Unless you are living in Brazil, you may have not heard of the market leader, social media platform Orkut. Another thing you may not know is that was operated by the one and only, powerhouse, Google!

A brief back story on the platform: Orkut launched in 2004 and was an invite-only social media platform. Like many platforms, its main objective was to connect users with a community type feel that was popular among students and workers within technology. Peaking in 2012 with 20 million users, the platform was highly successful for many years until its closure in 2014.

The Success

In one word: culture. Orkut thrived during its time as Brazil was emerging as one of the top online retail markets. The culture was keen on technology and consumers’ motivation to adapt to improvements in technology was high. Not to mention outdoor advertisements being banned in the country, where or where will consumers turn? Social media platforms of course! Now with all this in mind, in comes an invite-only (that exclusive feel and all) social media platform from the highly praised Google. It was the perfect mix of what the culture at the time was instead in and what social media platforms at the time had to offer.

The Failure

In one word, again: culture. Unfortunately, Orkut pulled a kind of Kodak moment and could not keep up with how the culture was adapting and the different needs that it brought. Instead of not producing digital cameras, Orkut’s downfall was not updating the platform to keep up with the different media types such as photos and videos, consumers were looking to share. Like all the Canons and Nikions in the social media world, there were quickly new platforms offered to consumers that meet their needs and Orkut lost its lead in the market. 

The Takeaway

Three words this time: Understand the culture. Orkut is just one example within one culture, however, when a brand is using social platforms to market to various cultures, the must first understand the audience to know how to communicate their message appropriately, and second, ensure the product/service they are marketing is adequate for the needs of that culture.

Between Instagram, Facebook, Twitter, Whatsapp… the list could go on, we all have multiple social media app we switch between constantly on our lunch break or waiting for the train. 

“Wouldn’t it be great to have a one-stop social media app?”

Introducing the Chinese social media app Weixin! Weixin is a combination of the common favorite social media apps with features such as messaging friends, checking the news, exchanging money, and all you could really ask for from social media (including memes of course).

Why it Works?

Weixin understood their audience. With the development of any product or services, in order for the highest success, creators must understand their audience’s needs/wants and how they can effectively fulfill them with their product/service. Weixin first understood the demographics of their audience, which is young, urban smartphone users. Knowing who their audience is they then understood that these users wanted and were lacking being offered a one-stop social media app. They understood users wanted a clean, easy to use interface and have everything they were looking for without having to take the time traveling in between apps. In order to continue to meet users’ needs, the app makes regular additions to the app depending on items such as new trends or time of the year.

Becoming Apart of Daily Life

With all of its abilities, Weixin was able to create a product that became a part of users daily life. Like many of us who first open IG upon waking up and mabey Facebook in the afternoon along with Apple News throughout the day, Weixin became the only app users would open for any of these instances. Also with the wide abilities of the app, it was adaptable for a wide range of users. Some may only use the messaging and news feature, while others were there for photo and video sharing, really being a one-stop show for anyone in its audience.

The Takeaway

Knowing, understanding, and LISTENING to your audience is crucial for any social media campaign. Looking at Weixin is a great example of how a company that looked at the demographics, personality, and behaviors of its target audience to create a product that fit them. Also, with already understanding their audience, they are able to predict behaviors and accommodate with regular updates, keeping users engaged and never having a reason to use another platform. 

We all have those moments where we get caught scrolling endlessly on social media through memes while we should be working or completing homework assignments. There are no real benefits to these forms of content other than entertainment and passive use of social media. However, what if one of these memes we shared, actually contributed to a worthy cause?

During Breast Cancer Awareness Month, users on Facebook shared memes around Breast Cancer in the hopes to start conversations and create mobilization around the subject. As with many memes, you have to be “in the know” to understand, and that in the know was simply being a woman. Women would post status prompted by chain facebook messages such as their name and color bra they were wearing, sparking some confusion for men who logged on. 

Why it Worked?

It’s human nature to want to do the right thing and support worthy causes, however, many times simply resharing info about a cause can get lost in the content void and does not engage users. However, the Breast Cancer meme brought entertainment and a sense of exclusivity to it that users gravitated towards. Users were able to actively engage with the memes prompt and share their experiences with others who were in the know by the reactions they received – building a community around it. 

What Could Have Improved?

While the meme did create quite the talk and for being such a simple call to action, create great engagement from users, it did lack a mobilization tactic. Mobilization is bringing the message we read online to our real-life in some way of participation. Unless it is the Doge meme, this form of content stays online and does not normally draw an offline attraction for users to participate in. With a mobilization tactic, users could have been drawn to take action with the cause in their lives and the opportunity for a longer/greater last impact. Mobilization could go as far as organizing a community event, or simple ask of users to send user-generated content in – anything that gets them to devote time. For example, users could be users sharing a video of one of these “secret prompts,” putting faces to the community and allowing for an extension away from just text-based content. 

A Leg-up for Social Issues

Breast Cancer Awareness is certainly not the first or last movement to take presence on social media. These platforms can be a crucial part of social movements and be a great way to spread awareness to the masses and with using mobilization tactics, the impact can be huge. The great thing is, social movements have a natural advantage for this! For a majority of social movements, consumers already can from an idea of how to help the organization without even getting to the call to action. We naturally know that if we feel strongly about a subject to share the information or contribute to a donation. Also, when we are passionate about something, if the organization asks for participation, it’s not much of a debate to do so!

When 4 college students are dissatisfied with a product, like prescription glasses, what do they do? Start a business to fulfill what they are looking for. With this goal, a unique business model, and small funding of $2,500, Warby Parker was created. 

What was a lengthy process with the headache of booking eye doctor appointments, being discouraged with the style of frames offered, and high costs, Warby Parker has changed the prescription glasses market since its launch in 2010. The companies business model is built around selling its product online rather than in showrooms and cutting out the middle man in distribution, allowing for lower prices.

A Personalized Touch 

Purchasing eyewear online can turn some away (we’ve all been there when the photo does not look the same in person), so one of Warby Parker’s unique offerings is the ability for consumers to try it on at home! Consumers can order 5 pairs to choose from and have them shipped to their homes at no cost. Warby Parker has used this to bring on those “iffy” consumers and turned it into a personalized service model.

The company has also carried the idea of personalization to its marketing efforts. Starting with user-generated content, the brand encourages consumers to submit photos of their new glasses, to be featured on the brand’s various social platforms. Consumers love to feel part of the conversation for brands they love, and this marketing effort creates 1-1 engagement on a 1-1 with the customer. This also acts as a testimonial for others who are in the consideration phase of the product. 

Don’t Set It and Forget It

It can be easy for a brand to post a great advertisement that is attractive and bring in consumer interest; however, if a brand “sets it a forgets it” they are not getting the most they can from their social media efforts. Warby Parker’s social media team actively engages in their social post through the comment section, joining in on the conversation. This adds again to that personal touch and offers a way for the brand to talk to customers who may have a question and be a conversion tool. Also, being active in the conversation allows the brand to address any issues that may arise.

More Than Just Conversations

Along with talking to consumers, with Warby’s Parker’s active engagements, they also can learn about their consumers and any concerns or questions they may have around eyewear. The team takes these consumers and then creates posts with expert advice on consumers’ reading. Getting personal yet again, Warby Parker shows great initiatives in listening and tailoring their social content to what their consumers WANT to see.