One idea might be to run an event featuring a panel of speakers that debates a pressing social issue. This could be filmed and uploaded to YouTube for all to see post-event.
Another may be to instigate a weekly chat on Twitter using a hashtag so anyone can swing by and join the conversation.
I’m speaking generally, of course, and what business you’re in will be a factor in what constitutes being ‘interesting’. That said, I know there will be naysayers reading this and shaking their heads: how is all this going to generate leads for our business? How’s it going to sell any products?
As a rule, successful businesses are recipients of sustained positive word of mouth. Having great products, services and responsive customer service today is a given. But what other value do you provide? What other contributions do you make to the people within the community or industry in which you operate? Do you stimulate people’s thinking? Do you provoke thought through action over and above your products and services?
American Express gets it
In the US, American Express understands the ballgame has changed when it comes to marketing.
Underpinning Amex’s commitment to helping businesses do more business is the brand’s OPEN Forum, an online community where entrepreneurs and business owners and managers can “exchange insights, get advice from experts and build connections”.
Not satisfied with building an ongoing content-driven community platform that adds real value to the community it serves, American Express OPEN also runs Small Business Saturday, an initiative designed to drive shoppers to local merchants across the US on a day sandwiched between the two big post-Thanksgiving shopping days in the US: ‘Black Friday’ and ‘Cyber Monday’,
Now in its third year, the initiative has more than 200 corporate and advocacy group supporters, has helped thousands of small businesses (here are some success stories) and its dedicated Facebook page has attracted more than 2.8 million ‘likes’.
Hmmmm. Sounds pretty interesting to me.
Trevor Young is a communications strategist and adviser specialising in ‘content-driven social PR’.
