How I would approach building rabbit's online presence as a social media marketer
Originally published as a Twitter thread in January 2024, shortly after the launch of rabbit's r1 AI hardware device.
How I would approach building rabbit inc.'ssold out online presence as a social media marketer, if I was on the social media marketing team of their marketing department.
@rabbit_hmi has sold 40,000! devices within days of launch! This means they've had thousands of customers move very quickly through the early stages of the customer journey. This also means they have 40,000 potential advocates for the r1 and rabbit itself.
The 5 stages of a customer journey
A lot of things determine how a customer moves through the stages of the customer journey, but you can always aid them. Social media is a great tool for maintaining customer confidence and helping them on their journey with your brand.
When all the pre-ordered devices start getting to their owners, there will definitely be a lot of discussion online about the product, My approach would be to encourage UGC and join/moderate the discussions when necessary
4 badges of sold out r1 one pre-order units
I'd use brand listening tools, to get ahead of the conversation and interact with customers. And guide potential customers through their journey
It's unclear if rabbit inc. will release other hardware, or accessories for the r1. Regardless, I would also use social media to increase customer retention by providing needed support. This would help maximize customer LTV, especially if more products are planned.
When it comes to contents, I would first work with @jessechenglyu (or anyone else that has been on the team since it was just an idea) to create an EPIC brand framework for @rabbit_hmi
The EPIC framework
With this in-depth knowledge of the brand, I would then consider the current customer base and our target audience. Using these information I would create the online brand voice and personality for @rabbit_hmi
Currently I am leaning towards a witty-confident-informative tone. @jessechenglyu's approach has been building in public, and that would also be reflected on @rabbit_hmi's. So a transparent approach to problem solving.
With the r1, nobody really cares much about it's specifications, rather people are curious about what it can do for them. So content-copy and promotions would be heavier on benefits than features.
Also rabbits!🐰🐇 I'd incorporate allusions to brand lingo(without making it cringe of course), similar to how @nothing has embraced and constantly finds clever ways to use the word nothing. An @rabbit_hmi would be using things like "hop on it" as a CTA in place of plain CTA.
I'd create SMART goals for socials that align with the overall marketing goals. A general set of goals, and more platform specific goals. After all these comes the content calendar, content pillars, generated contents, creative briefs etc.
The SMART goal framework
Then finally, pray the algorithm is in my favour, measure and iterate.
Last thread, I just wanted to talk about how the rabbit r1🐰only comes in one colourway and it's the colour of a carrot 🥕 #rabbit
The design of the r1 in luminous orange colour
