Engaging Customers within the World of Web 2.0
A Look at Effective Campaigns and Things to Avoid
In recent years, social media has our changed the way that global brands communicate with their consumers and evolved into a 2-way conversation. In this new world of Web 2.0, companies must learn to listen and respond to their customers in order maximize their marketing success. Here are some quick examples of what to do and things to avoid:
PepsiMax
Here the Pepsi ran a print ad to showcase their new one-calorie beverage. The ad shows a figure of a calorie, so lonely and alone that he decided to kill himself and commit suicide. After the print ad was run, users of Twitter immediately were discussing the poor taste of the ad and as a result, generating negative publicity for Pepsi. But PepsiMax had been listening to the consumer and immediately cancelled the ad campaign and issued an apology on Twitter.
Nestle
Nestle decided to run a campaign on Facebook to promote a new product line of chocolates. Greenpeace decided to protest Nestle due to its disregard to the environment, and created a massive campaign to create a logo “Killers by Nestle” and bombard the Nestle Facebook wall page. Nestle responded by deleting all of their comments and responding in a questionable manner. As a result, Nestle faced a consumer backlash because they weren’t listening to their consumers and were not representing their true concerns. Nestle had lost trust with their consumer.
Recommendations: 1) Have a strategy. What social media tool and you using and why? What are your objectives? 2) Have a plan of action. How are you going to implement a social networking marketing campaign? How are you going to sustain it during the long-term? 3) Be prepared for all types of feedback. Social media can amplify both good and bad experiences. Are you prepared to tackle consumer criticism? 4) Understand and respect the norms of Web 2.0. Not doing so can create a consumer backlash and a loss of credibility.
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