WaveMetrix recently released the sixth edition of their quarterly report, covering social media trends. Keyword this quarter? Creativity!
Brands profiled include HP, Axe, and Converse and the creative ways they’ve ellicited positive responses from fans using social media. Standout tactics include Hewlett-Packards use of Twitter hashtags, then printing the 2012 consumer wishes on balloons; Pairs of Converse boots in mystery locations with only Facebook posts as clues, and Axe’s outreach to fans in the creation process of an online graphic novel as promotion for a new spray.
With social media advances, it’s no longer a question of technology, but rather a question of creating conversation. WaveMetrix notes the importance of letting fans lead the discussion about your brand. Consumer 2 Consumer communication increased tenfold in Q3 through tactics of “Twitter Parties” and gaming apps.
WaveMetrix also reiterates the importance of targeting specific demographics. There’s an abundance of brands aiming their initiatives at very defined age and gender groups including Harvey Nichols, Dr Pepper and Diesel. Of course this approach has only been successful when agencies research and identify exactly what kinds of humor and intellects will hit home with their audiences. Jobs well done? Harvey Nichols “Walk of Shame” ad campaign didn’t alienate older audiences because it poked fun in a positive way at its younger demographic. Jobs not so well done? Dr. Pepper‘s “No Women Allowed” caused tension in both male and female audiences.
The quarterly trend report includes a lot of analysis of real-time Tweets. Marketers have found that there is a very small window of opportunity to leverage a lot of engagement during events like the Consumer Electronics Show or the X Factor finale. In order for consumers to be interested and active, the goals of the conversation need to be consistent.
Takeaways for Q3: Consistency, Content, Creativity. Let’s see what the relationship between these three entails in Q1. Download the full report for more information.
Related articles
- Wave: social media quarterly – using social media more creatively to engage consumers (wave.wavemetrix.com)
- Social media campaigns (buzzbooster.com)
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- Kiva uses Facebook and other online channels to help the world’s working poor move towards economic independence (wave.wavemetrix.com)
- Harvey Nichols: Walk of Shame (cakeheadlovesevil.wordpress.com)
