Fair Trade Takes On Facebook

It is no surprise how fast social media has become an important piece in every company’s marketing plan. However, what may come as a surprise is how the success of the plan is estimated to change. How many likes or followers a company has no longer automatically grants social success. The relationships built between the customers in terms of “comments, shares, downloads, retweets, subscriptions, lead generations, or anything else that prompts human beings to take action” are beginning to show a company’s true success.

Facebook is one of the most popular social media platforms with over 1.15 billion users. It is an important platform to take advantage of because it “provides an excellent means by which a company can not only demonstrate their expertise in any given area, but they can actively create a brand personality”. One company that has been successful, but could still use some improving on Facebook is Ten Thousand Villages (TTV).Screen Shot 2014-12-16 at 10.20.18 PM

Ten Thousand Villages is a fair trade, independent nonprofit, charitable organization (501(c)3) that is dedicated to offering unique handmade gifts, jewelry, home decor, art and sculpture, textiles, serveware and personal accessories. Each item sold at TTV helps to improve the lives of tens of thousands of disadvantaged artisans that represent the diverse culture in 38 countries including Asia, Africa, Latin America and the Middle East. (Ten Thousand Villages, n.d.).

 

Facebook

Ten Thousand Villages joined Facebook in 2009 and as of December 2014, they have 42,682 “likes”. Since Ten Thousand Villages is a fair trade company, the majority of the posts discuss the countries they work with or highlight the artisan groups that make the products. They also include information and links to articles when the store is mentioned in the news. Each posting has a picture included, which helps draw attention to the information being presented. The company puts a lot of emphasis in educating consumers about its mission and what their purchases mean for the artisan groups.Screen Shot 2014-12-16 at 10.17.23 PM

They also offer sales promotions on a regular basis, which include discounts, sampling, and occasionally a sweepstakes or contest that the customers can enter. The discounts are usually 20% for a specific country or artisans group and can only be used online. Ten Thousand Villages also includes links to its official website and to its other social media sites to make it easier to connect with customers on each page. The company has also incorporated Instagram on its official Facebook page.

Ten Thousand Villages has also created several other pages for its individual stores. These pages do not have nearly as many “likes”, but it is an easier way for the customers to connect with their local stores. These pages do not post every day, but they tend to include more pictures of items available in the store in addition to the posts about the countries and artisan groups they work with.

Facebook Improvements

Ten Thousand Villages has done a great job managing Facebook, however, they are not currently taking full advantage of the platform. TTV is very active on Facebook, but the Screen Shot 2014-12-16 at 10.16.06 PMcompany does not post every single day. It is very obvious that this store is well liked because it has hundreds of positive reviews. However, the majority of the reviews are only “liked” by the store and the responses are very professional instead of personal. If a customer posts a specific question or concern on the store’s wall, TTV does a great job of addressing the question or concern, but does not try to continue the conversation. When customers comment on a post, the store likes the majority of the responses, but does not engage with the customers unless they have a question. All of these improvements could significantly enhance the traffic to its sight and improve customer relationships.

The psychics at Verticalresponse have created a pocket guide for companies looking to improve engagement and break through the social media clutter. Ten Thousand Villages could benefit from adapting some of the “do’s” such as responding within an hour and removing some of the “don’ts” like ignoring its audience.

do-this-not-that-facebook-edition-(infographic)

Longevity, Safety, Versatility and Adventure. Why do you love your Subaru?

Digital storytelling is a fascinating concept because it goes beyond a typical advertisement. According to Ignite Social Media, “today, instead of talking at the customer, companies are successfully talking to them, and customers are talking back. Advertising has left the rarefied atmosphere of one-way communication and entered the public arena. Companies who manage to harness the power of the public meet roaring success. The key: Company image and actions must meet the standards of the brand story. Today’s customers demand truth, and companies that can’t deliver are crucified across all platforms of social media.”

A great example of a brand that does digital storytelling well is Subaru. In 2009, Subaru collaborated with Carmichael Lynch, an advertising agency, to create the Love campaign. “Love. It’s what makes a Subaru, a Subaru.” became the new tagline and the company still uses it today. Carmichael Lynch has seen a lot of success with the campaign and stated that, “since beginning our Love campaign, Subaru has tapped into powerful human emotions to double market share and surpass eleven other car makers on America’s list of best-selling auto brands”. With the Love campaign being received positively by consumers, Carmichael Lynch decided to expand the campaign and introduce Dear Subaru. This campaign also began in 2009 and encourages Subaru owners to share their photos and stories about why they love their vehicles. Dear Subaru was launched as a multichannel campaign, however, even after the paid media ended, its owner-centric Facebook app continues to function and serves as a story hub. Readers can scroll through various stories, filter the stories based on themes, and view the ads that were created based on customer stories. Several stories from Facebook are also uploaded to Subaru’s main website. When the campaign first launched, over 150 to 200 Dear Subaru stories were uploaded each week.

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It is widely known that Subaru owners are passionate about their cars and are loyal to the brand. “If you ask a Subaru owner what they think of their car, more times than not they’ll tell you they love it,” said Alan Bethke, director of marketing communications for Subaru of America. The Dear Subaru platform provides owners with a fun way to interact with the brand and share their passion. What I liked about this campaign is that Subaru took the stories and used them within its own advertising. What better story to tell than one from a loyal customer? The stories include how the vehicle saved lives, took them on adventures, helped them plow through snow, and much more. Subaru prides itself on the longevity, safety, versatility and adventure its cars can offer a consumer. These stories continue to strengthen the company’s reputation and encourage conversation about the Subaru brand. Owners are sharing their stories on the site, but often the conversations will extend from online to offline.

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I think Subaru’s use of user-generated content through the Dear Subaru campaign is fantastic. Subaru is providing its owners with the opportunity to tell the brand’s story through photos and personal testimonies. One Spot posted a great infographic that takes a look at the science behind storytelling. Dear Subaru does an excellent job of showing and not telling its compelling content and its digital story.

onespotscience

Just Fun and Games?

Over the years, Internet and other digital media usage has rapidly increased among young consumers and marketers have taken notice. Brands are expanding their marketing to include commercial websites, Internet advertising, online videos, social media, and advergames. Advergames, online games used to advertise products in a fun and engaging way, are commonly featured on company websites and developed into mobile apps. Advergames are growing across global markets, but brands must be prepared to handle the backlash that surrounds advertising to children.

Food and beverage companies are among many that have jumped on the advergame bandwagon and are using them to reach children of all ages. These simple and enticing games for laptops, touch-screen phones and tablets are far cheaper than traditional advertising and have proven to be effective because it encourages a tighter bond between marketers and young consumers.

One brand that utilizes advergames on its corporate web site to specifically target youth Screen Shot 2014-11-03 at 11.49.49 PMis Kellogg’s Pop-Tarts®. On the Pop-Tarts website, there are eight different games available for children of all ages to play. These games include mazes, skiing simulations, bike riding over a toaster, memory testing, and two holiday themed games. The games are similar to traditional online games; however each game on this web site is unique by being centralized around the product. For example, the main interactive character is a Pop-Tart and the games include items that relate to the product, such as a toaster.

A few apps that have already become hits are “SuperPretzel Factory”, which encourages players to race against a timer to mix bowls of dough, and “Icee Maker”, which has been downloaded more than eight million times since its release in 2012. Mobile apps have become increasingly popular because children can easily use and understand a touch screen. A recent survey conducted by NPD Group found that 37% of 4-and 5-year old Americans were using smartphones and tablets.

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Smartphones and tablets have started to change consumer’s habits and marketers are rushing to build a presence with games that appeal to children.

Even though these games may be successful, many considered this form of marketing to be unethical because it is manipulating children’s behavior without them even realizing it. At Bath University, Dr. Haiming Hang and Dr. Agnes Nairn have conduct several studies on advergames and found that while most children are able to identify more traditional forms of advertising, billboards or television commercials, many were not able to identify advergames as a form of advertising also. Additional research has also suggested that children’s understanding of advergames is undeveloped, which has generated a lot of concern because children are being influenced to make poor dietary choices. Luciana Berger MP, Labour’s shadow Public Health Minister, said she was “alarmed” by the increasing use of advergames. “Parents are anxious about these unfamiliar techniques in new online media and more must be done to ensure they have the information they need to protect their children from being bombarded by these compelling free games that we know most children don’t even recognize as adverts,” she added.

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What are your thoughts on advergames? Just for fun? Or marketing in disguise?

Connecting With Consumers? It’s Changing.

Socialmedia-trends-for-2013

Emerging media can be defined as the “evolution of utilizing technology to share information in new and innovative ways.” Rather than sending a message from one source and having an audience receive it in many places, which is a defining characteristic of traditional media, emerging media provides brands with the opportunity of utilizing many sources to deliver information to a large audience.

Examples of emerging media continue to grow each day. Here is a list of popular emerging media platforms in 2014:

  • Screen Shot 2014-10-27 at 11.21.52 PMSocial Media Networks
  • Blogs and Wikis
  • Forums
  • Web sites
  • Mobile apps
  • Podcasts
  • E-mail
  • Online ads
  • Search Engine Marketing
  • Streaming video

 

According to Reed College of Media’s Integrated Marketing Communications master’s degree program, the primary goal of emerging media is to “connect with consumers in new and exciting ways that are much more evolved and personalized and interactive than the standard television, radio and print mediums that make up the traditional media landscape.”

Why does emerging media matter?

Over the years, brands have seen success utilizing various types of traditional media. However, as a new generation takes over the work force, so does they way they prefer to interact with brands. Instead of waiting on more traditional media, such as print, television, and radio, to gather information, consumers now want to receive information when they want it and how they want it; but even those preferences continue to change. In order to be successful today, brands must keep up with current trends and reach its audience where they are evident.

Social media is one platform of emerging media that showcases the importance of brands adapting to trends and how consumer’s preferences continue to change. Facebook is still considered to be a social media titan, but its “cool” factor has decreased. Now, consumers have programs like Twitter, Whatsapp, Instagram, Snapchat, FourSquare, etc. to choose from. Newer platforms constantly being introduced to try and adapt to developing consumer needs.

Digital Insights recently posted an infographic detailed social media facts, figures, numbers and statistics of 2014. These facts demonstrate the impact emerging media has on consumers and that it is still continuing to grow.

social media 2014
by Digital Insights