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Social Media & Brand Community
TBUS 310Professor Shankus
EvelynMarch 8, 2016
Group 3AHans Biteghet
Shih-Chi ChangMike Larson
Vera MoskvichThu Pham
Paige Remmel
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Outline
• Brand Community
• Photo and Video Sharing
• Customer Inspired Development
• Customer Service Management
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Brand CommunityDefinition Attributes
A specialized, non-geographically
bound community, based on a
structured set of social relations
among admirers of a brand
(Muniz, O’guinn, 2001)
• Loyalty• Respect• Trust• Problem solving• Shared interest• Shared responsibilities• Empower• Heard• Important
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Photo & Video Sharing
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McDonald’sGive A Hand/Family Togetherness
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I’m Lovin’ it
• https://www.mcdonaldscommunity.com/en/login.aspx#
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TousP4ris
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TousP4ris
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Fans Do Wonders
http://www.fansdowonders.com/fr/rs.com/fr/
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Consumer Inspired Development
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Starbucks• Founded in Seattle
WA in 1971
• 1987 - purchased by
H. Schultz
• In 2015 -- 22,519
stores in 66 countries
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My Starbucks Idea• By 2013, there have been 150,000 ideas
submitted, of which 277 ideas were implemented.• Some outstanding ideas:
o Free Wifio Happy birthday treato Splash stickso Mobile payment through drive thruso Happy hourso Now flavors (mocha coconut cappuccino, hazelnut macchiato,
pumpkin spice latte VIA, etc.)
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Starbucks
https://www.youtube.com/watch?v=yN9_WT9l7xo&list=RDukFffDlitp4&index=3
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Lay’s: Do Us A Flavor
• Lay’s introduced a new consumer development campaign in 2013. • People are encouraged to submit flavor ideas
online and vote for other flavors as well
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Lay’s: Do Us A Flavor• 2014 had 14 million submissions• Brand awareness up 2%, Intent to buy up 1%• Demographic of people 18-34 saw increases to
6% and 4% respectively
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Lay’s: Do Us A Flavor• Flavors were
different for different societies. • Canada had
much different voting results than United States
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Lay’s: Do Us A Flavor• Of course, not
all submissions were legitimate...
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Starbucks vs. Lay’s• Both companies engage customers and
implement their ideas• However, they are different in the extrinsic
rewardso Lay’s offers cash rewardo Starbucks offers no reward
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Customer Service Management
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Samsung:Customer support service • Company website • Live Chat• Social media platforms
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Samsung Social media support team
• Established different sub-accounts for different countries and regional demographicso @SamsungMobile - 11.5M followers
• Typically replies within minuteso @SamsungMobile - 42.3M likes
• Smart Personal Online Trainingo Consumer can contact Samsung representative
• How-to videos structured by Samsung products’ lines.
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Delta Airlines• @Delta vs. @DeltaAssist• Separate twitter for customer service requests• Competitors do not have separate Twitter to
manage customer serviceo Important to ensure timely responses
• “Leaving No Stone Unturned, No Cloud Un-Flown Through, and No Tweet Unanswered”
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Delta Airlines• “Leaving No Stone Unturned, No Cloud Un-Flown
Through, and No Tweet Unanswered”• 41% response rate within 1 hr• Post campaign projections: 72% response rate
within 1 hr• 14 dedicated Delta representatives to manage
customer service tweets to @DeltaAssist
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Samsung vs. Delta• Both companies use social media to provide
customer support and manage customer
complaints.
But each company has different approaches:
• Samsung combines different social media
platforms
• Delta uses Twitter as the main platform
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Conclusion3 tactics to increase brand community through social media
o photo/video sharingo customer inspired developmento customer service management
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Q & A
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