What Every Marketer Needs To Know About Social Media ‘Fandom’
Social media fans can be lovely, but they can also be brutal. We Are Social’s Cristina Forlani explains exactly what you need to know about your online fan base and how to leverage them.
Word of mouth and consumer advocacy are marketing gold. Marketers know that peer-to-peer recommendations carry much more credibility with consumers than brand generated content.
Creating and maintaining a highly engaged fanbase on social media may appear to be a daunting undertaking, but the benefits for brands and their fans may just be worth the effort.
One of the first consequences of having a highly involved fanbase is the positive impact on customer loyalty and the influence on how often they buy your brand’s products.
In a recent study by US company Share This it was revealed that “extremely positive online shares generate a 9.5 percent increase in purchase intent”.
But there’s definitely more to ‘fandom’ than this. Rather than looking for short-term engagements that spikes then peters out, it’s about having fans involved in shaping the evolution of the brand itself, strengthening the bond with fans, igniting brand passion and building consumer trust and loyalty in the long term.
Through social media brands can truly engage with customers and potential customers at scale, driving advocacy and word of mouth both online and offline. So how can brands build advocacy or even, as in some cases, brand fandom?
Fandoms can be an intense phenomenon and potentially a brand’s strongest ally in social media. To build such a deep level of advocacy brands have to demonstrate their values every day by engaging their communities with the appropriate tone of voice. Brands looking to develop true ‘fandom’ need to provide a genuine interaction with people online – essentially talking and behaving like a smart, positive, honest, inspiring person.
Most of all, what brands must do is focus on the quality of the content they share online. Every single piece of content should be created as a conversation starter; a fundamental part of the story the brand is telling to its community. This facilitates an authentic opportunity to share brand messages through creative dialogue.
Another important piece of the puzzle is encouraging users to create content about the brand itself. Fashion brands seem to be particularly good at this strategy. For example, this is exactly what fashion retailer Black Milk has done, leveraging thousands of Sharkie selfies and creating specific hashtags for every single product. This encourages customers to be not just fans, but Black Milk models, playing a big role in the brand’s storytelling, giving value, adding credibility and sparking users’ interest in the brand.
When thinking about creating highly engaged social communities it’s important that we take a channel agnostic approach. There is no one platform that dictates success. Rather, we need to keep in mind demographics and the interests of our target audience as the first criteria to consider when looking for the best place to develop social communities.
Generally speaking, Instagram and Pinterest are the top players for fashion fandom, but other platforms like Snapchat can provide a more exclusive interaction with the brand. This is working well for brands like Free People, Juicy Couture and Rebecca Minkoff. By using Snapchat to give fans sneak peeks at new collections these brands are sharing exclusive content with their most highly committed fans before anyone else, making the content even more elite and ephemeral.
Fashion brands are known to be forward thinkers when it comes to social media. While there are many fashion brands doing great things online, one of the best is Burberry. This is a brand that actively engages with its fans and followers on a daily basis, experimenting with new platforms and looking to find the best ways to respond to the changing needs and social behaviours of its consumer base.
Burberry is always careful to create the right content for the right platform, and in doing so, strengthens its relationship with its community. This strategy has also delivered a strong user-generated element, with the community highly involved in content creation for the brand. Other fashion brands doing great work in this space are H&M, ASOS and Lorna Jane.
But as with any marketing strategy, there are risks as well as rewards for brands with highly engaged communities. In the case of fashion communities, very often, fashion industry lovers act as a tribe. In many cases they are so highly committed and involved with brand values they show a unique level of advocacy and loyalty and contribute to the brand’s evolution by providing inspiration and constructive feedback. There is a downside however, as fans can also be pretty vocal about what they don’t like, showing their disappointment in a highly visible and emotive way.
At some point, every brand will experience negative or hostile behaviour from followers online, especially if it involves the community in marketing strategies and product development. After developing a strong emotional connection with the brand, the community members can feel so highly involved that they assume the brand will meet their expectations, whatever it takes: unfortunately, sometimes this is just not feasible and can generate frustration amongst fans.
Case in point was the very strong fan backlash that Black Milk experienced earlier this year while trying to celebrate May the 4th (Star Wars Day). Some of the brand’s highly engaged Facebook community took offence at a post that some considered negative and counter to the brand’s stated position that “you shall not make critical comments on other women’s bodies”.
The brand then chose to delete these comments, claiming that the people who had been offended by the post were a minority. The brand admitted that they would continue to delete any comments that weren’t “positive” enough. When this was, again, received negatively, they even went so far as to tell their own customers if they felt that this particular thread was out of line to unlike their page and to stop supporting them. The situation escalated and many of the community were unhappy with the brand’s approach to their concerns, with the story hitting the news as word spread across social networks.
The brand response to this crisis was definitely not best practice in terms of community management, openness and transparency. In cases like this brands can only hope to learn from their mistakes. The strong lesson from this case is that all brands engaging with their communities through social media must have clearly articulated crisis plans in place to respond to issues with their communities before they escalate into fully-blown crises.
The reality is that most brand advocates are motivated by the desire to play an active role as main stakeholders: they like to tell other people about their experience with the brand, share their knowledge with others to help them make better decisions. In return they are looking for recognition and appreciation for their positive contributions.
This level of advocacy can impact brands on several levels. Brands may involve fans by implementing feedback in product development, offer them insider knowledge about the upcoming collections, encourage user-generated content creation, implement special loyalty programs for supporters or provide fans with discounts.
Brands that have succeeded in harnessing the power of fandom tend to have certain traits in common: they are good listeners, open to trends and willing to change their social media strategy based on social behaviour and insights from their communities. By recognising the rewards and risks of courting ‘fandom’ brands that actively commit to remaining deeply engaged with their communities, and to evolving their strategies to meet the changing needs of those communities, stand to gain tangible business advantages from their efforts.
Cristina Forlani is an account director at social media agency We Are Social.
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.