OK, so I’m trying to make some kind of order in my mind, the first little step in writing my Master’s thesis. I just feel the need to get everything one can do online to engage with a brand down on one place, in a neat table. Just a fraction of these interest me right now, but it’s still good to see it all together. What glaringly obvious actions have I forgotten? (I will fill in more examples where possible, when I get around to it.)
| A little taxonomy of online brand value building and destroying by consumers (non-media brands) other than “just” consuming. V 1.0 | |
| Action | Example |
| Responding to specific planned brand content | |
| Consuming (reading, watching) online brand content on website, youtube, twitter, etc | Genuine Ken |
| Sharing online brand content via Facebook, twitter, email, etc | A tweet |
| Pushing “Like” and/or commenting on a Facebook post by brand | Barbie’s wall |
| Rating and/or commenting brand content output on Youtube or similar | |
| Responding to call for action in brand content, for example “Share your stories”, without competition element | |
| Responding to online competition without user generated content | |
| Responding to online competition making user generated content | Dr Pepper’s site |
| Using a branded Facebook app to do for example a quiz or game | |
| Participating in an advergame | Frootloops games |
| Responding to general planned brand presence | |
| Following brand on Twitter, Youtube, Foursquare etc, or liking brand on Facebook | |
| Making and sharing media content about a brand without being encouraged by brand | |
| Uploading a video which features a brand | A video about Nike |
| Blogging about a brand | A blog post on Dr Pepper |
| Tweeting or posting on Facebook (to friends, on wall) about a brand | A tweet |
| Rating and reviewing branded product on for example Epinions | A review on some man stuff |
(Yes, two examples from the world of Barbie. There could be more. I got a bit sucked in to the Barbie universe the other day, although it was all in the name of research so it wasn’t wasting time really, and discovered that both Barb and Ken are on Foursquare, too. He’s apparently rambling about all over America reminiscing (a little bit creepily) about when they were dating. Get over it, Ken.)
