Last week during our mini case presentation we showed you some examples that we think relate to the theory.
The first example relates to the Dutch railway company, NS. A student came up with a Facebook page called “De smoezen van de NS” (The excuses of the NS).
What is cool about this, is that it’s initiated by a “consumer” with bad experiences. Sharing the twitter messages about the NS managed to gain already more than 3,000 likes.
Another example we showed is that of a viral initiated by Heineken. The movie is very self-explanatory.
A term that we think combines the three articles is “social CRM.” Paul Greenberg, who is considered to be THE social CRM guru, defines it as follows:
Yesterday during our mini case presentation we discussed the power of word-of-mouth (WOM), one of the topics to be discussed in Thursday’s lecture. But as you can all imagine, influence differ among people and it is hard for companies to reach those that have a high influence to optimally use WOM.
In 2009 two guys started the company Klout to overcome this problem. Klout measures the influence of people online. As they state on their website: “our friendships and professional connections have moved online, making influence measurable for the first time in history. When you recommend, share, and create content you impact others. Your Klout score measures that influence on a scale of 1 to 100.”
We’ve recently been talking a lot about using social media to promote a brand. The UnME jeans case is just one example of the various discussions we had. Many of us think Facebook is a great way to promote a brand. Companies create their own Facebook page on which they interact directly with their customers who can “like” the page.
This is the way most companies do it, but Volvo decided to do things differently. Instead of liking Volvo, they decided to like you!
Around 10,000 love notes where distributed among Volvo drivers asking them to receive a personal tribute on Facebook. All that Volvo drivers will have to do is leave their license plate number and they will receive a personal tribute. This campaign is supported by an online film showing several Volvo drivers that got a personal tribute from Volvo (it’s in Dutch but you will get the ideal).
I think that this is a nice way to not only do things differently, but also gain some attention and honor your customers.
Here is a great example on how co-creation is used in the entertainment industry. This project is called the EntertainmentExperience where the audience is given the opportunity to make their own movie closely accompanied by acclaimed experts. The first three minutes of the script are given, but based on that the audience can create the remaining of the movie. Every part of the creation of the movie is done by the audience: script writing, acting, editing, directing etc. If you lack the talent to contribute directly to the movie, you still have the possibility to be involved because the audience votes on what will be used in the end movie. Together they will create the first user generated movie.
Consumer Value Creation 