The last time I went fishing, if you don’t count crabbing off Aberdovey jetty, was 1972 in Dartmouth Park Pool, West Bromwich. After at least ten minutes in a rowing boat, I became so frustrated at my lack of success that I ended up throwing my meat pie at the water. This tells you at least two things about me. One, I’m no angler and two, I demand instant gratification.
I mention this only as a precursor to an analogy that neatly encapsulates everything I learned at Commscamp14. As comms officers, we are essentially in the business of marketing. It could be encouraging people to recycle more or pay online instead of coming to the Town Hall but either way we want people to buy-in to something.
And whatever the proposition is, the principles remain the same, regardless of the channel; so. Let’s go fishing…..
1 The Stream
Choose your spot. Don’t market to everyone; it’s a waste of time and effort. Go where you have the best chance of success. It could be appealing to an interest group on social media using an existing chat room, community or hashtag. It could be editorial in an old school, printed community newsletter.
2 The Bait
This needs to be appealing to your target audience. Something glittering and attractive that looks very much like the kind of thing your target audience is regularly attracted to. For instance, people like sharing images of cute animals on social media. One council gets a huge response on Facebook when they post pictures of lost dogs – no accident. Plus they re-unite said pooch with owner on a regular basis. Result.
3 The Hook
The bait will be consumed greedily but on its own, it’s wasted effort. Tie it to something; a proposition, a call to action.
4 The Line
Tie the hook to a friendly URL that isn’t searchable. A tracking device is the term often used in the marketing world. In the case of Facebook, this moves your fish away from 3rd party metrics to stuff you can measure for yourself.
5 The Reel
So the fish is on the hook, time to reel them in. They’ve taken the bait and they’re on the line, the web content they’ve come to needs to be compelling or at least fit-for-purpose. Don’t generalise. The bait promised something, it’s time to deliver.
6 The Keep Net
Okay, I admit, the fishing analogy is wearing a bit thin at this stage but essentially, this is where you land your fish. If the proposition was to sign up to something or get into the habit of self-serving, this is where it happens; because, if you hadn’t already guessed, this whole exercise is about behavioural change.
Of course, our customers aren’t fish and, as you already know, I’m no angler but I hope you’ve found this useful. Tight lines
LINKS: Local Government social media marketing survey by Deeson Creative
Martin Belam, Editor New Formats, Trinity Mirror on creative content