According to Mashable.com, Gatorade’s new command center, based inside the Chicago headquarters, has been set up to listen in on real-time social media conversations. Since “listening” is one of the key strategies to successful social media marketing, Gatorade has come up with real-time software to help watch the tweets, the posts, and the blogs with visualizations and graphs to help measure out the data. However, listening isn’t all that they do. They watch for conversations and decide whether to jump in or not. Although this seems good and all, I’m not sure how comfortable I feel with companies, such as Gatorade, “spamming” my conversations. Now I can understand that today’s generation of young adults aren’t necessarily worried about privacy and sharing information, but I think they are this way because they filter what the don’t want and keep it out. I believe Gatorade has found a new way to get into the conversation without any filters or barriers blocking them. 
Don’t get me wrong, I think Gatorade’s new Mission Control is awesome, but how they are going to use their new marketing strategies to welcome themselves into conversations might be going to far. I think we need to really re-consider how we converse online and exactly who we let in or not.
http://www.youtube.com/watch?v=InrOvEE2v38&feature=player_embedded
I love that they created their own "command center" instead of using other listening tools already available. I didn't really consider the idea that they would be spamming conversations, but it makes since. From another angle, I sometimes like when companies respond to me when I mention them online. It makes me feel appreciated. Plus, I certainly would expect them to respond with a solution if I have a problem, so I guess I'd be okay with them responding in other ways too. Great post! :)
ReplyDeleteGood article find! I feel similar to you... is this just the start of companies becoming "big brother"? I think I'd be more positive about this marketing approach if the conversations that they follow are from people that "follow" gatorade on facebook/twitter. I wouldn't like it if they are getting into conversations with people who aren't connected to them in some form. It is a neat and innovative idea though, hope it works and boosts sales!
ReplyDeleteTo be honest, I feel like this was a lot of time and energy expended on making a platform that will not be very beneficial to Gatorade. Everyone knows about Gatorade, there is no need to butt into people's conversations to get your brand out there. They should have instead used the money to develop a new line of drink that appeals to a different audience. There has to be a benefit to the customer, not just over marketing a brand.
ReplyDeleteI feel like they could have just used one of the many platforms already widely available and came to the same results. But to each there own, I just feel like the should have allocated their money a bit wiser.
ReplyDeleteThis is a really interesting way that Gatorade chose to try and interact with its customers. I know that most people wouldn't prefer to have their conversations "listened" in on, and I think the company could try other interaction strategies that don't involve peeping in on its customers. It's one thing to see who's saying what about you, it's another to actually jump in on the conversation!
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