Jason Falls

Jason Falls

There’s a pretty good chance if you search the archives of any social media blogger, consultant, advisor or even novice, you’ll see the advice, “you have to add value.” It’s the biggest hurdle to overcome for corporate marketers trying to find their way into social media. You have to give to get in a relationship with your customers. And giving them a product to buy isn’t good enough anymore.

Whether you’re giving them engaging content on your website or just responsiveness to their complaints on Twitter, social media success is almost always predicated on karma.

In the cult classic film, “Napoleon Dynamite,” the class president election comes down to the popular Summer Wheatley and lowly Mexican immigrant Pedro. Each gives an election speech but Pedro is devastated when he learns one part of the election stumping is a skit. Summer, who has performed a dance routine to a Backstreet Boys song with her friends, appears to be a lock for the win. That is until Pedro’s friend Napoleon comes to the rescue with this:

The lesson to be learned is that to differentiate yourself, you have to add value. Now, I admit this analogy is a mighty big stretch. Napoleon’s dance routine has nothing to do with Pedro’s candidacy. You should add value that is strategically linked to your brand and business. But the point is the same. You can’t win without giving the audience something to cheer about.

So, as you and your company are toeing the waters of social media, get out your D-Qwon’s Dance Grooves tape and practice. Give your customers something of value. If you’re a bank, give them free tips on saving money or investing in a recession. If you’re a cleansing product or service, give them tips on removing stains. If you’re a law firm, give away some timely and smart legal advice like the top five legalities to remember on your tax returns.

Your audience will stand and cheer just like they did for Napoleon.

And they’ll Vote for Pedro.

What are you going to give your audience today? The comments are yours.

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About Jason Falls

Jason Falls

Jason Falls is the founder and chief instigator for Social Media Explorer's blog. He is a leading thinker, speaker and strategist in the world of digital marketing and is co-author of two books, No Bullshit Social Media: The All-Business, No-Hype Guide To Social Media Marketing and The Rebel's Guide To Email Marketing. By day, he leads digital strategy for CafePress, one of the world's largest online retailers. His opinions are his, not necessarily theirs. Follow him on Twitter (@JasonFalls).

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Comments & Reactions

Comments Policy

Comments on Social Media Explorer are open to anyone. However, I will remove any comment that is disrespectful and not in the spirit of intelligent discourse. You are welcome to leave links to content relevant to the conversation, but I reserve the right to remove it if I don't see the relevancy. Be nice, have fun. Fair?

  • http://seanfleming.blogspot.com/ Sean Fleming

    I really like this – what a great analogy!

  • http://seanfleming.blogspot.com/ Sean Fleming

    I really like this – what a great analogy!

  • http://tlmarketing.net Tom Lindstrom

    Nice video! Social media is soon going to be less “fun” because large corporations have found it and this means it is going to be one huge commercial, instead of sharing useful information with other members.

  • http://tlmarketing.net Tom Lindstrom

    Nice video! Social media is soon going to be less “fun” because large corporations have found it and this means it is going to be one huge commercial, instead of sharing useful information with other members.

  • http://www.budgetpulse.com craig

    When are we going to see the Jason Falls version of this dance hit youtube?

  • http://www.budgetpulse.com craig

    When are we going to see the Jason Falls version of this dance hit youtube?

  • http://humanvoice.wordpress.com tomob

    Jason:

    One more thing. Summer pitched features and benefits. Pedro appealed to emotions. “vote for me and all of your dreams will come true”.

    Connecting to emotions is always more powerful that features/benefits.

    TO'B

  • http://humanvoice.wordpress.com tomob

    Jason:

    One more thing. Summer pitched features and benefits. Pedro appealed to emotions. “vote for me and all of your dreams will come true”.

    Connecting to emotions is always more powerful that features/benefits.

    TO'B

  • http://www.spotlightideas.co.uk eamon

    Good one. Ties in well, i think, with the idea of generosity which is always popular and increases loyalty.

  • http://www.spotlightideas.co.uk eamon

    Good one. Ties in well, i think, with the idea of generosity which is always popular and increases loyalty.

  • KatFrench

    You know, I have managed to get through the last several years since that movie was released without ever watching ONE SINGLE SECOND of it, despite the fact that people who love it are fairly rabid in their passion for sharing it with others. There are Napoleon Dynamite fans out there who will practically strap you into a Lazyboy and force you to watch it. Yet I've managed to remain completely Napoleon-free.

    I'm not sure what my point is. Maybe it's that Napoleon-rolling people should be the new Rickrolling. Or maybe that there are certain folks who just aren't willing or able to see the value you're offering, so you should focus on finding your own “cult following.”

    Or it may just be that I'm torqued because I actually watched about half that video before commenting.

  • KatFrench

    You know, I have managed to get through the last several years since that movie was released without ever watching ONE SINGLE SECOND of it, despite the fact that people who love it are fairly rabid in their passion for sharing it with others. There are Napoleon Dynamite fans out there who will practically strap you into a Lazyboy and force you to watch it. Yet I've managed to remain completely Napoleon-free.

    I'm not sure what my point is. Maybe it's that Napoleon-rolling people should be the new Rickrolling. Or maybe that there are certain folks who just aren't willing or able to see the value you're offering, so you should focus on finding your own “cult following.”

    Or it may just be that I'm torqued because I actually watched about half that video before commenting.

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  • http://www.desiremesh.com Kevin Leversee

    Not only is this hilarious and valuable- you say it in better ways than I ever could. I am glad I have just blogged this same MEME and then find it funny that right after I find this- serendipitous. I am all over this – you have great resources. We have an enterprise 2.0 platform social media for business called mindgrind an one of my clients sent me your youtube after they played with mindgrind. Your resource helps technology companies like us make money thanks so much.

  • http://www.desiremesh.com Kevin Leversee

    Not only is this hilarious and valuable- you say it in better ways than I ever could. I am glad I have just blogged this same MEME and then find it funny that right after I find this- serendipitous. I am all over this – you have great resources. We have an enterprise 2.0 platform social media for business called mindgrind an one of my clients sent me your youtube after they played with mindgrind. Your resource helps technology companies like us make money thanks so much.

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