This document provides an overview of consumer trends and industry developments based on insights from various research studies. Some key points: - Consumer behavior has shifted towards frugality, social nesting, ethics-conscious spending, and increased digital/online engagement. 64% of UK consumers are buying more online. - The airline industry has seen growth of low-cost carriers at the expense of traditional airlines. Low-cost carriers have a 30% share in the US market. - Retail banking has consolidated following the financial crisis. Lack of trust in the industry remains a challenge, with 71% of UK consumers saying they do not trust financial services. New entrants are seeking to gain market share.

1. information you need to know
08 12 09
MAG
www.juicyinfo.co.uk
contents
s
2 - Consumer perspective
4 - Industry bytes:
Airlines & Retail banking
ds
6 - Focus: Retailing tren
g
8 - Focus: Fashion retailin
10 - Business agendas:
Social Media
12 - About Juicy
WELCOME
trends.observations.insights
ello and welcome to the first professionals and consumers, but there we take a look at the many ways in which
h edition of Juicy Mag! We are
very excited to launch our
own magazine, dedicated
to exploring the trends shaping con-
sumer behaviour, markets and business
has also been much positive transforma-
tion taking place.
The recession has forced many
businesses, and indeed consumers,
to think more strategically and be ever
businesses are using social media within
their organisations.
Since we are in the most important
shopping season, our focus in this
edition shines on retailing, looking
agendas – information we think you more creative and resourceful. Doing at trends such as online shopping,
need to know. more with less can be difficult, but it internationalisation and fashion retailing.
As you will see throughout the report, can also inspire new ways of thinking Other spotlights include airlines and retail
our emphasis is on pinpointing timely in- and working. banking, two industries that have faced
sights as we look across major markets, An overarching trend in 2009 has been their own set of challenges this year.
such as the US and UK, to bring you a digital and social media - a hot topic So before you get stuck in, all that
more international flavour. as consumers’ attention has shifted remains to be said is, we hope you enjoy
I think you’ll agree it has been a chal- online, in turn forcing digital higher up reading Juicy Mag as much as we have
lenging year for many of us as business the strategic agenda. With this in mind, enjoyed pulling it together.

2. 64% 54% 37%
Number of UK consumers who US retail experts who say staying of consumers friending a brand on
are now buying more online connected with social media will be a Facebook/MySpace do so for deals
(Source: SIRC/Gen Recession) permanent, long-term trend (Source: FEED: The Razorfish Digital Brand Experience Report 2009)
(Source: RetailWire)
CONSUMER PERSPECTIVES
frugal.social nesting.ethics.digital living.trust
s we approach the end of A survey of retail experts in the US by
A 2009, consumer confidence
has improved but remains
fragile in the US and UK.
Financially, many continue to feel the pain
as unemployment continues to rise and
RetailWire considers the long term implica-
tions of the new frugal mindset. Two-thirds
of respondents in the The Retail: Next study
Fad or Trend? expect economic values such
as ‘buying less on credit cards’ and ‘sticking
income levels remain impaired. to a budget’ will be longer-lasting trends.
For society at large, however, it is the psycho-
logical impact of the recession that has created Frugal: Consumers’ appetite for curbing
major shifts in consumer behaviour. This is the expenditure, seeking bargains and coupons,
conclusion brought by ‘Generation Recession’, buying second-hand and using discounters
a UK-based study published in July 2009 by continues to prevail in major markets.
The Social Issues Research Centre (SIRC). Spending more time online and buying
Leading companies are in agreement that a online have both accelerated in the reces-
value mindset will prevail for some time. Pepsi sion, as consumers become more research-
calls it ‘the age of thrift’ a situation it predicts to savvy and selective in their purchases. The
continue well into 2010. Retail giant Wal-Mart perception of being able to get better deals
takes a similar viewpoint, stating in November and lower prices online has been capitalised
they “believe people will continue to shop with by retailers pushing coupons and free
a new instinct for value.” shipping for online use.
Smaller, affordable treats and luxuries have
become more important to consumers
as they trade down from more expensive
goods and services.
This trend is equally evident among more So will our rekindled love for staying at
affluent consumers, where the ‘hi-lo’ shop- home continue? Retail experts seem to
ping mentality has also been adopted. think so. Half of the RetailWire respondents
(See Focus on fashion retailing.) saw ‘entertaining at home’ as a long term
trend in the US, outlasting the recession. Digital living: 2009 has brought forth continued to grow in volume and sophistication
Social Nesting: The SIRC’s
‘Generation Recession’ research Ethics Ethics are becoming a more
The psychological impact a greater reliance on the web in our lives.
This trend is being driven by connectivity to
throughout 2009, bringing new utilities, enter-
tainment and information tools to consumers.
highlights that social nesting at important variable as more consumers of the current recession a range of digital devices, at faster speeds
home has increased. Going out less become in tune with the need to be green and in any location: at home and on-the-go. Trust: Financial strife, difficult times, deep
has had a notable impact on online and consume less. has not only affected our The ‘share and compare economy’ is concerns, but who is to blame? Recessions
dating sites, which are booming as
less time is spent socialising out
Citizens know they must play a part.
Whilst buying green has become more
current attitudes toward booming as consumers research more
products and services online, looking for
are a natural part of the econmic cycle, but
this one has been different because of the
of home. expensive, reducing overall consumption spending and saving, it guidance and recommendations from others, impact of the financial crisis. The SIRC’s
It seems that ‘social nesting’ is also and increasingly buying second-hand goods either before shopping online or in-store. ‘Generation Recession’ study highlights that
having an impact on procreation. are part of being a more responsible has generated what will Key target audiences, such as mums – UK consumer trust in some organisations
The Irish Central Statistics Office
(CSO) reported that 2008 was a
citizen.
Consequently, corporations are being
be an enduring influence often the budgetholder – are big users of
the ‘social web’, as are digital natives in the
has been dented, but overall there is not ‘a
complete loss of faith.’
baby boom in Ireland and sales forced to face the challenge of justifying how on our future lives Gen Y 16-24 cohort.
of pregnancy tests have been they produce, what resources they draw on The mobile device or smartphone is arguably Research studies reproduced with kind permis-
climbing in the UK this year. and how they will replenish them. Generation Recession, The Social Issues Research Centre redefining consumers’ experiences. Apps have sion from SIRC and RetailWire.
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02 03

3. 30% 2.4bn 71%
Market share of low-cost The fall in total borrowing by individuals Consumers who do not trust the UK pean
euro es
airlines in the US on Visa and Mastercard over the last financial services industry irlin
ost a
(Source:MIT/USA Today) 12 months (Source: Direct Marketing Association) low c
nger
(Source: British Bankers Association)
passe
ers
numb
gers
Passen g e)
ny l chan
Compa annua
(+13%)
(% financial crisis in late 2008. Saving more,
INDUSTRY BYTES Ryana
eas
ir
yJet
63.3m
45.2m
7.5m (
(+3.4%
+5% )
) using credit less and making overpayments
have become more common.
gus
airlines.retail banking Aer Lin
sites,
The Social Issues Research Centre’s
‘Generation Recession’ report found that
ny web
Compa ember 2009 in the UK, young adults (18-30) have the
So urce: Sept
nding
n this section, we review two industries prices up. However, this backlash does not Year e strongest desire to take control of their
I that face different sets of challenges.
The airline industry has undergone
seismic transformation in the past
decade. Low-cost airlines have ushered in
a new generation of brands, creating tough
appear to be denting passenger numbers.
Ryanair and easyJet have both achieved
record numbers in 2009.
By contrast, in the US, some brands are
touting extra ‘frills’, such as ‘free bags’ and
finances and to save, and are more ‘debt
averse’ than older generations.
Technology too is transforming the
nature of retail banking. The American
Bankers Association reports that online
competition for traditional companies. food to differentiate their service – JetBlue, banking is now the preferred method
In the wake of the global financial crisis, SouthWest and newer arrival Virgin America of banking.
many financial institutions foundered, others provide added features, focusing on service, Smartphone adoption is already bringing
were rescued or merged. Retail brands are design, rewards (frequent flier programs and new innovative access for consumers on
eager to rejuvenate reputation and trust, but technology (free WiFi). the go. High-street bank Natwest (RBS) is
a number of new entrants could well give In what might be seen as a paradox - to one of the first in the UK. Citibank, Bank of
them a run for their money. consumers at least – in Europe, these US America, Chase and PNC already have a
airlines are showing that low-cost does not presence in the Apple App Store.
airlines necessarily mean ‘no-frills.’ As we move into 2010, reinstalling trust and
Recessionary conditions have forced delivering superior experiences will be critical
universal cut-backs in travel. The World Traditional airlines: In the face of if they are to ward off the new competition.
Tourism Organisation (UNWTO) claims that tough competition, routes are being cut back
the decline is ‘bottoming out’ and industry and profits are suffering. Since the begin-
confidence is picking up. International travel ning of the Noughties, fleet and employee
arrivals declined 7% in the first eight months numbers have fallen dramatically for the likes rank the airline as the third largest worldwide. In the US, consolidation among major play- Retailers want to make
of 2009, according to UNWTO. of Delta, American and United in the US. Aggressive marketing and promotions will ers (Wells Fargo/Wachovia Corp; JP Morgan/ inroads: In UK retail banking,
Reduced passenger numbers, notably In Europe, British Airways has been forced only raise the competitive agenda in the Washington Mutual) may well force some retail grocery heavyweights are
in premium and business class, have hit to embrace ‘no-frills’ tactics, charging for short-term, no doubt bolstering the position branch closures, but further consolidation is preparing to penetrate deeper.
many traditional airlines hard. By contrast, booking seats and cutting back on its food of no-frills airlines, at least while recessionary nonetheless anticipated. Tesco Personal Finance has this
low-cost airlines have become an ever more service. It comes as it faces losses of over conditions prevail. In Europe, too much power in the hands year rebranded as ‘Tesco Bank’
dominant force in the global airline industry. £400 million ($650mn). Building scale and of a few banks has been brought into ques- in preparation for its launch of
synergies is now vital to regain financial retail banking tion. The European Commission has ruled current accounts and some 30
Low-cost airlines: Hailed as one of the control. Indeed, BA’s merger with Iberia will Some financial players may be back to turning that RBS and Lloyds must sell off branches in-store banks, in the coming
success stories in aviation of the past decade, a profit, but the industry is a shadow of its for- in order to open up competition and choice months. M&S Money and Virgin
low-cost airlines have rapidly expanded inter- mer self and rescue packages by governments for consumers. Money are both rumoured to be
national travel. It has given rise to international
low cost airline continue to support some large organisations. moving into current accounts.
brands like Ryanair and easyJet in Europe and competitor There have been a spate of mergers in the Lack of trust: One of the biggest The latter has applied for a
AirTran and Southwest in the Americas. advantages both the UK and US, resulting in cost- challenges for retail banks is consumers’ bank licence via the Financial
In the US, low-cost airlines have taken a rationalisation and job losses, as we have perception of the financial services industry. Services Authority (FSA).
30% share, according to the Massachusetts 1. Price seen recently at Royal Bank of Scotland In the UK, a survey by The Direct Marketing
Institute of Technology’s (MIT) Airline Data 2. Flight schedules/ (RBS) and Lloyds Banking Group in the UK. Association (DMA) survey found almost Consumers take
Project. Price is an prime incentive, but frequency three-quarters of consumers (71%) say they financial control:
‘flight availability’, wider choice of routes to 3. Choice of routes Financial crisis impacts brand do not trust the industry. Consumers may well be
far away destinations and general accep- 4. Acceptance by value: The Interbrand Best Global Brand List The combination of lower consumer shopping for better finance
tance of ‘no-frills’ flying, pulls in travellers. travellers 2009 underscored the extent to which banks confidence, weakened brand value and options. Taking control
In Europe, there has been criticism over 5. Added features have suffered. Financial brands were some reduced power, has lowered barriers to entry of one’s finances has
the growing number of extras charged on of the weakest performers, and all witnessed substantially. There are a number of new become key as the ‘credit
top of low fares. Effectively, pushing overall decline in brand value to varying extents. companies intent on gaining a foothold. crunch’ turned into a full blown
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04 05

4. 40% 14% 3%
US e-commerce transactions Predicted year on year growth in Predicted year on year growth in rce
omme
that include free shipping UK e-commerce for December 2009 US online retail sales: holiday season us ec
s
sale
e yr/yr
(Source: Comscore) (Source: IMRG) (Nov-December 2009)
ng
(Source:Comscore) % cha
+23
7
Q3 200 +6
Q3 2 008
FOCUS Q3 200
9
-2%
ore (e
xcludes tr
avel)
RETAILING TRENDS Source
: Coms
c
powerhouses.online shopping.internationalisation
etailers across the board have credentials of competitive prices, fast and via Amazon. The service comes with the
R had their work cut out in 2009,
with trading conditions forcing
the less robust companies to
fold. As we move into the most important
trading period, all eyes are on whether
reliable service. In Q3, 2009 it posted a 28%
increase in sales and 68% in profitability.
Trading on this expertise, it continues to
expand its category and brand portfolio,
working with other retailers. In the UK,
standard Amazon iPhone app.
Online shopping: Online sales have
remained relatively robust in the recession,
as consumers have spent more time online,
consumer confidence will pick up sufficiently department store Debenhams has recently although the UK has been a stronger market
to meet objectives. announced it will create an online shop than the US.
The common denominator for retailers’ on both Amazon and eBay to extend its US e-commerce (non-travel) declined in
strategy in 2009 and 2010 has undoubtedly reach online. Q3 this year, according to Comscore, but
been delivering value through pricing tactics. Amazon has been adopting technology to an uplift is expected for the end of 2009.
Online shopping has been a brighter light, stay one step ahead of the game. Amazon IMRG reports UK online retailng has seen
with brands using this channel to expand Remembers, available in the UK and US, double-digit growth throughout 2009.
internationally and capitalise on consumers’ enables users to take a photo of products Retailers have continued to invest to
growing propensity to research products in-store and then search for similar goods improve the online shopping experience,
and buy online. paying greater attention to website
As mobile devices have become more usability and design. Multi-channel retailing,
embedded in our everyday lives retailers whereby distribution channels are becoming
have taken note, experimenting with ways integrated to create a seamless customer
to enhance the retail experience. Apps for experience, are helping retailers to enhance
finding stores, researching products, and and personalize service.
buying online have appeared. More recently, Reputation certainly counts online too. In
Augmented Reality (AR) has created waves. a review of online brands, Forrester found
It remains early days in this respect, but that the most important traits are: being
as smartphone penetration grows, we’ll ‘trustworthy,’ ‘helpful’ and ‘relevant.’
unddoubtedly see more innovations. In 2010, ‘social shopping’ is expected
to be a hot topic, as brands focus on In a sign of growing stature, brands are on a brand, store details, latest products
Supplier power: Large-scale retailers
have continued to gain power in the reces-
integrating their brands with the social
web. Mashable predicts the top five ‘social
Online retailers are also now eager to move into the online realm,
selling direct to consumers. CPG giant,
and deals. In the US, the notorious Black
Friday saw retailers make more use of social
sion as consumers have switched to private shopping’ trends will include instant building scale. Amazon Procter & Gamble announced this year that media to promote special bargains.
label alternatives. product reviews, real-time deals and it aims to grow annual sales online from a There are some more adventurous tactics.
Retailers such as Wal-Mart have been ‘group gifting’. has continued to build $500 million to a $4 billion business. In the UK, M&S has been using it to engage
delisting less popular brands, allowing more
space for their private label products. Internationalisation: The online
on its credentials of Embracing social media: Over the
in live chats. A handful of retailers have been
trying out Facebook as a sales platform.
There has been impetus behind old labels channel has become a powerful tool to competitive prices, fast past year, retailers have taken social media Online footwear retailer, Zappos, pur-
from Wal-Mart – relaunching ‘Great Value’. expand into new markets, internationalising much more seriously. eMarketer reports that chased this year by Amazon, is one of the
Waitrose (John Lewis) introduced its value the industry. Major retailers including Moth- and reliable service. In half of US online retailers are now using best examples of retailers embracing social
range, ‘Essentials’, and has used Tesco
‘price matching’ to make it a more com-
ercare, M&S, Debenhams and Nordstrom
have all expanded internationally. US
Q3, 2009 it posted a Facebook.
Major retailers from Home Depot, Staples
media. In place of traditional marketing,
Zappos has embedded social media at the
petitive player in the UK grocery market. retailer Nordstrom is now shipping to 30 28% increase in sales and Sears in the US to M&S and Selfridges heart of its corporate culture. Not only does
Online retailers are also building scale. countries and payments can be made in in the UK, have made use of fan pages. its CEO Tony Hsieh tweet, but so do many
Amazon has continued to build on its 12 currencies. and 68% in profitability They are typically used to house information of its employees.
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06 07

5. 46% 20% 21
UK consumers who buy more Increase in online sales of H&M’s brand ranking in Interbrand’s
online than a year ago luxury brands in 2010 Best Global Brand List 2009
(Source: Deloitte) (Source: Bain & Co)
FOCUS Online shopping: The British Retail
Consortium and the Interactive Media in
Retail Group (IMRG) have both reported
FASHION RETAILING that clothing online retailing has been one
of the strongest areas of retail growth in
fast fashion.digital.internationalisation.content the UK this year. Fast-fashion retailers are
still getting started in this channel. Zara will
launch online for the Autumn/Winter 2010
ashion retailing has been collection. Spain, France, Germany, UK,
cials
F witnessing its own transformation
over the past year. Demand for
affordable fashion has provided
a boon to fast-fashion retailers – already
taking global markets by storm – whilst
fashi
on
Compa
n
finan
owth
y Sales
(fi
+6%
gr
rst ha
lf)*
Italy and Portugal will be the first markets.
H&M is to launch online in the UK in Autumn
2010. New Look has announced plans for
an overhaul of its website in 2010.
digital channels are playing a more strategic H&M High-end retailers get digital:
role for retailers across the board. Zara +9% Traditionally, luxury brands have avoided the
)
(I nditex +18%
k web in favor of more exclusive marketing
Primar
Fast-fashion: Fast-fashion retailing
IQLO
channels. As the recession has hit luxury
UN g) +12.9%
has become a global phenomenon, both Retailin fashion brands hard, investment in e-com-
(Fast +47%
on the high-street and increasingly online, in merce and digital marketing has taken off.
ASOS
to
elates
rts, *r ar
tune with consumers’ craving for the latest ny repo ncial ye Bain & Co predicts a 20% increase in luxury
e : Compa ompany fina
Sourc lf of c
fashion ‘on-demand’. first h
a goods online in 2009 as a result.
Retailers such as Zara, Mango, H&M and In digital marketing, luxury retailers have
UNIQLO have raised the competitive edge in embraced social media to reach and engage
fashion, bringing catwalk-styles and designer with more affluent consumers. One of the
collections to the high-street at breakneck key market to penetrate, where department most talked about campaigns has been
speed and affordable prices. stores like Macy’s have traditionally been Burberry’s Artofthetrench.com, celebrating
Consumer demand for fast-fashion has tough to compete with. Now, Spanish-born its iconic trench coat. The use of mobile is
been robust in 2009 – in keeping with the retailer Mango (MNG) is to join forces with being experimented with, led by brands like
frugal mindset – with the added benefit of JCPenney in the US, creating a ‘speciality’ Ralph Lauren.
more affluent consumers trading down from store within its department store. It is part
luxury brands. of Mango’s strategy to break into the US Fashion content: The information
Strong market potential continues to attract market, where it has a relatively nascent age is making consumers much more
new brands, pushing the boundaries to presence compared to H&M and Zara. knowledgeable about fashion, fuelling the
create more innovative, affordable fashion. JCPenney has over 1,100 department fast-fashion trend. Custom magazines have
In the UK, GIVe is a new women’s clothing stores in the US and the Mango brand is clothing has been a huge success, both Elsewhere, value retailers have been been popular with mass retailers for many
brand from retail veteran George Davies. expected to launch into 75 in 2010, before domestically and abroad. It has become Fast-fashion retailers performing well. In the UK, Primark sales years, but now fashion brands are expanding
His aim is to raise the stakes in fast-fashion, expanding to 600 in 2011. renowned for embracing digital creativity have not been immune to have remained solid, and New Look is also into editorial to engage their audience. Digital
providing ‘affordable luxury’ on the high Other fast-fashion retailers successfully in its marketing, using social media to the recession, but they to double its size in the UK. and social media is making this much easier.
street. GIVe features in-store style advisers moving into new markets include H&M, Top connect with ‘creative influencers’. have been among the To take advantage of demand at the value- Mango ‘Think Up’ runs a blog to help give
and a bespoke tailoring service, available Shop and UNIQLO. most resilient. end, Mango launched a new low-end brand shoppers ideas and inspiration for living a ‘low-
both in-store and online, to help create Top Shop launched in New York in Value-clothing lines: At the value Trading conditions have called Mango ‘Think Up’ this year aimed at cost life’. In addition to fashion, there are tips on
personalised outfits. Spring 2009 and has also begun shipping end of the market, multiple grocers Tesco remained intense as brands the all-important youth audience. entertainment, music, travel and eating out.
to a variety of European countries. There and Sainsbury’s continue to push into compete for a slice of UK department store, Littlewoods also eBay has launched ‘The Inside Source’ as
Internationalisation: The reces- are plans to expand stores in Paris, Milan clothing. Tesco pinpoints clothing as one consumer’s reduced spend rebranded as Very this year in a bid to part of its strategy to move away from being
sion has been a catalyst for fast-fashion and China. its fastest growth markets online. Overall, and margins are squeezed. compete with high-street chains. British a second-hand retailer. The content will be
brands, as they take advantage of budget Japanese retailer, UNIQLO has been clothing sales grew 6% in the first half of Meanwhile, expansion celebrities Fearne Cotton and Holly Wil- written by fashion followers and bloggers.
conscious consumers. From Japan, China gradually moving West, and launched into 2009. The grocery chain has launched a continues at a pace, with loughby were brought in as brand ambas- In the US, fast-fashion brand Forever 21
to the US and Europe, fast-fashion brands Paris in October this year. Its emphasis standalone website to push its clothing big plans for online in 2010. sadors to help reposition the brand for a has also launched a magazine in what will be
are becoming a stronger force. The US is a on well-designed, quality and affordable range online. younger audience. new competition for publishers.
www.juicyinfo.co.uk
08 09

6. 20% 44% 350mn
Percentage of tweets that contain a Proportion of Inc.500 CEOs who do Number of active users on Facebook
brand not have a company blog, but intend (Source: Facebook)
(Source: Penn State University) to start one
tools
(Source: Inc) edia
social m
• Blogs
• RSS Marketing communications:
BUSINESS AGENDA • Socia pps
• Mobil
l netw
e a
orks
The need to engage with consumers
where they are ‘hanging out’ most and
Best Buy launched its Twelpforce in
2009 and there are many more examples
of brands using social media in this way
SOCIAL MEDIA • Wid
• Photo
gets
s
spending a large part of their time, has
underpinned a shift to social media
including: JetBlue, easyJet, and Dell.
Video
listening.crowdsourcing.communication.service.collaboration •
asts
• Podc bookmarks
l
marketing, now frequently included as
part of integrated campaigns.
PR/Corporate communications:
The humble blog has grown up to become
• Socia The year 2009 may well be heralded more widely used business tool. Webinars,
as the year that social media became a podcasts and video are also becoming
core part of the marketing programme. more frequently used assets.
Advertising spend has been flowing out M&S has run two live chat sessions with its
of major media into digital, across virtually customers on Facebook, dealing with both
Accenture finds that one-third involve third all industries. positive and negative sentiment.
parties and/or customers on a regular basis Whilst there are a vast abundance of The transparency agenda is undoubtedly
for new product development. social media tools in existence, it is the driving businesses to be accountable for
In recent years, crowdsourcing platforms mass social networks that are drawing the all their actions. This is especially true with
have become public, taking the form of a largest eyeballs. Facebook now has 350m regard to corporate social responsibility,
forum or social network. Typically, platforms users, so fan pages are commonplace. where businesses are now expected to be
normally require some kind of sign-up, Unlike traditional media, brands cannot actively involved in areas such as: commu-
giving individuals the chance to share ideas, ‘broadcast’ messages, but must provide nity, the environment and sustainability.
but also vote for others they like. This cre- content and engage with its fan base on
n 2009, the buzz around ‘social highlight continuously is the importance of networks, online videos and podcasts, is ates a much richer interactive environment, their terms.
I media’ continued its ascent. The
topic has continued to permeate
major business media, blogs,
dialogue and several thousand events,
as a growing number of brands, of
taking time to listen to what is being said
about your company and brands.
In a study of half a million tweets on
micro-blogging platform Twitter, Penn State
University found that one in five tweets
rich in customer insight.
In addition to leveraging open-source
tools like Google, Twitter, Digg and
Delicious, larger companies are drawing
on specialist analytics companies like
whilst giving companies real-time insights
into what customers want and feel.
Companies taking advantage of the
collective wisdom of the crowds include:
MyStarbucksIdeas, which was launched
Reaching influencers: One
of the primary goals of social media
is to leverage the power of word
of mouth. Winning over the key
all size and nature get serious about mentioned a brand. Radian6, BrandWatch and ThruDigital. in March 2008 has been expanding its use influencers who will blog and spread
social media. The social web has become a power- Qualitative research is also possible, using of social media ever since. On the site, it the message is key. As such,
Put simply, social media technologies are ful research tool for the business, quite tools like Communispace, where modera- catalogues ideas into ‘product’, ‘experience’ user-generated content is becoming
freely available tools that enable conversa- simply because people are openly talking tors play a role. and ‘involvement’. Collectively, there are a much bigger part of the brand
tion and participation between many about what they like and don’t like about nearly 80,000 ideas recorded across all message. Ford Fiesta is a pertinent
people. In contrast to traditional media, it products and services. The mass of Real-time listening: Brands such as three areas. Ideas can be followed on Twit- example as discussed in detail on
is inherently ‘human-shaped not ‘business- user-generated content on blogs, social ASOS and HSBC have taken the concept ter, where there are over 9,000 followers. this blog feature.
shaped’, to coin a phrase from celebrity and to a new level, creating platforms that In retail, Best Buy Idea X launched in May
Twitter guru, Stephen Fry. showcase ‘raw customer sentiment’ – good 2009. Users earn reward points when Customer service: The
That may be the case, but more and more myth : social and bad – in real-time. ASOSreviews and they share, vote or discuss on the forum. concept of customer service is being
businesses and their brands are using social media is free HSBCreviews take comments directly from Popular and recent ideas are posted on pushed into new realms, as brands
media, keen to listen, embrace new ways to Twitter. The latter also encourages feedback the home page, as well as ‘nearby’ ideas, use Facebook and Twitter to respond
engage in their communities, build relation- One of the often cited and ideas to be submitted via the platform. based on geography. to customer enquiries in real-time.
ships and ultimately be more responsive to benefits of social media is Dell Ideastorm launched February 2007. It Zappos has embraced social
the all important customer. that it is ‘free media.’ Whilst Crowdsourcing forums: Over the has since built a community around all its media within its salesforce,
this may be true from an
In this section we look at some of the prin- past few years, open-source innovation social media, acting as a hub for all content a key part of its
access viewpoint, there is
cipal ways that businesses are using social still a very tangible cost has been gaining ground. Social media has and links to Twitter. corporate strat-
media, from marketing communications, involved for businesses - undoubtedly played a role in this develop- The latest stats available show that egy, which embeds
customer service and through to innovation. the human resource and ment, helping brands to be more transpar- 13,108 ideas have been contributed and customer service at the
time investment required to ent and open, not just with customers but 389 ideas implemented. Dell actively heart of the company. Five
Listening: One of the starting points develop and implement social all stakeholders. promotes ideas that have been put into hundred Zappos employees are on
media strategy.
that experts like Charlene Li (co-author of A survey of over 270 executives in action, both on the main site and via @ Twitter, including its CEO Tony Hsieh, who
Groundswell) and Chris Brogan (Trust Agents) communications, media and technology by IdeaStormAction on Twitter. has over 1.5 million followers.
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