The “Method” Behind Creating a Successful Social Media Belief Brand
A few weeks ago, I came across a blog post by Fast Company that caught my interest. It was an excerpt from The Method Method, a book by the cofounders of Method, Eric Ryan and Adam Lowry. Method, a popular brand of household and personal care products, has a large social media presence and a loyal fan following, with over 52,000 Facebook fans and over 11,000 Twitter followers at last count. The Fast Company post talked about the ways Eric, Adam and their team have built Method into a successful belief brand by generating a story and philosophy around their company that relates to their customers. Their success story counters the assumption that consumers don’t want to engage in social media with brands selling products considered to be low-interest (such as laundry detergent and toilet bowl cleaner) and proves that any company can build a strong social media community around their brand, provided they go about it the right way.
Let Your Customers Know Who You Are
Be open and honest when it comes to who you are and what you stand for as a brand. Method shares the story behind their brand and their mission statement on their website and front and center on their Facebook and Twitter pages. They also have a blog dedicated to topics around social responsibility, sustainability, green living, tips and ideas, Method products, and events, as well as the lighter side of life at Method. Being upfront about their identity and beliefs provides common ground for their customers to relate to the Method brand and creates a connection on a deeper level.
Provide Your Customers with Engaging Content
Once you’ve captured the interest of your customers by sharing your story, you need to provide quality content to keep them engaged. Method has a community devoted to People Against Dirty, where people can sign up to proclaim their love of clean and connect with like-minded individuals. Members are also rewarded with extra perks, such as discounts and product previews. The unique and brilliant aspect is, the community isn’t only about Method products and you don’t have to be a Method customer to join. This approach is a great way for brands to engage with current customers while connecting with others who might become customers down the road.
Method also does a fantastic job of posting content on their Facebook page and responding to questions and comments. They leave their wall open for anyone to post or tag them in mentions instead of locking it down, and as a result, their Facebook stream is filled with posts from Method fans, which makes it even more interesting to read and engage with.
Think Outside the Box
Method’s story shows us that brand engagement is about more than selling products – it is about establishing connections and building a passionate community that connects you with your consumers on a personal level. Having an excellent product that your customers are interested in is an important first step, but you need to think outside the proverbial box when it comes to brand engagement.
First, tell your story. What inspires you as a company? Who are the people behind your brand? What are your goals and aspirations? Then listen to your customers and get to know them. What are they interested in? What are their values and priorities? And how can you use that insight to provide your community with content that they will engage with?
If you’re looking for inspiration, here are some other notable examples of belief brands who have built up successful online communities:
Now we’d love to hear from you. Do you currently engage with any brands that are traditionally considered low-interest? Why or why not?
Zoë Geddes-Soltess is a Community Engagement Specialist at Radian6, with a focus on Consumer Packaged Goods and Retail. You can follow her on Twitter at @zodot.
Tags: Brand, Community, consumer packaged goods, corporate, management
