When brands adopt a stoic and impersonal tone, in all likelihood they are trying to show respect for their audiences. In reality, it often comes across as talking down to them. Customers want to be engaged as people, not purchasers. And this can get tricky, because a person can’t be defined by a single trait (e.g. “You’re a busy mom.”)

We are conflicting collections of wants, needs, dreams, desires and even regrets. Believe it or not, people even have a good sense of humor about their own lives. (Well, many of them do anyway.)

Try to understand what’s going on in your customers’ heads and hearts and your brand’s much more likely to connect. See Toyota’s Swagger Wagon campaign video below for an example. (And yes, I know: the suburban rap’s been done to death, but this one so perfectly nails all the right beats – both musical and lifestyle – that I can’t help but believe that it elevates the genre.)

This ad could have just said, “We have five doors and a great safety rating.” Instead, it says, “Sure, your lifestyle’s changed a bit now that you have kids and a family. Maybe you’re not as cool as you used to be, but you’re still pretty cool in new ways.” See the difference?

Don’t be afraid to get personal. Engage your customers at an emotional level. Make them laugh. Make them smile. Make them cry. (Because you connect not because your product or service stinks, mind you.)

They’ll love your brand all the more for it.

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Cisco Systems’ most recent study of web traffic suggests web usage will quadruple by 2014.  The most explosive growth will occur in online video traffic. According to the study, about 91 percent of web traffic will be in online video in 2014 – comprised of both traditional web video and on-demand services from television providers.  Clearly, the time when multimedia was seen as helpful but superfluous is over. More businesses are implementing web video and other multimedia elements on their websites and in advertising campaigns. Where does your company fall?

Video can be one of the tougher multimedia components to master. Access to a video camera or web cam is necessary, and video editing knowledge is always a plus. However, videos don’t have to be complex, long or visually stunning. Some of the most popular viral videos are simply home videos captured on someone’s cell phone and posted to YouTube.

Remember, in any social media campaign, authenticity is vital. You are working to connect with your community and customers, and people can see past a façade. Remember to relate anything you do – whether it’s video, blogging, or tweeting – to the audience you want to reach. Understanding your network will help you determine content. Are they interested in entertainment or information? Do they expect serious videos, or those with a funny recurring character? Reach out, listen to suggestions and engage your network to reap the greatest rewards from social and multimedia.

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As social media becomes more and more commonplace, one question continues to be asked: Is it easier for B2C companies to utilize social media than for B2B companies? One potential motivation behind this question is the idea that B2C businesses sell products/services directly to consumers who are buying for themselves, so there’s more potential for them to be personally engaged and develop a relationship with the brand. Whereas, B2B businesses sell products/services to other businesses, so their customers tend to be more professionally objective and rational; less emotionally invested in the relationship. Also, the sales process seems to be a lot longer and more involved for B2B businesses, than it does for B2C businesses.

Although the marketing programs can be similar for each type of business, it’s true that how their respective programs are carried out differs. But does that mean it is inherently easier or makes more sense for a B2C company to execute a social media plan than a B2B company? A recent study by Marketing Profs Research would suggest it’s not. According to the study, illustrated by the graph below, there seems to be little difference between the activity of B2C and B2B companies as it relates to social media.

My theory: when social media first came on the scene, B2C companies felt more natural in dealing with their customers through various social media channels, so the volume of B2C companies involved was greater than B2B companies. However, as social media evolves, B2B companies are realizing that social media works for them, as well, and hopefully, the question posed at the beginning of this article is becoming more and more irrelevant.

What do you think? Is it easier, or make more sense, for B2C companies to utilize social media than for B2B companies?

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Chickens have always amused me. As such, I was drawn to a recent feature in our weekly farm paper. The topic: urbanites “flocking” to poultry husbandry as a hobby. (Check out this New York Times article for one man’s approach to urban farming: http://www.nytimes.com/2010/05/19/dining/19farm.html).

Buried in the piece was reference to city-dwelling chicken farmers, and others, who are urging the USDA to create an “office of urban agriculture.” It’s a great idea! Farm organizations have invested millions of dollars in attempts to educate and enlighten their city cousins about agriculture. (In fact, The Meyocks Group has been involved in several of these successful efforts.)

Now these organizations should run, not walk – (even cross a road if they have to!) – to lobby on behalf of the Urban-Ag concept. They should urge their members to get involved in some fashion in each major city where there’s interest enough to form a local unit.

Nowhere else will farm groups find such a concentration of city folk who already are interested in farming. Commercial farmers can share their practical knowledge, certainly; but they also can explain how and why they operate at a much larger scale to people who are willing and eager to absorb that information.

It’s a great way to narrow the rural-urban gap with a focused message narrowly targeted to a receptive audience.

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