The holy grail of consumer engagement for most brands is navigating the complex world of social media. Competing brands seem to be intertwined in a UFC style cage match with their ambitious efforts to engage the end user. Let’s all wave a collective au revoir to touch points and bonjour to a more robust approach – relationship building.
Boston based startup, Scoopr, hopes to lead the emotional branding charge by allowing customers (via their app) to generate and share their own branded content. Layman terms: Businesses run promotions (called assignments) that incentivize the customer to generate their own content. The incentives range from everyone’s favorite – cold hard cash – to a close second – free food.
The primary benefits for the brand are clear: (1) consumer engagement, (2) brand recognition and (3) content, content, content. For consumers, they feel more connected to the brand in a way similar to a brand ambassador. Without question, the prospect of emotional branding, along with collected data analytics, could redefine brand loyalty. Scoopr co-founder, Jeremy Smith, says that the moment a social fan becomes an ambassador is a crowning of sorts that can pay enormous dividends. Brand ambassadors love to shop with brands that provide enjoyable moments, so they will evangelize them to their social circles.
Currently, social media is akin to the wild, wild west with brands pushing the envelope in an effort to engage their customers more effectively. Some may remember the exchange between a representative at Netflix, Mike or Captain Mike, and a customer experience a challenge whilst watching the uber funny Parks & Recreation. Their banter – worthy of a Star Trek episode – went viral and Netflix responded with a hearty thank you on Twitter (not in klingon for those Trekkies).
There will be a number of new players in this space helping to facilitate and expand the relationship building process. And we are excited to see what’s next.