WaveMetrix analysis of social media trends in Q4 2010 shows how brands use different strategies in order to create online engagement. Some premium fashion brands get consumers talking about lifestyle. However, other brands keep the focus on products, which drives purchase consideration, but also leads to some negativity.
The Wave: social media quarterly identifies five central conclusions from looking at social media campaigns during Q4:
- Premium brands begin to talk less about products and more about lifestyle: Burberry and Lacoste used content around sport and music to create consumer engagement around the lifestyle that epitomizes their brand. Other premium brands, like Chanel, use big name celebrities to represent the embodiment of their brand image
- Brands encourage product-specific discussion which can drive purchase consideration: Gucci, X-box and BMW actively drew attention to their product ranges, driving more consumers to say they were thinking about buying the product. Zara announce their latest collections online to prompt consumers to discuss their products, but fail to generate purchase intent
- Linking social media back to the real world helps drive engagement: In Q4, brands organise live events to fuel online engagement. Ralph Lauren and Smirnoff invited consumers to participate in 4D light shows and night life exchanges respectively, while brands like HMV used Twitter and Facebook to promote smaller in-store events
- Tried and tested competitions and giveaways continue to work well: Numerous brands highlighted the ongoing importance of competition incentives, with companies like Sony Ericsson, Netgear and Pizza Express attracting consumer interest through challenges and product giveaways
- Some brands begin to successfully monetise social media: During Q4, social media campaigns demonstrated the relevance of linking a fan-base to an online purchase channel. Brands like Panasonic persuaded consumers to purchase by integrating an online store and exclusive offers with their Facebook fan page
Building on the Wave: Q3 summary, the Q4 Wave: social media overview analysed Wave: articles from the last three months to provide a summary of the sophistication and evolution of social media. Click here to read the full version of the Wave: social media quarterly for Q4 2010.
- Wave: is the WaveMetrix social media tracker that provides insight into the latest social media marketing – online, on Twitter and in weekly emails via the Wave: website
- Wave: uses the WaveMetrix methodology of capturing, reading, interpreting and classifying online consumer discussion around social media marketing
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