How Huawei should improve consumer engagement through social media. this presentation offers 3 recommendations for Huawei to maximize the effectiveness of their social media marketing to engage consumers even more
1. Create synergy between social media platforms and website
The Huawei website should function as a central platform where all Huawei's social media channels are built to guide the consumer to this central platform. In this Slate presentation, a few recommendations are highlighted in order to achieve this synergy:
- Hashtags: hashtags should be used more effectively on every social media platform. Hashtags are an effective way to create synergy between social media channels and make it easy for followers to look for a specific product. E.g. #HuaweiWatch". Especially in the co-development recommendation below, Huawei can utilise hashtag usage to their advantage to internalize the campaign through all social media platforms.
- Link to website on social media platforms: Huawei is good at using hashtags on Facebook, Instagram and Twitter. However, the link to the website where the Huawei products can be bought, is often missing. The company should mention the website link more in their posts to guide consumers to the website where the actual sales happen.
- Be aware of peak moments on social media: After analysis, Huawei appears to be very active on social media with one or more posts each day. However, their timing could be improved. Most posts happen during working hours (most at 2pm). Posts are more effective when most people are online on social media. (Morning, during lunch and after dinner).
2. Use Facebook Live as a trigger for engagement by responding to consumer's questions, concerns or problems in real time. Facebook Live broadcasts also are very likely to appear on follower's Facebook Wall
3. Stimulate co-development with highly engaged 'HuaFans'
Huawei should take advantage of social media to engage consumers in sharing their ideas and feelings with the company. An example of how to do this is the "#WithMyHuawei" contest. Consumers are encouraged to take an original picture with their Huawei gear
The "#WithMyHuawei" contest
- Consumers are encouraged to take a picture with their favourite Huawei gear
- They have to share it on Huawei's social media channels with the hashtag
- The campaign is internalized through all Huawei's social media channels, connected with the hashtag
- By working with a hashtag, the company can easily monitor the outcomes of the campaign
- Winner's footage will be chosen
- The footage will be shown in Huawei's next promotional video and print campaign called "With My Huawei", where the company thanks its amazing customers
- Winners will earn prizes and monetary incentives
- The "#WithMyHuawei" campagin triggers engagement via monetary incentives and networking. Additionally, the contest drives engagement via an interaction between several dimensions of brand engagement: socialising, co-development, sharing and advocacy. Eventually, the campaign aims at consumer loyalty and commitment by launching a global "thank you" campaign to the Huawei customers and fans.
