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- Report
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Brand publishing and owning the customer experience
- 18/01/2010
Creative Commons, guillaume le moine (2009) ©Scope
In this age of information and social media, people want brands that provide them with more than just a product or a service.
GM, Chevrolet, Marriott, Carnival Cruise Line, Hertz, The Travel Channel and Direct TV are all using Twitter as part of their integrated communications. US airline JetBlue is using Twitter to inform travelers about gate changes and flight arrivals. Dell has over 25 Twitter feeds for everything from the environment to music, media chat and new or refurbished product offers, reaching followers in 12 countries. And they’re driving profits in some surprising areas - $800,000 of sales between May and December 2009 came from Brazil (1). Dell Outlet alone has over one million followers.
What’s interesting is that these fans, followers and viewers are actively seeking out information and connection with brands. They're not passive recipients (or active avoiders) of advertisements. They want to engage. A recent Razorfish study dubbed 2009 “the year of the fan”; 26% of consumers follow a brand on Twitter and nearly 40% had friended a brand on Facebook or MySpace (2).
However, this new world of personal messaging, or ‘outside-in’ brand making means brands are no longer in control. How can they truly benefit from social media conversations without compromising their identity? -
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