Other social media

In addition to the social media and UGC already covered, there is a vast array of different social networks and channels out there.

These can provide more targeted channels to suit particular retailers with ecommerce solutions , e.g. LinkedIn for B2B retailers, and MySpace for youth orientated retailers.

Defintions

• LinkedIn – a niche social network geared towards professionals
• MySpace – a social network targeted at a younger demographic than Facebook. Now focuses very heavily on music
• YouTube – a video sharing site on which users can upload, share, view and comment on videos including video blogs and user generated video content
• iPhone apps - 3rd party software and applications available the Apple iPhone

Our findings

Only 6% of the retailers we assessed used any social media other than the networks already discussed. The other external social media channels used were YouTube, Flickr and iPhone Apps.

Star example: ASDA

www.youtube.com/user/savingyoumoneytv
www.marketingweek.co.uk/news/asda-launches-money-saving-youtube-tv/2064498.article

Asda’s ‘Saving You Money TV’ YouTube channel is a good example of a brand adding value to its customers using social media .

The popularity of YouTube and video in general is soaring on the internet and Asda uses this to good effect with a range of short films and video blogs that provide practical advice for consumers looking to save an extra bit of cash during the recession.

The videos themselves feature real people - e.g. Asda staff and customers - and are nicely geared towards their target consumer. There are a number of seasonal videos too which are likely to make them even more popular and relevant to viewers.





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