WaveMetrix analysis of how brands have used social media during Q4 2011 highlights some of the most innovative strategies seen throughout the year, such as crowd-sourcing and using Twitter hashtags more creatively. 2011 has seen brands let consumers do more of the talking, promoting fan-to-fan engagement.
Brands need to interact with social media users constantly to keep up the levels of engagement they have achieved and avoid their fanbase dwindling. To overcome this, marketers have developped ever more creative ways, such as crowd-sourcing and combining online with outdoor advertising, to help make the consumer feel more involved with the brand. Some community handles are moving towards more fan-to-fan engagement, which they encourage through Twitter parties or online gaming. 2011 has also shown that brands are still learning how to target specific demographic groups, and those who succeed are the ones who challenge stereotypes and build an image which consumers can truly relate to.
WaveMetrix analysis has identified three key social media trends in 2011:
- Brands are using ever more innovative forms of engagement: Axe used crowd-sourcing to promote their new bodyspray by asking fans to participate in creating a graphic novel, including the characters, plot and outcome. Converse combined outdoor with online activity by leaving pairs of Converse boots in secret locations and posting clues on their Facebook page to help fans find them. HP got fans Tweeting their 2012 wishes, which they printed on balloons released over Dubai
- Some brands are moving towards fan-to-fan conversation: 17 Cosmetics and the Spartacus TV show created online spaces favouring consumer-to-consumer engagement. 17 hosted a Twitter party and Spartacus invited fans to join a team in an online game. Fans of Nespresso Kazaar created their own online communities to request the comeback of the limited edition capsules
- Breaking stereotypes is the best way to target specific demographics: Engaging a particular age group or gender has proven challenging online, with brands like Dr Pepper facing a backlash after promoting their new Dr Pepper Ten with the tagline ‘It’s Not For Women’. Successful campaigns were the ones which the target group could relate to, such as Harvey Nichols’ ‘Walk of Shame’ advert which young girls described as “so true” and Levi’s Curve ID campaign aimed at “real women”
The Q3 trend report also investigates how consumers use Twitter for real-time discussion of events. Analysis of minute-by-minute Tweets shows that marketers only have a short period of time, confined to the duration of the event, during which they can leverage Twitter activity.
Click here to read the full version of the Wave: social media quarterly for Q4 2011. You can also find all previous quarterly trend reports since Q3 2010 by clicking here.
- 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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