This is a follow on from the post “Social media as a guiding principle” which argued that if a brand wants to utilise social media properly it needs to have something worth talking about and if it doesn’t have something worth talking about it should create something.
Recently Proctor & Gamble used social media successfully to market its tampon product by creating a content driven social media portal. The results were very successful as Josh Bernoff from Forrester Research explains.
http://link.brightcove.com/services/link/bcpid1370868150/bctid23873047001
This is a great example of a brand creating meaningful content by looking to consumer issues peripheral to the product and its use. Its unclear if this campaign was extended to mainstream social media platforms particularly given the nature of the subject. But the ground work has now been laid by the brand to continue a meaningful dialogue with its consumer which is an excellent position to be in as it conveys a positioning of understanding the consumer and a willingness to offer experience above and beyond it’s product benefits.
