Comments on: Why customers, and not social media, are your key to brand success http://simonmainwaring.com/consumers/why-customers-and-not-social-media-are-your-key-to-brand-success/ Simon Mainwaring is a branding consultant, advertising creative director, blogger and speaker. Thu, 02 Feb 2012 01:29:00 +0000 hourly 1 http://wordpress.org/?v=3.3 By: Are You Listening? « Innovativemediapr’s Blog http://simonmainwaring.com/consumers/why-customers-and-not-social-media-are-your-key-to-brand-success/comment-page-1/#comment-825 Are You Listening? « Innovativemediapr’s Blog Tue, 27 Jul 2010 15:21:49 +0000 http://simonmainwaring.com/?p=3103#comment-825 [...] personal questions via video. As I have said before, the future brand success will be determined by ‘the quality of listening’. In this case the personalized tweets by Old Spice not only showed the brand was listening but [...] [...] personal questions via video. As I have said before, the future brand success will be determined by ‘the quality of listening’. In this case the personalized tweets by Old Spice not only showed the brand was listening but [...]

]]> By: Simon Mainwaring http://simonmainwaring.com/consumers/why-customers-and-not-social-media-are-your-key-to-brand-success/comment-page-1/#comment-786 Simon Mainwaring Thu, 08 Jul 2010 12:26:04 +0000 http://simonmainwaring.com/?p=3103#comment-786 Thanks and wow. Doritos filled with porn. That's just - wrong. Though I'm not surprised you didn't get a response if they neglect their page anyway. It is weird the number of fans they have though sometimes brands structure offers and links in a way that force you to become a fan before you can participate. So maybe that's where they came from. Either way, they're really not leveraging facebook as they should. Thanks for the insights. Simon Thanks and wow. Doritos filled with porn. That's just – wrong. Though I'm not surprised you didn't get a response if they neglect their page anyway. It is weird the number of fans they have though sometimes brands structure offers and links in a way that force you to become a fan before you can participate. So maybe that's where they came from. Either way, they're really not leveraging facebook as they should. Thanks for the insights. Simon

]]> By: Simon Mainwaring http://simonmainwaring.com/consumers/why-customers-and-not-social-media-are-your-key-to-brand-success/comment-page-1/#comment-788 Simon Mainwaring Thu, 08 Jul 2010 12:21:37 +0000 http://simonmainwaring.com/?p=3103#comment-788 Thanks and I agree Davina. It's the patience often that brands need. I love what you said. Like is not loyalty. So true. Social media should be in the mix and patience and genuine interest in a relationship should be applied to all media. Thanks, Simon Thanks and I agree Davina. It's the patience often that brands need. I love what you said. Like is not loyalty. So true. Social media should be in the mix and patience and genuine interest in a relationship should be applied to all media. Thanks, Simon

]]> By: Howie at Sky Pulse Media http://simonmainwaring.com/consumers/why-customers-and-not-social-media-are-your-key-to-brand-success/comment-page-1/#comment-785 Howie at Sky Pulse Media Thu, 08 Jul 2010 05:05:10 +0000 http://simonmainwaring.com/?p=3103#comment-785 Simon very well said! I see too many companies and brands blinded by social. As Joseph Jaffe coins the new shiny object. I wrote Dorito's asking to advise them on Social Media because 1] They have 880K Fans on Facebook but the page is filled with Porn Links. 2] Almost no twitter presence. They do good with social off network on their own sites. So why have a fan page if its just going to get filled up with porn. Is that their stealth move to attract more 13-15 year olds to sell more Cool Ranch Doritos?<br><br>I got a canned response from Tina. They have vendors taking care of them. Uhm OK!<br><br>But doesn't having 880k Fans for a page you put up but did nothing to gain the fans or do anything with them show so much engagement potential that could be an extension of your brand? Its because people love Doritos that Social can be such an extension...they don't love them because they have a Fan Page! Simon very well said! I see too many companies and brands blinded by social. As Joseph Jaffe coins the new shiny object. I wrote Dorito's asking to advise them on Social Media because 1] They have 880K Fans on Facebook but the page is filled with Porn Links. 2] Almost no twitter presence. They do good with social off network on their own sites. So why have a fan page if its just going to get filled up with porn. Is that their stealth move to attract more 13-15 year olds to sell more Cool Ranch Doritos?

I got a canned response from Tina. They have vendors taking care of them. Uhm OK!

But doesn't having 880k Fans for a page you put up but did nothing to gain the fans or do anything with them show so much engagement potential that could be an extension of your brand? Its because people love Doritos that Social can be such an extension…they don't love them because they have a Fan Page!

]]> By: davinabrewer http://simonmainwaring.com/consumers/why-customers-and-not-social-media-are-your-key-to-brand-success/comment-page-1/#comment-787 davinabrewer Thu, 08 Jul 2010 01:27:33 +0000 http://simonmainwaring.com/?p=3103#comment-787 Simon, IMO Social media (and it's tools) are certainly NOT an end unto them selves. I agree that many brand struggle with this, are afraid to turn over "control" and trust the customers, or to really connect with their audiences in a human way. Building brand loyalty takes time, commitment and .. a better brand. People will champion Toyota or Apple because they like those products, therefore the brand. But when someone mistakes "like" with loyalty and advocacy, you see backlash like in the Nestle situation. The brand tried to control and micromanage social media, with counterproductive results. Social media campaigns are/should be part of an integrated marketing and communications mix, not the endgame. FWIW. Simon, IMO Social media (and it's tools) are certainly NOT an end unto them selves. I agree that many brand struggle with this, are afraid to turn over “control” and trust the customers, or to really connect with their audiences in a human way. Building brand loyalty takes time, commitment and .. a better brand. People will champion Toyota or Apple because they like those products, therefore the brand. But when someone mistakes “like” with loyalty and advocacy, you see backlash like in the Nestle situation. The brand tried to control and micromanage social media, with counterproductive results. Social media campaigns are/should be part of an integrated marketing and communications mix, not the endgame. FWIW.

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