Twitter is entertainment, so it goes without saying that a humorous Twitter account is going to get followers, reach and engagement.
Here are some of the brands that have decided to navigate (or not) the governance needed to keep a funny and risqué Twitter account in check.
Although these companies are often in industries where rules of taste are fairly relaxed, all have done well in using belly laughs or sass to their benefit.
The last 12 months has seen a sea change in the user experience strategy of many grocery brands, placing social media, and particularly Facebook, at the heart of their digital play.
At first look this seems sensible, Facebook offers an opportunity for richer forms of interaction than either digital advertising or a brand’s own website have historically delivered. And the platform is free to use. And it yields lots of new data points that weren’t available before.
But in the long term Facebook can’t be where brands ‘live’ online, and making Facebook the centre of gravity for FMCG brands opens up a number of risks for brand owners. We need to put our thinking caps on and consider a new future for brand websites in the marketing mix.
With tweens, teens and colorful candy-lovers as its target market, Skittles has been able to take many liberties with its
social media branding. The company represents many of the
cool things that can happen when a brand releases its tight grip on
marketing. Unfortunately, its newest campaign is a prime illustration of how not to effectively "go social."
Online bank first direct has launched a new social media-based campaign which showcases customer opinions, good or bad, on a microsite.
While it isn't quite as 'brave' as the Skittles decision to turn its site into a massive social media experiment (which it is still doing), it does at least link to it from straight from its homepage.
Social media has given brands a new medium in which consumers can be engaged. Most agree: there's something really important about this, even if we disagree on just what that is.
At the same time, social media has given consumers a powerful new tool for interacting with brands. It's now possible to provide feedback, issue praise and voice complaints in a manner that can have a real impact very quickly.
Companies planning a social media launch, upgrade, or even adjustment have a lot to live up to. Innovation has been impressive so far this year, and results have kept brands focused on making their own imprint.
Like most areas of internet marketing best practices are evident for social media, but rules are unwritten. As planning for the fourth quarter gets underway, many companies are starting their first social media initiative, or rethinking their entire strategy. Before you hit "send" on that meeting request or book the WebEx URL, five points to consider:
A week or so after Mars pulled back from the Skittles social media experiment, it has forced a digital agency to close down an unauthorised Snickers website.
Poke, the agency in question, was sent a cease and desist order, which demanded the suspension of www.snckrz.com. The website allowed users to customise the Snickers packaging, with their own logo.
Snckrz.com had attracted more than 80,000 users since Poke launched it, seemingly in response to the brand’s official ‘Snacklish’ campaign. Poke tried to do this anonymously, but it didn’t stay that way for long. And feathers were suitably ruffled as a result.
I was asked the other day what I thought about Skittles' social media experiment and whether it would have lasting effects.
My response: I wasn't sure. The buzz seems to have died down. Certainly it's nowhere near the pitch that it was when we all first learned that Skittles.com had been turned into Twitter.
By now it's a fair assumption to say that the new Skittles social media drenched website has owned the week in internet marketing. According to the March 5 Google Trends index it spiked more than 100 percent in news reference volume this week, and more than 50 percent in actual searches.
Now that the buzz is fading just a little, we asked Mars PR Manager and spokesperson Ryan Bowling to put the launch in perspective.
A recent study by Netpop Research serves to only further assert the fact that social media is rapidly changing the way brands operate, due to the increase of consumer control.
The report is purely US-based, but it certainly seems fair to suggest that this trend can be applied globally, as there is an ever-growing permeation of social media into daily consumer life. The study concludes that there is a shift in consumer internet usage from entertainment towards communication, and it's being driven by social media and networking sites.