marketing communications project | social media & brand community
TRANSCRIPT
Social Media & Brand Community
TBUS 310Professor Shankus
EvelynMarch 8, 2016
Group 3AHans Biteghet
Shih-Chi ChangMike Larson
Vera MoskvichThu Pham
Paige Remmel
Outline
• Brand Community
• Photo and Video Sharing
• Customer Inspired Development
• Customer Service Management
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
Photo & Video Sharing
McDonald’sGive A Hand/Family Togetherness
I’m Lovin’ it
• https://www.mcdonaldscommunity.com/en/login.aspx#
TousP4ris
TousP4ris
Fans Do Wonders
http://www.fansdowonders.com/fr/rs.com/fr/
Consumer Inspired Development
Starbucks• Founded in Seattle
WA in 1971
• 1987 - purchased by
H. Schultz
• In 2015 -- 22,519
stores in 66 countries
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.)
Starbucks
https://www.youtube.com/watch?v=yN9_WT9l7xo&list=RDukFffDlitp4&index=3
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
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
Lay’s: Do Us A Flavor• Flavors were
different for different societies. • Canada had
much different voting results than United States
Lay’s: Do Us A Flavor• Of course, not
all submissions were legitimate...
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
Customer Service Management
Samsung:Customer support service • Company website • Live Chat• Social media platforms
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.
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”
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
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
Conclusion3 tactics to increase brand community through social media
o photo/video sharingo customer inspired developmento customer service management
Q & A