In an article in USA Today June 1, 2009, Theresa Howard looks at the branded social media sites which advertisers are now creating. These sites serve as useful complements to mega social networking sites like Facebook.
They offer users sent by ads an environment where they can form user groups and have conversations about the brand. Some of these sites are on Facebook, some on Tweeter, and they link back to a corporate site.
According to Theresa Howard, “Volkswagen, Tropicana and marker brand Sharpie are pioneers in this area, with new social-networking sites that give people tools, blog capabilities and insider access to offers. Sharpie will introduce this week sharpieuncapped.com, a site at the center of a campaign about using the markers for self-expression. Print and TV ads will promote the site featuring a gallery of work by users, a drawing tool, 12 bloggers who talk about using Sharpie products and a how-to section. A gallery shows Sharpie’s 44 colors and ideas to dress up shoes, jeans or cards with the markers. The site features loyal fans showing what they do with Sharpies. Sally Grimes, Sharpie’s VP of global marketing, says: “It’s a new world out there with how you interact with consumers. It’s what consumers say about us that matters. It’s about being a part of that conversation and inspiring others.”
According to Howard, last month, VW launched blog TDI Truth & Dare (tditruthanddare.com), where people comment on and learn about VW’s clean diesel technology, and launched a Facebook group. The blog has received 35,000 unique visitors in three weeks, and the Facebook site already has 60,000 “friends.” “As it relates to social word of mouth and this new world order, it boils down to consumer control,” says Charlie Taylor, general manager of digital marketing and events for Volkswagen. “No longer are brands in control of the message.” He adds: “I don’t feel entitled as a brand to get too sales-y. We’re trying to create relationships and dialogues. We believe that consumers are the ones selling cars for us.”
Pepsi, Howard says, has a companywide social-media plan. Its Tropicana brand, has introduced The Juice, (www.blogher.com/thejuice), where women share tips on getting more out of life. “We allow open conversation in branded areas, and encourage dialogue good, bad or ugly,” says Bonin Bough, director of global social media. “Marketers are moving from impressions to building connections and from campaigns to conversations.”
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