One of the big questions of the moment is how marketers should tackle this thing called “social media.” Many are taking a wait-and-see approach while the more daring jump in head first. One such braveheart is Terra Chips, who is launching its “Chip in for Change” campaign on Facebook on October 28.
Here’s a taste of this effort as served up by MediaPost:
On Tuesday, the brand will launch a “Chip in for Change” campaign on Facebook. The concept: Tap into the patriotic zeitgeist and give Facebook users a channel to share their opinions not only with each other, but the new president–while also conveying that consumers by no means need to wait until next July 4th to enjoy Terra’s S&B chips.
The campaign centers on a Facebook product page where users will be able to register their ideas and priorities regarding changes that they would like the new president to address, via a virtual “Chip in for Change” suggestion box. The input will be gathered into a virtual gallery where users can read one another’s perspectives.
It will be interesting to see if Facebookers find this to their liking or simply salt it away with the rest of the contrived attempts by marketers to invade their social network. When MoveOn.org or another politically savvy organization asks me to chip in, I’m prepared to engage. When a spruced up junk food says “lets talk,” the conversation might go something like this:
Terra: “Hey Drew, chip in for a change and tell the next president what you think.”
Drew: “Hey Terra, are you serious? Why would I want you, a salty snack, to be my portal to the President?
Terra: “Now Drew, relax, we’re just trying to demonstrate that we understand your Facebookian lifestyle and want to engage in the conversation.”
Drew: “What conversation and who asked you become part of it? If you want to talk to me about the health benefits of blue potatoes, I’m all ears but when it comes to politics step aside. You’re cutting this thing the wrong way. I didn’t sign up for Facebook to face off with a tiny tater.”
Terra: “Now Drew, don’t be that guy. We just want to be your friend.”
Drew: “I’ve got plenty of friends already you specious spud. You want to be my friend, bag this Chip In program and do something useful that is somehow relevant to your brand.”
Terra: “Whatever dude. We’re getting great PR and our marketing folks are now being invited to every social media conference in town. So any way you slice it, we win.”
Drew: “You got me there. Serves me right for talkin’ to a bag of chips.”
For the record, Terra Blue is still my chip of choice.
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I dig the red… it seems like the facebook addicts jump on promotions like this fairly readily… when I come across something like this, I tend to dismiss is with a ‘Oh, that’s a cute… campaign’ and move on…
Thanks for the article.
I think they nailed it. Sure it’s a campaign, but it gives users a voice, it looks good, and more importantly, it’s well done and demonstrates that they actually care. I guarantee Facebook users will eat it up. Consumers care less and less about who’s behind the campaign so long as it entertains, educates or informs them. This one will do well. My two cents…
Let’s say both of you are right and Facebookers do respond. Does this become a brand platform for Terra? Are they the brand that helps you Chip In? If so, then this could be a great start. If not and Terra just bags it, then this “one-off” effort crumbles into little bits of marketing detritus. Time will tell.
Terra Chips is talking the talk and walking the walk in his desire to improve the customer experience for the Facebook community. He is responsible for one of the leading social media sites on the web and he is using the site and its forum to obtain feedback from Facebook members. What better way to obtain an understanding of what works well, what needs improving, and how the site needs to grow in the future.
There are many ways to elicit customer feedback about products and services. Terra could conduct an email campaign or intercept Facebook members as they use the site to recruit customers for task-based research or a survey to provide users a channel to share their opinions. Instead, Terra is going to use the Facebook forum to generate feedback. This is like having the ability to knock on the CEO’s door and ask a question or give feedback. This method of eliciting customer feedback is also like having the ability to invite your customers into the board room and ask them questions about the experience on Facebook and how it could grow and improve in the near future.
Many companies are using this “open door” method for eliciting feedback from customers. Some include links on their site asking for feedback to new product ideas or web site design. Others develop private panels of customers where they can ask them questions any time during major development efforts and ongoing site improvement processes.
I am looking forward to seeing how the Facebook campaign is received by its members. Hopefully, Terra will share what he is learning and what plans will be made as a result of the feedback.
Thanks Carol. Agree that it is better to be part of the conversation than to sit by the sidelines. I’m not sure their motivation is as altruistic as you make it sound but will certainly give them the benefit of the doubt. After all, I do like their chips.
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