May 3, 2012
MarketingCharts: Asking the Right Questions Can Increase SocNet Buzz
Through a special arrangement, presented here for discussion is a summary of a current article from MarketingCharts, a Watershed Publishing publication providing up-to-to-minute data and research to marketers.
Recent research has not been kind when it comes to examining the relationship between Facebook fans and engagement: April 2012 survey results from a group of professors show that almost seven in 10 millennials who "like" a brand on Facebook rarely or ever return to the page, while a February 2012 report revealed that just one percent of Facebook users who like big brands such as Procter & Gamble or Coca-Cola actually engage with those brands.
Marketers looking to boost engagement might want to think about asking the right questions, says WaveMetrix in an April 2012 report. The software company concludes that asking about personal preferences, appealing to fans’ expertise, and making it aspirational can create a profoundly positive impact on brand discussion. The report focuses on the efforts of three brands: PG Tips, Heinz, and John Frieda. A brief summary of each effort follows:
- Heinz asked consumers on its Facebook page to indicate what their Heinz Ketchup label would say if it were up to them to create it. Driven by the invitation to be creative, consumers submitted more than 370 responses, a dramatic increase from the average response count for the previous 20 Heinz Ketchup Facebook posts, which was less than 100.
- Tea company PG Tips found success with a campaign asking fans about how tea fits into their daily routine. This simple strategy of finding out about fans’ lifestyles not only sustained engagement, but also prompted them to share information about how they drink their tea, when they most enjoy it and what they eat while drinking it. In fact, comments related to usage scenarios around drinking tea accounted for 83 percent of the Facebook fan discussions, eclipsing the 12 percent of comments about general products.
- In March, hair stylist John Frieda started asking fans direct questions, such as their favorite hairstyle and whose celebrity hair they would want. The WaveMetrix analysis found that the questions that focused on what John Frieda fans wanted, rather than what they have, were more successful in driving engagement. The brand averaged 134 comments per post in March for desire-focused questions, compared to just 47 for other questions. Moreover, the brand’s desire-focused questions strengthened the brand’s "glamorous" image, with 37 percent of discussion revolving around glamorous hair, as opposed to 23 percent about expertise and 11 percent about innovation.
BrainTrust
Recent Discussions
Discussion Questions
Discussion Questions: How should retailers and brands drive consumer engagement through Facebook? What lessons do the case studies of Heinz, PG Tips and John Frieda offer around driving interaction and positive buzz?
Poll
Will a “buzz” buy you a cup of coffee? So far the answer is NO!
We have such a fear of real relationships that we’ve been reduced to comparing number of comments on a Facebook page like there’s a prize for the most. This whole self-proclaimed “social” media thing has become a sad commentary on life as it’s becoming.
I wonder how much engagement dropped off for the three brands mentioned above after the promotions had run their course?
Retailers have a much bigger opportunity than CPG brands to drive persistent engagement through Social (Facebook or otherwise), because they own the point of sale and a physical environment for consumers. There are numerous tactics (early access to promotions, loyalty program enhancements, etc.) that are now commonly deployed via e-mail and could be ported over to Facebook. An interesting approach that a few leading retailers are taking is to recognize and reward the online relationship during visits to the physical store. Of course, retailers should always take a step back and decide how it fits into their strategy before launching into a social initiative.
Ian, I would argue that relationships built/maintained via social media platforms can be “real” too. After all, haven’t we gotten to know you through RetailWire.com? Certainly, these connections are different but not necessarily less tangible. In some ways, not meeting in person heightens other aspects of the relationship.
With over 900 million active users (according to the company), I don’t think we should discount Facebook’s ability to create meaningful social relationships. Obviously, among 900 million people, you’re going to see the full gamut of human potential and experience, so there’s lots to learn about addressing people on their own terms. I find this learning process endlessly fascinating and I believe smart marketers will treat it seriously.
Hmmm, 2 wet blankets, let me share it with them: there was an interesting story in the Journal yesterday about the looming face-the-music day for facebook when advertisers begin to demand proof all of this marketing playtime really accomplishes something.
Anytime you can get your shopper and consumer to participate in the design and development of your product or service, the tighter the bond is between your brand and those participants. Proactively asking, listening and responding to your customer’s ideas and insights is a significant value proposition of social media. Communicating to the social community the ideas and concepts that you’ve implemented and rewarding those who provided them will increase the participation and the perceived value of your brand.
Social media was supposed to be “genuine,” the product of the interactions between “real” people. Instead it has become big business, fueled by “experts” who treat social media as a foregone conclusion. You know what? You can’t fake cool. You can’t fake “real” and “substance.” Before Apple’s “so cool, we don’t even need voice-over” ads, there were AMAZING Apple products, there was substance. Any social media campaign whose intent is to create “buzz” has a very good chance of failing flat on its face or backfiring. Focus on listening to your customers (on social media and elsewhere). Show you care, show you listen, buzz will come.
We all realize that these campaigns are created to drive business and brand value. If the fan activity drops off after the campaign, then that’s not necessarily a sign of lost brand value. I think these activities drive brands to elevated levels, at which they tend to have as their news baseline. Unless the brand is disengaged after the campaign, the levels tend to grow from there.
What did the Heinz respondents say?! Come on! Don’t leave us hanging!
On a more controlled note, what’s so hard about trading discounts for comments? It’s consumer engagement, and isn’t that the first step, after all, when using social media? Sure, they’ll lie and invent stories — and enter more than once — in order to get a coupon for your product. But what do you care? They’re engaged, and eventually you will receive some honest feedback.
I have been struggling with this for some time. How do ‘Likes’ or ‘Friends’ equate into more sales? Is this all marketing ‘puffery?’
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Will a “buzz” buy you a cup of coffee? So far the answer is NO!
We have such a fear of real relationships that we’ve been reduced to comparing number of comments on a Facebook page like there’s a prize for the most. This whole self-proclaimed “social” media thing has become a sad commentary on life as it’s becoming.
I wonder how much engagement dropped off for the three brands mentioned above after the promotions had run their course?
Retailers have a much bigger opportunity than CPG brands to drive persistent engagement through Social (Facebook or otherwise), because they own the point of sale and a physical environment for consumers. There are numerous tactics (early access to promotions, loyalty program enhancements, etc.) that are now commonly deployed via e-mail and could be ported over to Facebook. An interesting approach that a few leading retailers are taking is to recognize and reward the online relationship during visits to the physical store. Of course, retailers should always take a step back and decide how it fits into their strategy before launching into a social initiative.
Ian, I would argue that relationships built/maintained via social media platforms can be “real” too. After all, haven’t we gotten to know you through RetailWire.com? Certainly, these connections are different but not necessarily less tangible. In some ways, not meeting in person heightens other aspects of the relationship.
With over 900 million active users (according to the company), I don’t think we should discount Facebook’s ability to create meaningful social relationships. Obviously, among 900 million people, you’re going to see the full gamut of human potential and experience, so there’s lots to learn about addressing people on their own terms. I find this learning process endlessly fascinating and I believe smart marketers will treat it seriously.
Hmmm, 2 wet blankets, let me share it with them: there was an interesting story in the Journal yesterday about the looming face-the-music day for facebook when advertisers begin to demand proof all of this marketing playtime really accomplishes something.
Anytime you can get your shopper and consumer to participate in the design and development of your product or service, the tighter the bond is between your brand and those participants. Proactively asking, listening and responding to your customer’s ideas and insights is a significant value proposition of social media. Communicating to the social community the ideas and concepts that you’ve implemented and rewarding those who provided them will increase the participation and the perceived value of your brand.
Social media was supposed to be “genuine,” the product of the interactions between “real” people. Instead it has become big business, fueled by “experts” who treat social media as a foregone conclusion. You know what? You can’t fake cool. You can’t fake “real” and “substance.” Before Apple’s “so cool, we don’t even need voice-over” ads, there were AMAZING Apple products, there was substance. Any social media campaign whose intent is to create “buzz” has a very good chance of failing flat on its face or backfiring. Focus on listening to your customers (on social media and elsewhere). Show you care, show you listen, buzz will come.
We all realize that these campaigns are created to drive business and brand value. If the fan activity drops off after the campaign, then that’s not necessarily a sign of lost brand value. I think these activities drive brands to elevated levels, at which they tend to have as their news baseline. Unless the brand is disengaged after the campaign, the levels tend to grow from there.
What did the Heinz respondents say?! Come on! Don’t leave us hanging!
On a more controlled note, what’s so hard about trading discounts for comments? It’s consumer engagement, and isn’t that the first step, after all, when using social media? Sure, they’ll lie and invent stories — and enter more than once — in order to get a coupon for your product. But what do you care? They’re engaged, and eventually you will receive some honest feedback.
I have been struggling with this for some time. How do ‘Likes’ or ‘Friends’ equate into more sales? Is this all marketing ‘puffery?’