Before hashtags entered the scene and created built-in communities where like-minded people can join together (#blessed), Snoop had his fan base and entourage locked down. He heard them, what they were saying, what their challenges were, where their happiness came from, and translated that into his music. When social media blew up, he transitioned that into relatable interactions that were still authentically him.
Conversely, many agencies and brands responded to the emergence of social by building communities and using them as a way to broadcast their message. What’s happened now is a sea of forced messaging and inauthenticity. Which is so not Snoop of you. Be yourself and talk to online communities the same way you would talk to them as if they were in front of you. They’re human. They’re your homies. Remember that.
Whether you’re a data geek or a people person, conversation streams are a mecca of stories to feed insights or connect you with a newfound friend. Digging into the chatter creates memorable moments that are authentic, and oftentimes more valuable than interrupting conversations with carefully crafted campaigns.
Recently, Red Lobster missed their own listening opportunity after being mentioned in a song by the queen of the world herself, Beyoncé. With over 42,000 Twitter mentions in a single hour, Red Lobster saw a 33% spike in sales - even with their underwhelming and late reply. Seriously Red Lobster....seriously.
So, channel Snoop’s inner chill in moderation when scrolling feeds, only interrupting your laid back approach when you find a good opportunity to engage. But when a mention or opportunity does come along, for the love of Mary Jane, put down your cheddar biscuit and engage.
A classic example of this Snoopified tip is Oreo’s famous Super Bowl tweet back in 2013. When the lights went out, their team turned a dark moment into a light snack break without hesitation and engineered a clever opportunity to plug their product and satisfy our case of the munchies. The Twitterverse applauded their effort and poured themselves a different kind of cold one, creating a moment with their consumers with minimal efforts and maximum results.
As cited previously in our Red Lobster example, you need to have your fingers ready to respond and engage with a fleeting captive audience before the moment is gone.
Brands like Adidas and Marriott are leaders in breaking down silos and building social media newsrooms fully equipped with integrated teams that can listen, engage, and analyze discussions in real time. The team includes community managers, designers, and even analysts for agility, empowering them to skip approval processes that impede opportunity. Just think, if Oreo had to go through a nuanced, multi-level process of approving their Dunk in the Dark post….would it have had the same viral impact two hours after the fact or would viewers have shifted their attention back to the game?
Besides breaking down departments, step outside of the box and take advantage of what social media can truly do - connect you with your community. At SPARK, we’re all about genuine collaboration - not just within in our four walls but with our clients, too.
So grab some buds and get after this thing together.
There’s no magic smoke puff that will show us what social media will bring or how the customer journey will shift. The best we can do as an agency is channel Snoop: be authentic, resist perfection, and enable agility to invest in connecting with others in moments rather than always relying on carefully crafted messaging.
Thanks for the inspiration, Snoop Doggy Dogg. Keep doing you.