As we have discussed how social media change people's life, I have just found the right song to reflects it. It is a youtube song. Social media is really associated with our lives even it interacts with every single activity that we spend the entire day. It got me thinking the lecture we did on tuesday on how marketing can really uses social media as a great tool to attract, engage, retain, and got the consumer to stuck into their brand.
Seeing how social media really does a lot on build a brand image in the consumer mind, have me thinking on how crucial it is to put the right person to communicate the brand/product to them. One flaw, and that's the end of the relationship. However, not only the message with flaw which could ruin the relationship, but also how the message got through. Flipping some of the companies/brand Facebook fan page, I realise that not all companies/ brand engages the audience. They just put up their Facebook fan page telling all the stories about their products, but there is no answer from the consumer. If me reading at that whole page about their awesomeness and new product, I would not comment the page as well. Like, who cares??
Well, all consumers got their level of knowledge of particular brand. The process :
unawareness --> awareness --> knowledge --> preference --> liking --> conviction --> purchase --> post purchase --> preference --> loyalty
I would say that the hierarchy to achieve brand loyalty is somehow like this, may be there is no hierarchy ( the process could jump, for example : low and high involvement could have different steps).
To engage the consumer, the brand/companies should know what the level of knowledge the consumer have. If you promote only your new products and you awesomeness everyday, I would say the people who cares is only the one on "knowledge", "preference", "liking", "loyalty" level. They are not quite broad yet. They don't actually engage the new comers, like me.
Do you agree with that?
I guess it really depends on why a company has decided to establish a presence on Facebook? What is their objective?
ReplyDeleteI saw an outdoor billboard yesterday advertising the new Bank of Melbourne. At the bottom of the billboard, it asks us to "friend" them on Facebook. Seriously? Why would I want to have a bank as a friend? Their Facebook presence isn't going to have the slightest impact on my likelihood to change banks. I wonder if that's just because I am old?
Banking is a high involvement decision for most of us. Is it any different for low involvement products?
yep, i think so too...
ReplyDeleteYeah, i felt the same too. Sometimes i just liked their Facebook fan page without having any intentions for it, but in some cases like ASOS i did liked their fan page because there is something going on in there, perhaps secret discount. haha.
Well, i would say sometimes if people liked the fan page, doesn't mean that they are loyal to that particular brand and for example, me as 'not a loyal person-new user' in that particular brand, i felt there is no use for me to join that Facebook fan page. So, in conclusion does it mean that Facebook fan page is a brand community? not for a new user like me? Or maybe it depends, if there is an event then you will have the urge to know what happen.
Some companies just set up their fan page just to get to know how well their services, i would say that's a good reason to set up a Facebook fan page. However, some just set up the fan page for nothing.
i would say yes. for example, you would not join a Facebook fan page to just keeping an update for listerine products. But, if there is an event going on, yes it would do.
how about the issue of ethically connect with customers? sometimes trying to connect with customers may become problematic when the relevance of the contents is high in the customers' life. it may appear to be more like spams rather than connecting with customers.
ReplyDeleteI agree that you shouldn't merely be there for the sake of being there. Your objectives may be to have a great looking page that tells a lot about your products, but you still need to offer something of interest, something that will create value and make people want to be there. Once they are there, they will notice what you you want to tell them, but get them there, keep them there - offer something!
ReplyDeleteRoss
hello great blog!
ReplyDeleteI agree with everyone else that companies shouldn't just use social media because their competitors are using it or because it's 'free' because this can cause more harm than good.
And hahaha i listened to that song on the morning show this morning I thought it was really funny hehe :)