Overcoming The Experience Deficit — Jeff Stelmach // Spiro
- Part 1The macro-change affecting consumer behavior — Jeff Stelmach // Spiro
- Part 2 Overcoming The Experience Deficit — Jeff Stelmach // Spiro
Show Notes
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01:56Besides COVID, what is causing the pentPeople have adopted a direction that has them more attuned to their computers, to being home. So, it is causing a loneliness pandemic. As marketers, we have a great opportunity to reverse the loneliness pandemic and get people back out there engaging with each other.
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04:27How do you create more experiences for consumers?Learn to be present and be a community designer alongside creating experiences. There are four points to consider when creating experiences.
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05:26Key steps to building a community through experiencesMap in the room, create and nurture opportunities where people can engage. Building a community is not about networking events. Communities will work if the participants get dividends from being part of that community.
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08:32Brands that are creating experiences and building brand communities wellSometimes they're small, sometimes they're big. You mentioned TOMS and others ... Some of the CP companies that have created some great experiences: Coke, Bud Light... It's all about them being able to share their user-generated content and own the brand messaging with each other through the experiences we build for them. Beyond that, Salesforce ... some of the communities that are really healthy and engaging for me are around... car brands.
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09:47Safeguards for designing and keeping communities on the brand missionRealize you've created an entity that lives as an organization next to your brand. And your brand does not control it. And if you try to control it, you'll ultimately probably kill it. So, be trusting, be favorable, and give the right prompts into the community to keep them as closely on track-and then listen. ... You can't control it and manipulate it, otherwise communities just become another form of marketing out, instead of marketing in a two-way fashion.
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11:19Technology opportunities for marketersI'm all over and all in on Al-from Adobe Firefly beta and art generation to crowdsourcing audience insights and beyond.
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13:51TakeawaysWant to rebrand? Start with sales.
Quotes
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"People have adopted a direction that has them more attuned to their computers, to being home. And you can listen to lots of people talk about the loneliness pandemic that's hitting Americans today. People aren't as connected as they used to be." - Jeff Stelmach
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"As marketers, we have a great opportunity to reverse the loneliness pandemic--not just for what it means for our brands and our clients, but really for society and get people back out there engaging with each other." - Jeff Stelmach
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"The whole role of social media is wonderful from a marketing standpoint, but we're all beholden to it to try to put the best content out there. We have to try to be present." - Jeff Stelmach
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"When you talk about building a community, we have to be careful--it's not adopting, 'hey, we created a networking event, we started cocktails, we pass some more hors d'oeuvres, people could hand out cards.' That's not building a community. Networking happens when you want someone. Community happens when someone wants you, too. There has to be this mutual going back and forth with each other." - Jeff Stelmach
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"You need to have requirements for the stickiness of the community that you want to create, if you want it to go on beyond the event itself." - Jeff Stelmach
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"Communities will work if the participants get dividends from being part of that community. And this is highly dependent on the brand." - Jeff Stelmach
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"Communities are a great way for people as human beings to share and engage in ways that are meaningful with each other." - Jeff Stelmach
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"When you create a community, you have to foster it. You have to make sure you have the right mission and identity and the reason why people are going to engage. But you have to realize that you've created an entity that lives as an organization next to your brand. And your brand does not control it. And if you try to control it, you'll ultimately probably kill it. So, be trusting, be favorable, and give the right prompts into the community to keep them as closely on trackand then listen." - Jeff Stelmach
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"If a community wants to go in a different direction, you need to make sure that it will be right for you and your brand. But you have to give them that freedom, you can't control it and manipulate it. Otherwise, communities just become another form of marketing out instead of marketing in a two-way fashion." - Jeff Stelmach
- Part 1The macro-change affecting consumer behavior — Jeff Stelmach // Spiro
- Part 2 Overcoming The Experience Deficit — Jeff Stelmach // Spiro
Up Next:
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Part 1The macro-change affecting consumer behavior — Jeff Stelmach // Spiro
Consumer behavior is constantly changing. What is driving these changes? Firstly, consumer trust has declined so much that there's so little consumer trust for governments, media, and NGOs. It opened up the opportunity for brands to become community builders to build trust and affinity. What are the other ways consumer behavior is changing? Listen to Jeff Stelmach, Global President of Spiro, as he discusses the macro changes affecting consumer behavior.
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Part 2Overcoming The Experience Deficit — Jeff Stelmach // Spiro
There's a pent-up demand for experiences. People have adopted a direction that has them more attuned to their computers and being home. It has created a loneliness pandemic. How do you create experiences that lead to thriving brand communities to help fill this void? Listen to Jeff Stelmach, Global President of Spiro, as he discusses how brands can design experiences in ways that overcome our collective experience deficit.
