Participatory Culture & How It Impacts On Customer Engagement

Participatory Culture & How It Impacts On Customer Engagement
SHARE
THIS



The growth in participatory culture by consumers has been fed by brands embracing this as a consumer engagement tool. In this opinion piece by Colin MacArthur, director of research and business strategy at Jigsaw, he argues brands are in danger of losing ‘control’ of the narrative of this engagement.

Every year, Brand Finance puts thousands of the world’s top brands to the test. They are evaluated to determine which are the most powerful, and the most valuable. have listed the following as the 10 most powerful brands in 2015…

  • Lego 93.4
  • pwc 91.8
  • Red Bull 91.1
  • McKinsey and Company 90.1
  • Unilever 90.1
  • L’Oreal 89.7
  • Burberry 89.7
  • Rolex 89.7
  • Ferrari 89.6
  • Nike 89.6

In order to determine the most powerful brands in the world, their team examines factors such as a company’s investment in marketing, equity as measured by goodwill of customers and staff, and the impact of marketing and goodwill on the company’s “business performance.”

All well and good but as a researcher who does a lot of work in this space I am curious to know more about what these brands do to actually engage with their customer base. We know that engaged consumers tend to display greater levels of loyalty and I don’t see this as a measure, good will is there yes, but this does not always equate to loyalty.

In my opinion (and it is just that an opinion nothing more) not all of the 10 brands listed appear to be particularly strong thought-leaders in addressing today’s participatory culture, something that is becoming more important as a tool to engage with customers. It is true a lot of these brands aim to engage consumers on a deeper level to foster long-term loyalty and if you spend a bit of time online it is easy to see how they are tapping into this participatory culture to foster this loyalty.

Many brands do this, but not all with a clear strategy as to how they want this to add in a positive way to their brands narrative. In addition without a clear social media management strategy in place, many are in danger of having little control over how customers add to their brands narrative (good or bad).

A social media strategy needs to go beyond simply embracing the creation of ‘brand engagement campaigns’ aimed at generating shareable experiences, and these need to be done in a way that are not evidently commercials which gets harder and harder as consumers become more and more marketing savvy.

Often a campaign’s success is measured using social media engagement metrics, but as a qualitative researcher I am often asked to explore the ‘meaning’ behind these metrics and more often than not just because a campaign goes viral (a benchmark for success) this does not always result in a positive impact on the brand narrative, in fact it can have short term positive impact but a longer term negative one.

The growth in participatory culture by consumers has actually been fed by brands embracing this as a tool to engage with consumers, but said consumers now believe their voices are more valuable than ever before and  as a consequence brands are in danger of losing ‘control’ of the narrative that they wish to stimulate.

It is true that in today’s society social media has facilitated a two-way connection with consumers like no other. However, a conversation is only as good or interesting as all its participants make it, and that requires paying attention at all times, but how many brands are truly embracing that idea and paying attention to everything that is being said on platforms such as Twitter or Facebook?

It is not just about ‘listening’ to what consumers saying, attention needs to be given to everything a brand intends to ‘say’ to consumers and this needs to ladder to a clear social media strategy. So many brands are trying to hold conversations with consumers today which means they are being blitzed with more branded messages on a daily basis than ever before. Think of it this way, we all know how we hate to be interrupted by someone else when we are having a conversation and we have ways in which to deal with this, online consumers have more control over which messages or conversations they see, hear, and ultimately choose to engage with, so pay heed to what it is you want to say and the manner in which you intend to do it.

To bring this back to my earlier point around engagement, I see in the work that I do that relating with consumers on an individual, personal basis is often the piece of the jigsaw that is missing in the engagement puzzle, where I see this is not the case is with brands that have moved towards a more human or humanistic connection in the way their brand attempts to build relationships and therefore loyalty among their customers.

This I like to call ‘the rise of human’ but that is another story all together.

Latest News

Women In Media Profile: Zeina Khodr
  • Media

Women In Media Profile: Zeina Khodr

When B&T’s reporter said she was interviewing a lady named “Zeina”, we initially thought it was the warrior princess.

by B&T Magazine

B&T Magazine
Q&A With Cannes Chairman Terry Savage
  • Advertising
  • Media

Q&A With Cannes Chairman Terry Savage

If you mistakenly thought this was an interview with Kojak's Telly Savalas, as it turns out, it's even better than that.

Optus To Phase Out Virgin Mobile Brand
  • Marketing

Optus To Phase Out Virgin Mobile Brand

Didn't much fancy that Telstra story above? Well, perhaps B&T could tempt you with this tasty Optus tickler instead.

by B&T Magazine

B&T Magazine
AKQA R&D Teams Up With Google For Semi Permanent 2018
  • Media

AKQA R&D Teams Up With Google For Semi Permanent 2018

AKQA R&D in collaboration with Google has developed a process called Somesthetic Transfer. It uses machine learning to take both the style and texture of an artwork and apply it to another image to be 3D printed with a UV printer. The works will be displayed at Semi Permanent 2018 in Sydney from Thursday 24 […]

WPP’s Health & Wellness To Unveil ‘How Design Can Save A Life” For Vivid
  • Marketing
  • Media

WPP’s Health & Wellness To Unveil ‘How Design Can Save A Life” For Vivid

Design students from Torrens University’s Billy Blue College of Design have partnered with WPP AUNZ’s Health & Wellness division to decode clinical data on ‘Medicinal Marijuana in the Treatment of Epilepsy’. Their creative solutions will be presented at a Vivid Ideas Exchange titled ‘Design can save your life: how can creativity improve comprehension of health data?’ […]

Diversity Case Study Series: The Royals
  • Advertising
  • Marketing
  • Media

Diversity Case Study Series: The Royals

If you read one diversity case study on B&T today, make it this one. Not that there's any others to choose from, really.

by B&T Magazine

B&T Magazine
Cricket Australia Finds New Major Sponsor
  • Marketing

Cricket Australia Finds New Major Sponsor

B&T was going to insert a homage to Sherbert's classic "Howzat" here before realising it was naff and showed our age.

by B&T Magazine

B&T Magazine
PHD Wins HSBC Global Media Account
  • Media

PHD Wins HSBC Global Media Account

ICYMI, PHD has FTW the HSBC business IRL. It's not so much a LOL or NSFW, but a TL;DR. Ahh, forget the whole thing.

InMoment Accelerates APAC Expansion With Key Acquisition
  • Media

InMoment Accelerates APAC Expansion With Key Acquisition

Customer experience (CX) intelligence platform, InMoment, has expanded into Australia and New Zealand with the acquisition of customer experience agency, brandXP and appointment of Claire Fastier as its APAC business head.

Marketers Need To Focus On Voice Search Right Now
  • Opinion

Marketers Need To Focus On Voice Search Right Now

In this opinion piece, Performics Australia performance content account director Steve Robinson (pictured below) dives into the hazy relationship between marketers and voice-activated technology. From settling family disputes, (“Hey Google, are fossil fuels really made from dinosaur bones?”) to running a household, (“OK Google, add toothpaste to my shopping list”), voice-activated systems are becoming more […]

Opinion

by B&T Magazine

B&T Magazine
SpotX Launches Online Resource Library For Publishers Seeking GDPR Guidance
  • Advertising
  • Media

SpotX Launches Online Resource Library For Publishers Seeking GDPR Guidance

Video advertising and monetisation platform SpotX has announced the launch of an online resource library for the European Union’s General Data Protection Regulation (GDPR). The library can be found on the company’s website and is part of a wider educational initiative by SpotX – which is headquartered in the US and has an office in […]

Daylight Agency Opens Government Division, Hires Legal & Political Expert
  • Marketing

Daylight Agency Opens Government Division, Hires Legal & Political Expert

Integrated communications firm Daylight Agency has cemented its presence in the government and political arena with the appointment of industry veteran David Begg. A practising solicitor for over 28 years, Begg (pictured above) will head up the agency’s new government division. He has extensive experience working with large commercial clients on high-profile regulatory and legal […]

Frost Design Unveils New Look For John Holland
  • Marketing

Frost Design Unveils New Look For John Holland

Frost Design has shown off its comprehensive rebrand of iconic Australian infrastructure and property business John Holland, based around the brand idea of ‘Transforming Lives’. John Holland CEO Joe Barr said Frost was the only branding business who understood that the impact of the rebrand was just as important internally as it would be externally, […]

Women In Media Profile: Jill Johnston
  • Media

Women In Media Profile: Jill Johnston

We've got an absolute cracking Women in Media profile today. Not to say it's approved by the Chiropractors' Association.

by B&T Magazine

B&T Magazine
First Lady Michelle Obama and President Barack Obama Dance Together at the Presidents Ball
  • Media

Netflix Secures Producer Deal With The Obamas

It seems former US president Barack Obama and former First Lady Michelle Obama aren’t quite done with the international spotlight just yet. The Obamas have officially signed a multiyear deal with Netflix, which will see the power couple producing films and series with the streaming giant. According to Netflix, “The Obamas will produce a diverse […]

How To Spot A Trend Versus A Fad
  • Opinion

How To Spot A Trend Versus A Fad

One need only view our editor's hot pink leg warmers today to realise he's neither fad nor trend.

Opinion

by B&T Magazine

B&T Magazine
Why Engagement Is The New Rule Of Content
  • Opinion

Why Engagement Is The New Rule Of Content

And why is B&T running a photo of an engaged couple for this content engagement article? It was either that or a carrot.

Opinion

by B&T Magazine

B&T Magazine
Fairfax Media Recruits 20 Trainee Journalists Across All Its Titles
  • Media

Fairfax Media Recruits 20 Trainee Journalists Across All Its Titles

Fairfax Media has today announced the recruitment of 20 trainee journalists to join the newsrooms of The Sydney Morning Herald, The Age, The Canberra Times, The Australian Financial Review, Brisbane Times and WAtoday. This represents one of Metro’s largest trainee intakes in years and underlines the commitment of the mastheads to fostering a new generation […]

Sydney Australia - November 7, 2011. An extreme close up of an American express card issued by the Australian bank Westpac.
  • Media

AMEX Launches Global Media Review

Are there not enough hours in the day? Are you cheek-by-jowl with your co-workers? Well, hopefully you won't win this.

Sydney Water & Republic of Everyone Create Vinyl Records Made Of Recycled Marine Plastic
  • Campaigns
  • Marketing

Sydney Water & Republic of Everyone Create Vinyl Records Made Of Recycled Marine Plastic

Sydney Water has pioneered a way to create records from marine plastics and, in doing so, encourage more people to join the movement of local clean-up groups rolling up their sleeves every weekend to clean plastics, litter and other pollutants from the city’s beaches and waterways. Plastics are collected by volunteers, then cut in pieces […]

Credit Card Compare Names Its First Head Of Marketing
  • Marketing

Credit Card Compare Names Its First Head Of Marketing

Aussie credit card comparison site Credit Card Compare has announced the appointment of Caroline Raffan as its inaugural head of marketing. Raffan (pictured above) has over 10 years’ experience in brand strategy, campaign development, digital marketing, events, public relations, content creation, market research, advertising, stakeholder management, social media marketing, and project management. She joins Credit […]

Why Programmatic Needs To Become A Branding Machine
  • Advertising
  • Marketing
  • Opinion
  • Technology

Why Programmatic Needs To Become A Branding Machine

In this opinion piece, Phil Murrell (pictured below), country manager for Australia and New Zealand at Sizmek, argues that programmatic ad spend needs to move up the branding funnel. When I started in digital advertising way back in 2004, we got our media insertion orders via the fax machine. We relied on that machine to […]

Opinion

by B&T Magazine

B&T Magazine
An Apology To Salmat’s Karen Lewis
  • Media

An Apology To Salmat’s Karen Lewis

Whoops! B&T's stuffed up and this certainly comes with our sincerest apologies for any offence caused.

by B&T Magazine

B&T Magazine