Getting Social Is Great for Your Business
July 25, 2011
By Willette Francis
This year's presenters from brands such as Dominos, Gap, Lowe's and VISA took the stage at the Association of National Advertiser's (ANA) Digital and Social Media conference to discuss how integrating social media programs into their marketing strategies drove increases in brand awareness and perception, customer loyalty and significant growth in market share and sales. These accomplishments are a testament that social media is here to stay.
Here are some takeaways from the conference that will inspire you to embrace social media as the new marketing frontier:
- Making connections online and in-person. Wheat Thins and Southern Comfort took the connections they made through their social networks to personally meet with their customers. Wheat Thins "Crunch is Calling" campaign visited selected members who tweeted about the brand and Southern Comfort (SC) reinforced their brands connection with New Orleans and Mardi Gras by handing out SC beads.
- Customers in control through social feedback. Dominos' Pizza Turnaround campaign accepted customer's critiques of their pizza recipe via their social networks and used these comments to improve their product, gain customers and offer better customer service when the product's delivered through Domino's online pizza tracker.
- Engagement through user-generated content. VISA got fans involved during their World Cup soccer sponsorship by giving passionate fans a chance express their love of the sport on Youtube.
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