Social Media Science

Are You Laying The Groundwork For Your Brand's "Infinite Moments of Truth"?

Moments of Truth are well-known concepts in the marketing world, from research (Zero Moment of Truth)… to shopping (First Moment of Truth) … to owning/using a product (Second Moment of Truth). Now, in a recent blog post, David Berkowitz introduces one more: the Infinite Moment of Truth (IMOT), which is all about sharing the experience of any (or all) of the other Moments of Truth.  Berkowitz suggests the IMOT is infinite in three ways:

  • the number of people a consumer can share experiences with
  • the ways they can share experiences
  • and the period of time during which they can share their experiences

Each of the Moments of Truth provide their own marketing opportunities, but the Infinite Moment of Truth is the one that can harness the full power of social media and start the “moment of truth cycle” again by influencing the choice a consumer makes at the Zero moment of truth.

The consumer purchases a product, uses it, loves it, and shares this experience with their networks… and someone in their network gets to the Zero Moment of Truth and says “I will purchase.”   In order to get to the sharing part of this equation, however, the consumer needs to have an impactful experience – and it is up to us (the marketers) to make sure our consumers have something to talk about, and have various simple ways to talk about it.

The secret to getting to this coveted IMOT is in building relationships with our consumers.  In the process of building relationships, we ask our consumers important questions, we pay attention to their preferences and needs, and we build an emotional connection with them.  All of these actions make the memorable impact that triggers sharing, such as the sharing of product recommendations….and recommendations lead to purchase.  Your ROR (Return on Relationship) here is strong!

The real value in sharing is when the same person shares more than once, and with more than one person, and in more than one way.  Actually, the possibilities are infinite, giving us the Infinite Moment of Truth.   The people who turn a one-time sharing into an IMOT (which often leads to purchase) are Brand Advocates.

Brand Advocates are the facilitators of the Infinite Moments of Truth around our products. As we put together our marketing plans, we need to start thinking in terms of how to spark IMOTs, or in other words, how to engage our Brand Advocates. 

Whether we talk about IMOTs, ROR, or WOM (Word of Mouth), the goal is the same: delight your consumer, then work as hard as you can to give them the tools and reasons to tell the rest of their worlds about your product.

-Ted Rubin, Social Strategist

The Science of Social Media Marketing: Experiment, Experiment, Experiment!

There are no true experts or gurus in this social media space -- we are ALL still trying to figure this out. When I said that at the 140 Character's Conference: New York City (#140conf) the audience applauded... because we all assume that someone else has all the answers to social media marketing success. The truth is that social media is still too new as a serious business tool for any one of us to know all the best social media marketing tactics or even understand best how to leverage every platform.

So why am I (@TedRubin) the #1 followed CMO on Twitter (and been so for close to two years) with over 54,000 followers? Because I don't assume I know everything about social media marketing, so I focus my time on building relationships. Because I pay attention, respond to, and interact with my followers… and I am not afraid to experiment publicly to see what topics are most relevant to my network(s), and what content is most useful to them.

Think about it this way -- what do you do when you are on a date?  You get to know someone.  You try various "tactics" and see which ones delight your date.  And then you keep going with what works -- you don't stop interacting and you try to stay interesting and relevant.  You keep communicating and you keep building the relationship by asking questions and sharing information about yourself to build trust, all while making yourself available and easy to reach.  (By the way, don't forget our smart phones can actually make and receive PHONE CALLS!).

More than ever, marketing is about connecting to people.  Social media is simply a platform that facilitates the connection.  The different platforms will come and go, but the need to connect and build relationships with our audience members will only grow stronger. The more skilled we can become with building relationships, the greater chance that our brand will stand out in a crowd, both now and in the future.

Since all relationships are slightly different and there are no social media marketing gurus to tell you exactly how to do this, I highly recommend you ask yourself the following questions:

  1. What if you took a few days to experiment with your social media marketing approach – what would you do differently?
  2. In what ways would you reach out to your audience and your consumers?
  3. How would you court them differently?
  4. How would you experiment with delighting them?

…. then go DO it! Your customers, and prospective customers, want “relevant” and “valuable” – so why not figure out what that is and give it to them??

- Ted Rubin, Social Media Strategist