As a marketer, I consider most people aged 13 to 30 years to be a part of Generation @Me where likes, comments and follows serve as social currency.
If you want to design a program that appeals to Generation @Me, you need to first design a program with social currency flow baked in.
I say baked in because social currency flow can’t be something you layer in or place on top of a program. It has to be the program.
Here’s the “How do I market a brand or IP to Gen@Me” formula
- Be a thought leader, influencer and taste maker which means being EXTRAORDINARY at something
- If you are not already all of the above, you’re pretty much doomed because there’s someone out there that is.
- You can rent a thought leader but at the end of the day, the majority of the equity stays with the thought leader.
- Bring your personal audience to the public brand
- You need a small but committed group to spread your message. These are people that can vet you personally.
- Show and share the love
- As a thought leader, you have pockets full of social currency to pay out. As you like, comment, follow or otherwise pay out social currency, you’re rewarded with social currency in return. This is social currency flow.
- Become a bank
- Be mindful and selective of how and who you lend social currency to. More often than not, you can lend it to yourself to launch additional brands.
- Sell shit
- Here’s where people start – they want to sell things so they use social as a layer instead of the program. They’re thinking backwards.
In conclusion, I’d just like to acknowledge that anyone could disprove the above with a case study of someone that did something great who wasn’t an influencer or didn’t have any knowledge of what they were doing, The above is (somewhat) agnostic of being lucky, having influential parents, friends, loved ones or being in the right place at the right time – all of which can elevate your success levels no matter how much you suck :)