The good old days: when chewing gum needed an OK from four out of five dentists, and movies were only worth watching if they got two very acclaimed thumbs up.
The good old days: when chewing gum needed an OK from four out of five dentists, and movies were only worth watching if they got two very acclaimed thumbs up. Now, thanks to the internet, we’re all critics (cue evil villain cackle), and our online conversations are extremely valuable to brands who can use that input to guide their decision making.
At Revolution Digital, we use this data for everything from defining audiences to informing client product innovations, but there are lots of ways that brands are advancing and enhancing their offerings to give the people what they want. Here’s how brands and agencies like ours are turning social media chit-chat into cha-ching:
Advising Product Innovation
Wendy’s takes their burgers—and their fans—seriously. And after one man’s tweet suggested that the chain make a “S’awesome Sauce Burger,” Wendy’s delivered. A new commercial and new burger, The S’Awesome Bacon Classic, were made just for him (and everybody else). The spot credits his tweet for inspiration, declaring “good things come to those who tweet.” Indeed.
Proving Product Success
Before Lego set out to create Lego Forma toys, an adult version of their famous mechanical models, they needed to make sure their new idea would resonate with consumers. So, they went directly to the source and set up a crowdfunding page to see if fans were actually willing to pay—not just say they were. They far exceeded their funding goals AND gleaned valuable insights form their target demo for future ideas.
Guiding Content Design
This summer (sigh, bring us back), Instagram launched their latest Stories feature: the question sticker. Once it launched, womenswear retailer Aritzia saw a unique opportunity to engage fans beyond just asking questions, by tailoring content specifically around answers they received from consumers. They leveraged the feature to ask fans what their weekend plans were, then shared those answers along with curated, shoppable outfits for each occasion to inspire purchase.
Providing Marketing Input
Why just chat with fans when you can create an empire around them? Back in 2014, Emily Weiss, founder and CEO of beauty site Into the Gloss, built Glossier cosmetics completely around social media input. Before launching the line, Weiss created an Instagram account, where she leaned on fans to help her make branding decisions from package design to logo selection. Today, Glossier is worth over $34 million. We’d say her strategy worked.
It’s a new dawn, it’s a new day, it’s a new bagel emoji. After generating negative headlines for their “sad looking” bagel emoji, Apple finally caved to a social media outcry for a more realistic-looking likeness. Philadelphia cream cheese brand soon jumped in with a Twitter poll and Change.org petition to also give the new emoji a cream cheese spread, which it now has.
With social media usage on the rise in the U.S., brands are finally figuring out how to make the most out of fan chatter to create more in-demand experiences and offerings. But in a sea of comments and reviews, it can be hard to know where to start. At Rev-D, we use social listening insights and landscape analysis to hone in on areas of interest and opportunity, helping our clients to thoughtfully approach decision-making. Our team of social media experts and strategists know exactly how to distinguish valuable consumer advice from everyday armchair critics, turning that useful feedback into something worthwhile.
Whether you’re interested in figuring out ways for your company or brand to make the most out of its active social media audience, or if you have a specific goal in mind and think social insights might help, so can we. Contact us at 973-539-2727 or email firstname.lastname@example.org!
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