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That higher standard can now be found on the social web—aka web 2.0—where people create and share stories, videos, pictures and more, collectively called social media. This higher standard comes in the form of conversation about specific brands, products and services that can have a measurable impact—positive or negative—on sales. As leading brands are now discovering, the social web may just be the most important new tool they have when it comes to creating powerful, deep-seated relationships with customers and suppliers.
The use of the social web for business started as companies ranging from large enterprises like Tata to specialty products like Baron’s Beer took advantage of the highly targeted nature of social network-based advertising platforms. This was an important extension of the brands existing advertising programmes as it affirmed for many that social networks were a safe, valid complement to the programmes they already had in place.
The next big steps came as brands such as Red Bull, BMW, Aircell, and ESPN began creating specific social applications—software embedded in social networks that allowed members to participate directly with each other through the brand. Aircel’s voice messaging system—an extension of its own cellular service deployed through Facebook—showed how effective these types of campaigns could be. But, as we say in marketing, “Wait: There’s More!”
In addition to advertising and creating fun or useful diversions, brand managers now realise that the social web is an incredible customer service channel that can be used across the enterprise. Brands like Zappos and semiconductor firm Freescale make use of social media for human resources in attracting and retaining performers. Freescale offers videos of its engineers as they work so that prospective employees can see what Freescale is like. Zappos makes its ‘Culture’ book available, and offers guided tours of its headquarters, all of which end up being talked about in social networks.
In customer service, brands such as Kingfisher Air and the US-based cable and internet access firm Comcast are using Twitter as an additional communication channel with customers. Comcast’s Frank Eliason provides assistance to Comcast customers through @ComcastCares, helping with things like scheduling calls or facilitating basic troubleshooting. His works stands as testament to how a simple, well-executed presence on the social web can pay off. Kingfisher Air is now creating the same type of open, easy-to-use service channel for its customers at @FlyKingfisherAir.
What about less ‘talked about’ brands and products? Vornado—makers of sleek stand-alone room heaters—uses its @vornado Twitter presence to talk with people who mention any brand or type of space heater, inviting them to review not-yet-released Vornado designs. Dell and Starbucks have both implemented Salesforce.com’s ‘Ideas’ software-as-a service platform to create communities, which generate suggestions for product development. Dell revamped its customer support platform when it signed on with Lithium’s support-forum software, effectively turning problem resolution over to the people with the most knowledge about Dell’s products: its own customers.
In summary, the applications developing now on the social web are all about business and impact nearly all aspects of business. From human resources to customer service to product design, the social web and social media carry far beyond advertising, providing marketers and manufacturers with direct, participative access to customers inside the markets they serve.
Texas-based Dave Evans is the author of ‘Social Media Marketing: An Hour a Day’
