Social Media Marketing Is Simple

Many are still afraid of social media. There are a lot of terms and ideas floating around that confuse people and can even make them panic. I want to start the new year off right by proposing an idea that sounds pretty simple:

The goal of social media marketing is the same as traditional media marketing - to spread ideas through word of mouth.

When working in the social media world (obviously not all social media should be used for marketing), the aim is to get people to talk about your product or brand. Facebook, Twitter, blogs, and other social media platforms allow people to share ideas quickly. People talk about their interests and hobbies, which often include brands and products. Using social media for marketing aims to tap into the rich veins of discussion that will produce buzz and excitement around a brand.

The tools may be different, but most of the goals are very much the same:

• Make a great (good is not good) product that can stand on its own without spin that satisfies a consumer need.
  
• Customers will get excited and tell their friends about the product.
• Marketing can help, but real success comes through viral word of mouth a.k.a. the best and most desired form of marketing.

Yes, I am trying to simplify social media a bit for those still gripping to understand. Good ideas spread. Goal of social media marketing = word of mouth. Is this too simplified?

The Cost of a Burrito

For the past 5 years it has become an annual tradition of mine and many of my friends to wrap ourselves up in tinfoil and visit a nearby Chipotle (or two). Every Halloween, Chipotle offers all customers a free burrito for wearing their best tinfoil costumes, which is what their famous burritos are wrapped in.

While waiting in line, a common discussion often arises to the total national cost to Chipotle of having a free burrito night. A lot of people wonder if the profits can really outweigh the costs to giving away so much free food, but I have no doubt that this day is gold for Chipotle.

• Chipotle kills at word of mouth advertising. Literally thousands of people will line up today for a free burrito and many will be there because their friends told them. Chipotle buys little traditional advertising because they don't need to - their tinfoil-wrapped customers are walking advertisements. When people drive by a Chipotle and see a line of strangely dressed people streaming out the door, they are intrigued and tell others. Facebook fan pages and event invites, personal blogs, and twitter will all be buzzing simply because Chipotle is doing something different and exciting.

What things have you done with your brand to create excitement that spreads like wildfire through word of mouth?

• Chipotle has created an experience. Standing in line with 200 people dressed in tinfoil not only creates a memorable visual experience for people, but it brings strangers together under a unifying idea (we all like free food and an excuse to do something crazy!). The tinfoil costumes become elaborate providing more fun and excitement to the whole event.

Do your customers leave with an experience they want again and again?

• Not only do people get excited around Halloween, but people associate Chipotle with giving away free food. When a new restaurant opens, they often give away free burritos. A friend of mine told me that he once forgot his wallet, and the manager quickly responded, "Don't worry about it, it's on me." The brand has created fierce customer loyalty that extends throughout the year.

Are you treating your customers differently than your competitors?

Amazon is Workin' the Word of Mouth

Amazon is banking heavily on sales of its digital book reader, Kindle. It is also hoping to acquire significant Word of Mouth through the 'See a Kindle in your City' program. The program allows Kindle owners and interested consumers to meet-up and give Kindle a try.

It is no doubt a good idea. Kindle runs for $359, so it is reasonable that consumers might want some hands-on experience with the device before they opt to buy it. Kindle also has a large amount of customer reviews with over 4,200.

Will Kindle truly take off?
I can't say for sure until I have actually tried one. It has some attractive features, such as free wifi and a non-glare screen. But do people really want to read books off a hand-held device? I remain skeptical. I think I could see myself reading short articles off such device, but a whole book would probably get old.

Read more about Kindle here.