MarketingCharts: SocNet Crowdsourcing Has Mixed Results
Through a special arrangement, presented here for discussion is a summary of a current article from MarketingCharts, a Watershed Publishing publication providing up-to-to-minute data and research to marketers.
While brands performing crowdsourcing (letting consumers take over a portion of your promotional activity) via social networks have experienced positive results, the practice can also backfire, according to a new report from WaveMetrix. Results from Q3 2011 Benefits and Limits of a Social Media Fanbase show that brands with an established fan base and brand image tend to get better results from social media crowdsourcing.
The report focuses on the efforts of three brands: Colgate, Nando’s, and Uniqlo.
Colgate Gets Smiles on Facebook
With its "Smile" campaign in summer 2011, Colgate used a dedicated Facebook page to encourage consumers to upload pictures of themselves smiling. The smiles were turned into large collage posters which were displayed in supermarkets and other point of sale locations. WaveMetrix analysis reveals that Colgate’s strategy also had a positive effect on purchase discussion, as users became 2.5 times more likely to discuss purchasing toothpaste as the campaign went on.
Moreover, the "Smile" campaign had a positive impact on brand image, as users identified Colgate with a sense of community and fun.
Nando’s Noise Needs Nourishing
In a less successful campaign from casual dining chain Nando’s, consumers were asked what noises they make when someone says the word "Nando’s" and invited them to upload video clips of their "Nando’s Noise" on the campaign website. U.S. comedian and beat-boxer, Reggie Watts, featured in the campaign launch ad, creating a series of "Nando’s Noises" which users could then mix with their own clips on the website.
Wavemetrix analysis reveals that the campaign’s humorous aspects generated the most interest and led consumers to talk positively about Nando’s products. However, some consumers criticized the campaign for not reflecting what Nando’s does, or commenting that they prefer a competing brand. This shows that crowdsourcing can leave a company with less control of how their brand is portrayed and exposed to criticism through competitor comparisons.
Uniqlo Gets Shoppers Talking
In addition to having several more traditional regional Facebook pages, Japanese clothing retailer Uniqlo has a "Worldwide fanpage," which has garnered close to a quarter of a million Likes. Described as "a page by Uniqlo fans for Uniqlo fans," the site fosters a community of "Uniqlovers," with both community managers and group members acting as evangelists for the brand.
WaveMetrix social media monitoring shows that the Uniqlo fanpage is successful at prompting consumers to talk positively about the brand, stores and products. Although half of the consumers who post discussion indicate that they are current Uniqlo shoppers, the other half of consumers are engaged by the social media content, but do not discuss Uniqlo.
- SocNet Crowdsourcing Has Mixed Results – Marketing Charts
- Q3, 2011: The benefits and limits of a social media fanbase – WaveMetrix
Discussion Questions: What do you think of the potential to engage consumers through crowdsourcing via social networks? What inherent risks do you see in the practice and how should they be managed?