their products or services. Countless whitepapers, videos and presentations wheel out the features and functions or a particular platform, technology or product line, yet everything that we know, as marketers, as data analysts, tells us that there is a better way. A more efficient way. In fact, neuroscience has provided vital clues that help us understand not the power of logic to drive purchase, but the importance of emotion to tip our decision-making.

So at the point of decision, emotions are very important for choosing. In fact even with what we believe are logical decisions, the very point of choice is arguably always based on emotion.

But it is one thing to know something and quite another to do something about it. Just imagine being the marketing director pitching in a new campaign to your CMO where there is little reference to product features and functions. Imagine the questions. The feedback. The personal-professional risk.

This week I recorded a podcast with the NewsModo team. We talked about branding, social media and content marketing. But mostly we talked about how storytelling allows brands to tap into the minds and emotions of their customers. One of the examples I had in mind was this video from the recent election campaign. The video captured my imagination because it’s a great example of how facts and figures can be incorporated into a campaign that drives not just action but activation. In fact, if brands (and political parties) can learn anything from the election results, it is this … listen to your audiences, understand what drives their collective mindset and help or encourage them to act on that mindset.

When you have a moment, check out the NewsModo podcast. There have been some great guests – and it may just inspire your next, best idea.

Talking Social and Digital Trends on the Echo Junction Podcast

GavinHeatonx300 Podcasts are one of my newly discovered joys. A well curated list of subscriptions basically means that you can remain up-to-date with your fields of interest independently of the mainstream media. This is particularly useful for topics that are too niche for the media or too controversial – which is why my personal subscription list includes podcasts on the topics of digital and social media, Australian history, and the history of writing and language (often including large amounts of swearing).

Podcasts also mean that you have a greater role in programming your own media content, so if you don’t like what you hear, you can unsubscribe and find something you like more.

One of my regular casts is Adam Fraser’s Echo Junction. With dozens of podcasts recorded this year, he has been seeking out and presenting some of the best thinkers and doers in the online world for the last year or so. He meticulously researches, prepares questions and challenges his guests to connect the dots between the enterprise and digital worlds. Some of the best episodes include:

Back in April 2015, I joined Adam to talk social business and the enterprise landscape, and last week we got together again to think about the future – 2016 – and what it might hold for the world of social and digital. It wasn’t an interview. It was a discussion. You can listen in here (and argue with me on Twitter).