I’d like to start this blog about web strategy with a focus on how people establish relationships with brands, with particular attention about the social dimension of the internet.
David Armano – one of the most inspiring bloggers I constantly follow – writes that in some circumstances the “human-to-human interaction” is fundamental and attracts the user (AKA people, AKA consumer) to interact with each other.
Considering this, a few brands are starting to explore a new kind of social media strategy that is structured on different levels. Each one of those can be seen as an evolution of the previous but not a substitute:
- How it began – Brands through social media channels. Several brands approached social media just like a set of digital communication channels, reaching the user and interacting but without establishing a real relationship. Both long term strategic presence and tactic initiatives were set up to start a presence on the “new” and increasingly talked about communication channel.
As an example, see:
Even when the target is really highly engaged, these channels look too much like an advertising, failing to allow a concrete relationship with the user.
- How it went on – Brand characters through social media channels. Many brands are realising that the relationship a consumer can establish through a human-to-human interaction is crucial: it’s strong, consistent and tends to last.
But who are the brand characters? They are individuals related to the brand who have a set of qualities, behaviours and features that bond them to the world of the brand. These characters are anyway managed by the brand, they are part of the Brand World, in an explicit or non-explicit way.
As an example, see:
BMW Rampenfest: Jeff profiles on YouTube and on Facebook; Franz profiles on Twitter and on Friendster
- How it’s evolving – Brand evangelists through social media channels. Social media are more effective when based on human-to-human interactions. And this kind of interactions are more effective when they’re genuine. People (Consumers) who actually love the brand, support and endorse it are also one of its strongest communication assets. Brands who seek for success in social media can (and should) exploit this resource by giving visibility to people who would naturally “spread the word” and attract new individuals.
Take as an example, an impressive case history “Young & Free Alberta” a communication campaign by Common Wealth Credit Union, recently awarded at 2008 Forrester Groundswell Awards. In order to generate more young customer, a Credit Union in Alberta set up a contest to find a young spokesperson, who reached consumers by a blog, Facebook and YouTube. 2 Million impressions and 2300 new accounts. Who is the young spokesperson? Exactly the brand evangelist. The love for the brand wasn’t necessarily supposed to be spontaneous, but even so, the magic worked.
This is my first post here, so let me write just a few words about the reasons behind this blog: here I want to gather all the possible information, reflections, thoughts and feelings about an on-line world that evolves constantly. I’d like to share them with everyone who has my same passion for digital and to learn as much as I can from all of you who would like to contribute.
Thanks for reading!
6 comments. Post your comment:
I'ts an extension of what Starbucks has been doing for a few months now http://mystarbucksidea.force.com/apex/ideaHome
The users become active promoter of the product improvements
it works only when there's commitment... it amazed me to see how BMW Rampenfest contents are constantly updated... se last sign in and update date for this http://www.youtube.com/user/jeffschultzusa
it's sad that some of these initiatives (especially the 1st type) are abandoned after a short time. how are they supposed to be successful this way?
Jack-o, you're right. And My Starbucks Idea goes even further, users have two fundamental functions: an internal and an external one. Internally, they suggest improvement to the brand's product and services and - of course - externally they allow to communicate and promote the brand. Where marketing meets R&D meets Consumer Relationship Management...
I liked this http://www.forrester.com/Groundswell/supporting/turbotax_live.html
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