Category: Social Media

Segment Your Brand Community Participants Part 1

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If you are a socially savvy brand, most likely you are already engaging your customers in some form of online community, either through your own branded online community such as Kraft Foods’ recipe exchange community, or through a third-party social media platform such as what Starbucks is doing on Twitter. In managing the participants in these communities, it can be very helpful to segment the participants so that you can identify the unique value of each participant and involve them accordingly. In this three-part series, I would like to discuss a four-segment scheme that you can implement in your online community. The origin of this four-segment scheme came from Professor Robert Kozinets’ early work on online communities. Although the original idea was published a while back in 1999, it is still a classic for managing communities today.

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Promoted Tweets in the Loyalty Landscape

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Starbucks Promoted Tweet

  
Yesterday, Twitter unveiled its new advertising platform Promoted Tweets. The picture above shows a Promoted Tweet from Starbucks when searching for the keyword “starbucks” on Twitter. I pulled information from The New York Times, Twitter’s blog, and Twitter COO Dick Costolo’s talk at Ad Age, and here are some details that have emerged about Promoted Tweets:

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Loyalty and Social Media Strategy

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In Social CRM, we are concerned with integrating social network and social media to enhance CRM practices and eventually increase customer loyalty. Here, I’d like to argue that the integration goes the other way too. In other words, while social media strategy can eventually affect customer loyalty, the design of social media strategy right now should take into consideration your company’s current customer loyalty situation.

To make my point, let’s first look at the edge a company with lots of loyal customers (what I call a high loyalty-performer)  can have in today’s social web over a competitor without those loyal customers:

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