All I need is 1 Like!

Now, those of you who know me will know I am an avid fan of manga and anime. Over the past few month’s something interesting has happened on my anime/manga WhatsApp group that I thought I should share particularly regarding the power of effective communication. 

A new month ago I was binge-watched an anime I came across called My Hero Academia (MHA). After I was well in, a virtual convert, I decided to tell my WhatsApp Group about it. I think at this point it is important to note that my WhatsApp group is home to some of the most cynical and dismissive professionals I have had the bittersweet experience of interacting with. 

Anyway, after spending time convincing them to give MHA a try, there was one convert. He quietly consumed it until he started preaching on the group about how great it was. It was at this point where I reinforced my initial sentiments and suddenly the whole group was converted and it is a strong discussion point amongst us as we continue to convert new people in our different circles to the greatness that is MHA.

From a marketing and communications perspective, what was of note is that all I needed was one-like. My message broadcast to a market had a response rate of just 17% and this is within a closed, niche market with homogeneous interests. However, it was the actions I took after this that truly made for unwitting effective communications. The first thing I did was acknowledge the one-like (the early adopter). This served two distinct purposes:

• It rewarded them for their acceptance of my brand MHA

• Aided in using them to further the cause of my brand MHA by making them a Brand Evangelist

The second thing I did, was make it all about me (the Brand Manager). Through my tactical reminders I was able to ensure that the initial Brand Communications were not accredited to the Brand evangelist but remained with the brand. Today, we are all watching MHA and my initial lead generation has led to a wide network of brand evangelists that continue to promote brand MHA to their own circles. 

 

Without getting too technical, about Two Step Flow theory and connected ideas, the simple issue here is that those early adopters of your brand must be recognised and rewarded. 

However, you should assure that the messaging remains yours. As the fires of brand evangelism continue to ignite in other circles, you need to nurture the initial sources of brand evangelism. Too often, brands in Zimbabwe, believe that it’s only about reach. Whilst reach is important, it is what you do with that reach that truly counts and that starts with one-like!