A lot of brands have high consumer touch points. Footfalls, if you please. Literal footfalls, like in stores. Or airlines. Or cinema houses. Coffee shops. Etc, etc.
Or virtual footfalls, like in a popular web site.
Or remote footfalls like in television channels, with high viewer base.
When such brands go on to Social Media, as they embrace the new platforms like Facebook or Twitter, they do start from zero. Usually, the approach remains restricted to the Social Media space, and fan base is attempted to be built organically, or through other means, but by staying in the Social Media space, and creating interesting strategies, or spending money there itself.
Why not integrate the physical touch points, and convert them to be your fans?? Would that not accelerate the growth of fans on Facebook? How about converting those Footfalls to become your Fans?!
Here is a presentation that I made to the Social Media Club in Mumbai, India, about this proposition:
The interesting element to note is the second part of the story, viz. getting those Facebook fans, back into the stores. That is often forgotten or left to chance. However very little business is actually done on those Facebook pages. The money to be earned is in the stores, and not on Facebook.
The key element is to get the fan from Facebook, back into the stores, spending money. And which is all about converting the Fans back to being Footfalls!
What do you think about this? Do you see a closer integration of messaging in the offline space, and the Social Media space, for a brand? I’d love to read your views. Please share them as comments here!
