As technology has advanced so much in the last few years, making a program for B2C is easier to visualize. But this kind of programs still relies on a close understanding and relationship with consumers, which can be one of the biggest obstacles to brands trying to repeat other brands campaign success. Through Social Media a brand can generate an open interaction platform that relies on the collective intelligence of most passionate consumers to decide the strategy of the brand and the direction of future innovations. Brands should be looking to go beyond crowdsourcing by incorporating a large amount of community marketing and branding efforts into a bigger strategy. Look at this as a new opportunity to explore and connect with the brand’s passionate fans.
When it comes to social media and a brands connection with it’s audience, the most important thing is to not be afraid to put your brand out there. For your consumers is important to get to know the brand by being honest and transparent and engage in dialogue that results in mutual understanding and connection, as it is for you to hear what they have to say.
The idea is to move forward crowdsourcing to a different place where you can work hand-in-hand with your most loyal fans on all aspects of new product development. This kind of programs main idea is to harness the passion, interest and know-how of the product’s fans to collaborate and co-create products and campaigns that are owned and embraced by both the customers and the brand. Campaigns like this usually comprehend online communities like Facebook, Youtube or Vimeo, Twitter, and a variety of ways to vote and comment, allowing users to participate. But to generate full engagement with brand’s fans de development of a social network of it’s own is one of the greater solutions. It will allow your brand to integrate offline and online experiences, participate in a dialogue by creating a space for it to take part, customize experiences for each client, create a brand culture, study attitudes, perceptions and behavior; and educate brand evangelists and engaged customers.
Lucila.Campos@condiminds.com
