Customers, new brands’ employees!

Social media is now essential for a company if they want to be known in this wide landscape of brands. It is now really well understood by most of the brands. Unfortunately, nowadays it is not enough to distinguish itself from random brands using social media.

Social media allow brand to interact directly with their customers, to be closer. Now brands do not want to be just a random brand that people just know. They want a real relationship with them. They don’t want just a unilateral relationship. Now through social media, customers are really playing a role in the communication of the brand.

 Coming into the private environment of a customer can be linked to the Social Penetration Theory by trying to get customer emotion and start to really consider the brand as a special and close one. In order to get attention and a relationship with the customer, brands are now asking Internet users through social media to play a role in their own communication strategy.

This can be illustrated by the social media campaign of Ikea.
They have asked their followers in Instagram in Norway to post a picture of their favourites pieces of furniture, before snapping a photo for their chance to win it. Thanks this operation, the Ikea catalogue was recreate on a digital form. Moreover this was on social media where everybody can share their pictures. Ikea did not have to do anything, everything was made by their customer.

This kind of process is also a part of the strategy of brands which want to personalise their communication. Social media created over the years a very special relationship between brands and their customers. They want their customer to feel that they are important to the company and they have a role to play in this.

This phenomenon also appeared in Tipex campaign on YouTube with the “Tipexexperience”.
https://www.youtube.com/user/tippexperience
Youtubers were able to choose how they want the ad finished. Not only, the relation was created with the customer but also they were able to interact with the brand. This also can be seen in the app of Evian who allows people to create their own baby picture. Everybody did it and shared it on their social network.

Image

By creating this interaction with the brand, people attention is caught and they keep it. A story starts. This creates awareness and gets people talking on social media. Brands rely more and more on customers’ activity on social media. They launched a kind of contest between customers and gain instantly more fans, followers, likes, etc. Customers are then facing the brand in the way they want. They can actually decide what the brand can do or how it looks like.

Here is the perfect way for brand to catch their customer and to keep their attention in a long term. Besides it is kind of great to feel that we participate to the work of the brand. Isn’t it? 

Sources :
http://oregonstate.edu/instruct/theory/spt.html
http://digitalpost.ddb.fr/le-catalogue-social-dikea/
http://www.thehubcomms.com/how-ikea-got-customers-in-norway-to-recreate-its-entire-print-catalog-on-instagram/article/328963/

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2 Responses to Customers, new brands’ employees!

  1. camilleleu says:

    Hey!
    I really appreciated your article. Firstly, I found that your way to explain the Social Penetration Strategy is very clear and stakes are easy to understand. Moreover, you put different examples that illustrate well your reasoning (and that are really cool). I agree with you, I think that it is really nice to note that brands are engaging with their customers in their strategy and their activity. On the one hand, consumers are concerned. On the other hand, brands communicate and appear closer to its consumers who are more interested in its products or services. In fact, it is quite positive on both sides.

  2. celiarenaud says:

    I totally agree with you when you say that nowadays brands use consumers. And the theory that you used is very appropriated with your theme. Indeed the Social Penetration Theory tries to get customer emotion and start to really consider the brand as a special and close one.
    Actually, brands use social media in order to get attention and a relationship with the customer, brands are now asking Internet users through social media to play a role in their own communication strategy. Brands use consumers to be closer with them and for me it’s a good thing, it’s more interactive and consumers feel targeted personally, like if the ad is made for them.
    I like very much the two examples that you used. The Ikea example is very smart and interesting.

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