Yes, social networks are cool and great fun. But how can we marketers use them to drive business?
This was the challenge posed to a dynamic panel of representatives from MySpace, YouTube, Digitas and Coke, and wow did they deliver. A skeptic up until today, I am now convinced this new world of customer participation and dialogue of C2C (consumer-to-consumer) is here to stay as path to make significant business impact.
Call it B2B + C2C = Brand Equity!
Check out Delta airlines flight attendant videos on YouTube, for example:
And see Cherrry Coke engagement contests on MySpace.
Here are more examples of what brands are doing to engage with their customers via social networks:
LG’s video contest to complete the phrase, “Life’s Good When….”
Lions for Lambs contest asking “What do you stand for?”
These and now countless other brands — try Pontiac, ATT, Heinz and Holiday Inns Express for example — are leading the way to silence the marketing megaphone habbit and try listening and engaging.
As one MySpace user said, “I don’t want companies to advertise to me. I want them to be my FRIEND.”
How do you make your customers your friends?
Roy,
Good post. I would phrase it this way: I don’t want companies to be my friend, I want them to meet my wants and needs by asking me what they are.
Thank you for clearing up my inaccurate perception yesterday.
Roy, Lewis,
Good posts.
Yes, c2c is here to stay, and as a marketer, I love it.
I want some companies to be my friend…..a little. It’s just me, but I like it when someone is looking out for my best interests in more complex buying situations. I want my real estate agent to be my friend. I want my financial planner to be my friend, and yes, I want the shoe department sales person to be my friend….a little. I want them to care enough about me to not only ask what I want, but to also be honest with me and share their expertise when what I want may not be in my best interest.
Finally, I will just add, B2B + C2C + B2C + C2B = Brand Equity.