Social networking sites can appear very alluring to businesses. After all, the usage statistics continue to climb – with Forrester estimating that 75% of Australian adults logging on to a social networking site each month. Clearly there are a range of use cases around this figure – but nevertheless, the volume, interest and levels of participation are impressive.

But the challenge is not about having a Fan Page on Facebook or a video on YouTube. These things are the baselines. They are the price that we all now must pay to sit at the table of the consumer. The real challenge is to use these sites in a way that takes advantage of the viral expansion loop – the in-built business model that brings the power of networks to bear upon the content that you (or your advocates) have created.

Ikea, however, have been able to creatively engage their audiences using a wide digital footprint and a strong and creative strategy. This short video neatly summarises what they did and how it delivered exceptional value for the business.

2 Comments