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Using Archetypes to drive Social Engagement

In social, one key goal is to have meaningful and sustained engagement to develop loyal fans.  Critical to meeting this objective is having a well-defined brand personality, which is more human and relevant.   Why this seems obvious – very few brands are hitting the mark on this. One strategic approach is to utilize an “Archetype Marketing approach”.

Psychologist Carl Jung coined the term “Archetype” and proposed that people go through life in instinctive, predictable roles… lover, created, warrior, caregiver and many others. Jung claimed there are many Archetypes and that we select a few more frequent then others.

“Archetypes are inborn tendencies which shape human behavior, a pattern of behavior upon which others are copied and emulated” – Carl Young

As marketers we can apply this same psychology to social channels.

Screen Shot 2013-09-10 at 2.19.26 PMDefining Your Brand’s Sub-Archtetypes

Every brand can looking inward and identify their own segments of sub-archetypes.  These will represent your social personality.  The diagram above represents several common archetypes but there are many more.  The selected archetypes should not only represent the brand but also align to key audience segments and business goals (e.g.: Product Awareness, Branding Objective). After these are identified it’s time to make these fully formed personalities grounded in the essence of the brand.   To do this you can create one slide for each “Archetype Persona” and bring it to life with more information.  This will allow you to create conversation grounded in brand personality.

The image below begins to explore what sub-archetypes Dos Equis could use in social.

Screen Shot 2013-09-10 at 2.18.53 PM

Speaking Vibrantly & Interestingly

Once we have our Sub-Archetype Personas defined we can then develop and elaborate their stories.   Imagine a spreadsheet that captures these little story topics that are related and aligned but interesting on their own to get attention and drive engagement. These stories can be further developed by the social team as needed prior to posting.

Ultimately it is your consumers that will identify with these archetypes and reveal themselves in brand conversations to express their own stories.

September 12, 2013

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