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.
Go to previous page
Go to next page