The first interactive tool that will be analised is Facebook marketing. Facebook has been going for 10 years and has been adopted by many businesses as apart of an interactive marketing strategy.
A good example of a successful Facebook campaign would be Renaults first car to be powered by likes. In essence a real time video of a Renault clio on one side of a seesaw and a like box on the other. Users are asked to like the page in order for a weight to be put in the box and when the clio was raised someone won the car.
Facebook with 3 dimensions of interactivity
It has been suggested that schronology can also be referred to as time Voorveld et al. (2011), in terms of Facebook posting a comment, status or picture is as fast as the internet connection allows, in many cases its almost as fast as it takes to click the mouse (Gray 2013). This means that a business and customers can communicate at a speed close to an actual conversation. This is one of the advantages of Facebook as customers feel closer to businesses.
Facebook (2011) suggests that Facebook is one of the best two way communication tools for marketers, this is because not
only can customers respond to a businesses’ post other people can also comment which increases the dimension of the communication.
Facebook gives its users a wealth of control Smith (2001) this includes navigation and a huge array of control parameters. By doing this users feel more engaged and are more likely to engage with the posts they actually want to see (Kaushik nodate). However due to the level of control Facebook give users people may choose to actively delete the message or post made by a business. To ever come this a business needs to create interesting and engaging content.
How Facebook demonstrates customer centricity
Using Treasey and Wiersema Value Disciplines model can help to understand and demonstrate how Face book shows customer centricity.
Customer intimacy is how a company builds loyalty with its customer’s (Treasey and Wiersema1992). Facebook business pages build loyalty with the content which is posted on a user’s newsfeed. If it is good users are more likely to engage and will start to return to see new updates and over time this builds loyalty. This shows how Facebook is customer centric from its content.
Product leadership is innovation used by companies to improve products/services (Harvard Business Review nodate). Innovations such as creating a new statistic analysis tool for business users and improving the navigation of the site for personal users show how face book is customer centric not only towards the general public but to businesses that use face book as a marketing tool.
Operational Excellence is how a business delivers a product or service to its customers (Treasey and Wiersema 1992). Through the 10 years of operation Face book have modified the news feed to ensure users only see what they want to see which makes the user experience better and more enjoyable.
This shows how face book is customer centric from its operational side.
How Facebook Impacts business
It has been suggested that the original value chain isn’t as suited to be applied to internet and digital areas but using an adaptation of this model can identify value made regarding the newer technology (Chaffey et al 2003).
The first section of the value chain is market research and Face book provides a platform to find out a wealth of information about the user base for a product and business (BloombergBusinessweek 2008). Social media today (2013) suggests that Face book can produce usable research that a business can use.
The comments customers make on the face book page can be used for new product development. This allows companies such as Renault to create cars in direct response to what consumers need and want.
Social media can be viewed as a new channel to market as customers could purchase products through face book. For example Renault could created an iframe tab linking them to a dealership. This could improve both website traffic and sales.
Where Facebook is great for businesses is its ability to keep customers happy. Renault can see the posts made by customers about their products and can respond instantly. promoted posts can be made to advertise their new products and the response can give an idea of potential sales levels.