Part2: Connectivity – build upon and appeal to social and personal identities

Product, Promotion, Social

Connectivity is multi dimensional and it is not just about social media strategy.

Communication between your website and the user is the first dimension. Second dimension is the connectivity of your users with others. You can design your website or your business model on these connections with the power of using social networks (like Facebook, Twitter or maybe even your own). You can also use the power of data to create connections between your users and differentiate yourself significantly.

Why do you want to create connections? That is the first question every business owner has to answer. It is risky, letting people talk even talking to each other may be risky – depending on your service quality. However the benefits are way more than the risk:

  • Word of mouth is more powerful than ever. Not just because it wasn’t important before, but because of the clutter and noise today, we the people need more advise from our friends and friends only,
  • TV ads do not work – unless you spend millions of dollar. But even a smaller campaign on social networks may have positive effects on brand recognition.
  • Ignoring the customer complaints. Best customer may not be the ones whom you get the most profit from, but rather the ones who complain and tell you what is wrong so that you can fix it and make your service a better one – for everybody – think how valuable feedback that is. Social networks and platforms are vital to get these kind of feedbacks and even it seems scary for the short run to get overwhelmed with negative feedbacks, by joining the conversation actively, you can even turn the situation around to your benefit while fixing the issues.
  • We like to compare ourselves with others, or want to learn from others, that’s in nature of life. Using game mechanics with your website and creating connections (statistics, points, rewards, acknowledgement of achievements) will help users engage more. The key is to think all these connections in context and not in an island. Meaning if someone tells you that you earned 100 points, what would be your reaction, vs, if someone tells you that you earned 100 points and that is the third best score within all users. The different is significant if you will.

Define your social strategy first.

Then simply design social interactions. Check this remarkable source to design for social patterns.

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