Creativity in Social Media
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Agencies have become obsessed with targeting with pinpoint precision, but less so with the content they deliver to that target. Sure, performance marketing can create relevance, but you definitely need creativity to engage. The presentation was held on the seminar #rethinkingmarketing in Helsinki, March 19th, 2015.
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Creativity in Social Media
- 1. SOCIAL MEDIA
- 6. Social media is about maintaining and developing strong and weak ties
Editor's Notes
- Good morning!
- This is me, or at least who I used to be. I’m from Norway, and I work at Starcom MediaVest Group as a Creative Director. I have a degree in anthropology and have worked as a editor and PR advisor before I came to Starcom. It’s an honor to be here. Starcom have proudly for 12 years worked intimately with Dagmar as our ally in Finland.
- I also run a marketing podcast, unfortunately it’s in Norwegian.
- It’s exciting to work with social and digital media. But it’s important that we don’t forget about the creativity in the mix. It’s important that we don’t end up working in silos.
- You have to bring both parts of the brain – both the creativity and the amazing data sets when working out your campaigns
- Social media is basically about maintaining and developing strong and weak ties Brands need to fuel that need to build relationships in order to be relevant
- There are three characteristics with social media, which I find interesting and which I think will shape how people and brands will use it in the future
- Social media is about creating social currency. As a brand you should be a part of what people talk about and what they’re interested in. and help them create meaningful conversations Sharing is about showing taste, interest
- I’m sure you recognize these two cases. Both Always and Dove created emotional and engaging campaigns last year. Both of the cases are about empowering women and adressing why many girls have low selfesteem
- Last fall a few Norwegian celebrities started to share a blog in social media. The blog was written by twelve year old girl Thea who was about to marry Geir who was 15 years older than her. This sparked a lot of buzz in social media. People were furious and shared the blogposts in social media and commented on the blog. It created social currency. Not long after the blog was posted, Plan revelead the truth. This was no real blog, but a campaign against child marriage. But still, it went on and become the most talked about communication case in Norway. Look at this:
- A smart tactic in social media is to stick to what people are already talking about. That can be done by hijacking the news – and create stories on top of stories people already know
- I guess you remember this story? This is Caitlin McNeil. In February she blogged about this dress. Is it black and blue or gold and white? she asked. And sparked a big argument on social media.
- Celebrities got engaged in which color it was and the story was shared by Buzzfeed which got 40 million views on the first story, and they continued to make 39 other stories around the case.
- Just a few hours later, Lego posted this: White and gold, black and blue? We found a way around science – you can have both!
- Aweek later Tha Salvation Army in South Africa posted this on Twitter. Why is it so hard to see black and blue? One in 6 women are victims of abuse. As you can see. It was retweeted widely
- Samsung is an important customer for us, and last year they had a product placement deal with ABC which produce the Oscars. The deal was that the host Ellen Degeneres should use the Samsung Note 3 and use it on stage. Meanwhile Samsung and Starcom made this war room bakcstage tweeting and posting pictures and films from the Oscars. Then suddenly this happend
- Ellen gathered together a bunch of movie stars and took this selfie.
- What has Samsung to do with that?
- Samsung filmed this and took this picture and spread it online with Twitter and Facebook ads
- And then the internet took over
- So did Homer Simpson
- Worth $1bn to Samsung The post so far has nabbed nearly 3.5 million retweets, the most ever. By Twitter's count, it scored 32.8 million impressions in its first 24 hours.
- IF you know your audience or fans well, and knows what triggers them you can also manage the let them create your content.
- That’s exactly what we did with Tele2 last summer. They wanted a roaming campaign and asked us to create a campaign on the biggest airport in Norway. But we challenge them on that and suggested they should do a social campaign. Instead of talkiing about megabytes, we wanted to talk about moments people share when they’re vacating abroad. And we let people create the content. This is what we did
- Toyota has Norways most loyal an happy customers. When they were to launch their campaign, they decided to use their own car owners to be the media for it. This is an example of giving your customers social currency. Giving them a reason to talk about you, by letting them create your content.
- Telenor is one of the worlds largest telecom companies. It happens to be Norwegian.
- They’re Norways best company when it comes to customer service
- I’ve tried logging in to my Telenor page in one hour, and I didn’t like any of the on hold songs from the customer service. Espen just needed a copy of his invoices. Telenor said they’ll fix it
- Espen posted a sour face on Facebook.
- And then he posted this. Telenor could have posted a polite answer, but did something different…
- They posted this, saying: Not Sure if Impatient or Just joking
- Espen responded, suddenly a bit excited about the situation
- Telenor answered back: Not sure if I should respond with a meme or keep working
- Espen answered back, quite happy about the response: What if I told you This is exactly what Facebook was made for?
- And the guy at the customer service immediately said: MY job is awesome
- And it ended like this: Problem? Solved! A boring and often irritating problem was suddenly something fun!