Archive for the ‘Facebook’ Category

Greggs secret ingredient to building a stronger brand…

Thursday, March 1st, 2012

Greggs Bakery Marketing Strategy - Marketing CommunicationsGreggs the baker is a fantastic example of how effective communication between businesses and consumers can be achieved through the use of social media sites such as Facebook, and this has been the height of discussion in marketing news this week.  According to Marketing Week the brands CEO, Ken McMeikan started at Greggs in 2008 and wrote to the 20,000 customers that the business had on file to ask what they thought of the brand.  The response was surprisingly high with 11,000 responses in total! So what has changed for Greggs beyond the famous sausage roll retailer in the last four years…?

McMeikan now prefers to receive feedback via Facebook, checking the Greggs page four to six times a day.  The report shows how feedback from consumers has gained results.   Suggestions for changes have been addressed, and in many situations implemented, and a new range of food has been developed in-house, using Greggs’ own bakeries.

The new range reflects the feedback and suggestions left through Facebook which is great PR for Greggs.  This means consumers can see that the brand is taking their opinions seriously and are in turn prepared to trial new products and methods for delivering the products, whether this is to sit down in store or tapping into the coffee market.   Does their new marketing activity stop at Facebook though…?

Introducing the new Greggs App…!  This free phone device will allow customers to access product menus, nutritional information, and includes a flashy GPS shop finder that will assist customers in finding their nearest Greggs.  This is yet another move forward that promotes the brand as one that is evolving to meet the ever changing demands of the consumer; this new app will certainly put them on the coffee shop map along with major chains such as Starbucks and Costa.

For a full report on Greggs comprehensive marketing strategy click here

Customers can also view meal deals, discounts and useful information.

 

Facebook ‘Social Media’ or ‘Social Commerce’?

Wednesday, May 25th, 2011

In the context of social media, social commerce is defined as ‘e-commerce transactions’, this gives brands the opportunity to sell products and services through online social networking sites.  Is this a good idea and does this work for some industries and not so much for others…? This is questionable for music store HVM as they launch their Facebook Store.

Should social media and in particular, social networking sites be used as a selling platform?  A recent Marketing Week article expresses concern about using Facebook as a form of social commerce rather than using the networking site for what it was meant for, networking conversations around products.  With applications such as blogs, micro-blogs, social networking and media-sharing, there is too much happening under one heading – social media!  As a result of this there are concerns that HMV are wasting their time and distracting from where their real problems are.

It is important to remember that HMV have been very cautious when launching their Facebook Store…according to a research study the brand is currently redirecting consumers to the website to purchase products so they can view the music they are passionate about on Facebook initially.   HMV are testing the water before completely committing to Facebook as an online shop.  Does this work for some industries and not for others, will this work for academic publishing for example?

The Burger King Facebook viral campaignfeatured in Marketing Communications: A Brand Narrative Approach, is an example of what brands, in the past, are using Facebook for, media attention! Maybe this is as far as social media investment should go for many brands (see chapter 13, page 355 for case study).

ITV’s X Factor holds auditions on YouTube and Facebook….what next?

Tuesday, May 10th, 2011

Will the change to the audition process increase viewings for the show by attracting more people and encouraging more online engagement? –Marketing Week say YES…according to the recent report, auditions will take place initially on social media site, Facebook, and YouTube.   What about the traditionalists and the people who don’t actually know how to use these methods of communication…maybe this was deliberate?!

Britain’s Got Talent launched the same audition process back in March of this year, each contestant submitted a video on You Tube of their performance in the hope that they would be selected for a REAL audition! Apparently the show’s Hosts, Ant & Dec reported that this new method has uncovered some ‘hidden jewels’ in Britain.  You would think that this would reduce the time of the audition process, however this was not the case and this year’s auditions have in fact gone on for longer than ever before…!

Marketing Communications: A brand Narrative Approach describes the rationale behind using social networking sites like Facebook and the increasing number of businesses and consumers that are using new media as a form of communication, alongside traditional methods such as TV broadcasting (see Chapter 16 for more information).  It is interesting to see that even TV shows are using this.  Is new media really necessary for reality TV shows like X-Factor, or is it dragging out the show even more…?

Could the rationale behind this be to make it more difficult for certain potential entrants that may not be computer literate to enter the show, and to encourage more charismatic, maybe even slightly odd characters to audition for the show. Is this not a REALITY TV show?

Facebook or Twitter…?

Wednesday, May 4th, 2011

It seems businesses are not utilizing Twitter…recent stats show that only 25% of Twitter users follow a brand compared to 40% of Facebook users, a report from Marketing Week recommends that brands should do more on Twitter to offer their users an incentive for following them.  So why are businesses adopting strong Facebook marketing strategies and not making use of the benefits that Twitter has to offer…?

It is clear that Facebook and Twitter offer different benefits and that both have proven successes on marketing campaigns, however the success of a campaign is determined by the nature of the product.  Controversial coverage from yahoo news reports common questions posed by social network leaders such as;  “Are Facebook Likes social proof of anything other than mass opinion”.  Is Facebook therefore more suited to campaigns that are socially driven such as, special events?

An interesting case study on Burger Kings’s approach to campaigning on Facebook, The Burger King’s ‘Whopper Sacrifice’ can be found in Chapter 13 of Marketing Communications: A Brand Narrative Approach (page 355).  Surprisingly consumers sacrificed friends for burgers- hilarious report on what was a really successful, however short term marketing strategy for Burger King, what next!

Apparently if you want to get feedback from your customers, use Twitter. Only one in ten of users tend to update their Facebook status each day, the majority of Twitter users tweet daily, and throughout the day. It is clear that both sites have benefits that are useful for businesses in different ways and that is important that marketing embrace these opportunities. –Even the royal family are embracing the new digital age…!