Document 383961

the world has changed.
socialisation and
humanisation of the
worldwide web
social networks have been
transformed and unleashed
to create vast ‘live’ public
forums and spaces
Social has become the
identity system and
behaviour overlay
of the web
sharing is the new
giving,
participation is the
new
consumption and consumer
reviews and opinion pieces are
the new advertising
add to this the socialisation
of commerce
Humanising a brand through
Zappos, the US online shoe store, is
often cited
: for its Twitter feed, written by
the company’s CEO Tony Hsieh.
Instead. of a full dose of
Zappos marketing at every turn, Hsieh
tweets about things that come up in his
daily life, the
feed sounds as if it’s from a friend rather
than a business that wants sales at any
cost. The feed
has helped put
a very human face
on Zappos, and has been very
successful in creating brand
engagement. It now has over 1m
followers
Redefining customer service and brand image
Dell’s Direct2Dell blog has been established
for several years, but it continues to stand as
an excellent example of how social media
requirea shift in corporate thinking. In the past,
Dell, like many big brands, was wary of answering
or addressing any online comments, but once
it started its blog, it realised two things: that in
responding to customer complaints online,
it might not be able to solve every problem every
time, and that by dealing with them on the web,
they might expose some of Dell’s weaknesses
to an even larger audience. The advantages
of the blog have outweighed its cons. It is often
cited as helping to improve customer relations,
and also constant source to the company of
valuable feedback
The questionable
Is all publicity good publicity?
Skittles did generate a lot of buzz by
creating a feed on its website that sucked all
user-generated content from Twitter,
Facebook and other outlets on the web
onto their Home page. The good, the bad,
and the ugly allappear – ‘Skittles gives you
cancer’ being just one example.
At the launch, the campaign did get a lot of
buzz, mostly because marketers were
debating whether or not this campaign
was brave or damaging.
On one level, Skittles, as a bag of sweets, is
targeted at children, so some of the more
questionable content was not exactly
appropriate. Secondly, once the initial
buzz died down, the campaign’s
use of social media tools was injudicious.
Stick to the rules
Social media is all about transparency and
authenticity, as Asus, the Taiwanese
computermaker, learned after it decided to
change the rules of a blogging competition
that didn’t go in its favour.
Six bloggers were competing to win Asus
products, with readers deciding on the best
reviews.
When readers chose a review from a
blogger that pointed out both the
weaknesses and strengths of an Asus
laptop, the computer maker changed the
rules and asked the bloggers themselves to
vote for the winner.
As a result, the winner was not the
consumers’ choice, much to their anger
and annoyance.
From the people to the people & why taste matters
Toyota Australia’s user-generated video
contest campaign went wrong for two reasons.
Firstly, it turned to professionals to create content,
thereby negating the ‘user’ in UGC. Secondly,
it showed that taste levels still matter with UGC.
A film competition to promote Toyota’s Yaris
invited people to make a video ad of the car.
The ‘Clever Film Competition’ offered a AU$7,000
first prize and was supported by a Twitter
profile and Facebook group. As the deadline
loomed, however, no videos had been shot,
so the agency, forced to abandon its UGC
hopes, invited production houses to enter
the competition. The winning video, shot by
Brisbane production house Play TV and posted
on YouTube, features a father talking to his
daughter’s boyfriend in a doubly suggestive,
sexually laden conversation, and includes the line,
‘she can take a good pounding in any direction’.
The video, which viewers found degrading to
women, offensive, and even incestuous, was
quickly pulled, with Toyota struggling to distance
itself from it, though not, ironically, before it spread
virally and was picked up by the world’s press.
Social gaming circle
Relevance is key, both in terms of the
game to the brand and the relevance
of the game to the consumer.
The best social gaming apps all have
similar themes, such as pets, charity,
flirting and sports. Understand which
topics your consumers might be most
responsive to and then determine the
best approach to integrate the brand.
A meaningful gaming experience is built
on basic human drivers such as identity
and recognition, risk and reward, while
being fun and entertaining. There should
also be elements of exploration and
challenge, opportunities to win or to
provide some sense of accomplishment.
Provide a platform for ‘bragging rights’.
Viewing the accomplishments of others
in their network will create a deeper
experience at the centre of which is
the brand.
Zynga’s FarmVille is the most popular social
game, played by over 20% of Facebook’s
400m users. Millions of people are spending
their valuable real time sowing virtual seeds,
tending to virtual crops and buying virtual
tractors (of which there were many more sold
in the US last year than real ones!).
Social brands
Some brands are more talked about online than others.
Obviously,
a margarine brand is less likely to be discussed than an
iconic technology
brand like Apple. Some products make better social brands
than others.
So an important question for any marketer has to be – how
can we
make ourselves more relevant to the public?
There’s arguably an opportunity for all industries – perhaps
we don’t
see lots of people discussing household bleach brands
online, but why
not? It’s just a question of finding the right destination.
Search me
The socialisation of search
. we all need to
means
become smarter about
handling data to intelligently
inform offline buys
Search is often referred to
as ‘the database of intent’
because analysis of users’
search patterns helps to
identify the crucial
information.
Provide something of value
Contrary to popular belief, all
brands can find a space within
the social sphere. The question
is not whether a brand is
suitable, but rather what social
experience can a brand provide
and to what audience. A brand
doesn’t have to be the centre of
a social game, but by providing
something of value to game
play, whether it’s an item,
currency or a new environment,
it is still possible to participate
with consumers in a meaningful
and relevant way.
However, as with all marketing,
it’s important that social gaming
is integrated within a campaign
and presents a consistent brand
message.
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