Marketing Association Amsterdam · Trends

Social media 101: A lesson from the master-brands

By: Kim van der Vliet

Since the origin of social media, companies have tried to incorporate these platforms into their marketing strategies. As the possibilities and options grew and grew, interaction became a key concept of these strategies. Nowadays, when everything and everyone is online, the trick is not really to BE on social media, but to STAND OUT. And some companies have proven to be amazing at doing exactly that. They use the interaction-functions of social media like Facebook or Twitter to their advantage when trying to connect to their public and fellow companies, and they do so in amazing ways.

Some genius examples

There are some companies that have clearly mastered the world of social media. Let’s look at some of these.

We all know the smart cars, right? The genius inventors of a mini-car have clearly also become geniuses when it comes to dealing with nasty costumers on Twitter. Take a look at this:

twitter smart afbeelding

But not only do brands interact with their customers on Facebook, they also interact with one another! You might even call it rivalry sometimes, as in the case of ‘Oreo VS. AMC Theatres’. Oreo – of course – being the amazing chocolate/vanilla/heavenly cookie, AMC Theatres being an American movie theatre chain. Check it out:

oreo1oreo2oreo3oreo4

This seriously just makes me want to be hired for the marketing of a brand and do exactly THIS all day long. That’s just amazing.

Now, I really REALLY want to give you another example of brands replying on each other’s posts, but this example is in Dutch. So I’ll put a hyperlink right HERE to show all you Dutch readers the way to one conversations that involves Heineken, Douwe Egberts, Lay’s, T-Mobile, Fiat, Eneco, NS, Nikon, Kwik-fit and Kia. I mean, wow. That’s a lot of brands. So check it out if you can, you won’t regret it!

Now a final example to show you that you don’t always have to have an original ‘conversation’ on social media to stand out. You can also stand out by posting incredibly weird and random stuff, as Skittles has shown to be very good at:

skittles1 skittles2 skittles3 skittles4 skittles5 skittles6

I just love these random posts. They don’t make ANY sense AT ALL, but that’s the beauty of it, isn’t it? And even though I’m kind of concerned for the well-being of this Skittles-Facebook-employee, I would really love to follow this brand on Facebook. How awesome would it be to see these completely random remarks in the midst of the tons and tons of selfies on your Facebook newsfeed. I’m sold.

The likeability-factor

I could go on and on about brands being hilarious on social media – believe me, there are sooo sooo many examples. But I just want to emphasize the big marketing-impact such posts can have for these brands. They create a likeability-factor that would be really hard to establish would it not be for social media. As it is with most marketing, social media-marketing is really all about standing out. Plus, it’s fun marketing! At least I think it is, it honestly puts a smile on my face when I read it.

So have you seen another example of brands being awesome on social media? Let me know and leave a comment! I would love to read/see it!

Sources:

http://digiday.com/brands/6-awesome-brand-responses-to-social-media-bullies/

http://www.prdaily.com/Main/Articles/NOT_COOL_COOKIE_AMC_Theatres_explains_its_now_famo_12814.aspx

http://www.buzzfeed.com/mattbellassai/what-the-hell-is-going-on-with-the-skittles-facebook-page#.csE7w7qdMd

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