Twitter. Facebook. Pinterest. These are all examples of social media among so many others. Indeed, according to Ron Jones “Social media essentially is a category of online media where people are talking, participating, sharing, networking, and bookmarking online.”
Nowadays companies have understood the interest of social media especially in a competitive environment. Currently, businesses are experimenting with social media marketing, dealing with the question of how to be known from the customers but also from the competitors and how to deliver their message to the target.
Actually, companies want to find tools which distinguish itself from the competitors. Social media are used to create advertisings for example to stay in the memory of consumers.
Today, everything goes faster with Twitter. We can follow live events, answer it, have a dialogue easily … The brands position itself more and more on this social network rapidly expanding to make on it operations so original as successful.
TELUS, a Canadian company of telecommunications, wanted to go even farther by creating, in partnership with WWF, a distributor of cuddly toys which would work with tweets. The distributor was placed in the shopping mall of Vancouver, and distributed freely 3000 cuddly pandas to everyone who tweeted #HomeTweetHome. For every tweet containing this hashtag, TELUS commits to donate $1 to the foundation WWF for the conservation of the pandas.
It is exactly what explains Keller in his theory of Brand Equity Model. The concept behind the Brand Equity Model is simple: in order to build a strong brand, you must identify how customers think and feel about your product. You have to build the right type of experiences around your brand, so that customers have specific, positive thoughts, feelings, beliefs, opinions, and perceptions about it. When you have strong brand equity, your customers will buy more from you, they’ll recommend you to other people, they’re more loyal, and you’re less likely to lose them to competitors.