Experiential Marketing (XMarketing) has evolved consistent with the speed of technology over the last decade. Changes in how and where we consume content, continue to push brands to be more personal and authentic. 15 second Reels are the new 30 second TV commercials. And social media videos are provocative, entertaining, moving, and driving real-time engagement.

“Viewers retain 95% of a message when they watch a video in comparison to 10% when they read text.”

Digital experiences that connect on an emotional level are more meaningful. Growth in the virtual economy favors the brands that use Emotional Intelligence (EQ) and Social Media to personalize and engage with customers.

The Social Media Experience™ (SMX) is the result of a series of activities online designed to understand and recognize emotion, and deliver relevant and personalized experiences. SMX remains one of the hot digital marketing trends for 2022.

Digital emotions are different from physical emotions. And the future adoption of new devices will only enhance and extend human emotions. 80% of consumers are more likely to do business with a company if it offers a personalized experience. Just Google “social media experience™  marketing” and see for yourself.

Digital emotions are the most contagious through social media. Mainly because of speed and virality. Brands sensitive to digital-emotional-cues can use this information to guide thinking, behavior, and decisions.

On 14 October 2012, Baumgartner flew approximately 24 miles into the stratosphere over New Mexico, in a helium balloon before free falling in a pressure suit and then parachuting to Earth. The total jump lasted approximately 10 minutes. Re-live this digital emotional experience – not for the faint of heart.

Those that have embraced authenticity and transparency find consumers will do the marketing for them.

When you meet someone face to face a series of nonverbal cues steer your communication. They allow you to adjust for tone and attention. Alternatively, on social media you have access to more than what a brand or a person tells you about themselves. You get a true cross-section of what they believe in and who they really are.

For instance, you meet someone seemingly professional and mature in person eager to do business. Yet later, you find out  that on social they are not as professional and mature as they seemed.

Brands who leverage the social media experience™ to develop stronger and deeper relationships with their customers, employees, and clients also see less complaints.

Your customers should be consuming your content from the time they wake. Your goal is to invite them into an experience every single time. When they read your newsletter with a cup of coffee or listen to your podcast in their car. On their way to the office they should be laughing, commenting, engaging with your everyday adventures.

LinkedIn’s editor in chief, Daniel Roth employs an editorial strategy he calls the three Cs you can use as well: create, curate or cultivate.

(1) “Create” involves the development of original content like our video interviews with business owners.

(2) “Curate” means following multiple sites, finding, and sharing interesting stories like this Facebook Marketing article.

(3) “Cultivate” is when LinkedIn’s editors reach out to users they think could comment about a specific news topic

Through the social media experience™ you can capture multiple data points and deliver a personal digital experience. For example, now that I am a parent, I find myself exchanging fun anecdotes with other clients who are also parents. All while building trust and real connections.

How do you create a social media experience for your customers?

Share on the comments.

About the Author

Daveeed Wagner is the Lead Consultant at 1marketingidea, a marketing agency that leverages the social media experience to transform personal brands who struggle at connecting and engaging with their networks. This results in deeper and stronger relationships, repeat business, referrals, and higher profits.