Reference no: EM133293966

Experience Strategy

221BC's current content types focus on the product, much like their competitors in the kombucha industry. This sort of content doesn't give the consumer much to engage with from an experience standpoint beyond liking the content. The importance of user-generated content is that it elevates messaging on brand-owned channels and mediums that is audience-centric and not brand- or product-centric. Customers should be inspired to engage fully in content, interact with the brand, and generate their own content to share back to 221BC. For example, when Aneta shares tips or a recipe she should encourage blog readers to try making the recipe and to share photos of their end product on their channels, tagging 221BC so other followers see the posts. In that way, the social content of the 221BC channels grows beyond the goal of being informative and achieves the goal of being an inspiring community with 221BC and Aneta at the center of it.

The social experience should also invite followers into the inner workings of the 221BC brand, product, and company. This achieves the goals of elevating the quality of the product above competitors, but it also acts as a transparent way for customers to feel more connected to and involved with the product. Not all creative content has to be polished; working off-the-cuff live videos, short clips, and photos into content can often make branded social media channels seem more real and approachable.

Questions

Identify ideas for other experience strategies 221BC could use in its social media strategy? How would you execute the experience strategies you identify?