By now, most of you have seen the remarkably forward thinking approach of Skittles.com. If you haven’t, now is the time to check it out.
Over the past year, companies have struggled with the decision between creating their own community or attaching their brand to the already successful networks out there. Most of us have come up with a solution that involves the development of both.
The latest effort from Skittles (from the folks at Agency.com) is a bold step in the direction of embracing and empowering third-party social platforms—while almost completely tossing the brand’s “online home.” Perhaps just as importantly, Skittles has given the keys to product messaging and marketing to the consumer. Conversation is no longer a piece of their marketing—it’s the primary driver.
In a sense, many brands are already halfway down this path, with Twitter accounts, Facebook pages, a YouTube channel, etc. But most are struggling with how to connect them all, and many are still holding out for the possibility that their proprietary community will take off. Every day, new “networks” pop up—diluting the potential reach of the next.
What’s your take? Will the “Skittles approach” be the new model for social media marketing?
Photo Credit, ambiebambie39507
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I think that Skittles move into Social Media is encourageable and brilliant at the same time. I think that their overall success/failure to control their message while not controlling the medium will be a case study that we reference for some time to come. I wish them the best of luck , feel that they are uniquely suited to be successful given the overall positive nature of their brand & products, and look forward to hearing more…
The idea of engaging the Internet without incorporating or at least considering elements of community is passe now. It's not 1999 any longer. Disregard Skittles bold move in terms of execution. The real importance here is that this provides clear evidence that the day of one-way communication (what we say is more important than what you say) is over and done.
I work for a CMS software provider. Our sites have historically been of the Web 1.0 variety. I'm working to change our perception of how the web works. Skittles.com is proof-positive that the game has changed. A memorial stone has been set in place. We can't go back to the old way of doing things any longer.
I think the new Skittles site and this kinda of approach to social media marketing is a great step forward. Their friends, chat, and media sections link directly to their Facebook, Twitter, and Youtube pages, respectfully, and what better way to really drive these new features than to make your homepage a revolving door to showcase them.
I don't know if this pot luck home page is a good concept over a long period of time, but I think the sections linking to their various accounts is a big step in the right direction. Kudos to them for sticking their neck out and trying it first.
One thing is for sure– we're all talking about it aren't we? And now I'm hungry– and craving primary color sweetness.