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3 Companies that Won Social Media in 2012

Dec 18

Written by:
12/18/2012 10:35 AM  RssIcon

I recently interviewed for a Social Media Community Manager position at a great company. As part of the process, I had to fill out a questionnaire. Here is one of the questions I answered.

"Name three companies that are blowing up social media and identify what their strategies are, and why they are successful. Is there anything they could do to improve?"


Yo-Plait

    Yo-plait, the yogurt company own by General Mills, switched from the impersonal push marketing approach to an authentic discussion method to connect people with the brand on Face book. They were broadcasting information rather then listening to what the customers were saying to them at first. After poor results, they hired a full time social media manager, who often posted pictures of her family and kids using the brand, to foster the conversations. The fans quickly identified with her creating a personal relationship as she started to build a dialogue connecting her with the fans. This caused the company to grow organically and faster then the previous method. She began to discuss what kinds of textures, flavors, and ingredients the people who use the brand and how things can get better. She also responded to the fans on the page providing excellent customer service.

    The company also reorganized the Face book page by adding organized content tabs for the fans. They put a tabs in place for pictures, fan tips from bloggers, and a brand motto tab that encouraged users to like the page. These changes provided a significant increase in content for engagement. The end result of these changes were 800k likes in a year as they celebrated their 1 millionth fan in the second year of the Face book page's existence.

    Too many companies make the mistakes that Yo-Plait made starting out. Social media is meant to be social. Too many companies are not listening and just broadcasting information. These changes gave them a huge increase in building the brand because the authenticity of having a real person to respond created a better relationship then having the same person respond behind the brand name. The organized content tabs also provided a better way to provide the content the people who eat the brand want to read and share on a regular basis.

     

     

    Blizzard Entertainment

      Blizzard Entertainment is doing a fantastic job with social media and community management. They have multiple departments active and engaging on social media. The community managers , customer service team, human resources and other key members are on social media to connect with fans on a consistent basis. Blizzard also host chats events with a wide variety of topics from lore, game play, pvp and other topics from their games at certain times of the year to cater to the diverse fan base. These key employees have to be mindful of everything they say. The staff has to be mindful of all communications even non-social media channels like their community forums can often go viral. Fan sites will pick up everything and share it on social media. Everyday they risk a potential public relations/community disaster if they do not craft the responses correctly to the members of the community. Sometimes sarcasm is used in responses to get the point across and sometimes it backfire. Its important to remember your dealing with people at all times when talking to the community.

      During their release of Mists of Pandaria, Blizzard used YouTube to stream the live broadcast of the release events in England, Germany, and Sweden at the same time. Prior to the event starting, they put up a custom page on YouTube that had a countdown clock to the release of the game that allowed users to sign in and talk with Blizzard Staff and fans using Google or Twitter. They also hosted another live broadcast and engaged with fans again for the US release hours later. This enabled World of Warcraft to trend world wide in social media.

      While Blizzard is a big company with a tremendous loyal fan base. They try to communicate with fans on social media as much as they can. They cannot respond to every inquiry but they do listen. It is important to realize that their success has these advantages and disadvantages. Keeping the fans involved and participating in events they cant attend in person is a big plus.

       

      Taco Bell

        Taco Bell is one of the leading brands in social media and specifically on Facebook. The Doritos Locos Taco campaign was a huge hit in social media this summer. They created an amazing content schedule where they had the fans participate in. Fans were flocking to Face book for a distraction each day as they posted a new items such as pictures , captions and other things to have a laugh on and comment on. Taco Bell was not afraid to make fun of themselves either as a form of self promotion increasing these results more.

        During the World Series, Taco Bell, a sponsor of MLB Baseball, had a campaign where fans were given a free taco on the Tuesday following the World Series after Giants outfield Angel Pagan stolen a base. They promoted the campaign on Twitter using the #freetaco. While this was a significant investment from Taco Bell, it was a great for public relations boosting its image further in Social Media. Not only would they connect with normal fans of Taco Bell. They will be introducing new people who do not regularly go there to sample the brand. On top of that, they understood the ramifications of Hurricane Sandy to the people along the coast of New Jersey and New York. They will be offering the free taco to them at a later date.

        I have also personally witnessed a personal response from Taco Bell on Social Media. I made a silly remark about Taco Bell on Twitter. I received a response from them. They are listening to their fans.

         

        Conclusion

        In all three of the above examples, the companies image is very important when they connect with fans. They want to be sure they are winning the war of social media by providing the best positive experiences around their brand. By building the brand awareness they are connecting with customers who are sharing the experiences with others to grow the relationships organically. These companies are not afraid to acknowledge missteps and make the corrections needed to build trust. Having an open and transparent connection with the audience goes a long way in building any brand anywhere.

        In the end, I did not get the position. They gracefully called me and told me I got 2nd place.

         

        In your opinion what are some of winners in social media for 2012?


        Copyright ©2012

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