Consumer Insight - August 2013

Communication & Information Sharing

august 2013 brand packaging consumer insight

 

WHAT IS IT?

It will come as no surprise to you that we’re in an age where people are glued to their devices. They tell friends, friends of friends, and complete strangers everything that goes on in their lives. Why just eat a burger when you can Instagram it as well — or even better, make a Vine video of you biting into it?

WHO DOES IT

Mommy bloggers, celebrity tweeters, YouTube gurus, your dad on Facebook: All these and more will readily give opinions about brands and products.

WHY IT MATTERS

Consumers on social media can be a brand’s best advocate. Or, its worst nightmare: the United Breaks Guitars clip, anyone? Social media is a powerful tool for brands to generate and measure buzz, and the result is a wealth of online consumer conversations.

 
 

What Brands Can Do!

> Give consumers something to talk about. Use social media channels to provide the transparency and credibility about your brand that they seek.
  • Reward audiences with coupons.
  • Create boards or forums to answer questions or provide information about products. 
  • Answer complaints and address issues quickly. 
When Microsoft ran the “Smoked by Windows Phone” campaign, one unhappy participant took to his personal blog after he felt cheated out of a laptop prize when his phone beat the Windows Phone in a speed challenge. The blog post spread across social media, from social news website reddit to technology website Engadget. After learning of the controversy, Microsoft’s Ben the PC Guy reached out to the blogger via Twitter letting him know a laptop, phone and apology were waiting for him at the store. Microsoft’s involvement on social media helped remedy the situation.
 

Research provided by Mintel.
Mintel is a leading global supplier of consumer, product and media intelligence. For 40 years, Mintel has provided insight into key worldwide trends, offering exclusive data and analyses that directly impacts client success. Contact Mintel at info@mintel.com or 312-932-0400. www.mintel.com.
 

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