Content Discovery Smackdown: Hootsuite vs. Buffer vs. KloutContent Marketing Minds: Ingredients of the Tastiest Content [Nutrition Label]From the Corn Field to the Digital Era: Content Marketing Starts with TrustContent Marketing: Is 2014 Really Shaping Up to Be the Year of Video?
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the Platform7 Website Tips to Attract More Shoppers to Your PagesHow eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
- Content Marketing
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
What These 3 Top Brands Can Teach You About Customer Engagement
Posted on January 21st 2014
People in the world have billions of brand-related conversations among each other every day. Companies pay attention to the dialogue surrounding their company and go great lengths to portray it in the best light possible. Marketers can influence what people say about a brand but no longer own the conversation entirely. Social media enabled companies to engage with customers and gave consumers a louder voice than ever before.
The smartest companies changed their approach on marketing vastly. Their focus is now on personalized interactions, delighting their audience, and understanding customers' unique challenges to make their lives better. This has brought about 'New Rules of Customer Engagement'.
In the cases below, these top brands really raise the bar for their competitors. Although their primary source for inspiration isn't social media, the brands' stories went viral and set an example for how 'content is so great that it can only be shared by others'.
1. Coca-Cola's 'Moment of Positivity' in Consumers' Lives
Similar to WestJet's Christmas Surprise, Coca-Cola came up with the perfect way for a brand to be 'on the way, not in the way' of people's lives. Coca-Cola always goes beyond their core product and finds a way to engage with their customers and tap into emotions to set themselves apart.
Denmark, the happiest country in the world whose flag also happens to share the colors of the classic Coca Cola logo, was the perfect setting to feature their newest episode in the notorious 'Share Happiness' campaign. The brand decided to make an interactive airport ad that dispenses flags because it's a common Danish tradition to greet arriving travelers by waving to them. The engaging gesture is the ideal way to bring a moment of positivity into people's lives and connect to them.
2. IKEA Brings Great Relevance To Your Home
IKEA is the perfect example of a company that's always hyper-relevant and creates compelling content for consumers to share with their friends and family. The brand's strategy demonstrates a great understanding of the everyday challenges that people face in their homes. IKEA delights their audience by creating great experiences.
IKEA's UK 'Make Small Spaces Big' campaign is an online video that took visitors on a 360-degree tour of a small flat filled with clever design ideas. With the average British home being 15 percent smaller than those in other European countries, IKEA explored the opportunities for space-saving and multifunctional furniture. Even though the campaign featured only in the UK and Ireland, it's pretty clear this type of interactive and engaging content is useful for anyone.
3. Dove's Brilliant Audience Insight
The Dove beauty brand is renowned for its controversial and 'out of the box' conversations about beauty and the impact it has on society. Or is it the other way round? Dove truly understands what women are all about and encourages them to be less critical of their appearances by acknowledging their true beauty.
Dove's Real Beauty Sketches is the most viral ad of all time and, therefore, needs no further explanation why its the perfect example of content that is so meaningful everyone wants to share it. Dove really dug deep this time! The self-esteem boosting message resonated with an amazingly huge audience.
This post originally appeared on the Engagor blog.