Question

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Share an example of a brand that you think uses social media marketing very effectively. What techniques do they use and what makes them so effective? Is it important for brands to listen to social media chatter? Why or why not? Can this “chatter” add value to your IMC program? If yes, describe how it adds value, and if no, explain why not.  

Answer 1

Royal Enfield is one such brand that uses social media platforms effectively. Royal Enfield has long been associated with the Macho Man and is for the affluent population.

Now, with the advent of social media, RE has caught the attention of middle class Millenials who can aspire to afford RE bikes.

Royal Enfield conducts ride based events such as RideMania, trek camps by mobilizing youth to take part in the event.

Further, It comes up with rewarding contests such as selfie contests during periods of festivals.

These types of customer engagements in the form of Short Film, Online Lucky draw contests, Timed daily posts,Blog (on Rider Experiences) and Infographics on Brand help customers relate to the brand. It helps customers keep coming to the social platforms to get to know more about the brand.

These campaigns that they drive are very effective in acquiring new customers who seem to resonate with the brand and also old,loyal customers do come on board to know more about their ever-evolving brand.

Yes, Brands do need to listen to social chatter. It needs to hear what people talk, how they react during it's lifecycle. Say, the company is launching the product, the brands need to look at comments to know the degree of positivity surrounding the launch. This type of analysis is called as "Sentiment Analysis" to gauge the perception of people towards Brand stories.

Yes, This chatter can add value to integrated marketing communication. For instance, a new campaign by a brand can create positive response from viewers that it has a ripple effect on people who are not a part of the group. So, When people talk about and share these innovative campaigns, the brand will likely get more subscribers and more impressions on it's page. In a sense, the advertising spend to inorganically acquire customers will come down. The chatter can be both positive or negative. Any chatter, good or bad, has the potential to increase or decrease the customer lifetime value (CLV). In other words, if chatter is ugly and brand's darker side is exposed,you will give up with the brand and the CLV will decrease and Vice-versa.

References: Royal Enfield social media handles