Let’s get one thing straight. Social circles have been around a lot longer than “social networking” (Facebook, Twitter, MySpace, etc). Social circles aren’t inherently online. They are inherently human. They’re made up of people who share stuff.
The internet has allowed people to share stuff in new ways. Some of them are really cool! But it would be a mistake to forget about the people who have not embraced social networking. Their social circles still exist, mostly offline. They participate in them at work, baseball games, church, and the neighborhood bar.
It’s time for some hypothetical statistical evidence. We ask a perfect random sample of Facebook users the following questions:
1. Have you ever purchased a product because a Facebook friend became a fan of it?
2. Have you ever purchased a product after having it recommended by a member of one of your offline social circles?
I’m going to go out on a limb and say that the second question garners far more yes answers. Don’t get me wrong, social networking is important to understand and utilize. But it’s just one way in which people communicate in social circles. When done well, communicating through these channels can be very effective. OLSON’s work is proof of that.
Alright, rant over. How do I think in social circles? I just launched a t-shirt line called COLLECTION. We don’t have any money for ads. We have some really cool shirts. We’re relying on social circles to drive sales. Here’s an example of how:
Our shirts feature artwork that is bold and sometimes provocative. They are produced in limited quantities and priced from $30-$40. Perfect for liberal, fashion-conscious young adults who pride themselves on their good taste. To reach these people, we’re using a tried and truly annoying tactic: handing out literature. But not just anywhere– only outside select indie rock concerts in Minneapolis. And our literature isn’t something people expect to be handed. It’s actually vintage Minnesota Twins cards circa 1980s. The real deal. On the back is a sticker with our web site (www.collection.tc) and nothing to indicate what we do.
I think curiosity will get the better of most people. Many will go to the site just to see what it’s about. Some might not even wait until they get home, considering the social circles we’re targeting have a disproportionately high number of iPhone owners. We’ve made our site mobile browser-friendly specifically for them. The website is interesting. We’ve put the products in an unusual context. It delivers an experience that is unique to the product category.
The more scarce a product, the more likely it gets talked about once one person in a social circle owns it. Our shirts are individually numbered. Some are limited to only 19 prints. When you are one of very few people in the world who have something cool, it’s hard not to talk about it. With that in mind, we’re also sending out shirts to handpicked fashion bloggers. Getting these clothing evangelists excited about our products is just another way to cost effectively promote our brand by thinking in social circles.