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.

Please login with linkedin to comment

Advertising Expenditure Forecasts Designworks likes

Latest News

The Misfits Partners With Business Leadership & Culture Experts To Expand Agency Offering
  • Advertising
  • Marketing
  • Media

The Misfits Partners With Business Leadership & Culture Experts To Expand Agency Offering

Independent experience agency The Misfits has recently announced a strategic partnership with cultural change and leadership experts Nancy Hromin and Kate Chaffer. While the company has for a long time operated in the space of creative services, digital and content marketing, film production and events, The Misfits is now broadening this offering to include business […]

by B&T Magazine

B&T Magazine
TripleLift Expands Into APAC, Naming The Trade Desk’s Henry Shelley As Managing Director
  • Technology

TripleLift Expands Into APAC, Naming The Trade Desk’s Henry Shelley As Managing Director

TripleLift has today announced an expansion in their Asia Pacific (APAC) operations, with Henry Shelley [featured image] appointed as Managing Director, based in Singapore. Fueling TripleLift‘s expansion in APAC is its success in Australia, where the company works with 70 per cent of the top 50 comScore publishers. “As the home to several of the worlds’ […]

Rob Highett-Smith Joins Fiftyfive5 In Newly Created Role
  • Media

Rob Highett-Smith Joins Fiftyfive5 In Newly Created Role

Rob Highett-Smith joins Fiftyfive5 in the newly created role of head of performance measurement. Performance measurement represents one of the three core offer areas at Fiftyfive5 with tracking programs running across 40 countries; representing our fastest growing capability pillar.  Rob joins to lead this capability, which encompasses brand and comms tracking, multi market monitoring, CX and customer satisfaction, as well as other longitudinal programmatic work.   

Customer Messaging Platform Podium Launches In Australia
  • Technology

Customer Messaging Platform Podium Launches In Australia

Podium has continued its international expansion today announcing its launch in Australia. Podium serves more than 90,000 local businesses in the United States, Canada and Australia, and has seen its customer base in Australia almost quadruple to over 3,000 local businesses since the start of the pandemic. Through its SMS-based platform, Podium helps local businesses receive […]

THE EDGE Welcomes New General Manager Emily Copeland
  • Media

THE EDGE Welcomes New General Manager Emily Copeland

Commercial DAB+ hip hop and RnB station, THE EDGE has appointed Emily Copeland, to the newly created role of General Manager. Copeland brings an awesome mix of skills and experience to THE EDGE, including cross-platform media content experience, partnerships and events (including music festivals – remember those?). Copeland also has a stack of achievements to […]

Sustainability 101 With Brianne West, CEO Of Plastic-Free, Eco-Focused Beauty Brand Ethique
  • Marketing

Sustainability 101 With Brianne West, CEO Of Plastic-Free, Eco-Focused Beauty Brand Ethique

Brianne West is the founder and CEO of Ethique, a New Zealand-based sustainable, plastic free and cruelty free skin and hair care range. West sat down with B&T to explore what genuine environmental sustainability looks like, and how brands can better respond to eco-conscious consumers. B&T: Why are we seeing a rise in eco-conscious consumption?    BW: […]

by B&T Magazine

B&T Magazine
Cities connected with lines on a blue globe.
  • Technology

Blis Unveils New Interactive Dashboard That Tracks Consumer Movement In Australia

Blis has today revealed its new Consumer Confidence Pulse — the most comprehensive tracker of its kind — this interactive dashboard builds on its existing trend data around consumer mood to analyse behaviour during the COVID pandemic. The dashboard also now tracks consumer movement over a rolling 13-month period, across 18 retail and lifestyle sectors […]

Australian Seniors Releases ‘Dare To Date’, Second Series Of ‘Life’s Booming’ Podcast
  • Media

Australian Seniors Releases ‘Dare To Date’, Second Series Of ‘Life’s Booming’ Podcast

Following the success of Series One: Grey Nomads, Australian Seniors has launched the second series of the Life’s Booming podcast – Dare to Date.  Hosted by James Valentine (pictured with guests Liz and Barry), Life’s Booming explores the incredible stories and addresses topics important to Australians over 50. Series two titled Dare to Date is a six-part series that covers real-life love, […]

VERSA Announces Two Senior Appointments As Demand For Conversational AI Gains Further Traction
  • Marketing

VERSA Announces Two Senior Appointments As Demand For Conversational AI Gains Further Traction

World-leading conversational agency VERSA has bolstered its team with two senior appointments in response to growing uptake in conversational AI technology across various sectors. Vanessa Tout has been appointed global head of client partnerships and growth, while Michael Oso-Hughes comes on board as design director. Tout joins VERSA CEO Kath Blackham and managing director Michael […]

Patrick Rutkowski Joins Banter
  • Marketing

Patrick Rutkowski Joins Banter

Engagement marketing agency, Banter, has hired Patrick Rutkowski as Creative Technologist, to further bolster the digital and innovation side of the business. Rutkowski joins Banter after having spent the last five and a half years at independent creative agency, The Hallway where he was most recently creative technologist working with the likes of Rheem, Tourism […]

person using mobile application on smartphone, abstract close up of hands
  • Technology

Mobile Advertising Company Kargo Announces New Hires Following H1 Growth In APAC

Kargo has today announced several major growth milestones across the APAC region for the first half of 2021, more than doubling H1 revenue year-over-year with 115 per cent growth. Kargo also ran 41 per cent more campaigns in the region than in H1 2020 and the average campaign size increased by 32 per cent over […]