Social Media & Brand Community

TBUS 310Professor Shankus

EvelynMarch 8, 2016

Group 3AHans Biteghet

Shih-Chi ChangMike Larson

Vera MoskvichThu Pham

Paige Remmel

Outline

• Brand Community

• Photo and Video Sharing

• Customer Inspired Development

• Customer Service Management

Brand CommunityDefinition Attributes

A specialized, non-geographically

bound community, based on a

structured set of social relations

among admirers of a brand

(Muniz, O’guinn, 2001)

• Loyalty• Respect• Trust• Problem solving• Shared interest• Shared responsibilities• Empower• Heard• Important

Photo & Video Sharing

McDonald’sGive A Hand/Family Togetherness

I’m Lovin’ it

• https://www.mcdonaldscommunity.com/en/login.aspx#

TousP4ris

TousP4ris

Fans Do Wonders

http://www.fansdowonders.com/fr/rs.com/fr/

Consumer Inspired Development

Starbucks• Founded in Seattle

WA in 1971

• 1987 - purchased by

H. Schultz

• In 2015 -- 22,519

stores in 66 countries

My Starbucks Idea• By 2013, there have been 150,000 ideas

submitted, of which 277 ideas were implemented.• Some outstanding ideas:

o Free Wifio Happy birthday treato Splash stickso Mobile payment through drive thruso Happy hourso Now flavors (mocha coconut cappuccino, hazelnut macchiato,

pumpkin spice latte VIA, etc.)

Starbucks

https://www.youtube.com/watch?v=yN9_WT9l7xo&list=RDukFffDlitp4&index=3

http://youtube.com/v/GUF171v33Vg

Lay’s: Do Us A Flavor

• Lay’s introduced a new consumer development campaign in 2013. • People are encouraged to submit flavor ideas

online and vote for other flavors as well

Lay’s: Do Us A Flavor• 2014 had 14 million submissions• Brand awareness up 2%, Intent to buy up 1%• Demographic of people 18-34 saw increases to

6% and 4% respectively

Lay’s: Do Us A Flavor• Flavors were

different for different societies. • Canada had

much different voting results than United States

Lay’s: Do Us A Flavor• Of course, not

all submissions were legitimate...

Starbucks vs. Lay’s• Both companies engage customers and

implement their ideas• However, they are different in the extrinsic

rewardso Lay’s offers cash rewardo Starbucks offers no reward

Customer Service Management

Samsung:Customer support service • Company website • Live Chat• Social media platforms

Samsung Social media support team

• Established different sub-accounts for different countries and regional demographicso @SamsungMobile - 11.5M followers

• Typically replies within minuteso @SamsungMobile - 42.3M likes

• Smart Personal Online Trainingo Consumer can contact Samsung representative

• How-to videos structured by Samsung products’ lines.

Delta Airlines• @Delta vs. @DeltaAssist• Separate twitter for customer service requests• Competitors do not have separate Twitter to

manage customer serviceo Important to ensure timely responses

• “Leaving No Stone Unturned, No Cloud Un-Flown Through, and No Tweet Unanswered”

Delta Airlines• “Leaving No Stone Unturned, No Cloud Un-Flown

Through, and No Tweet Unanswered”• 41% response rate within 1 hr• Post campaign projections: 72% response rate

within 1 hr• 14 dedicated Delta representatives to manage

customer service tweets to @DeltaAssist

Samsung vs. Delta• Both companies use social media to provide

customer support and manage customer

complaints.

But each company has different approaches:

• Samsung combines different social media

platforms

• Delta uses Twitter as the main platform

Conclusion3 tactics to increase brand community through social media

o photo/video sharingo customer inspired developmento customer service management

Q & A