by Robert Wheatley

How can your brand engage people around shared passions?

We all have personal passions, areas of interest and activity that help define who we are and give meaning to our lives. We are social creatures and look for interaction and sharing with those who likewise enjoy similar interests. Food, music, fashion, sports, pets and a hundred other things may form the fabric of how we define ourselves.

These associations are important and are ingrained in the definition we arrange for ourselves about what makes us tick. Can brands be enablers and facilitators of communities around shared interests? Yes. And within this understanding is a powerful way to engage consumers in relevant fashion. In doing so, brands can secure for themselves greater meaning and value.

NIN: access

If you’re in the alternative rock band business, a loyal and involved fan base is critical to your longevity — and to your finances given that concert attendance is the holy grail of income these days. This is especially important in the fickle world of disposable entertainment.

I recently ran across an interesting application of new media technology to help bring a community of brand fans to life. The genesis is a new iPhone app for fans of Nine Inch Nails. What you would expect is access to news, photos and information about the group — and that’s covered. However, what’s unique is the ability to locate and exchange messages and photos with other NIN fans in your area.

Using the iPhone GPS technology you can opt-in to map the location of others who share your passion for the band and its music. Of course it is likely there will be commonality in lifestyle and social interests so it would not be surprising if NIN fans would find other activities they may have similar views on.

Importantly for the band, the iPhone app activates a community around the band’s brand. The sense of empowerment this gives fans to reach out to one another is exciting. This is an excellent example of how social media can be employed to build brand relevance.

Social Media Strategy

Jason Baer has an excellent post today entitled 7 Ways to Use Social Media to Build Stunning Brands – his presentation includes a recap of Cone Research on how important this is to your customer base:

93% of Americans believe companies should have a social media presence

85% believe companies should be active with customers in social media

56% feel a stronger connection with companies they interact with in social media

The crux of it: human engagement can help drive preference and loyalty. This needs to be in the mix of your go-to-market strategies today. Are you there yet?