Ensure your next social media campign or even just your website involves a visual, an audio and a kinesthetic element if you really want people to interact and GET your message.
Regular readers of Social Media Mashup may have seen our previous post concerning the Theory of Reasoned Action and its application to social networking. Recently though, I have been thinking about how another theory could be used to devise the perfect social media campaign.
VAK was developed from Neuro-Linguistic Programming research (NLP), to aid teachers in identifying and applying certain learning styles. Individuals absorb information and learn in different ways; through their eyes, ears and through actions.
So VAK stands for:
Visual learners – will tend to prefer the use of picturesque language, maps, diagrams and pictures.
Audio learners – will tend to prefer discussion, listening to things and recitals (e.g. jokes or anecdotes)
Kinesthetic learners – will tend to prefer group work, hands on activities and books with strong plots (that they can immerse themselves in).
How Can This Be Applied to a Social Media Campaign?
Social media takes all manner of forms. It can be a competition that asks people to submit photos to Flicker or videos to Youtube. It maybe a journalist posting a sharable audio clip via Audiboo or an online application or game that lets users interact and connect with the brand. If you take the above definitions and swap the word ‘learner’ with computer user then you’ll see where i’m going with this….
Visual users will be most affected by a campaign that incorporates lots of imagery in to it. This may involve asking users to upload photos to a site or simply having a lot of imagery on your landing page to ensure stickyness.
Audio users will be most affected by a campaign that makes good use of sound. This could be a music remix competition or including plenty of vox pops or Audioboos in your campaign.
Kinesthetic users will connect with a campaign that get lets them get involved, share their experiences, discuss a product, service or event. They will be more likely to interact (and then buy your product) if there is an imersive nature to your campaign. Check out the latest online collaborative game made by 3M’s Post It © This will have connected with kinesthetic users due to its communal aspect. It also involves drawing images and so includes the visual aspect. all it needs is some audio and all three styles would have been present ensuring the greatest interaction.
So what all of the above suggests is that any social media campaign should contain elements of all of the above. Consider the award winning ‘Compare The Meerkat’ campaign done by VCCP for Compare the Market. This uses video through the adverts, audio through its radio ad’s (also available to listen to online) and immerses people through conversations on Twitter. The online social media campaign was supported by TV and radio adverts, reinforcing the brand and immersing kinethetic learners.
So make your your next social media campign involves a visual, an audio and a kinesthetic element if you really want people to interact and GET your message.
Soure for VAK definitions: Highland Learning & Teaching