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How to build your brand on social media with illustrative examples and measurement metrics
The document discusses various successful brand campaigns leveraging social media, such as the Whopper Sacrifice and the Old Spice campaign, highlighting their impacts on user engagement and sales. It emphasizes concepts like news-jacking and user-generated content, showcasing how brands can creatively connect with audiences while maintaining authenticity. Additionally, it outlines strategies for effective social media use, including audience mapping and monitoring engagement metrics.
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How to build your brand on social media with illustrative examples and measurement metrics
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- 3. The OMFG! Factor: Sacrificeten facebook friends. get a free whopper. Whopper sacrifice (a facebook app) launched in early 2009 with little fanfare and almost no media support and lasted only 10 days before facebook shut it down on the basis of “user privacy violation” (the app notified friends when they were deleted).sure, they gave away 20,000 free whoppers. but the infamy and buzz they gained? priceless.
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- 5. The OMFG! Factor: TheOld Spice Man debuted in a 2010 Super Bowl ad, bringing humor, sex appeal, and intrigue to a brand that was all-but- forgotten. The campaign not only got the attention of celebrities like Demi Moore and Ellen DeGeneres, but also helped Procter & Gamble to amass over 40 million views on YouTube and enjoy a 107% increase in body wash sales within 30 days of the campaign launch.
- 6. The OMFG! Factor: Hedominated not only YouTube with over 20 million views, but also claimed the most popular fan page on Facebook (with 2.5 million fans vs McCain’s 625,000 at the time), broke down barriers with his social media-friendly campaign website that bestowed genuine, in-action photos, videos, and issue-oriented calls-to-action upon its visitors daily—and ultimately, rode that online popularity all the way to the White House, becoming not only the first U.S. President to have a presence on social media, but the first one to fully grasp and connect with his constituents across ALL of the channels that matter to them now.
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- 10. PagePublishing – Theseunpaid impressions appear on the Fan page wall and may also appear in the Newsfeed of a Fan or a Friend of a Fan. Stories about Friends - These unpaid impressions occur when a Friend actively engages with a brand (e.g. Amy Likes Southwest Airlines) and become visible either on a Friend’s wall or in the Newsfeed. These stories may appear to Fans and Friends of Fans. Sponsored Stories – These paid impressions are similar to Stories about Friends, but they have been actively distributed more broadly and appear in the right hand column to Fans and Friends of Fans. Ads with Social – These branded messages come directly from the advertisers with a social context on the unit that appears to Friends of Fans (e.g. Roger Tison Likes Southwest Airlines, appearing at the bottom of the ad unit).
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- 12. Reach isthe levertoachieve grp Grp= reachX frequency
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- 18. News-jacking Newsjacking is theidea of interjecting a business’ marketing message or ideas into a current news story in order to garner additional attention from both customers and the media. Culture-jacking has a similar definition, but centers around events like the IPL.
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- 22. OreoDailyTwist Oreo had laidthe foundation for Super Bowl success with about 5,000 simple tweets, posted at a rate of about three or four a day, incrementally engaging its customers and building an ongoing dialogue. Similarly, the Oreo Daily Twist boosted customer engagement because as regular as the sunrise, Oreo fans knew that each day Oreo would post a new graphic and new twist on its image.
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- 24. HP Bend therules Using Vine Stars, they have created content around the use of their products, transcending social media networks and interacting with consumers on multiple mediums. In the 2015 edition, content creators are “Going Epic” and are given big budgets to pull off stunts, ranging from monster truck trick shots to being set on fire to breaking through glass.
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- 26. WWF last selfie WWFused the idea that selfies disappear off Snapchat after 10 seconds to illustrate the disappearance of endangered species around the world. The result was worldwide branding and sharing that led to increased donations for the month in only a matter of days.
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- 28. Patagonia By focusing onthe activities and themes that are relevant to Patagonia’s customers, the brand earns their trust and a role reversal takes place. Instead of Patagonia trying to sell to its customers, the customers are coming to them and asking for more information about the products they sell!
- 30. User generated content(ugc) • Brand Democratization (Blogs and Vlogs) • Citizen Journalism • Buzz Driver • Customization (Dell, Converse)
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- 33. I don’t wanttorememberallthese!! Isthere a simpleway??
- 34. Defineyour goal • Areyou looking at increased conversions? • Are you looking at social media as a brand communication channel? • Are you looking at SM for leads generation?
- 35. Map your audience •If you want to sell a product such as a book across social media, you must focus on your audience’s pain point, solve their problems, and add value to them little by little. Provide free advice that’s of high value, NOT something anyone can just copy and paste from a source like a blog. • For example, instead of relaying mainstream news, focus on syndicating news gear towards a specific niche area so you become the go-to source for it. Better yet, compile the content and provide your own insight so you act as a filter for your audience.
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- 37. Engagethem, talk tothem • Content Communication • Posts • Tweets • User Engagement • Graphics • Technology • Applications
- 38. Track and measuresuccess •Monitor Conversations • Track Results • Google Analytics • FB Insights • Google Trends
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