*** This post is actually an assignment I did for Specialist Public Relations. It is quite different from my usual posts. But will be beneficial to those who have their own brand, or work in PR or marketing for a brand. Part two will be uploaded next week.
Turning Engagement into Action
“Public Relations professionals must realize that the ‘communication-cycle’- the way information originates, spreads and influences has forever changed. We PR people no longer ‘own’ our corporate messages- assuming we ever did of course. But this ownership shift has created a new, even more vital role for the communications pro.”- Sarah Evans, Sevans Strategy
We all know that the rise of social networking sites killed traditional news media. We know that with Web 2.0 we can get information out to an extreme horizon of audiences instantly. We know that social media has more benefits for fashion and beauty brands than any other platform. We know that Web 2.0 is one of the best things that has happened for brands.
Turning ‘likes’ into dollars is especially hard to achieve, and even more so to measure. Just because you have a large fan base, does not necessarily mean your sales are successful. Posts on social networks do not DRIVE consumers to physical, nor virtual stores. Brands are continuing to get it wrong, using social media just to advertise their products, rather than engaging their audience in the conversation and creating a true dialogue.
Lancome however, is getting it right. They’re soon to launch Elite Rewards program, is an effective PR strategy and interactive marketing campaign, inviting users to interact with the brand digitally. With the incentive to earn points, which can be used to purchase more products, users participate in a viral community, where they earn points by hash-tagging ‘selfies’ wearing products, watching makeup-tutorials on www.lancome.com or checking-in at an event or store-counter, and essentially acting as brand advocates. This strategy effectively motivates customers to be loyal to the brand. Therefore more purchases. Win.
Check out this analysis of Victoria’s Secret’s new campaign. What is good/ bad about this one? What other brands do you know that use effective social media campaigns to engage with audiences? Who is getting it wrong?
I'd love to hear your responses/ if you have any questions contact me :)
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