Humanizing Social Media

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Some examples on how companies are successfully using social media to humanize their brands.

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Humanizing Social Media

  1. 1. Humanizing Social Media A perspective by Bansi Patel
  2. 2. Who Am I ? AVELLE| the new Bag Borrow or Steal
  3. 3. Humanizing Social Media Customer Loyalty Competitive Differentiation Brand Ambassadorship Real-Time Engagement Customer Driven Innovation Changing the Customer Interaction Model Maximizing the Customer Experience Humanizing Social Media ‘ Humanizing’ Social Media? <ul><li>Social media is a fundamental shift in the way brands will communicate to their customers. </li></ul><ul><li>Relevant brands understand that connecting with consumers is no longer as much about sending them a message as it about hearing their reply – Tim Manners </li></ul><ul><li>Half of US online adults indicate that they’re willing to participate in a company-organized forum to develop better products and services.  </li></ul><ul><li>Harvard Business Review study found that two-thirds of customers stop doing business with companies because they feel unappreciated, neglected, or treated indifferently. </li></ul><ul><li>Be everywhere, do everything, and never fail to astonish the customer. —R. H. Macy’s motto </li></ul>
  4. 4. Starbucks| Actioning Customer Ideas Customer Loyalty Competitive Differentiation Brand Ambassadorship Real-Time Engagement Customer Driven Innovation Humanizing Social Media Starbucks leverages user generated ideas captured through its blog, “Ideas in Action” to gain valuable insight into brand and products. Starbucks reviews these ideas to perform customer driven innovation and drive competitive differentiation.
  5. 5. Home Depot| Driving Customer Responsiveness Microblogging platforms such as Twitter, have enabled real-time conversations to take place, creating a new level of customer responsiveness. Home Depot proves they take their customers seriously, by replying to their comments directly and quickly. Customer Loyalty Competitive Differentiation Brand Ambassadorship Real-Time Engagement Customer Driven Innovation Humanizing Social Media
  6. 6. Sprint| Forums for Feedback “ Suggestions for Sprint” encourages feedback, which is then posted on the public forum for further discussion amongst consumers and Sprint employees. Top contributors are recognized by being awarded participation points, furthering motivation and driving customer loyalty. Customer Loyalty Competitive Differentiation Brand Ambassadorship Real-Time Engagement Customer Driven Innovation Humanizing Social Media
  7. 7. Intuit| We hear you, Ask the Expert Intuit's QuickBooks &quot;We Hear You&quot; Community is another great example of customer driven software enhancements. Active community members are asked to weigh in, through the “Ask the Expert” forum, fostering brand ambassadorship, and allowing consumers to get real-world insight. Customer Loyalty Competitive Differentiation Brand Ambassadorship Real-Time Engagement Customer Driven Innovation Humanizing Social Media
  8. 8. Tropicana| Change you can believe in Tropicana found invaluable insight into what consumers wanted packaging to look like. After thousands of complaints on Facebook and other channels, Tropicana reverted packaging back to its original design. At the time, Tropicana had plans to contact everyone who voiced their opinion about the changes they made. Customer Loyalty Competitive Differentiation Brand Ambassadorship Real-Time Engagement Customer Driven Innovation Humanizing Social Media
  9. 9. “ Every picture matters” allows Fuji to showcase its customer’s appreciation of how Fuji products play an important role in their lives. Fuji Film| Every picture matters Customer Loyalty Competitive Differentiation Brand Ambassadorship Real-Time Engagement Customer Driven Innovation Humanizing Social Media
  10. 10. By sharing stories of how she uses Panasonic products to create and capture family memories, Carla has become an informal ambassador for Panasonic, through its “Living in HD” playground. Panasonic| Living in HD “ When I won, I told everyone I knew about it so word of mouth is very powerful.”  Customer Loyalty Competitive Differentiation Brand Ambassadorship Real-Time Engagement Customer Driven Innovation Humanizing Social Media
  11. 11. Panasonic| Living in HD “ Panasonic rewards their most active families. One family got to go to the Olympics. Another always had great technical feedback so they sent them to China to visit their production factory. Another family was rewarded with an exclusive preview of their new washer and dryer (which isn’t even out yet)” “ I've been really impressed with Panasonic. They’ve offered a lot of support in terms of using their products…The interesting thing is that everyone I've come in contact with has been really enthusiastic about the company and the program. It also helps that all the products truly amazing. I'm not a gadget person but I know what a good picture or sharp video looks like and all their products kick ass.
  12. 12. Volkswagen| Facebook Fan Page <ul><li>Started with a logo </li></ul><ul><ul><li>Grew to 115k fans in 1 year </li></ul></ul><ul><ul><li>Over 1,500 photo uploads </li></ul></ul><ul><ul><li>Dozens of videos </li></ul></ul><ul><ul><li>Thousands of wall posts </li></ul></ul><ul><ul><li>Over 50 discussion topics </li></ul></ul>Customer Loyalty Competitive Differentiation Brand Ambassadorship Real-Time Engagement Customer Driven Innovation Humanizing Social Media
  13. 13. Meet the Volkswagens| Facebook Fan Page
  14. 14. Volkswagen & Meet the Volkswagens Consolidate
  15. 15. Volkswagen & Meet the Volkswagens
  16. 16. Letter from Volkswagen <ul><li>Roundtrip airfare to Chicago, Illinois. </li></ul><ul><li>Hotel and car accommodation near the Autobahn Country Club. </li></ul><ul><li>Complete access to the VW hospitality tent along with media, drivers, and race officials. </li></ul><ul><li>A meet and greet with TDI cup drivers. </li></ul><ul><li>A tour the racetrack’s garages and pit area. </li></ul><ul><li>A VW TDI Cup Gift bag, including Volkswagen gear, and a Flip Camera. </li></ul><ul><li>Gift card to cover dining and other incidentals throughout your stay. </li></ul>Everyone at Volkswagen would like to thank you for putting together such an amazing community of VW fans. It’s the participation and passion of groups like yours that make Volkswagen such a great brand to be a part of.  In fact, the VW fan base on Facebook has gotten so big that we’ve decided to bring everyone together in one official, unified fan page. As a token of our appreciation, we would like to offer you an all-expenses paid trip for two to the Autobahn Country Club in Joliet, IL for Round 5 of the Jetta TDI Cup Series . Please call --------------, General Manager Digital Marketing and Motorsports at ------------or email him at ------------ to receive your gift .

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