I had a post a couple of days ago talking about the four customer types of social media which was a piggy back post off of Jason Baer’s 7 Critical Elements of your Social Strategy. I wanted to start focusing more in-depth on each customer type.
First on the list is “The-Lost.”
The-Lost can be categorized as a person or user that has either maybe heard of you or has not heard of you at all. Jason calls this section of a social media marketing strategy the Awareness phase. This is very much brand development on the part of the marketer.
You want to gain the mind-share of a web browser or potential client. We all know that this individual is lost because they haven’t discovered the beauty of your product or service.
We have described what it takes to become a member of the Lost. I guess the question is now: How do you market to an individual that is “lost”?
Using Social Media to Capture the Lost: Join the Community
This is not rocket science. There are many level of an individual in the Lost category. Let’s focus on the Generation Y Lost. If you are seeking to gain acceptance into the social media world of a Lost Gen Y it is important to become involved in the community. Community acceptance is huge for this demographic and Social Media type.
I am a part of Generation Y and I can tell you first and foremost… we are not brand loyal. By joining a community there is an aspect to being transparent that needs to be obtained. You cannot join a Gen Y community as a logo and business name. Go ahead an be disingenuous… and be killed.
Slowly start to work your way into the minds of the Lost. Their friends will help them along the way.
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hey kyle, good post – i hope as we all educate and become educated on the real power of social media, that businesses understand that social media is long term consistent effort, and not instant gratification. as you say – try being rushed or overly salesy and you’ll get killed. make a long term commitment to the community, provide them with value and trust, and it’ll pay off in spades.
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