Instagram delivers a channel where users and businesses can interconnect openly, and it is an idyllic place for businesses to associate with their existing and prospective consumers. Numerous brands are now greatly expending this social media outlet to improve their digital marketing scheme by increasing their brands coverage.
Instagram is available on both Apple and android systems and it can be opened on standard Internet browsers too, making it easily accessible. Instagram helps organisations to increase the amount of social shoppers they receive, as images and 15 second video recommendations are shared it creates a buzz around a company. Organisations can portray themselves in a more current and approachable way which appeals to the viewer. Encouraging user-generated contents emboldens a more advanced relationship, and can be inspired with hash-tags.Social media has renovated the way that consumer behave online (Kaplan & Haenlein 2010). Users are gradually becoming more powerful and persuasive in regards to the organisations they are networking about (Muñiz & Schau 2007; Cova & Dalli 2009). Furthermore, their digital exchanges are more influential on consumer behaviour than former types of promotion and marketing (e.g. Chiou & Cheng 2003; Villanueva et al. 2008). These social interactions have been referred to as ‘new forms of customer empowerment’ (Cova & Pace 2006)
via How could a consumer’s online brand related activities (COBRAs) on Instagram improve your tablet sectors brand reputation? | em262’s blog.
With development of the internet and Web 2.0 technologies, there is an increasingly large variety of online communities emerging.
So what are ‘online communities’?
Technically they involve the intensive use of electronic media for communication purposes, but in reality, the majority of us are involved in online communities on a day to day basis. Can you think of any examples of online communities that you are part of? I have recently become a devoted user of Trip Advisor, which allows me to share my ‘trip’ experiences (mainly holidays and restaurant reviews) with others all around the world; and that’s what it’s all about really, communicating and building relationships with others who share your interests, in a social context, and with the aid of internet technologies.
As a user of an online community, I don’t really acknowledge the technological aspects as in this modern age, electronics have become second nature; I can’t imagine life without it! Although the technological elements are obviously present and necessary, it is the social elements that are pivotal, hence why the success of online communities should be determined by social factors.
This was identified by Toral et al (2009) in their study which aimed to determine the most important antecedents for successful online communities. Although it may seem obvious that participation from the users is the key driver of the community, there’s actually a bit more to it than that.
The study concluded that the structure of the network is of the up most importance. By network structure I am referring to the difference between core members, active developers and peripheral developers, as each group have a different impact on the success of the online group.
via Learn how to improve the volume of engagement in your online community | Brigitta’s Blog ♥.
This blog post will analyse the strategic concept of using crowdsource marketing as a tool for co creation in a business to customer marketing platform. I will also analyse the advantage and disadvantage of using public participation in product development. As an example, I will also analyse the effectivity of Starbucks crowdsourcing blog campaign and how consumer interaction has influenced the brands strategic process.
via Crowdsourcing a co creation approach to business to customer marketing | mw226’s blog.