Loyalty and engagement with all media are built on powerful positive "magic moments."
That time LinkedIn let you know that a longtime friend just received a big promotion.
When Facebook put you together with a high school buddy you haven't heard from in years.
The instant when Twitter let you know the results of your favorite Olympic sport many hours before the event was replayed on NBC-TV.
The more frequently these kind of moments happen, the closer you feel to the medium, the brand, the personality and the more you "use" them regularly.
Then, there are those other moments. When you get a LinkinIn email saying a business associate wants to connect with you, but when you click on the link it says that the notice was sent to the wrong email address. When Facebook keeps wanting to reinstall the Android app you just UNinstalled because it eats up too much memory and is too slow when compared to just using your browser to get onto Facebook. When NBC-TV edited out the very part of the opening ceremonies you wanted to see the most.
Trust gets betrayed. Usage decreases. Brand gets tarnished.
What happens when you ask for "caller #9" and you recognize the voice of the regular winner who always seems to get through and win when you have the best prizes up for grabs? When hundreds of other people get only a busy signal and mutter under their breath that radio contests are all fixed?
When your info update consists of "the news is coming up on the hour" and the listener looks at their smart phone and realizes that their personal information aggregation app has ALL the news for the refreshing at any instant they want it and that they never have to wait for "the news?"
When a radio station keeps pushing "the most music" and automated song-sweeper-song-jingle-song-sweeper hours when listeners voted in at least four different research projects released since the first of the year, including A&O's Roadmap 2012 perceptual study, for "fun personalities who feel like friends and make me feel better when I listen?"
It's easy to do things the way you've always done them and ignore listener needs.
There's some "magic" in that too.
It will make your audience disappear.
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9 months ago