| Consumer Markets and Consumer Buyer Behavior 141

Chapter 5 | Consumer Markets and Consumer Buyer Behavior 141

best avoided. Not so, says the executive. “Our brand ambassadors are seen by their col- lege friends as entrepreneurial, creative people.” What they aren’t, he adds, are the super- cool people on campus who are typically thought of as influentials. The best ambassadors, says the executive, are “friendly, everyday brand loyalists who love to talk to people.”

Online Social Networks. Over the past few years, a new type of social interaction has

Online social networks

exploded onto the scene—online social networking. Online social networks are online

Online social communities—blogs, social communities where people socialize or exchange information and opinions. Social net- networking Web sites, or even virtual

working media range from blogs (Gizmodo) and message boards (Craigslist) to social net- worlds—where people socialize or

exchange information and opinions. working Web sites (Facebook and Twitter) and virtual worlds (Second Life). This new

form of consumer-to-consumer and business-to-consumer dialog has big implications for marketers.

Marketers are working to harness the power of these new social networks and other “word-of-Web” opportunities to promote their products and build closer customer relation- ships. Instead of throwing more one-way commercial messages at consumers, they hope to use the Internet and social networks to interact with consumers and become a part of their conversations and lives (see Real Marketing 5.1).

For example, brands ranging from Burger King and American Greetings to the Chicago Bulls are tweeting on Twitter. Jeep connects with customers via a community page that links to photos on Flickr, the company’s Facebook and MySpace pages, and a list of enthusiast groups. Southwest Airlines employees share stories with each other and customers on the company’s “Nuts about Southwest” blog. And during the 2010 winter Olympics, VISA launched a “Go World” microsite featuring athlete videos, photos, and widgets that tied into

nets like Facebook. VISA customized the campaign for global markets, featuring a different set of athletes for Canada and Russia. 18

Other companies regularly post ads or custom videos on video-sharing sites such as YouTube. For ex- ample, Toyota developed two YouTube channels to market its Corolla. One of these channels, Sketchies 11, hosted a competition offering cash and prizes worth $40,000 for the best user-generated comedy sketches. The most-watched video received some 900,000 views.

Similarly, small Blendtec has developed a kind of cult following for its flood of “Will It Blend?” videos, in which the seemingly indestructible Blendtec Total Blender grinds everything from a hockey puck and a golf club to an iPhone and iPad into dust. The low-cost, simple idea led to a fivefold increase in Blendtec’s sales. 19

But marketers must be careful when tapping into online social networks. Results are difficult to measure

and control. Ultimately, the users control the content,

Using online social networks: Blendtec has developed a kind of cult

so social network marketing attempts can easily back-

following for its flood of “Will It Blend?” videos on YouTube, resulting in a

fivefold increase in Blendtec’s sales.

fire. We will dig deeper into online social networks as

a marketing tool in Chapter 17.