Social media now has the attention of many companies these days. Everyone is trying to figure out how to leverage and court the customers they want while providing them with the fuel and fire to become brand evangelists. Most companies forget that understanding the innovators, influencers, critics, spectators and those who choose not to participate at all should become a part of the concepts and format they need to develop in order to engage their target audience.
Marketing Profs writes a daily blog called Get to The Point! One of today’s posts beautifully describes how understanding the ways in which your customer wants to connect with you and you with them, will help provide the pathway to the social media relationship that builds brand evangelism.
Enjoy their post. Best Nicole
Pepsi’s Scheme Fails Taste Test
By now, you’ve probably heard about a recent Pepsi outreach that delivered three packages, over the course of an hour, to 25 influential bloggers; the first two contained cans with logos from throughout the cola-maker’s history, while the last featured those with the latest design.
A note explained: “You’re part of a handful of digital and social influencers we’re reaching out to regarding a multiyear, companywide transformation.”
The delivery gimmick, which some found intriguing, didn’t pack its intended drama for a few recipients. Mack Collier, who lives in a rural area, was bemused by the silliness of having a courier sit in his driveway while waiting out the prescribed 20-minute interval between each delivery. Rohit Bhargava, meanwhile, missed it altogether—he was out of the country when the packages arrived.
Collier applauds Pepsi’s ambition, but takes issue with the initial stage of the campaign’s execution for these reasons:
“Sending bloggers stuff to get us to blog about it is soooo 2006,” he writes. “Sure it can lead to a ton of initial buzz, but if there’s no follow-up and if the buzz doesn’t lead to the start of creating connections with your customers, then it’s still money wasted.”
Companies should target online evangelists before they go after social media influencers.
In the world of social media, you’re sure to see a better ROI on time than on money.
Your Marketing Inspiration: Focus on the relationships that social media tools facilitate, not the tools themselves. “You want to use social media as a channel to better connect with your customers, as a way for you to better understand them, and for them to better understand you.”