Tony
Truong
One of the most cost effective method of
advertising is through word of mouth. Now with the internet, we can take
this to a whole another level. Fan pages, like we see for celebrities, are made
for brands! Love your Starbucks drink so much? Hop on over to
StarbucksMelody.com and find out what others have to say!
Unlike Starbucks that has an
almost cult-like following, Folgers lacks the brand recognition on the digital
world. There are a few blogs and small fan pages but none of which even show up
in the first few pages of Google. However, Folgers has taken this into their
own hands by providing a combination of a online forum with recipes that allows
people to comment or build their own recipes on their official website. Folgers
also uses Facebook as a popular location to discuss new recipe ideas.
We
talked about how important word of mouth is to a brand but how does it play out
in the digital world? The key
players here are the influencers. For Starbucks, it is CNNEE (CCN en
Espanol), especially on Twitter. CNNEE generates the most influence for the
hashtag #Starbucks by far, even more so than Starbucks themselves.
With
Folgers, key influencers are Samantha (@HaveSippy), an award winning blogger
known for reviewing products. She has over 120k followers on Twitter and has
the second most influence on the #Folgers, behind Folgers Coffee themselves.
Starbucks
– 5941 Total Links (Top 3 below)
- · Encyclopedia style information about Starbucks including history, products, controversy, etc
- · Job benefits and perks for working at Starbucks
- · Customer service review of Starbucks
Folgers
– 352 Total Links (Top 3 below)
- · Review of various household items
- · Foreign analysis of Folgers Coffee SEO
- · Reviews of subscription boxes for everyday items
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