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Marketing Communications Project | Social Media & Brand Community
- 1. Social Media & Brand Community TBUS 310 Professor Shankus Evelyn March 8, 2016 Group 3A Hans Biteghet Shih-Chi Chang Mike Larson Vera Moskvich Thu Pham Paige Remmel
- 2. Outline • Brand Community • Photo and Video Sharing • Customer Inspired Development • Customer Service Management
- 3. Brand Community Definition 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
- 4. Photo & Video Sharing
- 5. McDonald’s Give A Hand/Family Togetherness
- 6. I’m Lovin’ it • https://www.mcdonaldscommunity.com/en/login.aspx#
- 7. TousP4ris
- 8. TousP4ris
- 11. Starbucks • Founded in Seattle WA in 1971 • 1987 - purchased by H. Schultz • In 2015 -- 22,519 stores in 66 countries
- 12. My Starbucks Idea • By 2013, there have been 150,000 ideas submitted, of which 277 ideas were implemented. • Some outstanding ideas: o Free Wifi o Happy birthday treat o Splash sticks o Mobile payment through drive thrus o Happy hours o Now flavors (mocha coconut cappuccino, hazelnut macchiato, pumpkin spice latte VIA, etc.)
- 13. Starbucks
- 15. 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
- 16. 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
- 17. Lay’s: Do Us A Flavor • Flavors were different for different societies. • Canada had much different voting results than United States
- 18. Lay’s: Do Us A Flavor • Of course, not all submissions were legitimate...
- 19. Starbucks vs. Lay’s • Both companies engage customers and implement their ideas • However, they are different in the extrinsic rewards o Lay’s offers cash reward o Starbucks offers no reward
- 21. Samsung: Customer support service • Company website • Live Chat • Social media platforms
- 22. Samsung Social media support team • Established different sub-accounts for different countries and regional demographics o @SamsungMobile - 11.5M followers • Typically replies within minutes o @SamsungMobile - 42.3M likes • Smart Personal Online Training o Consumer can contact Samsung representative • How-to videos structured by Samsung products’ lines.
- 23. Delta Airlines • @Delta vs. @DeltaAssist • Separate twitter for customer service requests • Competitors do not have separate Twitter to manage customer service o Important to ensure timely responses • “Leaving No Stone Unturned, No Cloud Un-Flown Through, and No Tweet Unanswered”
- 24. 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
- 25. 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
- 26. Conclusion 3 tactics to increase brand community through social media o photo/video sharing o customer inspired development o customer service management
- 27. Q & A