Shana's blog this week was in response to Dana Jackson's questions regarding 5 Gum's marketing campaign. Shana points out that 5 gum offers the possibility of winning a sensory adventure for those that participate in the 5 gum truth or dare challenge. This is a great incentive, however Shana thinks that 5 does not engage their customers enough on social media. Kerpen says in Likeable Social Media "the companies and organizations that stand out are those which use social media to meaningfully engage customers and foster dialogue, instead of those who rely on simply, and repeatedly, talking at consumers (Kerpen, 2011)." It seems like 5 gum is engaging their customers, but not doing enough to keep a conversation going with the people who have already talked about it on social media.
I also liked the example Shana gave about her local brewery's contest to name their house brew. It sounds like a fun campaign that people could get involved in. However, Shana said that she was disappointed that the brewery did not continue the conversation on social media. I think that a conversation on social media could have been an outlet to gain even more attention and build a positive relationship with customers who were already interested in their product. Very good post Shana.
In regards to my first post this week; I just saw a 5 gum advertisement on TV. It was a very short commercial and it did have a # phrase on the screen, but I did not have enough time to read it. At least that is some kind of prompt to get people involved on Twitter. Now it seems like they must continue to generate conversation on social media in order to create a "buzz" around their campaign.
Kerpen, Dave. (2011). Likeable Social Media. San Francisco, CA: McGraw Hill
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