In class number four, we discussed the second pre-engagement principle, objectives. We learned that you must set clear objectives for social media engagements, and that it’s important to align objectives with larger organizational goals. Our book “Groundswell” states that “The clarity of your objectives will make or break your strategy. Success depends on a beacon to go toward – a reason to enter the groundswell” (p. 68).
We also discussed five major types of objectives: listening (better understanding your customers), talking (spread messages about your company), energizing (supercharge the power of customers word of mouth), supporting (help your customers support each other), and embracing (using customers help to design your products).
In class we reviewed cases involving each of the five major types of objectives. The first one was the Mini Cooper case which related to listening. The second one was the Ernst and Young cases which we related to talking. Next, was the Lego case which we related to energizing, then was the Dell case related to supporting. Finally, the salesforce.com we related to embracing.
In my opinion, the Lego case was ingenious, paying their “employees” in Lego’s must have been extremely cheap and beneficial for the company, but I believe that the Mini Cooper case was the most interesting. I just think that their campaign was the best. Focusing all of their, time, money, and energy on people that already own Mini Cooper’s rather than marketing the Mini Cooper to potential buyers. I can honestly say that this is something that I would have never thought of, and it’s something that I never would have thought had worked, but it did! That’s what I found so cool about that particular case. This article has a short piece in it about an awesome Mini Cooper campaign that “changed digital marketing.”