Panasonic show how providing special offers to Facebook fans over the holiday season can prompt consumers to discuss the brand and products and encourage them to consider purchase.
Panasonic use their Facebook page to give special offers and discounts to their 65,000 fans in the US. Panasonic have a “Fans only” page that includes a VIP store offering “up to 25% off” Panasonic products on Black Friday, the traditional start of the holiday shopping season in the US. Panasonic provide links to the VIP store on their Facebook wall and also use word games and product features to engage their Facebook fans.
WaveMetrix social media monitoring shows that the Panasonic social media content and “Black Friday deals” engage consumers to talk about a wide range of Panasonic products that they “want”, “love” or “already have”. Using 100% human coding, WaveMetrix can ascertain that Panasonic are successful at encouraging purchase content among consumers, with one in three saying they are “interested in” or “can’t wait to buy” a Panasonic product.
Half of Panasonic consumer buzz is about their products:
- Consumers discuss the products they “want” and those they “love” and “already have”: People say Panasonic make “great products” and mention a wide variety of products that they “love” such as TVs, cameras, projectors, blu-ray players, camcorders, clippers and turntables. For example, they praise the Lumix FS33 camera with touchscreen that is “the best of 2010” and say the DMP-BD85 Blu-ray player has “the best picture quality”. However, some consumers complain about “durability”, “bugs” and “technical problems” with products such as “flickering” and “floating blacks” on the G20, “slow data transmission” on the Lumix FS33 and “screen issues” on the Viera 50” plasma TV
- Consumers discuss the Panasonic word games and Black Friday deals that are promoted on the Facebook wall: Consumers say they “love word games” and they “are playing” the “Panasonic USA scrambling game”. Others discuss the “Black Friday deals” and ask Panasonic “for more information”. However, some complain that the Black Friday deals are “only available in the US” or that the items “don’t appear on the Panasonic website”
- Panasonic social media content prompts some positive brand buzz: Some consumers “love Panasonic” as they are the “best brand in the world” for “modern technology” and “electrical components”. However, a few complain that Panasonic customer service is “no help”
Over half of consumers say they are considering purchase or have already purchased Panasonic products:
- Panasonic social media is successful at prompting consumers to consider purchase: One in three consumers say they are “interested in the Black Friday deals” or “can’t wait” to buy a product such as the “new Lumix GH2”, “awesome” 3D camcorder or “3D Plasma”
- One in four consumers discuss products they have already purchased: They “love” their Panasonic products and say Panasonic are “the best brand”. However, some complain of “technical problems” and “durability issues”
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