It’s nice to see how Coca Cola, one of the strongest brands in the world, has not stopped in time and is continually looking for the best way to interact with consumers.
With its millions of advocates worldwide, Coke had everything to do a great job on social media and apparently that’s what they have been doing.
Here is a presentation by Michael Donnelly, Group Director of Worldwide Interactive Marketing for Coca-Cola, which compiles some great examples of Coke’s approach on social media.
As another example of how the company is embracing social media and understanding the power of it, Coca introduced recently a Social Media Policy that empower and guides its employees on what they consider are the best practices for using their brand online.
Personally, I’m a fan of Coca Cola and I think it’s great to see a large corporation integrating social media into their existing principles of communication and how they are using it to enhance their brand.
Showing posts with label Brands. Show all posts
Showing posts with label Brands. Show all posts
Friday, February 26, 2010
Monday, February 15, 2010
How brands can use Facebook effectively?
Today, over 450 million people worldwide are active on Facebook, more than 5 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) are shared each week, approximately 1.5 million local businesses have active pages and 20 million people become fans of pages each day (source: Facebook)
Yes, the numbers are huge and it becomes almost impossible for a company or brand not to have a presence on Facebook. Companies of all sizes are moving quickly to get on the site and to create Fan Pages to attract customers and prospects. However, some lack a social media strategy and a deep understanding of what Facebook and other social networks have to offer.
Additionally, companies should first understand what their target audience is doing online, and determine what kind of relationship they want to build with them, based on what they are ready for. Forrester have released on January a new version of their famous Social Technographics ladder, which looks at how people use social media. By understanding what consumers are going online, companies can create what makes sense to them.
To be effective, a Facebook page should be continuously updated with good, relevant content. The more actions you take, the more you appear in a fan’s News Feed and this will make them remember you and your brand. It is important to offer fans an incentive to remain active and to visit and interact frequently.
Some companies are doing a great job and getting the most out of Facebook. On AllFacebook, a blog that covers all issues pertaining to the site, it is possible to find the ranking of top Fan Pages. Here are the first ten today:
All of this makes me think how important it is for companies today to be constantly listening, observing, engaging and trying new and innovative ways to interact with consumers.
Yes, the numbers are huge and it becomes almost impossible for a company or brand not to have a presence on Facebook. Companies of all sizes are moving quickly to get on the site and to create Fan Pages to attract customers and prospects. However, some lack a social media strategy and a deep understanding of what Facebook and other social networks have to offer.
Additionally, companies should first understand what their target audience is doing online, and determine what kind of relationship they want to build with them, based on what they are ready for. Forrester have released on January a new version of their famous Social Technographics ladder, which looks at how people use social media. By understanding what consumers are going online, companies can create what makes sense to them.
To be effective, a Facebook page should be continuously updated with good, relevant content. The more actions you take, the more you appear in a fan’s News Feed and this will make them remember you and your brand. It is important to offer fans an incentive to remain active and to visit and interact frequently.
Some companies are doing a great job and getting the most out of Facebook. On AllFacebook, a blog that covers all issues pertaining to the site, it is possible to find the ranking of top Fan Pages. Here are the first ten today:
On my research about Facebook I found an interesting presentation that provides an excellent guidance on how to get the best out of site, as a business, by creating brand pages.
All of this makes me think how important it is for companies today to be constantly listening, observing, engaging and trying new and innovative ways to interact with consumers.
Monday, February 1, 2010
Listening in Social Media
Listening is with no doubt one of the most important strategies that companies can use to obtain advantage from Social Media. But, what does listening means?
Listening in social media means observing your customers in their “natural territory”, where they are interacting with each other, your company and competitors. Your customers and prospects are leaving hints about their opinion, positive or negative, and are discussing your brand and products on their communities, with or without you, and it’s all out there for you and for the entire world to see.
According to Charlene Li and Josh Bernoff, on the book Groundswell, there are two basic listening strategies that companies should follow:
1. Set up your own private community: A private community is like a continuously running, huge, engaged focus group – a natural interaction in a setting where you can listen in.
2. Begin brand monitoring: Hire a company to listen to the internet – blogs, discussions, forums, YouTube, and everything else – on your behalf. Then have it deliver to your neat summary report about what’s happening to push the results out to departments, like customer service, that can address pressing customer issues.
While it can be true that hiring a vendor will help you to obtain more detailed and structured information, you can start now by searching what people are saying about your brand on blogs (e.g. Google Blog Search, IceRocket, Technorati), forums (e.g Boardreader) or on Twitter (Twitter Search). I am certain that you will find out that listening is an important way for you to understand what consumers care about, and get insights to what they think about you.
Listening in social media means observing your customers in their “natural territory”, where they are interacting with each other, your company and competitors. Your customers and prospects are leaving hints about their opinion, positive or negative, and are discussing your brand and products on their communities, with or without you, and it’s all out there for you and for the entire world to see.
According to Charlene Li and Josh Bernoff, on the book Groundswell, there are two basic listening strategies that companies should follow:
1. Set up your own private community: A private community is like a continuously running, huge, engaged focus group – a natural interaction in a setting where you can listen in.
2. Begin brand monitoring: Hire a company to listen to the internet – blogs, discussions, forums, YouTube, and everything else – on your behalf. Then have it deliver to your neat summary report about what’s happening to push the results out to departments, like customer service, that can address pressing customer issues.
While it can be true that hiring a vendor will help you to obtain more detailed and structured information, you can start now by searching what people are saying about your brand on blogs (e.g. Google Blog Search, IceRocket, Technorati), forums (e.g Boardreader) or on Twitter (Twitter Search). I am certain that you will find out that listening is an important way for you to understand what consumers care about, and get insights to what they think about you.
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