The company website I'll be analyzing will be the company website of Tide as in the household supplies and the world of fabric softeners. Their facebook page (which you can access here --> https://www.facebook.com/Tide ) provides comprehensive details about what the company has to offer as well as their history. With almost 4 million likes (3.93 million to be exact), and roughly 45 thousand people talking about, Tide has become a big deal since it's start in 1946. Their commercial page has proved to be very efficient and the utitlization of social media marketing has been effective.
Premiums:
The Premiums that are offered come in a vast array. For example, back in mid-september, Tide created a giveaway for people who shared and liked their facebook page. In addition, in early october, the "Tide Washable Fashion Challenge" appealed to not only mothers, but provided an incentive of free tide and a gift card to spend at a department store to adolescents and their interactions are obviously documented on facebook, and they are posted and shared on their walls too.
Participation:
The events, venues, games and surveys that involve users are plenty. For example, the continuous online questionaire of "The Tide Effect" it asked customers what their "extraordinary moment" will be in relation to using tide in the Laundry room. It's a rhetorical question that get's people thinking and participating in the purchase of Tide. With the slogan, "it's the little things", followed by a questionaire, it frames the thoughts of Tide and provides a precursor to engage customers. On October 29th, the Tide facebook page created an event in line with the winter olympics. Asking people to "like" if they are excited for the winter olympics and whether or not customers are happy that Tide is sponsoring the winter olympics. Of course, with the association of the games, the participation in these little questions increases. Also, they have been creating funny videos and asking users to share them. With over one million shares, their most popular halloween video was one inspired by the ring and the direct responses were all positive because customers thought it were clever.
User-Generated Content:
In honor of leading up to halloween, Tide has prepared for this but letting users submit their own "Tide-art" where they can dress up bottles of Tide in anything they want, and almost give them costumes. This is a great way to have entusiastic customers enter these competitions and submit materials of their own. This also provides a forum for customers to promote Tide to other potential customers. This is almost as effective as Tide's own marketing.
Customer-Service Portal:
There is an available customer service portal on their page. Every month, they have a messageboard to directly communicate with customers. This is continuously refreshed and Tide tries it's hardest to answer every single concern. Most of the time the concerns have nothing to do with the products themselves, but more so has to do with the coupons, specials, and give-aways that may or may not be mis-interpreted.
Content-flow:
Quite frequently Tide releases more products using new innovative strategies to advertise these new products. The content-flow is very sensitive to the season and engages millions successfully. For example, throughout Fall, Tide showcases a comfy sweater, plush and ready to wear, and the caption reads "The best combination = Tide + Sweater". Very simple, smart, and to the point. This engages readers scrolling down their facebook news feeds and this is done quite frequently. There are at least 3 new posts per day, and their public relations is very successful because of this.
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