John Frieda show how to boost engagement by asking consumers to share their desires
by Leonie Bulman on 3rd April 2012
John Frieda show that brands should ask fans about what they want, rather than what fans currently have, to achieve a positive impact on both fan engagement and brand image.
Superdrug’s Facebook polling strategy gets fans promoting its own-label products
by Leonie Bulman on 16th February 2012
Superdrug show that a brand can create positive buzz around its products by asking Facebook fans to share their favourite one. 53% of responses come from consumers recommending Superdrug’s own label products, revealing the effectiveness of asking your online community a simple question.
L’Oreal shows how to increase your ‘People talking about this’ ratio with celebrity content
by Leonie Bulman on 25th October 2011
Facebook’s new ‘People talking about this’ metric puts increasing pressure on brands to create engaging social media content. A comparison between L’Oreal and Maybelline’s Facebook strategies shows how celeb-related content can achieve this.
Nando’s demonstrates the benefits and pitfalls of adopting a crowdsourcing campaign
by Rachel Ditchburn on 7th September 2011
The latest marketing effort from Nando’s demonstrates how effective crowdsourcing can be in garnering positive consumer engagement around a campaign. However, they also show that reliance on user-generated content can be a risky strategy.
Avoiding consumer complaints by focusing on what they want to talk about, not what you want to talk about
by Lawrie Doran on 29th June 2011
Sprint and AT&T’s Facebook activity shows how service brands must always ensure their social media page is a platform for engaging consumers around aspects that attract them, rather than just a feed to display advertisements.
Bombay Sapphire show that using crowdsourcing for campaigns enhances creative image
by Leonie Bulman on 27th June 2011
Bombay Sapphire’s recent use of crowdsourcing via Facebook to inspire its Imagination campaign has given the brand a creative edge. However, animosity amongst fans competing to win means crowdsourcing can foster negative sentiment.
T-Mobile’s strategy of comparing itself to rival brands on Facebook backfires
by Joe Waby on 21st February 2011
T-Mobile’s self-comparison with other brands on their Facebook page shows that marketers should be careful of comparing themselves to their competitors online as such practice can produce mixed results. Whilst many T-Mobile fans express their support for the brand, an equal number of consumers express their negativity towards T-Mobile and promote other mobile network providers.
Cowboys & Aliens buzz shows key differences between consumer comment posted on different social networks
by Lawrie Doran on 8th February 2011
To effectively use unprompted social media buzz as a PR tool, marketers need to be aware of subtle differences between different social media channels. Analysis of new movie Cowboys & Aliens shows how consumer blogs provide a rich source of in-depth but mixed comment, while Twitter and Facebook drive more general, but more positive, opinions.
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