The Social Web: People Don't Share Facts, People Share Feelings

The more we share, the more we have...
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automotive Social Marketing People facts feelingsThere’s a major shift happening right now in the structure of the web.  I’m seeing this shift initiated certainly by Social networks, and it’s a major change in how people spend their time on the Internet.  They’re spending less time interacting with facts and more time communicating with people.

Paul Adams, the author of “Grouped”, who’s the Global Head of Brand Design at Facebook, says, “We’re moving away from a web that connects documents together to a web that connects people together. A person’s profile, which tells us the things they care about, and their connections, which tells us who they trust, will move with them as they move from website to website.”

This fundamental re-architecture of the web is going to affect almost all businesses, because almost all businesses revolve around people.

With a web that’s built around people’s knowledge rather than information, dealership marketers need to understand Social behavior.  We need to be aware of how people interact and how they’re influenced by different people in their networks. Word of mouth was always the preferred form of marketing and now it seems as if it’s the only form.

When your customer loves what you do and tells others about it, that’s an authentic stamp of approval that you cannot purchase anywhere.  Focusing your business’ efforts on fostering that is the most ideal way to spend your marketing budget.

Facts have no trust built in.  Today, we all consider the source where the facts come from.  We’ve been inundated with so much information (much of it false) that we must turn to our trusted network to help us figure out what’s trustworthy and what isn’t.  Especially when we’re considering a large purchase like a vehicle.  Marketing messages mean nothing when your customers have friends and connections who are telling them otherwise.

It used to be that a TV commercial’s message was so trustworthy, we thought nothing of going out and buying that product based on that message.  Now we look at those messages as interruptions in our day. So how does a retail automotive operation (or any other business) manage to communicate their value and get their message out?  By finding everyday people who are passionate about what your brand does and market to them.

Whether it’s sharing a post on Social Media or sharing their experience in real life, people forward their “feelings” to their network, online or offline.  Content that triggers arousing emotions like awe, anxiety, compassion, and love drive that behavior.

When Google unveiled the “Knowledge Graph” in May, they called it the “First Step in Next Generation Search”.  Google wants users to spend less time searching and more time interacting with their network.  What this means for dealers is you must build your store’s knowledge footprint. That means publishing content (ie: blogging) and curating other relevant content around the subjects you want to be known for.  It’s important how Google knows you.  It’s important how your customer knows you.

This is a glimpse into the next generation of marketing.  Facts are no longer relevant unless they’re perceived as coming from a trustworthy source.   When filtered through their network, facts your customer learns about your store become trustworthy.  People share what they’re passionate about.  Facts about your business married with passion and personal experience equals trust in your brand.

It’s time to move past all this false debate about Social Media.  You don’t have time to waste. Instead, take your time and money back to your store’s core vision and reinvent yourself on the new web.  That’s what people will connect with.
The more we share, the more we have...
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  • Rocky Rawstern

    Once again, very good article, Kathi. Thanks!

    • krusecontrol

      Thanks Rocky! Have a fab weekend :-)

  • MJGottlieb

    Gr8 points. Emotions grab attention. Facts not so much anymore. I think more than anything, people want to see the ‘human being’ behind the facts. If they don’t like the person, they probably won’t like the posts. Best-MJ

    • krusecontrol

      Thanks, MJ. I think it’s so cool that we’re able to know the people behind that “facts”. It’s a great time to be a customer!

  • MJGottlieb

    U R welcome Kathi. Still a lot of people don’t get it but at least we’re making progress! (progress not perfection right??) Be well-MJ

    • krusecontrol

      Yes, that’s what I keep telling myself :-)

  • Joseph Brown

    By finding everyday people who are passionate about what your brand does is always the best avenue for marketing. This is just what I need. Great thoughts here, Kathi!

    • Kathi Kruse

      Thanks Joseph. It really is about people, eh? Many business owners don’t realize they have “Raving Fans” who can help them spread the good word.

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  • Jason Cruz

    Great post! I’ve always found that messages that are real and have real-time and personal implications work best because people can relate to them – as opposed to stating ‘solid’ facts which very few can attest to.

    Maybe corporations and companies should create less “official pages” and accounts and appoint more real, living personas to represent them on social media..? Something to think about :)

    • krusecontrol

      Thanks Jason, that is definitely something to think about. I actually was just considering that concept yesterday. “Official pages” are factual. Blogs and content shared on Social are knowledge-based information coming from real, living persons. This is going to get interesting.

  • Marc Zazeela

    Kathi- regardless how wired, how connected, how technologically advanced we may become, the reality is that people buy from businesses. We must always be mindful of who our audience is. People are emotional, people have feelings, and people share their feelings and emotions.

    Inundate me with facts and I become bored quickly. Share your thoughts and emotions and I become engaged.


    • krusecontrol

      Agreed! Thanks for stopping by my blog, Marc :-)

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