In Week 7, we watched and discussed McDonald’s Canada’s “Our Food Your Questions” program. Prof @qkyujinshim taught us about how messages should be self-serving, transparent radically and be real-time relevant. This reminded me of a similar campaign done by McDonald’s Singapore through brand journalism in making their fast food hipster/restaurant worthy.
This video taps on the zero moment of truth as many viewers have already eaten McDonald’s multiple times and the imaginative possibility of constructing their own or following the ‘hacks’ would impact their decision making process when they are choosing between fast food or are looking for an enjoyable experience.
Here’s a similar campaign to the one by McDonald’s Canada, done in Singapore:
In class, we watched an IKEA ad to show the differences between traditional media and digital media. I felt that it was interesting and inspiring for IKEA to make their “makeover ideas” video with elements of traditional media seen in how it builds the brand image.
IKEA subtly communicates that it is a progressive company through treating the gay and african-american couple as any other family unit and couple. This will be received well by customers who are sensitive to such social issues and build more brand affinity as they will see IKEA as a representative of their beliefs and values.
I am writing this blog post to summarise our group’s project. We are doing an academic research, and the research question we are curious to study is how one’s perception of Tinder influences others.
Our research is inspired by our curiosity regarding the fall from grace of Tinder – how it used to be the onling dating app, to it now being often seen as a “hookup app”. In our knowledge, bad news certainly does spread fast, and social media plays a huge role in it.
Having said that, we would like to examine three hypotheses:
- Tinder has negative reputation among local university students.
- Tinder-users from local universities are influenced by other local university students’ perception of Tinder.
- Local university students prefer other dating applications compared to Tinder.
Hypotheses #1 and #2 are designed to answer the research question on how one’s perception of Tinder influences others, while Hypothesis #3 serves as a check on whether our conclusions derived are true.
Based on surveys conducted, we learnt that Tinder is negatively perceived amongst local university students, being associated as a ‘hookup app’. Additionally, from our survey results and focus group interviews, we also found that local university students are particularly concerned about their peer’s perception of Tinder. Further, such concerns have led to a decreased confidence, and use of Tinder amongst local university students. Finally, our research also discusses the limitations of our findings and potential areas for future research.
After having read the ROI article, I have the following insights to share.
Traditionally, tracking studies and surveys are ways to track brand awareness. However, there are different ways to track brand awareness online.
In social media, a company gains increased exposure if placed in highly relevant contexts, every time a person uses an application designed by the company or about the company.
An example quoted is that of Starbucks when they ran an ad promoting a free coffee giveaway on the “Saturday Night Live” show as well as on YouTube just days before Election Day 2008. This caused a huge increase in brand exposure due to the vast number of Twitter mentions of Starbucks. If placed properly, increased exposures cause customers’ minds to enhance and strengthen associations of the brand.
what’s the need for this approach?
Employing this supposedly “radical” approach makes the task of creating integrated marketing campaigns less daunting and more closely tied to online consumer behavior. Starting with consumer motivations i.e. consumer investments helps dismiss the assumption that applications are disparate when in actuality they are quite similar if the underlying motivations for use are the same.
Hence, the objectives to be achieved and the tools with their associated metrics need to be correctly identified in order to achieve them.
- Raging Cow: In 2003, the company sparked outrage over its campaign in which the company bribed a group of teenagers and some youngsters to post favorable reviews and spread positive word-of-mouth news about its new flavored milk drink. They did not disclose that they had bribed these bloggers and their blogs seemingly appeared impartial and unaffiliated with the company or the drink, apart from a few obviously obligatory links to the Raging Cow site. This caused a group of suspicious bloggers to investigate further and thus uncovered that the company was indeed behind these veiled references due to the bribes of gift certificates, product samples, T-shirts, etc.
Thus, the marketing campaign found itself under fire and the product was subsequently boycotted ultimately resulting in the disappearance of the product from the market.
What is to be noted from the above case studies is that zero activity or response is not the worst course of action from social media campaigning. If not handled properly, they can negatively impact brand name for years to come as social media experiments that go embarrassingly wrong can still live on as the brand’s legacy and is just a “search” button away even if well covered up, in this age of technology.
What the above listed companies’ managers did not take into careful consideration was that “rules of engagement” and dynamics of interaction in the social media world are quite different from that of traditional marketing.