- Extreme enjoyment is one major reason, along with it’s ugly twin, extreme disappointment.
- Wow factor! The iPhone, lends itself to cultist adoration and mass fanaticism, to convince me to use another phone someone would really have to wow me.
- Commitment to a brand. For example: I love Nikon cameras and lenses.
- Length of relationship with the brand, company or product is another dimension. You know those anniversary events for customers, loyalty programs, etc? Those are all geared towards generating positive, spontaneous reactions which stick with people over the long term and foster positive feelings and hopefully creating the desire to share their pleasure with others.
When you think about how you can start with social marketing, assessing the role of these four factors is very important. We are in the business of acquiring customers, influence at the critical moment of acquisition, inspiring such enjoyment that the person shares the passion elsewhere, results in positive WOM spreading. Anywhere in the post purchase process inspiring people to share something elsewhere as a result of their direct, hands on product experience is a guaranteed driver of positive WOM. To do this the product whether it’s a website, a phone or anything else must be useful, easy to use, original, surprise me once in a while. Which will lead me to engage with it more often and build memories around it creating attachment.
For a new product, if you can find an angle which generates that kind of childish glee, you can spread positive WOM. Apple and Pixar both frequently are cited as companies with products that have inspired people to spread news about them. Given this list of reasons for sharing, there are really only two ways to drive new user acquisition from WOM; extreme enjoyment and wow factor (in a good way).
So, what do both of these buckets have in common with each other?
- Expectation setting and delivering at or above known product alternatives
- For digital products, integrating with major social platforms to help customers express joy at key moments – such as Amazon’s Facebook Like button that shows on the, “Thank you,” page.
Enjoyment and memories, according to one study, are the only ways to impact product attachment in a positive way.
As we’ll see from a research paper that’s highly influential on this topic, we can synonimize the term enjoyment with product attachment. With that in mind, the study concluded there are three characteristics of product attachment. These characteristics include product irreplaceability, indispensability, and self-extension.
- “When a product is judged to be irreplaceable, it has a symbolic meaning to its owner that is not present in other products, even when they are physically identical.”
- “In cases where a product is judged to be indispensable, it is often so for practical reasons, not for emotional reasons.”
- Self extension refers to when people feel that a particular product is part of them in some fashion, for example, a blogger may feel that their iPhone is a part of them, suffering real feelings of withdrawal, confusion and depression when parted from it overlong (this happens to me).
Give me joy consistently and entwine yourself in my memories.