Are You Too Boring For Social Media?
The oft-quoted examples of social media tend to be at the more exiciting and populist range of the spectrum. Barak Obama, Burger King, CNN: there’s not much in common with a cement processor or an actuary.
BlendTec provided us with proof that “boring products” – in this case a blender – could be marketed imaginatively and make a splash. Its “Will It Blend” videos on YouTube gained an audience of millions, keen to see whether an iPhone or Bic Lighters would blend. The ads reinforced the quality of the product in a fun way. It concentrated not on the product itself but on the experience. BlendTec also connected with the audience by inviting suggestions on what was to be blended next.
Now Forrester analyst Josh Bernoff has produced a piece of research entitled “Social Technology Stategies for ‘Boring’ Consumer Brands”. He focuses on Insurance, billed as the “most boring product in the world”. He talks about the “borrowed relevance” strategy: get involved in the areas in which you touch on your customers lives.
It’s easy to see how this can play out. If you’re in the business of providing kit buildings, providing online support about the planning and legal issues makes it easier for potential purchasers to make the decision to buy.
Read more about the report:
Social Technology Strategies for Insurance and Other “Boring” Brands.
The report itself is available from Forrester for $749.
[youtube:http://www.youtube.com/watch?v=qg1ckCkm8YI]
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