Havaianas- The cons of using social media marketing

Havaianas already have many physical selling points all over the world and many countries already have their official distributor. The establishment of online shop may not in result to enhance the sales; on the other hand, it may cost Havaianas to maintain the operation for the online shop as it needs frequent update.


Moreover, the use of social media like facebook, Youtube are not easy to control, you can not expect all the comments or shares on these social network platform are positive, sometimes negative consequences will be extreme as message spend so fast through social media. For example, there was recall of some Havaianas for kids’ flipflop category in 2009 and a time that the sales of Havaianas brand in recalled area slowed down because of the hurt of creditability. Finally, Havaianas had made a voluntary pull out and promote a series marketing campaign to stop the impact.

Recall of Certain Havainanas Flip Flops

REF:
http://www.philstar.com/Article.aspx?articleId=470402&publicationSubCategoryId=108
http://www.aguavivausa.com/recall.htm

Havaianas- The advantages of using social media marketing

Havaianas has its own online shop platform to capture customer information by introducing opt-in option through creating customer personal account or register of newsletter. This can help Havaianas for personalisation and maintain relationship of existing customer.

Moreover, the introduction of facebook community, micro site of specify campaign, sharing videos showing how Havaianas use social media tools to create content that attracts attention, generates online conversations, and encourages new or existing customers to share it with their social network.

The Havaianas Pledge Original Campaign is a very good example that applies social media marketing successfully. It encourages people to make their pledge "to wear only original" by submitting a photo of with their favorite Havaianas flip-flops through the micro site. In a span of only 57 days, the micro site got 54,000 visits (44,000 unique visitors) and 3,700 photo submissions on the pledge wall with virtually no ad spend on-line / off-line.

REF:
http://www.havaianasphilippines.com/original/

 

Case Study- how do social media marketing apply to Havaianas?

Havaianas is an international brand of rubber sandals which are sold worldwide in over 60 countries in 5 continents. To further develop and add value to their business, they applied social media marketing by introducing international online shop, facebook community, application of newsletter, share vedio of events on Youtube etc.

We can see Havaianas successfully developed a huge customer database by introducing opt-in application in online shop by create personal account/ profile and the application of newsletter. To enhance customer interaction, they have applied downloadable wallpaper on website and create micro site for specialize campaign as below to promote their products.

REF:
http://www.havaianasphilippines.com/original/
http://ca.havaianas.com/en-CA/mania/


Moreover, they have developed facebook fan page by regions and encourage immediate comments on facebook and organize events or activities. No matter on the online shop or facebook platform, Havaianas keep consistent update its products catalogue and promotion campaign by press, videos on Youtube to mass customers and encourage personalization by sending e-mail to their opt-in customers.

International website by regions http://www.havaianas.com/

Online shop with facebook application and Newsletter application http://www.havaianashk.com/women.html

Hundreds of people applaud the arrival of summer in Brazil
http://www.youtube.com/watch?v=RXt-WHyR93I






REF:
http://ca.havaianas.com/en-CA/contact-us/faq/

Definition of Social Media Marketing

Social media are media for social interaction, using highly accessible and scalable publishing techniques, such as shared video on YouTube or build up social network community in facebook. Social media marketing consists of the attempt to use social media to persuade consumers that one's company, products and services are worthwhile. We can see nowadays company not only use traditional tools like TV commercial, newspaper advertising, but using combination of both traditional and social media to promote their products.

I will study how success of the brand Havaianas, an international brand of rubber sandals who applied social media marketing successfully by introducing its international online shop, facebook community to the world.

REF:
http://usa.havaianas.com/en-US/international-sites
http://en.wikipedia.org/wiki/Social_media
http://sbinfocanada.about.com/od/socialmedia/g/socmedmarketing.htm