‘I shop at Waitrose because… I don’t like being surrounded by poor people’: Internet jokers hijack ‘posh people’s supermarket’ Twitter stunt
Internet Lesson 1.01: Once it’s out there – you can’t take it back!
Whilst Waitrose would sooner like to forget this PR disaster the memory lives on thanks to the ‘www’ and although this campaign took place in September it still has viral traction! Last week I received one of those email ‘forwards’ from a friend and this was the joke being passed around – this one’s got a good shelf life!
In September The Daily Mail published the latest social media casualty: the Waitrose twitter (failed) campaign on why people shopped there. It was a PR disaster! Waitrose trying to shed its reputation for being just for the rich were doing a good job reinforcing the message; the ‘Waitrose Esssentials’ range and even their brand match campaign ‘Our prices on branded grocery products are now identical to Tesco’s’. The twitter campaign was intended to get ‘regular’ shoppers to tweet the reasons they shop at Waitrose, however the campaign got hijacked with the majority of tweets reinforcing the posh positioning! It’s worth reading the full article but here are few of the ‘unexpected responses’ :
- ‘I shop at Waitrose because Clarrisa’s pony just WILL NOT eat ASDA Value straw,’ one said
- Another said: ‘I shop at Waitrose because the toilet paper is made from 24ct gold thread’
- ‘ASDA peacock feed isn’t as nice’ was anothers response
So whilst this has been dissected many times over, it worth highlighting a few lessons on social reputation management that we can learn from this;
1. Be clear on the objective
Be clear about what you want to achieve and set your goals accordingly. The open question Waitrose asked left them open to ridicule. With a medium like twitter there are a number of free ‘buzz tools’ available that help you understand and gauge sentiment. Let the data drive the decisions! If you analyse the sentiment you’ll get a wealth of information what your customers are talking about. Develop realistic goals for example, monthly campaigns talking about the key sentiments for that particular period. No-one likes pushy sales messages!
2. The customer is king!
With social media the customers often have a greater share of voice than the brand – you don’t make the rules! Social Media is about dialogue; engaging with your customers . You’re invited to their party not the other way around. Find the ‘pollinators’- opinion leaders and influencers. These are your brand ambassadors that influence your target audience. Find effective ways to spread the message through these channels to the multiple existing social communities. These numerous (actually in their millions) communities represent your earned media, and using these communities managers to socialise your brand is highly effective.
3. Have a Social Policy
This doesn’t have to be complicated. When you send out a press release it’s standard that you know within your company who will be fronting the press calls. Just because twitter does not require the same process to sending out a press release doesn’t mean there shouldn’t be measures in place that help employees understand the social media ‘rules of engagement’. For example, what they can tweet about, tone of voice, impact of personal handles (twitter account), chain of command for when it goes ‘pear-shaped’ etc. Everyone within the business should be encouraged to be a SM champion from the CE, to the development team, client services etc. It’s less about control but more about putting guidelines and best practice in place.
Nothing is fool proof, so ensure that you have a fall back plan for crisis management – particularly who is the ‘go-to-person’ and how to approach the negative sentiment. It also goes without saying, measure everything! If you’re consistent in measuring the results you’ll soon figure what works best.
In conclusion, whilst everyone is busy with year-end results, consider your 2013 targets. Have you got a 2013 social media plan for your own, earned and paid media?
I’d like to think that my little cousin is ecstatic about me visiting because he loves me to bits but I think the reality is he loves my iPad more!! I’m really in trouble when his 3 year old brother get his hands on it or worse still my phone!! This is the reality of ‘digital kids’. They’re growing up with the benchmark of tablet functionality so pretty much expect nothing less. So what will their technology expectations be when they drive their first car?
According to Intel’s Staci Palmer, by 2013 the car is predicted to be the third most connected place people spend time and by 2016 there will another crucial factor in the purchase decision: how connected is my car! Because of this, in The Telegraph’s article The connected car: coming to your street soon it’s reported Intel has invested $100m over the next three to five years to act as a catalyst for innovation and to build relationships with manufacturers.
As we know technology is reshaping the way we research, engage, connect and purchase. The question is will the gap increase between the digital experience manufacturers and dealers offer and what customers expect? It’s one thing looking ahead to what todays one year old will expect (and rightly so), but at the moment so many fall short of even the basics in providing todays customer with an optimised multi-device and location experience. In the UK its reported that 70% of businesses are not mobile optimised – shocking! According to IAB research, if your mobile site hasn’t loaded within 3 seconds your customer has gone to a competitor! It’s becoming more important that the online showroom experience is more consistent with the offline bricks-and-mortar showroom experience. Are you turning away potential customers online?
When it comes to twitter followers I believe its more a case of quality than quantity! It’s one thing buying qualified leads and quite another buying followers. What’s the value of buying (more) followers? What will you do with them? I’m a firm believer of keeping it simple starting with your objective – create value. If you can be part of the story, provide thought leadership and interesting content people will listen, and more importantly engage – clicks, conversation or comments. In some cases it does result in new business – but it starts by adding value.
I like the way Chris Brogan puts it “The challenge is to get more active and clicking numbers, the kind of people who take the plunge when you mention something is happening”
In his post Get more twitter followersChris has some valuable Do’s and Don’ts – hopefully the Do’s won’t be too much of a surprise! I love 3 of his Don’ts, or as he puts it, ‘Things you might do less or not at all’
- Never once mention (or think about, or worry about) your Klout score.
- Never once think much about following “influencers.” Follow people who seem interesting.
- Don’t worry about retweeting the big guys. They have plenty of exposure already.
His blog is well worth a read, and could save you some unnecessary budget spend, time and resource!
Photograph Credits to Nancie J Wight
In a word YES! But as with everything the way you go about it impacts your results. Personally speaking over the last few months as a result of the social web I have developed at least 2 strong business partnerships, build(ing) a brand reputation and secured several qualified business leads resulting in signed contracts! I did not spam my followers and connections with overt sales messages, but rather shared newsworthy content to specific audiences across different social networks.
From my experience in business, people buy from people. Why? Trust, rapport and specialist knowledge – the rest will follow. It’s worth bearing in mind that ‘word-of-mouth’ applies to both good and bad service, and if they have a bad experience they won’t just the traditional 9 people anymore, it’s countless numbers through the web. The social web has great impact for brands, both positive and negative. In my article How ‘Pollinators’ change the marketing equation for Land Rover you see how an automotive brand targets their influencer audiences online resulting in highly effective reach, engagement and sales leads. Brands that identify the various social communities and interest groups with their influencer audience, can generate measurable results using proven social platforms to reach this audience.
My personal view is that there’s a lot of confusion in the market place about social media. In these challenging economic times, businesses have to prove ROI on their investments and marketing is no exception. Social Media can definitely deliver an ROI for your business but to do so requires a well thought out strategy, which includes resource (time, budget, people) allocation. Consider the basics:
- how are your owned channels performing; engagement rate, discussion, interaction with and between fans and followers
- which social networks and platforms do your customers connect on
- what is the most effective way of engaging with existing customers and prospecting for the new ones through paid media
- measure, monitor and manage activities
The more effectively brands develop and manage their paid media, the better the results with their earned and owned media.
How are you defining your social media strategy and measuring results?
This video with an array of panelists includes Land Rover’s Communication Manager Ken Bracht. Ken highlights the importance of luxury automotive brands reaching niche audiences through targeted marketing and why it is important to target these pollinators as part of their core media plan. These “hyper influentials” not only become effective brand evanglists but are first in line for big-ticket items. In the study 68% of Pollinators indicated purchase intent for luxury cars.
Technology is ubiquitous allowing marketers to effectively and effeciently reach their audience. Brands need to be exploring ways to reach influencer audiences in social communities to improve engagement, brand awareness and lower cost per lead. You can see how effective and measurable this channel can be for new vehicle launches.
Over the recent Christmas break I was keen to find some new Portuguese restaurants in the South West, so naturally I resorted to social media for my research. In less than an hour I had several tweets with recommendations and a quick search online showed they all had great customer reviews. Result: the restaurant made some new patrons through social word of mouth!
The process is no different for high risk purchases. Mashable recently published an article with data from M Booth and Beyond, high recommmenders, those that make purchase less frequently, purchases more expense and/or research requires more time and effort in the research, are 3 times more likely to recommend a product.
Data from M Booth and Beyond survey show top online channels that influence purchase decisions across various sectors. 44% of car buyers use car forums for their research. The top influencing channels for car buyers are branded websites, search results and online advertisements.
With this insight and knowledge of how the social consumer is influenced in their purchase decisions Automotive Dealerships and manufacturers should be investing in the following channel to increase their traffic and leads;
- web and mobile search optimisation
- monitoring what customers, influencers and opinion leaders are saying about vehicle performance
- Dealer websites provide customers with a consistent manufacturer brand experience