humanizing social media
DESCRIPTION
Some examples on how companies are successfully using social media to humanize their brands.TRANSCRIPT
Humanizing Social MediaHumanizing Social MediaA perspective by Bansi PatelA perspective by Bansi Patel
Who Am I ?
AVELLE| the new Bag Borrow or Steal
Customer Loyalty
Competitive Differentiation
Brand Ambassadorship
Real-Time Engagement
Customer Driven
Innovation
Changing the Customer Interaction
Model
Maximizing the Customer
Experience
Humanizing Social Media
Humanizing Social Media‘Humanizing’ Social Media?
Social media is a fundamental shift in the way brands will communicate to their customers.
Relevant brands understand that connecting with consumers is no longer as much about sending them a message as it about hearing their reply – Tim Manners
Half of US online adults indicate that they’re willing to participate in a company-organized forum to develop better products and services.
Harvard Business Review study found that two-thirds of customers stop doing business with companies because they feel unappreciated, neglected, or treated indifferently.
Be everywhere, do everything, and never fail to astonish the customer. —R. H. Macy’s motto
Starbucks| Actioning Customer Ideas
Customer Loyalty
Competitive Differentiation
Brand Ambassadorship
Real-Time Engagement
Customer Driven
Innovation
Humanizing Social Media
Starbucks leverages user generated ideas captured through its blog, “Ideas in Action” to gain valuable insight into brand and products. Starbucks reviews these ideas to perform customer driven innovation and drive competitive differentiation.
Home Depot| Driving Customer Responsiveness
Customer Loyalty
Competitive Differentiation
Brand Ambassadorship
Real-Time Engagement
Customer Driven
Innovation
Humanizing Social Media
Microblogging platforms such as Twitter, have enabled real-time conversations to take place, creating a new level of customer responsiveness. Home Depot proves they take their customers seriously, by replying to their comments directly and quickly.
Sprint| Forums for Feedback
Customer Loyalty
Competitive Differentiation
Brand Ambassadorship
Real-Time Engagement
Customer Driven
Innovation
Humanizing Social Media
“Suggestions for Sprint” encourages feedback, which is then posted on the public forum for further discussion amongst consumers and Sprint employees. Top contributors are recognized by being awarded participation points, furthering motivation and driving customer loyalty.
Intuit| We hear you, Ask the Expert
Customer Loyalty
Competitive Differentiation
Brand Ambassadorship
Real-Time Engagement
Customer Driven
Innovation
Humanizing Social Media
Intuit's QuickBooks "We Hear You" Community is another great example of customer driven software enhancements. Active community members are asked to weigh in, through the “Ask the Expert” forum, fostering brand ambassadorship, and allowing consumers to get real-world insight.
Customer Loyalty
Competitive Differentiation
Brand Ambassadorship
Real-Time Engagement
Customer Driven
Innovation
Humanizing Social Media
Tropicana| Change you can believe in
Tropicana found invaluable insight into what consumers wanted packaging to look like. After thousands of complaints on Facebook and other channels, Tropicana reverted packaging back to its original design. At the time, Tropicana had plans to contact everyone who voiced their opinion about the changes they made.
Customer Loyalty
Competitive Differentiation
Brand Ambassadorship
Real-Time Engagement
Customer Driven
Innovation
Humanizing Social Media
“Every picture matters” allows Fuji to showcase its customer’s appreciation of how Fuji products play an important role in their lives.
Fuji Film| Every picture matters
Customer Loyalty
Competitive Differentiation
Brand Ambassadorship
Real-Time Engagement
Customer Driven
Innovation
Humanizing Social Media
By sharing stories of how she uses Panasonic products to create and capture family memories, Carla has become an informal ambassador for Panasonic, through its “Living in HD” playground.
Panasonic| Living in HD
“When I won, I told everyone I knew about it so word of mouth is very powerful.”
Panasonic| Living in HD
“Panasonic rewards their most active families. One family got to go to the Olympics. Another always had great technical feedback so they sent them to China to visit their production factory. Another family was rewarded with an exclusive preview of their new washer and dryer (which isn’t even out yet)”
“I've been really impressed with Panasonic. They’ve offered a lot of support in terms of using their products…The interesting thing is that everyone I've come in contact with has been really enthusiastic about the company and the program. It also helps that all the products truly amazing. I'm not a gadget person but I know what a good picture or sharp video looks like and all their products kick ass.
Customer Loyalty
Competitive Differentiation
Brand Ambassadorship
Real-Time Engagement
Customer Driven
Innovation
Humanizing Social Media
Volkswagen| Facebook Fan Page
Started with a logo
•Grew to 115k fans in 1 year
•Over 1,500 photo uploads
•Dozens of videos
•Thousands of wall posts
•Over 50 discussion topics
Meet the Volkswagens| Facebook Fan Page
Volkswagen & Meet the Volkswagens Consolidate
Volkswagen & Meet the Volkswagens
Letter from Volkswagen
Roundtrip airfare to Chicago, Illinois.
Hotel and car accommodation near the Autobahn Country Club.
Complete access to the VW hospitality tent along with media, drivers, and race officials.
A meet and greet with TDI cup drivers.
A tour the racetrack’s garages and pit area.
A VW TDI Cup Gift bag, including Volkswagen gear, and a Flip Camera.
Gift card to cover dining and other incidentals throughout your stay.
Everyone at Volkswagen would like to thank you for putting together such an amazing community of VW fans. It’s the participation and passion of groups like yours that make Volkswagen such a great brand to be a part of. In fact, the VW fan base on Facebook has gotten so big that we’ve decided to bring everyone together in one official, unified fan page. As a token of our appreciation, we would like to offer you an all-expenses paid trip for two to the Autobahn Country Club in Joliet, IL for Round 5 of the Jetta TDI Cup Series . Please call --------------, General Manager Digital Marketing and Motorsports at ------------or email him at ------------ to receive your gift.