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Showing posts with label social brands. Show all posts
Showing posts with label social brands. Show all posts

May 23, 2011

The Social Business Evolution : Products Vs People

Social Business Imperative

This social business infographic was created to illustrate the social customer’s impact on business operations. It also encompasses most of what is discussed in my upcoming book, Smart Business, Social Business. The infographic starts off defining the social customer and social business. The social business declaration is defined; and then discusses the three pillars that make up a collaborative social business – People, Process and Technology.
Marketers today are caught up in a jumble of buzzwords that mean very little.  It's a confusing time, but to get the marketing right, you need to start thinking about relationships first.  "It's not about selling something anymore; that might be the end result, but to get there, you need to work on the relationship.

Creating your social strategy is a four step process

1. Who is your audience?
2. Very clear goal
3. Action plan
4. Tools, tactics, techniques

Determining Your Audience

 Each user group who interacts with your brand  differs  by levels of participation. They can be broadly grouped into

Non Active Watchers: 52% of online users have watched YouTube, 42% have read blogs, 19% have downloaded podcasts

Sharers: 29% have used social networking sites, 28% have tagged online content, 21% have shared online content that they created

Commenters: 32% have rated a product, service or person, 30% have commented on a product, 22% have commented on newsgroup or site

Producers: 12% have created or worked on a blog; 11% have remixed content.

Curators: People that have edited a wiki - moderated a forum

Companies That Utilize the Social Web Well

According to  Readwriteweb  companies that use the Social Web well are:

Oracle:Prior to running Oracle Open World, Oracle changed its home page for two weeks.  The page asked for consumer feedback; community involvement was important enough to interrupt the normal flow.

H&R Block:When H&R Block realized selling was no longer working, they created a page on FaceBook to provide tax advice. They don't say "come and do your taxes with us," on FaceBook; they only offer advice.

Frank Eliason, Director of Digital Care for Comcast Cable uses Twitter to look for people talking about Comcast, 'tweets' them, and offers to help.
Skittles has a page on FaceBook called 'Mix the Rainbow'.
It's created a spark and now the community is interacting with one another.  The company occasionally steps in with light and fun comments; never with sales talk. 
A recent series of messages on the Skittles wall:
Derek says:  Is it just me, or does there seem to be too many orange ones in the bags now?
Skittles says: Derek despite what you or the Internet may think, we can assure you there is no orange skittles conspiracy - red on the other hand...

Starbucks asks for suggestions on how to make the company better.  If you provide a suggestion, Starbucks CIO will discuss the idea on the site; it's not just a black hole that suggestions go into.  He explains the back end - or what has to happen on the technical level before they can implement the idea.

March 27, 2011

The Global Top 50 Social Brands:


The most social Brands  hardly throw up any surprises. The technology giants  have ranked highest in the first 50 Top Brands in Social Media league table with eBay  ranking the " Most Social  Brands. Ebay   secured    No. 1 spot among the top 50 ranking of social brands, for most effectively and consistently engaging customers via social media channels, according to Alterian's inaugural Social Media Reputation (SMR) Index. Apple was second on the list, followed by Google, BlackBerry, and Amazon.

The SMR Index gauges brands' social effectiveness using a scoring system consisting of two elements: reach (social noise around the brand) and satisfaction (popularity). Also factoring in the "recency" of social interactions, the index then ranks companies on a scale of 1 to 100.
With a score of 92.29, eBay's win over Apple (88.61) and Google (87.00) was likely the result of the auction site's long-standing use of customer forums (starting in the late 1990s), corporate blogging, Twitter, and Facebook, according to the report.

In 6th position, Gucci is the highest ranked non-tech company, followed by Ford (7th) and MTV (8th). Other technology brands rounded out the top 10; these are Samsung (9th) and Yahoo (10th)

According to the survey, based Alterian’s analytics tool SM2, eBay was able to beat Apple and Google on the back of its long standing engagement with customers through a combination of forums, corporate blogging, Twitter and Facebook – it was one of the quickest to adopt Facebook’s Open Graph.

eBay has adopted Facebook's Open Graph so customers can split the cost of a gift and pay for their share via Paypal. The company also takes a social approach to internal communications, featuring blogs, forums, and discussions boards on the company intranet.

Apple being the no 2 brand in terms of engagement, throws up  some chatter specially by leading Industry leaders.Apple isn’t known for its transparency: the buzz that precedes a major product launch is fuelled by rumour, not by any official marketing communications. The lack of official communication helps to build the hype .

According to  Kate Hardley of SMR

"Apple’s avoidance of engagement with social media is legendary. But does it need to get involved? Its SMR score is enviably high with minimal official input from the brand. The trick to its success in social media is its two main advocates: Steve Jobs, and Apple fans.  

Apple’s social media strategy is to create great products, and let people get on with talking to each other about them. Apple products are disruptive. Other companies may produce products as good – or even better – but they’re playing catch-up to a brand that reportedly has its product pipeline agreed until 2013.

David Eldrige, CEO of Alterian  believes that as a brand, Apple doesn’t proactively interact with its customers, so it might come as a surprise to some that they reached the number two position. Apple’s attitude is that their products generate enough consumer chatter that they don’t need to directly engage. Once a new product rumour starts, it builds enough hype through the online buzz that has been created.
“Apple’s fans are responsible for creating thousands of unofficial social media accounts on behalf of the company, and it’s because of this overwhelming enthusiasm for Apple’s products that the company has done so well.”

The Top 50 Social Reputation Index (SMR) Index, developed by Yomego.