e-branding. By Inès PETIT

Nowadays, in the Web 2.0 era, where internet users' influence is increasing and platforms are multiplying, social medias have become essential in brands’ communication strategies. But communication on those spaces isn't that easy, as reputations are easily made and undone.

In 2016, 2,206 billion internet users are using social medias, and that means potential customers. Therefore, social medias' implication in the selling process can't be negleced, as every post is an opportunity for potential customers to convert. Consequently, brands have to catch internet users' interest, by using various marketing strategies, and bring them to the ultimate step: the acquisition of the product.

Nevertheless, the lack of interest of brands for classic medias isn't new. In 2010, Pepsi waived its TV advertisement spots during the Super Bowl, for the first time in 23 years, to invest the 20 million dollars it would have cost in a campaign on social medias : The Pepsi Refresh Project, the aim of which was to finance citizen projects.

The "campaign" principle is chosen by a lot of brands. For example, in 2015, Nike launched its largest Women’s campaign "Better For It", a motivational campaign, for women to empower themselves by doing sport. In this way, social medias allow brands to reinvent their link with customers and gain credibility and popularity.

Moreover, "cocreative" projects have become popular too. On social media brands ask customers their point of view on potential new products. In this way, Vitaminwater's consumers chose the new flavor of their new "Connect" water on their Facebook page. Starbucks, with its exchange space "My Starbucks Ideas", but also Ben & Jerry's and many more, developed new products this way. With this practice brands increase customers’ fidelity and their desire to be part of the brand's development.

In conclusion, social medias are a great way for brands to communicate with their customers, as it humanizes the brand. But a bad e-reputation can quickly be made, it's what happened when Greenpeace openly attacked Nestlé on Youtube, accusing it of contributing to illegal deforestation in Indonesia…

Links:

http://www.blogdumoderateur.com/chiffres-reseaux-sociaux/

http://www.e-marketing.fr/Marketing-Magazine/Article/Reseaux-sociaux-Les-marques-sous-influence-37558-1.htm

http://www.franceinfo.fr/emission/le-plus-france-info/2013-2014/reseaux-sociaux-comment-les-marques-nous-parlent-04-24-2014-08-45

Inès PETIT wants to get ahead in advertising.