A significantly number of brands out there have tapped into the world of social networking either simply advertising or by creating their own social networks. Creating their own network for brand advocates has proved to be an exceptional way to find out what your consumers are thinking. The people that join a branded social networking site, you can assume that they ave a deep affinity for the brand and will be willing to give their opinions.
Brands are using these sites instead of investing time and money into focus groups. One company that has used its social site in this way is Del Monte. The dog food maker asked participants what they most wanted to feed their dog in the morning.
When Del Monte Foods was considering a new breakfast treat for dogs, it sent out a note to an online community of dog owners asking them what they most wanted to feed their pets in the morning. The consensus answer was something with a bacon-and-egg taste.
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