Avon’s product-centric community shows that brands who are confident in their products can successfully drive positive testimonials and wider brand loyalty via a product-centric approach.
WaveMetrix have previously demonstrated that a community manager closely shapes consumer discussion on a page
. Whilst social media can sometimes be “out of control”
, many consumers within brand communities allow the community manager to pick the topic of conversation. This therefore presents a question for brands: which topic to pick? Some brands want to drive positive product testimonials and advocacy, while others aim for a wider brand community, where consumers talk more about what the wider brand stands for or help each other out with problems. The risks associated with the former strategy are clear: driving product-centric discussion can easily initiate just as much negativity as positivity
and also encourages consumers to commoditise products, rather than encouraging brand loyalty. WaveMetrix looked at the Avon UK Facebook
community, which is very product-orientated, to see how they dealt with these potential pitfalls.
Avon post simple updates on their latest product ranges and allow consumers to freely discuss them. Whilst product discussion can often be quite polarised on Facebook, discussion on the Avon page is very positive and contains lots of product testimonials. Furthermore, far from encouraging consumers to commoditise products, WaveMetrix analysis of brand values shows over half of consumers associate the Avon brand with expertise and being cool. This shows that even through a product-centric approach, companies who back their products to speak for them can successfully foster a wider brand reputation and therefore encourage brand loyalty.
Avon encourages product-centric discussion, with consumers following suit:
- Over 80% of Avon posts are product related: Even though a slightly lower proportion of consumers discuss products, this is still the dominant focus of the page
Although product discussion sometimes results in negativity, the vast majority of consumers praise Avon products:
Despite the focus on products, Avon successfully builds up a wider brand reputation:
- Consumers associate the brand with expertise and coolness: Even though much discussion is product centric and therefore potentially commoditised, Avon successfully build a wider brand reputation, using positive product testimonials to boost brand loyalty