It’s Advertising Week XII in New York City, and thus far, the panels and discussions have been great. For those of you taking in the events from the office, we’ve assembled a list of the best quotes, links, and insights from attendees. Here’s a look at the best tweets on one of our favorite topics — The Customer Experience.
— Ogilvy & Mather (@Ogilvy) September 30, 2015
— mcgarrybowen (@mcgarrybowen) September 30, 2015
— Davis & Gilbert LLP (@dglaw) September 30, 2015
— Carryl Pierre (@CarrylPierre) September 30, 2015
Are you looking to delight your customers?
In today’s digital age, brand communities have swelled to large, fractured numbers of fans. These consumers — their customers — all have different needs, preferences, and motivations for participation in brand communities, and marketers are tasked with finding ways to engage them authentically and effectively.
Often, brand fans take that marketing to new heights, creating segments within brand communities that truly show their passion for a particular line of its products, or relation to the brand’s lifestyle. This is never more true than in the automotive industry. We combed through the wild, the witty, and even the weird. Here are here’s a look at five hashtags growing organically across social channels for the car brands that keep us all moving in style across the country.
This hashtag combines two of Americas favorite things, cars and dogs. Hard to see any way this one isn’t a smashing success, and the brand has recognized that and helped to encourage sharing on the tag. Take that top off the Wrangler, take Lucky off the leash, and Instagram the hell out of your next road trip.
The Mini Cooper has an enormous, passionate fan base that stands tall across its digital channels. Under the #MiniCooperWorld tag, these fans have congregated to show each exterior accent, interior ornament, ____ journey their cars take. But what sets these Mini advocates apart is their ability to organize and influence others. The Mini Cooper meetups are a sight to behold, and this hashtag is a great place for it to live.
One of America’s favorite muscle cars has a following automotive behemoth Ford should be as proud of. You truly get the sense that in these fans, Mustang owners intend to be lifelong customers, and that relationship should be held in the highest regard. With over 300,000 photos shared, you can spend an entire day sifting through decades of Mustang models, customizations, and fresh-off-the-lot instant classics.
If there are two things the internet loves, it’s photos and nostalgia. This hashtag has both. Take a walk down memory lane, and check out the collection of Volkswagen fans assembling on the #volkswagenbus tag. You’ll be hard pressed to find a happier bunch of brand advocates.
Littered with car collectors, restoration masterpieces, and aspirational wishes, there are few sexier hashtags than #porscheclassic. The brand’s recent dip into the electric car market only makes this community more important to the core of its business: passion and prestige.
#MinivanSwag: This one is a bonus. Just click.
WANT TO FIND THE MOST INFLUENTIAL PEOPLE SHARING CONTENT ABOUT YOUR BRAND?
Last week, we threw a party to celebrate the launch of Instagram capabilities within the Crowdly platform. Just when we thought we couldn’t be more excited about the launch, Instagram went ahead and made some monumental announcements on the same day. You could say they stole our thunder, but we’re actually pretty excited about it. We’ve been highly tuned in to the changes and thought it would be helpful to deliver them to you in a digestible way. Click here to read our full breakdown on Steamfeed, or read some of the highlights below!
- Ads are rolling out globally: Instagram initially launched with a limited set of US test partners earlier this year that were allowed access to buy ads.
- API is now open: This is more applicable to third party ad platforms and technologies, who can now integrate into that API to simplify the workflow for users to buy ads on Instagram.
- Formatting options: The biggest change for the end Instagram user is the new formats and types of ads to buy.
- You can now buy Instagram ads through Facebook.
Kudos to Dunkin’ for pulling off their own ‘Oreo’ moment of real time marketing during the recent Deflategate media circus. While the NFL season is just now kicking off, football fans, especially those of us in New England have been talking football for months. When Judge Berman overturned the NFL commissioner’s suspension of Superbowl MVP Tom Brady on September 3rd, it became front-page news well beyond New England, and armchair pundits everywhere took to social media with abandon to express their opinions.
Half an hour after the decision came down, one Dunkin’ Donuts in Maine changed its sign to read ‘JUDGE RICHARD BERMAN GETS FREE COFFEE FOR LIFE”, and a picture of that sign went completely viral. As of exactly a week later, a Google News search for “Berman”+”free coffee” returns 6,948 articles, including major outlets like The New York Times, US News and World Report, ESPN, and SI. That whopping number is still just the tip of the iceberg compared to all of the subsequent social sharing, personal Facebook posts, tweets, emails and texts between friends sharing the well branded picture.
Oreo is very clever, but by now overly ballyhooed ‘dunk in the dark’ tweet during the Superbowl blackout three years ago brought the potential of real time marketing to the fore for many large brands.
Any brand can try to force their messaging into a topic it doesn’t fit in and call it real time marketing, and many do (with mixed results), but there’s a reason why Dunkin’s went viral. It was authentic, and rooted in a story the brand has been telling about itself for a long while. In New England, it feels like Dunkin’s outnumber ATMs, around every corner, in every town. While they’re the largest coffee retailer in the world, they’re from New England and very much promote that hometown connection locally. The brand has long sponsored everything Patriots and most things Boston sports, with several key players as spokespeople. Importantly, this was an authentic, exuberant action at a single store level. It wasn’t clickbait or forced.
As that photo started gaining momentum, the brand had the discretion to not ‘co-opt’ their own moment, by plastering it into ads, or forcing it through their own channels. This allowed it to grow faster with that authentic, impromptu momentum, while not alienating a larger national audience of fans of teams regularly defeated by the Patriots.
Locally, they complemented it on their own channels with very heavy Patriots branding, including prompting fans to set Gronk’s voice as their Waze navigator (unconfirmed if he turns or just steers through everything) building to a larger reveal on Facebook that their New England perks members will get free coffee this season the day after a Patriots win.
Real time marketing is not about interjecting yourself into anywhere an audience has gathered, it’s about earning attention by the merit of what you have to say and the credibility you have to say it. It can be clever, funny, insightful, or inspiring, but you’ve got to pick your tone and your moment, and make sure it’s one your brand can uniquely and authentically contribute to.