Brand management, consumer communities, social networks, case study, Starbucks, Burger King, digital marketing strategy, communication, YouTube, Facebook, Instagram, Twitter
With the emergence of the Internet, any business wishing to retain consumers and increase brand awareness must have an excellent digital marketing strategy. For this, brands generally turn to social networks that allow them to create a community of loyal and engaged consumers while having a strong relationship with the members of this community. However, it is important to be able to choose the most relevant social networks since many brands are drowning among the variety of existing platforms. It should be noted that more than 60% of Internet users connect to a social network on a daily basis, and this is an opportunity not to be missed, mainly for brands that want to make themselves audible.
[...] Overall, thanks to social media, the brand has been able to create a strong and effective fan community on Instagram, Facebook and Twitter. It is a means used by Burger King to interact directly with its community while having quality content and a high engagement rate. Conclusion Building the loyalty of its community on social networks and making its presence known to require a significant investment in terms of time for brands that want to be effective. It is true that some of them generally use community managers who are responsible for managing their community as well as all the tasks related to customer interaction and engagement on social networks. [...]
[...] The same goes for Sephora, which launched the Beauty Talk site to create discussions about makeup and beauty. To achieve this, brands must be able to accept some setbacks for the benefit of customers. To properly involve its community, a brand must: Be present at events related to its activities: indeed, it is important for a brand to interact and communicate with its community through the events in which its fans are present. The objective is to inform its consumers of all the initiatives organized by the brand concerned and all the events in which it participates. [...]
[...] This is a huge chance to grow their community as well as the number of loyal buyers. Also, it is a means that allows new business practices to emerge. Some prospects mainly use social networks to do their canvasing. In addition, it is important for companies to put in place an effective strategy to be able to reach the greatest number of Internet users. For example, they can just create a game on Facebook, which is a very common practice. [...]
[...] The idea is not to use social networks unnecessarily but to integrate them into a marketing strategy that will achieve specific goals. To attract potential customers and retain an already existing customer base on social media, companies must be creative and inventive because this is a necessary foundation. Since one of the main benefits of social media is interactivity, consumers can directly interact with brands through comments or messages or even react to a post. This is a unique feature that offers many opportunities for brands as they can gain insight into the success of their brand or products by reading consumer posts and comments. [...]
[...] For example, the "Burger King in your city" campaign which advised customers to move as close as possible to Burger King restaurants. Unlike some brands that have had to adapt to digital, Burger King has enough experience. The brand community is very committed to Burger King, that is why the brand remains indisputable. In 2015, to bring its consumers together on its various social media accounts, Burger King promoted its new product by posting photos of it on all of its social media pages, and this initiative began with a post on Facebook. [...]
APA Style reference
For your bibliographyOnline reading
with our online readerContent validated
by our reading committee
