FiFi Tests Social Networking Waters
By Doug Bender
The Fragrance Foundation decided to test the social networking waters this year, offering fragrance fans on Facebook, Iqons*, and MySpace an insider’s view of The 36th Annual FiFi Awards & Celebration, and with it, an opportunity to help choose FiFi Fragrance Stars of the Year.
One in four Internet users frequent social networking websites, according to the Consumer Internet Barometer. Operating at a fraction of the cost associated with traditional media, social networking is a temptation that has many brands debating how to factor it into their communications mix. Skeptics, however, point to a plateau in social network audiences, and caution this type of consumer involvement challenges brand control, oftentimes citing horror stories of hostile consumer behavior. Nonetheless, with over 100 million monthly active users including a large percentage of women and teens, social networking sites offer an audience warranting a closer look.
FiFi Page on MySpace
The Foundation sought to promote online voting within fragrance, beauty, and fashion circles, while raising national awareness about the FiFi Awards. Online profiles were designed to give a behind-the-scenes glimpse of the FiFi Awards, with blog posts highlighting the latest awards news, pictures and videos of past ceremonies, and an area for friends to post feedback. A branded widget was then created as a takeaway, counting down the days to the event. This portable chunk of code functioned as a FiFi Awards mini-site, directing traffic back to the main profiles. Day-to-day maintenance unfolded like any good consumer relationship management strategy, addressing questions and concerns, while engaging friends with carefully targeted messaging. The number of votes cast from the profiles as well as the size of the network of “friends” determined the level of success. The result was a significant increase in voter traffic and the development of a network of over 5000 friends, which can serve as a foundation for future social networking initiatives.
[Article originally appeared in the Summer 2008 FiFi Edition of The Fragrance Foundation’s Fragrance Forum]
