As Week #1 as the newest Chick comes to a close, I’m reflecting on the irony in being asked to write a piece for the official Chick blog on the topic of “The Social Butterfly”. While I‘m typically more of a behind-the-scenes kind of gal – the opposite of a social butterfly in the traditional sense – just thinking about writing a Blog is actually causing me to have butterflies; huge-winged moth-like Jurassic creatures are literally wreaking havoc on my insides.
Can I write anything of relevance using more than 140 characters? (I’m a seasoned Twitter-er.) What if no one reads this? What if everyone reads this? Do I have anything important to say? What if there is criticism, and I‘m attacked by the grammar-hammers? And, more importantly, what if The Chicks think I suck??? Lot’s of what-if angst…
[insert deep breath here]
In Chick-dom we refer to “The Social Butterfly” as most commonly found between the age range of 15-25 and being big influencers on buying decisions. Social butterflies “fly” or “flit” from site to site based on popularity or what’s cool amongst their peers – wherever the nectar is the sweetest.
Butterflies are sharing their experiences through sites like YouTube, MySpace and Facebook. This group has grown up online and is comfortable sharing personal information and interacting with other online users. I know this from personal experience with having a 15 (going on 25) year-old; as I’m constantly amazed at how they can chat, text, take photo’s and video’s, and put together a Christmas list (with links to the products and their websites) – all at the same time (yet the simple task of cleaning her bedroom is simply overwhelming!). This is the same kid who put together a Powerpoint presentation at the age of 12 on why she should be allowed to go to a bon-fire party with no parents.
My point being that butterflies are multi-taskers and have a zero-tolerance attention span. They do their research online and value the opinions of those within their online community through ‘word of mouse‘. As marketers to said butterflies, we need to go where they are. Must-haves include the capability for uploading media, personalizing their space and being able to invite their friends to visit; we need to accommodate the thirst and inherent need to socialize.
In January 2010 a Facebook Fan Page for “If you remember the L’OrealKids FISH SHAPED SHAMPOO BOTTLE” was created and to date there are almost 1.2 million fans. Fans have uploaded pictures of L’Oreal products, and pictures of themselves holding L’Oreal products.
The page does not look like an official L’Oreal page, and the page creator goes by the name “Tanner Be”. Tanner Be might be just a highly creative teenager with a lot of time on his hands, or he/she might just be a cleverly-disguised digital marketer (hey…we do what we have to) for L’Oreal.
This is a perfect example of a brand “being social”, whether intentional on the brand’s behalf or not. This also illustrates the glaring fact that you need to brand yourself, or someone else will most certainly do it for you.
Get your butterfly nets out, and remember to have fun along the way!