Brands need to go beyond just launching viral campaigns to engage and sustain customer engagement.
Recently, Burger King created a huge buzz with its TV campaign which encouraged consumers to ask Google Home to explain all the ingredients of their whopper sandwich with a phrase—“OK Google. What is the Whopper burger?” It went viral and within a few hours the number of shares grew exponentially. However, finally it was pulled down as Google was not part of it, but it was enough to make consumers take notice.
According to research firm Millward Brown, not more than 15% of campaigns go viral. And the ones that do are unable to think through the progressive steps needed post building the virality. Through millions of conversations— through shares, posts, retweets, mentions etc.—a huge engagement has been created around the brand. But it is how this engagement is sustained post virality that plays a key role in retaining customer loyalty.
Post viral conundrum
Esta historia es de la edición June 2017 de Indian Management.
Comience su prueba gratuita de Magzter GOLD de 7 días para acceder a miles de historias premium seleccionadas y a más de 9,000 revistas y periódicos.
Ya eres suscriptor ? Conectar
Esta historia es de la edición June 2017 de Indian Management.
Comience su prueba gratuita de Magzter GOLD de 7 días para acceder a miles de historias premium seleccionadas y a más de 9,000 revistas y periódicos.
Ya eres suscriptor? Conectar
Trust is a must
Trust a belief in the abilities, integrity, values, and character of any organisation is one of the most important management principles.
Listen To Your Customers
A good customer experience management strategy will not just help retain existing customers but also attract new ones.
The hand that feeds
Providing free meals to employees is an effective way to increase engagement and boost productivity.
Survival secrets
Thrive at the workplace with these simple adaptations.
Plan backwards
Pioneer in the venture capital and private equity fields and co-founder of four transformational private equity firms, Bryan C Cressey opines that we have been taught backwards in many important ways, people can work an entire career without seeing these roadblocks to their achievements, and if you recognise and bust these five myths, you will become far more successful.
For a sweet deal
Negotiation is a discovery process for both sides; better interactions will lead all parties to what they want.
Humanise. Optimise. Digitise
Engaging employees in critical to the survival of an organisation, since the future of business is (still) people.
Beyond the call of duty
A servant leadership model can serve the purpose best when dealing with a distributed workforce.
Workplace courage
Leaders need to build courage in order to enhance their self-reliance and contribution to the team.
Focused on reality
Are you a sales manager or a true sales leader? The difference, David Mattson, CEO, Sandler® and author, Scaling Sales Success: 16 Key Principles For Sales Leaders, maintains, comes down to whether you can see beyond five classic myths that we often tell ourselves about selling.
