Sharing the Cover: Relationships and Reciprocity.
by Luke Norton
Lasting relationships are built on sharing. This is true both in life and online.
Facebook is the natural home for brands to maintain loving, caring interactions with their customers. But many companies view their community as a captive audience, where they can force product down people’s newsfeeds whilst completely ignoring customer service. These brands are making the mistake of drawing a line in the duvet and telling their fans not to cross.
There’s been a lot of talk about the impact of Facebook Timeline for brands, but aside from some nice design elements, some useful ad formats, the history of the trench coat and some grainy photos of the ’77 FA cup, we’re yet to see anything that uses this new functionality in a way that looks ahead, and more importantly, moves community management forward.
IMMINENT BUZZWORD WARNING
Crowdsourcing seems to have fallen out of favour recently, and understandably so. For a while now companies have had eyes bigger than their stomachs. They ask too much of their customers.
WANNA STAR IN OUR NEXT AD?
WANNA DESIGN OUR NEW LOGO?
WANNA HELP US INCREASE REVENUE IN Q3?
The fact of the matter is that people want to be listened to. And there’s something nice about a brand that actually values their customers’ input. But there’s a limit and no one wants to feel like they’re doing someone else’s job for them.
IMMINENT CLIENT BIAS WARNING
Reciprocity has always underpinned our approach to community management. And in a post-Timeline world Samsung SSD is coming into its own. They have used the Timeline roll-out to reignite their reciprocal relationship with their fans: by giving them control of the cover image.
How it works is simple: they ask their fans what they would like to see in their cover image and then work with an artist to make it happen: sharing the duvet amicably, so to speak.
The artistic talent behind the scenes is illustrator Jennie Webber who works each week to bring the creative suggestions of the community to life.
Where you may expect to find a 600-megaton super computer made of neon dials, clashing gradients, twisted steel and sex appeal - you instead find simple hand-drawn images in crisp orange or blue. Part of a refined brand identity a world apart from their nerdy tech competitors.
Watch this space for the forthcoming image gallery or keep up to date on the Samsung SSD Facebook page.
Luke Norton is a planner at Jam.