So it turns out that like everything else in life, social media is only as useful as the people using it (gasp, I know).
As business and organizations start to catch the social media wind, many end up worse than before. They go from having a flatline or slightly positive reputation to being flamed across the internet. In Unmarketing, Scott Stratten uses constant examples of social media gone bad. Most of it is related more to experience level than anything, but as evidence of Wal-Mart, even big companies with expertise fail sometimes.
While we can learn from social media faux Pas, I believe that we can learn more from SUCCESSFUL campigns.
One huge campaign that I’ve studied a bit not mentioned on this list is Tony Hawk’s (@THride) genius Twitter run. You’re probably saying…”Tony Hawk! that guy had a video game on Nintendo 64. He uh…rides a skateboard”. That must have been what he though three years ago too. He created the idea of a real life Twitter Easter egg hunt, where he hid his merchandise in various locations around the world, an then tweeted clues to help people nab the good. He created a frenzy. Not only is the plan making Tony look like a superstar, but people are getting free stuff and interacting beyond a computer screen. He may have given away two or three thousand dollars worth of merchandise, but he’s gotten coverage from around the world. Companies everywhere are trying to copy the campaign. In other words, Tony isn’t just a video game anymore.
The Johnson’s baby campaign was absolute gold for the company. It’s an organization directed to parents and moms in particular. Moms LOVE to show off their children (at least until 6 years old). If you ask, chances are a given mom will pull out all the stops to show you her baby’s life. Baby books, first tooth stories, actual first teeth (ekkkkh). Heck, I’m turning 20 and my mom showed my baby book to my boyfriend. Awkward. The point is, there is no better way to encourage moms to join a cause than to let them show off their babies. Johnson saw this and capitalized on it. It cost them very little money upfront (a facebook app) and they gained thousands of followers on Facebook and Twitter. It all goes to show you have to know your audience.
Last but not least, my favorite campaign of them all. Samsung. Yup, the people who make your phone and TV figured out that you were probably using the phone or TV to access some type of social media. With their campaign, they not only brought in loads of followers but managed to keep them back every week. Retention is a struggling area for most social media campaigns, because people get sick of hearing the same thing over and over. If I had subscribed to Samsung on Twitter and they sent me a consistent flow of messages that said “Buuuuuuyyy me and you’ll get nothing!!”, I would probably unfollow them pretty fast. But, the point is that Samsung didn’t do that. Instead, they created a campaign called “Like It, Reveal It, Win It” where users got to reveal pieces of tile when they invited their friends to the app. Not only did this create exponential growth, but it kept hungry freebie hunters busy by constantly staying updated. If you need anymore proof than that, it’s in the number. 12,000 followers in a week and a half.
I, Allee Evensen, solemnly swear that when I own a business, I will not drive people up the wall with thousands of pointless tweets and Facebook posts. I’ll make people hungry (figuratively) for my project by giving users something worth their time.
That’s all folks. In the words of Edward Murrow, Goodnight and Gooduck.