Freddy Mercury swinging an electric eel. Steven Hawkins swearing. Being raped by a gang of Pandas. Two hour jacuzzi of horse sweat. These are just some of the things referenced in this absolutely crazy advert for Vytautas Mineral Water.
Love it or hate it?
We all know that social media can bring consumers and brands closer together. Brands no longer just shout messages at consumers through adverts but can actually talk with them – getting real time customer feedback, dealing with queries, building on offline promotions, rewarding loyal customers and building lasting relationships…all of which ultimately fuel sales.
According to recent research, “almost half of the Active Internet Universe has already joined a brand community” (Wave 2010 – annual social media tracker survey – Universal McCann).
So what can cause these newly forged online relationships to break down and have consumers saying “it’s not me, it’s you” and moving to “unsubscribe,” “unfan,” “unlike,” or “unfollow” a brand?
Email marketing service provider ExactTarget has released a report which looks at exactly that – the motivations and actions of US consumers as they terminate their relationships with brands through Email, Facebook, and Twitter.
This survey highlights that consumers don’t want the brand to be their friend. They want relevant and useful info, discounts and special offers, customer support, to find out about the company and it’s products and to connect to like-minded people. However it seems many brands are ‘coming on too strong’ with too many posts being the top reason for people giving the brand ‘the elbow’. Continue reading »
I came across an interesting study over the weekend of the World’s “100 most valuable brands” which concluded that there was a clear and significant relationship between quality online consumer engagement and financial performance.
Wetpaint/Altimeter group looked at how well these brands were engaging with consumers using social media and “how that engagement correlates with their most important financial metrics: revenue and profit“.
They found that “socially engaged companies are in fact more financially successful“.
The report below provides brief case studies on four of the top brands – Starbucks, Toyota, SAP and Dell – looking at the strategies behind their success using social media. Interestingly Starbucks although a humongous global brand has a relatively small social media team of only six people, yet has one of the largest fan bases on Facebook and over quarter of a million Twitter followers.
What were the takeaway points for someone readying to implement a social media strategy for their business?
- Engagement via social media IS important — and we CAN quantify it.
- What’s in it for me? The report quantitatively demonstrates a statistically signiﬁcant correlation between social media engagement and the two most meaningful ﬁnancial performance metrics – revenue and proﬁt. Money talks, and it’s declaring that it pays to engage meaningfully in social media.
- Emphasize quality, not just quantity. Don’t just check the box; engage with your customer audience.
- To scale engagement, make social media part of everyone’s job. A few minutes each day spent by every employee adds up to a wealth of customer touch points.
- Doing it all may not be for you — but you must do something or risk falling far behind other brands, not only in your industry, but across your customers’ general online experience.
- Find your sweet spot. Engagement can’t be skin-deep, nor is it a campaign that can be turned on and off. If you are resource-constrained, it is better to be consistent and participate in fewer channels than to spread yourself too thin.
Connect with me
- Teddy Has an Operation and I Get Chills
- Clever Usain Bolt Campaign from Durex
- Social Media Revolution – The Parody
- Bottled Water Ad Like You’ve Never Seen Before (video)
- Nobody Hanging Out on Google+?
- 60 seconds in Social Media [Infographic]
- Cyber Flashmob Attacks WSJ Facebook Page
- Is the social media novelty wearing off?
Say What Now!?
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