Reebok
Run Easy
Not everyone is a competitive runner. Acknowledging that, Reebok wanted to focus on the joy and fun of running and motivate consumers to enjoy the sport at the pace that is right for them. To support this strategy, the company created a social experience that helps runners share their activities with others.
Featuring a mash-up of Google Maps, iTunes, Flickr and Jumpcut technologies, the site provides user-generated content capabilities that help runners share their experiences with other runners. Visitors can easily map out favorite running routes, post snapshots, upload music playlists and join discussion groups. In just one week after the launch of the site, runs were created by visitors from all over the world, including the U.S., France, Germany, Portugal, Hungary, Australia and more.
Why Reebok Run Easy is successful:
- Unique online experience
- Allows people to turn a passion into a social experience
- Provides runners the ability to catalog their experience
Conclusion
The examples above represent only a few of the many companies that are effectively leveraging social media to enable personal recommendations and personalized attention. Other well-known examples exist. Comcast uses Twitter to track and respond to problems and outages through its ComcastCares campaign. adidas leverages Facebook and Twitter to promote specific products such as adidas Originals. Wal-Mart is extremely successful with ratings and recommendations on its site. And there are many, many more.
How can you get started? Begin by joining communities and experimenting. Each platform has its own feel, culture, tools and, therefore, its own opportunity. Then engage your audience by creating offers or asking questions and inviting feedback. Finally, experiment and track your results.
Eric Karofsky is a principal strategist for Molecular.
