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Serendipity
- 1. COM 600 Social Media Theory and Practice
- 2. What is serendipity? 0 Unexpected 0 Insightful 0 Valuable “Serendipity is when unexpected circumstances and an insightful “aha” moment leads to a valuable and unanticipated outcome.” (UCL News, 2012)
- 3. “As the word (serendipity) has changed meaning, we have lost sight of the idea that we could prepare ourselves for serendipity, both personally and structurally” (Zuckerman, 2013, p. 218)
- 4. How to create serendipity for customers? 0 1. Learn where and how your customers talk online 0 2. Monitor discussions among customers 0 3. Take time to build genuine relationships with customers 0 4. Actively look for needs you can help with 0 5. Have fun! Source: NeedTagger, 2013. http://www.needtagger.com/serendipity-is-the- key-to-social-marketing-success/
- 5. MasterCard #PricelessSurprises 0 #PricelessSurprises Twitter campaign was launched during the Grammy Awards that promises lucky customers one-of-a-kind surprises. 0 #PricelessSurprises rose to the No. 5 trending topic on Twitter during the Grammy Awards and generated 69,000 social media mentions. Figure 1: Example of #PricelessSurprises on Twitter (MasterCard, 2015) Figure 2: Example of #PricelessSurprises on Twitter (MasterCard, 2015)
- 6. Justin Timberlake Videos. (2014, Jan. 24th). Justin Timberlake – MasterCard Priceless Surprises (TV SPOT). Retrieved from: https://www.youtube.com/watch?v=E5E2dZIE8Hk
- 7. MasterCard. (2015, Feb. 8th). A Lyft ride with tickets to The GRAMMYs! Retrieved from: https://www.youtube.com/watch?v=LGdu8vqWf8Y
- 8. Lessons learned 0 Try to be addictive and welcomed, rather than annoying and disruptive. 0 Have quantifiable goals and measurement metrics. 0 “The moment!” Engage with customers at the right time with the right content.
- 9. “It’s not just about creating priceless surprise, but about how can we be priceless in people’s lives in new and unexpected ways” – Raja Rajamannar, CMO at MasterCard. (Ad Age, 2014)
- 10. Discussion In your opinion, which social media platform is the optimal platform in terms of creating serendipity for customers?
- 11. References 0 Ad Age. (2014). MasterCard serves up Grammy surprise: Justin Timberlake. Retrieved from: http://adage.com/article/news/justin-timberlake- surprises-fans-mastercard-grammy-push/291306/ 0 Ad Age. (2014). MasterCard CMO: how we keep “priceless” fresh after 17 years. Retrieved from: http://adage.com/article/cmo-strategy/mastercard- cmo-priceless-fresh-17-years/291380/ 0 DIGIDAY. (2014). MasterCard offers “priceless” surprises. Retrieved from: http://digiday.com/brands/mastercard-justin-timberlake-surprise-fan/ 0 Justin Timberlake Videos. (2014, Jan. 24th). Justin Timberlake – MasterCard Priceless Surprises (TV SPOT). Retrieved from: https://www.youtube.com/watch?v=E5E2dZIE8Hk
- 12. References 0 LostRemote. (2015). Patron and MasterCard have mastered real-time Twitter TV marketing: here’s how. Retrieved from: http://www.adweek.com/lostremote/patron-and-mastercard-have- mastered-real-time-twitter-tv-marketing-heres-how/50372 0 MasterCard. (2015, Feb. 8th). A Lyft ride with tickets to The GRAMMYs! Retrieved from: https://www.youtube.com/watch?v=LGdu8vqWf8Y 0 NeedTagger. (2013). Serendipity: the ultimate goal of social media marketing? Retrieved from: http://www.needtagger.com/serendipity-is-the- key-to-social-marketing-success/. 0 UCL News. (2012). Researchers discover serendipity is more than a “happy accident”. Retrieved from: http://www.ucl.ac.uk/news/news- articles/1210/121004-serendipity-more-than-a-happy-accident. 0 Zuckerman, E. (2013). Rewire: Digital cosmopolitans in the age of connection. WW Norton, Incorporated.
Notes de l'éditeur
- “Happy accident”? “the positive side of unintended consequences”? UCL researchers: serendipity is more than “happy accident”, it also involves “insight”, an “aha” moment of realization. Definition: serendipity is when unexpected circumstances and an insightful “aha” moment leads to a valuable and unanticipated outcome.
- Yes, serendipity can be created. Social media can help brand to create moments of serendipity for customers! Here “serendipity” means win-win moment for customer and brand
- Its all about truly understand your customers!!!
- MasterCard is the world’s No.2 payment network with a 26% market share of card purchases in 2012 in the U.S. MasterCard is an official sponsor of The GRAMMY Awards. Rule: MasterCard cardholders tweet or reply on Twitter using the hashtag #PricelessSurprises. They are then able to sign up for prizes, such as Justin Timberlake’s music, signed photos or concert tickets. Justin also visited the home of an unsuspecting female fan.
- For this campaign, MasterCard wants to reach passionate music fans especially those of GRAMMYs’ nominated artists. Make sure you know who you are targeting to. MasterCard uses real-time social listening to find the right intersections between MasterCard and what is happening. Make sure to create the content that matters to your target customers. 2. Goals: to advance MasterCard relevance and loyalty, to increase card usage and advocacy. Evaluation: MasterCard measured through social diagnostic metrics such as Engagement Rate, Share of Voice, and Sentiment. 3. Engage your customers at the right time and create serendipity for them. Serendipity: win-win situation. Customers are happy and company can get publicity.