Are companies starting to move beyond open social-network
Are companies starting to move beyond open social-network? Or is it just an additional route to market?
American has launched “BlackAtlas” – probably the first brand community in the airline industry. American conducted focus groups with African-American customers to help shape the creation of BlackAtlas
Procter & Gamble has created “Beinggirl“, an online community targeted at teenage girls where they can talk about puberty and feminine issues, all while the company is subtly promoting its deodorants, shaving creams and hygiene products.
Ford has launched “The Ford Story“, with built-in social networking capabilities and social media feeds through Flickr, Twitter, Facebook, YouTube, and more.
When you think of Ford, you might think “old American car company.” However Ford has become one of the leading big businesses in America using social media to connect directly with consumers. Ford is actually using all of these great new social media sites, and they’re using them well. Have a question about Ford or a Ford vehicle? Send them a quick tweet and they respond promptly with a detailed and helpful response.
Burberry’s raincoats, a 95-year-old fashion icon, remain Burberry’s best-selling item. Burberry has now taken there trench coats into socialmedia and introduced “Artofthetrench“. The web site will allow members connected via Facebook to submit images and stories about Burberry trench coats and share them with one other.
Burberry has updated its Facebook fan page with a nice introductory video that allows people to understand the campaign in a couple of minutes.
The move puts Burberry among a procession of retailers using social media like Facebook, Twitter and YouTube to get their brands in front of consumers and interact with them.
