June 18, 2011 § Leave a comment
Summary of the Campaign:
Skinnygirl Margarita uses both Facebook and Twitter to promote the cocktail. The Twitter page “@skinnygirlmarg” has nearly 20,000 followers; however, the Facebook page “Skinny Girl Margarita” has only a little more than 700 likes. Although the cocktail’s Facebook page does not have very many likes, Bethenny Frankel’s official page (the creator of the drink) has over 500,000 likes. She uses her official page to promote the drink as well as other products of hers and her television show. The Skinnygirl Margarita Twitter page is generally used to promote both bottle signings and other Skinnygirl events. Some tweets also show photos and other various information about Bethenny and her as a product. The Skinny Girl Margarita Facebook page appears to be recently created, possibly around the beginning of this May and the Twitter page looks like it was created mid April with the first tweet on April 12th of this year. The Facebook page is used as a platform for Skinnygirl fans to talk to the brand; the posts by Skinnygirl do not appear to have a specific focus except promotion.
What issues are at stake for Skinnygirl Margarita?
By creating a Facebook and Twitter page Bethenny’s fans expect her to engage in conversations with them. They ask for retweets and ask questions about the brand as well as where it can be found. If these questions are not answered then her fans may feel as if she does not care about them, which in the end could result in declining support. (Engage, Brian Solis) On the Facebook page, I can see many questions posted on the wall that were not answered. There is a small amount of engagement, some posts were commented on; however, about 80% of the posts have no comments and unanswered questions. The Twitter page seems to engage its audience more than the Facebook page by retweeting positive comments about the brand. Another issue at stake could be transparency. Neither the Twitter nor the Facebook page discloses who manages the page, which could be a problem. People could be assuming that Bethenny manages the pages because she is the creator and face of the product and this may not be the case. (Tactical Transparency, Shel Holtz)
Pros and Cons of Skinnygirl Margarita’s decision:
The use of Twitter and Facebook is actively raising awareness of the brand. Most of the comments and conversation about the brand is positive, which could help to increase sales because people tend to believe other people’s testimonials before believing the brand.
It appears that the Skinnygirl Margarita twitter page has a recent focus, to let its fans know where Bethenny is for bottle signings and other events. However, this was not the main focus when the page was first created. Various information about Skinnygirl, Bethenny and her show were being posted. One of the main trends is retweets of fans who promote the cocktail. One of the issues at stake for the twitter page is that fans may be overwhelmed with all the different information about Bethenny, her TV show and her various other products. This can blur the line for what the page is actually promoting. Although the main focus is, of course, the margarita, cross promotion is done on the page. However, anyone else following Bethenny’s or any of her other pages knows that she cross promote her products through all of them therefore her fans may be use to it.
On the Skinnygirl Margarita Facebook page they are only engaging some of their customers. By only responding to some people the people who are not responded to may feel left out, which could result in declining support for her product. The Skinnygirl Margarita Facebook and Twitter pages are not being transparent with who manages the pages. There is no disclosure saying who is representing the brand on that page.
My recommendations to continue the campaign is to engage with their audience more. When someone posts a question on their Facebook wall answer it and when someone says something good about the brand like it. They also should disclose who is managing the pages in the about me sections. That way they are being both transparent and engaging, which in the long run will help the brand gain even more support.
June 18, 2011 § Leave a comment
Six years ago, Intuit, a tax preparation software company, created an interactive feedback community called Inner Circle. The site was created to engage their customers and provide a platform where they could give comments and feedback about products and services. In the beginning, Intuit asked its customers for feedback via the customer community program on TurboTax, which was basically an email. It was apparent there was a more effective way to get customer feedback; it took almost a year, but Intuit finally got The Inner Circle up and running. It featured a host of social channels for customers to interact with including a blog, user forums, an idea exchange center, and poll and survey questions. Intuit has many customers that are willing to give feedback on its products and services and they found an effective and interactive way to obtain the information. They listen and monitor the site making changes to their products and services as they see fit.
Issues at Stake for Intuit:
One of the issues at stake for Intuit is the amount of customer response they would have received. They could have put a lot of time and money into creating the site and then received little or no customer response and feedback. Luckily, this was not the case and they received a lot of customer feedback. However, an issue with receiving lot of customer feedback could be that there would be many negative responses. A site with mostly negative responses could give the impression that purchasing the products or services is a negative experience and could steer potential customers away from their products. However, Intuit used listening and monitoring to ensure that the site not only had negative but positive comments and concerns as well. They also made sure that any negative feedback that is posted is addressed properly to ensure the problems are solved and that they have happy customers.
Intuit used P.O.S.T. They found out how their customers (people) were using social media and created an objective, which was listening and monitoring customer feedback to improve their products and services. They then created a strategy to develop an interactive social media site dedicated to customer feedback to meet their objective, and used online technology to develop the site.
Pros and Cons of Intuits decision:
There were many positive aspects to Intuit’s campaign. They created a successful platform where customers felt comfortable sharing their feedback and it allowed Inuit to actively listen and monitor for customer feedback. For the campaign to be a success Intuit needs to do more than just listen to the suggestions, they need to implement the good ones. This is something they have begun doing. Intuit has taken 35 of the requests from their site and has implemented them within their products and services. They also share those changes and improvements with their customers via blog posts and webinar. They have created a balance that works for serving the needs of not only the external community but the internal company as well.
One of the negative aspects of the campaign was the claims that the member mix was not a true representative of the larger Turbo Tax customer base. Because the site allowed both external customers and internal company employees to give feedback on the site some customers believed that the majority of people participating were Intuit employees and not true customers. However, as the online community grew the claims slowly dwindled down, until there were no more complaints about the issue. Intuit has also created customer survey questions on the site to ensure they are reaching the right customers with the right information. This has also helped the issue.
My recommendation for revisiting the campaign:
The campaign itself was a success. The only recommendation I would have is to make sure they get their customers the information they need. Creating general information to address everyone is not a way to connect with its customers individually. They need to make sure they are addressing each of their customers concerns and that they are creating a personal and practical relationship with each of them.