3:18PM October 3 2014
I don’t know about you, but I really love it when I come across a brand that is doing the community management thing really well. It just gives me that nice, warm, fuzzy feeling inside and I’m sure that isn’t just because I work in the industry – it applies to the general consumer too.
There are a few brands that spring to mind having gained a bit of social respect through their online banter. One memorable Twitter exchange (here) which started off as a bit of love between a consumer and Tesco Mobile, snowballed to include Yorkshire Tea, Jaffa Cakes, and Cadbury amongst others. The whole conversation got a resoundingly positive response with one follower actually saying “This wants me to instantly buy ALL of your products <3” That’s definitely worth a smiley face.
Another recent example (here) was demonstrated by Greggs when hackers replaced the logo on their Google profile with a spoof one saying, “providing s*** to scum for over 70 years”. Now that is not the sort of thing a community manager wants to wake up to in the morning! Greggs responded in good humour to people tweeting about the incident and also engaged in some fun chat with Google over a fix, thus transforming the situation from a crisis into something much more positive.
Ok, it might be hard to pinpoint exactly how many purchases will have been made off the back of this sort of activity but it definitely doesn’t hurt. This sort of social banter humanises the brand; showing that they don’t take themselves too seriously and can have a laugh with an unexpected turn of events. It also creates positive sentiment and an association with the brand which, in turn, makes the brand more accessible to the consumer, encourages engagement and makes the consumer more likely to consider the brand when making a purchasing decision.
There is one thing that’s even better for a brand than engaging social banter and that’s when consumers create content on behalf of the brand. We saw a nice example recently when looking after the Badger Ales social profiles at the time of the new iPhone launch. A consumer tweeted a picture of Badger’s Apple Wood cider saying “There’s a new apple product on the market, everyone should rush out and get it @Badgerales”. This demonstrates a genuine love for the brand and shows that the brand is front of mind, even when considering marketing communications from other brands about relatively unrelated products. And that is the sort of thing a community manager actually dreams about waking up to in the morning!
Head of Community Influencers