If you're new to social media, you're late to the game. Social media is a source of constant marketing for brands big and small. Mom and pop shops like Semi Tropic Wines in Costa Mesa use Instagram to let locals know about pop-ups and collabs at their bar, or when a new wine is in stock. Global brands like Apple will use social media to hint that a new iPhone is about to drop. Companies big and small leverage social media to communicate with consumers and ultimately drive sales from the outreach.
But there are a few global brands that have really capitalized on the use of global social media marketing. This article dives into 3 brands in 3 separate industries and highlights their global social media marketing strategy.
A GoPro is a portable and durable action camera most commonly seen used by hyper-active adrenalin junkies. The small camera has an array of different mounts so a surfer can capture a photo mid wave, a rock climber can capture an action shot at the top of Half Dome. But what GoPro has been able to really succeed at is creating a social media community around their customer's shots. On platforms like YouTube, Facebook, Instagram or Vimeo, all it takes is a #GoPro or @GoPro and consumers have entered the GoPro universe of photographs from across the world. It has been defined as a “user-generated content campaign” (ideagoras.biz). When a friend of a friend see's a #GoPro photo on Facebook, that friend wants to buy a GoPro too before their next trip to Bali. What GoPro has been able to do is “advertise their products with their consumers rather than for their consumers” (ideagoras.biz).
GoPro has nearly “16.2 million Instagram followers, 2.23 million Twitter followers, and over 10.7 million Facebook followers, and a widely used hashtag #GoPro” (eclincher.com). Social media for GoPro is beyond marketing to their customers, but rather, building a community of their customers.
Nike is a Global Brand with both headquarters internationally in Germany and domestically in Portland, Oregon. Nike's big flex in social media marketing is the vast number of professional athletes seen wearing the “swoosh”. Some stats on Nike's social media following include “93.3 million Instagram followers, 7.95 million Twitter followers, and 33.3 million Facebook followers” (eclincher.com). The Nike audience shows maximum engagement from athletes wearing their brands, exercising in the brands, and highlighting the technology from the athletic wear. Furthermore, Nike has dozens of different user interfaces for specific niche's of their consumers. For example, “@NikeWomen” “@NikeLA” “@NikeFootball” all have specific posts that attract a specific audience.
Where Nike has really taken advantage of social media is the development of their own app Nike+. The app “encourages communication between athletes” where athletes can share exercise goals, workouts, and has formed a community of athletes working together and for one another (Socialmedia.biz). That wasn't where Nike stopped. They also created the hashtag #NikeFuel where consumers can post workout regimes with other consumers.
Nike leveraged social media to create a community of other Nike consumers increasing brand loyalty and Nike sales.
There is a Starbucks on nearly every corner. They definitely take market share for coffee addicts and have made consuming even more convenient with their drive throughs. It's actually quite genius; if you're tired and need coffee, you're lazy, and a drive through is far more appealing than parking, getting out of your car and ordering in-store. But Starbucks does a fantastic job with their social media marketing. They leverage their social media platforms to provide information to consumers. Facebook and Instagram highlights new drinks, when seasonal drinks are back in stock like pumpkin spice lattes. Starbucks also prides themselves on responding to customers comments and feedback. Starbucks has nearly 17.7million followers on Instagram, and 11 million followers on Twitter. Starbucks also leverages social media to ask their consumers questions which leads to shares and fun dialogue with Starbuck's account. An example of this is below.
What this article was aiming to accomplish was that the biggest, most recognized brands take full advantage of their social media marketing for customer engagement, customer retention, and gaining new customers. If a brand is not on Instagram, Facebook and Twitter, they are frankly falling behind.