Making an Old Brand Cool Again
And more answers to your questions
It’s a new year, and it’s time for new content! I know I’ve been sitting on these questions for awhile, but I still think they’re going to bring huge value.
It’s all about bring contemporary. You have to act like it to be it. You can be 48 years old and very cool if you go to the trendiest places, speak with the trendiest lingo, and dress the trendiest way. So the brand has to play. They have to speak in memes, and make infographics and animated .GIFs. They need to understand how people are talking and then make the decision to communicate that way as well.
For 98% percent of the market (my clients and companies included), it would be tracking the actual sale of the product. You create the post with a direct call to action to buy, and then you track how many bottles of wine/cups of coffee/cars it sold. But for me personally, I am so in on the idea of storytelling that I don’t need that. For me, the most important things are the impressions, and the overall awareness of any given post in comparison to all of the other work I’ve done within a specific platform.
So the interesting part of this question is that bit about “sticking around.” A lot of people think about SEO/SEM/re-targeting, and I’ve had great success with that stuff throughout my career, but sticking around is the reason I care about social. At the end of the day, the good content that I put out day in and day out has lent itself to higher quality visitors from those social networks. They’re the ones who stick around and so that is what I’ve been focusing on.
It’s easy to know when your jabs aren’t working, because your right hooks will stop converting. The number of jabs is completely predicated on the value proposition of your product. When Apple first had the iPhone and there were no other phones that came remotely close, they were probably able to throw one jab for every right hook. Probably not even that. They could have gotten away with throwing nothing but right hooks. On the flip side, now Apple is in a situation where there is more competition, and so they have to throw more jabs. So the health your product and its intrinsic value are actually the indicators as to how many jabs you have to throw before you right hook.
I really love answering your questions, so feel free to tweet me @GaryVee, and I’ll do my best to answer you!