RonAmok!

The adventures of an analog engineer and digital storyteller who studies emerging networks and their impact on the great game of business.
Jul 2, 2009

bear-to-honeyEarlier this week, I spoke before an Ad Agency. After my talk, a member of the audience approached and asked if Social Media is appropriate for all demographic audiences.

Usually, such a question comes spring-loaded with a belief that Social Media is for the “youngins,” but I wanted to clarify this assumption before answering.

The man described his client, an upscale restaurant with an older demographic audience with income of over $150,000 per year, etc…

I explained that traditional demographic data doesn’t account for passion. Upscale diners are typically foodies who want to know every detail about their food, from the presentation, to the ingredients, to the preparation techniques. They like to exchange stories, recipes and share new dining experiences with other foodies. They watch “Top Chef,” “Iron Chef,” and scoff at Chef Boyardee. Therefore, if online content exists for them to satisfy these passionate cravings, then yes, they are an appropriate audience for Social Media.

Think about categorizing Social Media users more by their passions than by their age. For example, the average age of a Harley Davidson owner is 47 years old — not typically considered the “Social Media demographic.” Yet, the Harley Davidson’s Facebook fan page has over 178,000 fans!

Think passion, not age, income, etc… Find where your passionate customers live online. Then create content that helps them satisfy their informational cravings.

Good online content is to passionate customers like honey is to bears are to honey.

Photo Credit: jameschip

Tags:

Filed under: Content Development

Comments

Hi Ron – I think you hit the nail on the head here, and great suggestion for the ad folks. Creating a site that speaks to their passions is the perfect recipe (sorry).

Your last line – You may have meant “Good online content is to passionate customers like HONEY is to BEARS.

Tom
July 2, 2009

Hi Ron – I think you hit the nail on the head here, and great suggestion for the ad folks. Creating a site that speaks to their passions is the perfect recipe (sorry).

Your last line – You may have meant “Good online content is to passionate customers like HONEY is to BEARS.

Tom
July 2, 2009

Thanks for the catch Tom. Now I know why I always struggled with that section of the SATs!

I made the change based on your suggestion.

ronploof
July 2, 2009

Thanks for the catch Tom. Now I know why I always struggled with that section of the SATs!

I made the change based on your suggestion.

Ron
July 2, 2009

Ron,

Speaking of our parent’s generation, I think it is only a matter of time before they dive into social media. They are very social creatures, often with time on their hands and a desire to connect to one another. My email inbox is full of “helpful” emails forwarded to me by my father.

P.S. If you even think about teaching my Dad to twitter I will automatically forward all his emails to your address.

Jon Gordon
July 3, 2009

Ron,

Speaking of our parent’s generation, I think it is only a matter of time before they dive into social media. They are very social creatures, often with time on their hands and a desire to connect to one another. My email inbox is full of “helpful” emails forwarded to me by my father.

P.S. If you even think about teaching my Dad to twitter I will automatically forward all his emails to your address.

Jon Gordon
July 3, 2009

[…] 2) There seems to be a myth that New/Social Media is generational. At first, it sounds like a “Mom and apple pie” argument, but it isn’t. Execs need to understand that the use of these tools is not based on demographics. Rather it is based on Passionographics. […]

RonAmok! » Mystified but Open
November 19, 2009

Sorry, the comment form is closed at this time.