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Social media marketing is prevalent in the media and consumer products industries. I find it valuable to research organizations that have embraced Web 2.0 concepts to figure out why and how their organization saw fit to experiment with this form of social marketing. As I have explained in previous posts, determining the value of social media requires an understanding of objectives and the role interactive customer engagement plays into the overall strategy. However, after researching the tools that companies have chosen to utilize, I can usually figure out if they put thought into a strategy, especially their goal of social media.
Skittles is a great case study for several reasons:
- Tackles legal issue up front - Legal disclaimers are used to absolve the candy provider of user-generated content that is found beyond the Skittles page. Visitors have to put in their birth date and agree to terms and conditions before they can continue.
- Use of social networking vehicles - After agreeing to the terms, readers are redirected to a Skittles page on Facebook. There are over 1 million fans and the page features commercials and discussion forums to engage readers. In addition, readers can also take part in conversations facilitated by a Skittles Twitter page. Last, photos and videos are available via Flickr and YouTube. This collage of social media/networking tools are all available on the Skittles.com website.
- The goal of brand awareness is apparent - Buying candy is an impulse buy. It does not require intense online scrutiny that purchasing a car requires. However, if the millions of people that engage with social networks stumble upon a blog or read a conversation that takes place on Twitter or Facebook, the more likely they are to engage with that vehicle. After visiting the Skittles site (after reading about it in a blog), the next time I went to the grocery store, it was top of mind and I bought a bag. You might do the same after reading my blog. Thus, the social marketing strategy for Skittles is brand awareness via viral marketing and online conversations.
Cheers,
Danni
Comments
I love Skittles :) Great Tasty info! Brand awareness takes time just as you said and yes just like the Skittles blog that keeps our mind in focus for the next time we are in need of a treat our brand that we create will take scrutiny and work but when we accomplish that we have success because people will remember us and our niche. They will pick us up for a taste and decide to try take on the rainbow :)
Well written. I would like to share it with my students at Everest College, Arlington, Texas. They are interested in online marketing and online careers. Best.
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Actually, the first thing I'll do after reading your blog isn't reach for a bag of skittles, but reach for a site that has "case studies" of actual worth. The skittles social media activity is old news now, and what's more is that your article adds no new insights or knowledge about the campaign at all.
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