Hitting a home run by going social
Guest post by
Tulica Tripathi, Senior Associate Consultant, Infosys
Consumer behavior has undergone drastic change over the past few years. Today, customers recommend a new product on Facebook, share an interesting campaign on their wall, tweet publicly about their bad experiences and sometimes, purchase directly from social sites!
Social media, therefore, can be used very creatively and uniquely across industries to increase customer engagement and generate more buzz around your brands. Let's talk about some successful examples where social media was used to create online buzz.
Unilever used a very emotional video to promote Dove- Real beauty sketches; it is amongt the most watched online ads ever, with over 163 million views globally. The video was a social experiment to prove that women are more beautiful than they think.
Such videos can help develop an emotional connect with a brand. Not only does it help in converting non users into 1st time customers, it also creates brand advocates out of long time users. Further, Facebook pages can be converted into an e-store with integrated purchase functionalities. Any complaints can be tracked as a Service Request in the CRM system.
Burger King used an insanely creative campaign to promote their Whopper burger. The campaign asked users to remove 10 Facebook friends in exchange of a burger. The friends were notified that they were sacrificed for a free burger! It was bold, brutal and successful. Over 200, 000 friends were removed by 80,000+ people in less than a week.
Promotional campaigns like this can be integrated with the enterprise fulfillment solutions, where an order gets placed in the CRM on completion of a task.
Banking and Financials
Social media can also be used to develop a community. Missouri Bank, known popularly as Mobank, is an institution with an eclectic customer base consisting of visionaries and artists -- people known to take chances. Its Facebook page acts as an online neighborhood for its customers to interact with each other and the bank.
Such communities are useful to share information and promote smarter spending. The analytics generated can be used for product development, brand building, competitor's analysis and customer service.
Chrysler launched a quick witted and amusingly excessive marketing campaign- Dodge Dart Registry. This changed the way you buy a car! It introduced the concept of crowd-funding where you customize the car and share the details with friends and family. Everyone can sponsor the parts as a gift. Once you reach your fundraising goal, the car is yours!
In all the above scenarios, the common theme is of a brand increasing its engagement with social media users to drive business objectives. Enterprise applications integrated with a social media marketing tool can effectively utilize the inputs received from social channels. These tools provide the ability to rapidly create, publish campaigns, monitor and engage with the consumers across all channels and analyze effectiveness.
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