Tracking Shoe Companies To Test Water Social Media

Miresball and KRC Research "brand state report" pointed out that in 2010, when reflecting on "how social media can change brand impact", forty percent of brand marketers around the world believed that social media posed new challenges to maintaining brand integrity.

Electronic marketers believe that social media is the nightmare of brands because marketers no longer have complete control over the message.

But do brand marketers have full control over their own messages? The answer is probably no.

Consumer pairs

Remember, this is never a one-way dialogue from brand to consumer.

Consumer influence and co creation are not new things.

As long as brand marketers ask consumers to make a brand "their own brand" - formerly a social media - it has always been a part of the consumer psychology of joining the dialogue.

Many social media examples reflect consumers' disagreement with marketers' decisions, perhaps the only dialogue they think they can exert their influence.

British Airways 1997 "Ethnic Tailfins" (or even Margaret Thatcher despised it) and the 1985 New Coke launch are just two examples.

But there are other examples.

In the history of over 150 years, The Levis Strauss & Co. Archives has hundreds of thousands of letters that consumers express their love for "Levis" s, which are now being used to bring design inspiration.

Why do consumers join it? Because a brand is not necessarily a tangible product or service sold.

Brand is the "logo" of the entity's Association and experience formed in the mind or mind of the consumer, and its commitment to the emotional benefits of using it.

Of course, those who own and control these associations and experiences are consumers, not brand marketers.

That's why our ipso ASI focuses on understanding and measuring the reasons for them.

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In this case, consumers begin to reinvigorate themselves, because brand marketing personnel turn a blind eye to these associations and loyalty after developing Lenovo and loyalty and making the brand a "self" brand.

Brand marketers have assumed that they will and can control changes in the market and brand commitment.

Brand marketers do not fully assess consumers' perception of change, and explain the significance of change to shaping their brand experience.

Brand marketers fail to notice what is most pertinent and symbolic to their loyal users.

Brand marketers forget that consumers will eventually recognize their relationship with the brand.

So, if consumer influence is not new, how does the impact of social media really play a role? First, social media has built an instant feedback loop between brand and consumer -- in a very open and pparent environment.

Now, consumer influence can instantly affect and even change brand marketers' decisions.

But perhaps more importantly, consumers are now convinced that they can play an active role and ask for answers.

In 2010, the Mori study showed that most people believed that the discussion of social media channels could affect the company's reputation and business license, while half believed that companies should face up to the criticism of social media channels.

Nelson's social media report in the third quarter of 2011 further pointed out the influence of social media users: 53% of social media active users pursue brands (compared with 32% of users seeking celebrity effects), of which 47% of users may buy clothes, shoes and accessories.

Brand marketers should believe in the influence of social media users.

Social media provides a platform for enthusiastic consumers to easily and actively create, rather than just argue.

At this time, two-way conversation can be carried out.

In 2005, NOKIA (micro-blog) used its "concept leisure station" for NOKIA Benelux design award to collect consumer design ideas (the winner's prize was NOKIA 888, which is a wristband mobile phone).

DELL (micro-blog) operates Ideastorm.com, with its dream, sharing and influence. The website has received more than 10 thousand creative ideas from consumers.

DELL provides a month's "implementation of creative updates", so that the contributing creatives will know which ideas have been implemented completely or partially.

The development of MAG shoes was not an internal decision of Nike, and its development was stimulated by the 2005 grassroots fan movement "McFly2015".

The development of MAG shoes took 6 years. After a handful of detours, it was finally launched in September 8, 2011.

In communication with consumers, Nike realized that the "shoelace" displayed in the film was ironic.

As social media constantly affects the design of shoes, Nike uses social media to launch footwear products.

Nike invited some influential footwear bloggers, and even sent them to Losangeles to participate in the film theme release event at the landmark clock tower.

Nike has made a great deal of exaggeration before the shoe launches.

It is a good thing for brand marketers to integrate the social media's co creation strength and take advantage of consumers' imagination of brand, which means they do not have to rebuild their brand continuously.

Following the packaging activities held in 2009, Neil Campbell, President of Tropicana North America, admitted that consumers could communicate with brand marketers more easily and quickly.

In view of this positive phenomenon, he said: "it is a good thing for all consumers centered companies."

And, if