O2's launch of "half-baked" O2 Wallet app creates a backlash among Facebook fans
by Leonie Bulman on 8th May 2012
O2 shows that using an online community to promote the launch of a new product can backfire, providing early adopters with a platform for negative feedback. O2’s Facebook launch of the new O2 Wallet app generates criticism for the app’s lack of NFC support, showing that innovative products should initially be tested in a more controllable environment than online communities.
The North Face show how linking social platforms together can help build a larger online community
by Leonie Bulman on 26th April 2012
Outdoor gear retailer The North Face have built a much larger online community than competitor Helly Hansen, with 60 times more Facebook likes and 20 times more Twitter followers. The North Face achieved this in part by linking their Facebook and Twitter handles back to each other.
Channel 4's Facejacker app drives engagement by making consumers the star
by Charles Allison on 17th April 2012
Channel 4's Facejacker Facebook app highlights the benefits of making fans the centre of a social media campaign.
Maggi generate fan to fan engagement and advocacy through recipe sharing on Facebook
by Andy Pilkington on 24th January 2012
Maggi show how brands can use their Facebook page to generate consumer-to-consumer engagement through sharing recipes and cooking tips. Conversations among fans are also more likely to generate positive advocacy, suggesting brands should be aiming for this type of engagement.
Verbatim analysis: understanding negative anonymous posting about the iPad 2 in Japan
by Leonie Bulman on 3rd November 2011
Looking at the case of the iPad 2 in Japan, Verbatim reveals how anonymous posting on sites like 2ch.net can have a negative impact on the sentiment of discussion. However, with a deeper understanding of what is causing negativity, Verbatim provides brands with actionable insights to combat it.
Global Facebook approach may cost Ferrero Rocher potential consumer advocates
by Laura Evans on 30th March 2011
Ferrero Rocher use one global page to engage with all Facebook users, regardless of language. Although this does not seem to damage consumer sentiment, fans who speak English demonstrate a much greater propensity to recommend the brand. This suggests that, although an international approach might be easier, it may cause a brand to lose out on potential advocates.
Panasonic’s user-run community outperforms Facebook as hub for peer-to-peer advice
by Laura Evans on 30th March 2011
Panasonic’s Lumix photography forum shows that user-run communities have advantages over brand-driven networks. Posts exchanging advice are at high volumes, suggesting unmoderated communities are effective at driving knowledgeable conversation about brand-related topics.
Rafael Nadal catching up Roger Federer in battle for social media number one
by Joe Waby on 7th January 2011
WaveMetrix show that the top two tennis players in the world use social media to engage fans with their tennis matches and charity work. Consumers “love” Federer and Nadal as they are “wonderful”, “inspirational” people who do “great work for charity”.
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