Monday, February 6, 2017

Passion pages from @Jesse Stay - and yes, they're safe for work

While thinking about a Monday post idea, I went through the things that I recently shared on my Empoprise-BI Facebook page and ran across this item that features Jesse Stay. I've mentioned Stay in my blogs multiple times, most recently in July. And I'm sure that he's touched that he has been referenced in such a prestigious blog as this one.

But even I must admit that while a mention in Empoprise-BI is phenomenal, an article about you in ADWEEK is perhaps a bit more prestigious.

The article is actually from 2014 (which is why Stay is wearing Google Glass in the accompanying pictures), but the tips equally apply today.

When a business creates a social media presence on a platform such as Facebook, the business can proceed in one of two ways. One is to create a page devoted to the business. Another is to create a separate Facebook page for each of the business' products.

For one client, Stay recommended a variant of the second method, but instead of focusing on products, he focuses on benefits.

Or, in his words, passion.

So he created "passion pages" for his customer,

Instead of creating and promoting one main-brand Facebook page, we figured out who our audience is and what areas we want to target, what areas we want to move into, and we built Facebook pages around each of those, focused on the passions of those audiences for each page — passion pages.

We used “I love” in our page names, a lot. The goal was to build up a large audience and spend as little as we could to grow the audience. Then we could post links back to our web sites at zero cost and drive traffic. Within six months, we doubled our referral traffic from Facebook. I hear they have doubled that seven times since then.

So now it's a year and a half after the ADWEEK article was published, and I went to visit one of the pages - I Love My Family. The page continues to publish content, and is liked by over 9.8 million people (including at least one of my Facebook friends who doesn't know Jesse Stay from Jesse James).

So I've been thinking about Stay's benefits ideas, and how I could apply them in the incubator that is Empoprises (with its Facebook, Google, and Twitter presence). If I were to do this, I'd have to flip from my branding strategy to a benefits strategy. Facebook/Google content related to tymshft, for example, could be renamed to something else. However, my existing tymshft statements ("There is nothing new under the sun...turn, turn, turn" and "It's about time") are not truly motivating benefit statements. Maybe "don't do THAT again"....

Another issue is that at present, the only Empoprises "products" are the blogs themselves - this one (the Empoprise-BI business blog), the aforementioned tymshft, my Empoprise-IE Inland Empire blog, and my Empoprise-MU music blog. (I haven't updated my Empoprise-NTN NTN/Buzztime blog in over a year, and the last three updates were about Ziosk.)

Perhaps I should get back to my fiction(ish) book.
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