Social media
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This document provides examples of successful social media campaigns across different platforms like Facebook, LinkedIn, YouTube, Twitter and more. It discusses tactics used like targeted ads, innovative content, dynamic ads, hashtags and more. Key metrics like views, followers, growth in app downloads and customer retention are shared. Emerging trends for 2018-2019 like increased video content, augmented reality, chatbots, automation and artificial intelligence are also highlighted. The document aims to showcase best practices for social media marketing.
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Social media
- 2. Before Posting Message Goal Target Audience Organization's Social Media Approach Creative Experimenter Predictive Practitioner Social Media Champion Social Media Transformer
- 5. Air bed and breakfast
- 6. Engagement # Airbnb City Hosts listings
- 7. The floating house Participation for competition 73,500. New Prospects 28, 000 Reach :19 M
- 9. Oh My Disney
- 10. IKEA Instagram
- 12. Apartment in a box
- 13. Easy to Assemble (web series)
- 14. Many and varied Facebook campaigns
- 16. Different Types Of Social Media PlatformsSocial Networking Micro Blogging Photo Sharing Video Sharing
- 19. FB Analytics Tactics CPC .28 cents Age>65Gender Prospecting Ads Retargeting Ads Ads Brand Awareness CPM $7.19
- 20. Custom Images of Real People Irresistible Offers # Seriously CPM $5 Instagram Advertising Advanced Tactics Pixel tracking 58% 18-29
- 21. Twitter Tactics Promoted Accounts Promoted Tweets Promoted Trends CPM $9 to $11 Brevity CTA Website Card 7 Times vs 4 Times
- 23. LinkedIn Advertising 1. Sponsored content 2. Sponsored In Mail 3. Text ads
- 24. 4 Characteristics of All Successful Social Media Campaigns F D B I Follow Trend & Customer Discipline Buzz with stunning visuals Interact with your audience, Be human & Fun
- 25. Brand: Raymond Social Media: FB Challenge: Raymond wanted to increase sales in 4 of its physical stores by encouraging people to visit its outlets in Gurgaon and Rajasthan.
- 26. HOW at FB ? Leads Ads Young Men Radius Targeting Area Near its 4 stores Corporate new job & Marriage
- 27. Results 78% 58%
- 28. Brand: Housing.com Social Media: LinkedIn Challenge: Establishing brand connect with its customers about its intuitive and user-friendly interface that eases the process of home-buying.
- 29. How at LinkedIn Phased Campaign 6 Metro cities Innovative content & Blog LinkedIn Sponsored Content & Dynamic Ads
- 30. Results 350,000+ premium audience in a single day 100,000+ followersunique reach of over 3 million people
- 31. Brand: Horlicks Social Media: Youtube Challenge: Through consumer research, Horlicks realized that it takes time to mix with milk which is a problem for consumers.
- 33. Brand: Bill Bachao Social Media: Twitter Challenge: This Indian App developer studies user’s usage patterns and applying big data analytics and aims to save money for people who end up overpaying for their telecom services.
- 34. Solution 16-25 year olds Mobile savvy college students campaigns dashboard
- 35. Results 56% growth in app Download High retention rate from the users acquired on Twitter.
- 36. 5 Trends Social Media 2018-2019 Video will Remain the Top Influencer Marketing Augmented and Virtual Reality More Chat Bots Automation and Artificial Intelligence
- 37. AR and VR Bitmoji Image : Real World PLACE Image: Furniture Talking Emoji
- 38. FB: Space
- 39. Chat Bots customer support education Entertainment finance food shopping travel and utilities
- 40. Automation
- 41. Odds by Adidas Major DP Singh: First Blade Runner
- 42. Samsonite’s Push The Limit campaign
- 44. Snickers’ Hunger Bars campaign
- 45. #TouchOfCare
- 46. Choose the Best SM for: KFC
- 47. KFC RJ Hunt
- 49. Currycature 17K
Editor's Notes
- Characteristics With 46% of marketers planning to increase their social media spend this year. Participation: Social media encourages contributions and feedback from everyone. ( Company & customer) Openness: Social media success requires honesty, transparency and authenticity. Relationship: Social media is a two-way communication channel. Avoid spamming: Don’t give importance only to promoting your links. Also share insightful content about your company. Do not send the same message to your community again and again, it works as a spam and it may irritate your customers.
- 1.: Message goals can include increasing brand awareness etc. 2: After identifying the key audience, examine what they’re talking about: their interests, attitudes, and beliefs. Social media content should reflect audience analysis research findings. 3: The “predictive practitioner” approach means to “predict” on small scale. The “creative experimenter” approach accepts uncertainty and deploys small social media “experiments” to get feedback. The “social media champion” approach takes strategies to a more advanced level. The team also creates an official social media policy and run on more than two media. The “social media transformer” by launching large-scale projects that involve multiple departments. This strategy specifically considers how social media can influence business strategy, brand, and culture.
- 2:The core message needs to be articulated across all social media platforms in a consistent way that conveys a unified voice.
- Bahubali did the same, engaged their customer and asked answer , on various platform, like FB, Twitter consistintly etc. and concise writing: 4 letter word” Why Kattappa Killed Bahubali?” Now we will see few examples on big brands:
- Yes any guess, this is Airbnb, what this company does? ASK. Yes Airbnb is biggest hotel chain in the world, without owning single hotel. I mean to say hotel is not on their name, but it arrange staying for people acroos the globe. Jaise India mein abhi OYO karv rha hai… "airbnb" is not a word , it's partly an acronym. I have heard people pronounce it by saying the word "air", followed by pronouncing the the remaining letters. Since "bnb " is an acronym for bed and breakfast , you could pronounce the entire original phrase " air bed and breakfast " , if you wanted to be correct. They Changed new logo: as belongigs. Again Concise as Belo Logo.
- Airbnb was able to clearly get into the minds of their target audience with their social media campaign “Live There”. This campaign focused on inspiring the feeling of living in, and not just visiting, the places of one’s travels. Airbnb did research on their target audience before this campaign and found that 86% of their customers use their platform because they wanted to live like locals did when they traveled The City Hosts beta is Airbnb for days out, allowing tourists to have an authentic experience for a few hours in their destination city e.g. running, pottery, fishing. What I like so much about it are the listings pages, with each experience given its own enigmatic movie-style poster (see below). Apple At the core of its success: engagement Apple’s “#ShotOniPhone” social media campaign helped to increase engagement across its audience. This social media campaign was purely based on customer photos (also known as consumer-generated content). The point of the campaign was to show how much Apple had improved their camera feature with the new iPhone. To be featured in this campaign all you had to do was use the hashtag “#ShotOniPhone” and you had a chance to be featured on Apple’s social media accounts.
- Airbnb house that was floated down the Thames in May 2015. The stunt celebrated the Deregulation Act, confirming Londoners could let their house out for 90 days In terms of PR, the competition (win a stay in the floating house) delivered 73,500 people to the Airbnb site, 28,000 of whom were new to Airbnb. Reach of 19m on social media was impressive.
- Engagement
- Oh My Disney is Disney's BuzzFeed imitator. It was set up back in 2013 and publishes It's all designed for maximum sharing, of course, with a positive outlook and a dose of nostalgia. Even a brand like Disney needs to keep creating opportunities to engage with fans and, although running a site like this doesn't come cheap, it's a drop in the ocean of Disney's marketing budget. Oh My Disney is doing fairly well on social with around 700,000 Facebook fans to date, but does face stiff competition from many other outlets (such as BuzzFeed itself), which understand the draw of Disney-themed content.
- IKEA Russia 'hacked' Instagram, posting images that created the appearance of a website homepage (in grid view). Each photo of an interior had items within it tagged - these tagged items of course corresponded to other accounts, set up especially for each item, which featured more styling inspiration. I'd love to have been in the room when the person responsible had the idea. A simple, low cost, PR perfect use of social media.
- Experiential fun next, with this 'stunt' for the opening of a Brooklyn store. People could enter the 'box' and view the show apartment inside
- Concept was to take Hollywood stars in web series, where they left Hollywood and join IKEA and start working there. It shows how all big starts leaves Hollywood and join IKEA. Great Ad in the form of web series.
- the 2009 Malmo showroom idea. A Facebook account for the store featured 12 pictures of the store’s showrooms over a two-week period. Users could win the products on show by being the first person to tag their name on it. This caused a ripple effect, spreading the photos across many thousands of Timelines. Nowadays, this would fall foul of Facebook's competition rules, but it has to be heralded as an example of guerilla marketing on social. https://econsultancy.com/blog/67694-10-examples-of-great-ikea-marketing-creative/
- Social networking (Facebook, LinkedIn, Google+). Microblogging (Twitter, Tumblr). Photo sharing (Instagram, Snapchat, Pinterest). Video sharing (YouTube, Facebook Live, Periscope, Vimeo). Well, this was destined to happen. Today we are discussing Youtube as a substitute to television. It has become a storehouse of entertainment. Movie trailers are being released on Youtube before anywhere else. Gone are the days when brands used to make ads keeping TV in mind where everything was expensive and had to be fit in 30 seconds. We are increasingly seeing ads being made to attract eyeballs from internet users. Youtube has also provided platform for many artists who have become overnight superstars, thanks to the viral nature of the media. Youtube which was initially started as video version of an online dating website inspired by Hot or Not finally pivoted to a video social networking website which allows you to subscribe to channels, share, comment, like or dislike videos, create playlists for FREE.
- Facebook Advertising Advanced Tactics the average cost per click (CPC) of Facebook ads as of 2016 was roughly .28 cents (19 rs. As per 70 rs.) and the cost per 1,000 impressions (CPM) was $7.19. The study went on to break it down by age and gender as well. The 65+ age grouped showed the most continuous trend of lower CPC costs over time. Females cost on average 4 cents greater CPC than targeting males. Don’t run the same exact ad(s) to all of your audiences. Your prospecting and retargeting ads should be unique, and your ads for each audience “interest” segment should be tailored to that audience. Use prospecting ads to build brand awareness and teach people about your product, and then use retargeting ads to seal the deal with users who have already signaled interest.
- 58% higher than Facebook 18-29 range and slightly more toward females and minorities. pixel tracking :are small blocks of code on a webpage that allow websites to do things like read and place cookies. person's IP address, the time the person viewed the pixel and the type of browser being used,when a user visits a website or opens an email, and is used to track certain user activities. With a tracking pixel, advertisers can acquire data for online marketing, web analysis or email marketing. very good at finding similar audiences that will respond well to your ads. Use custom images of real people. Stock photos do NOT work on Instagram. Make your offers irresistible. Take hashtags seriously The main thing to understand is that you buy 1,000 impressions for however much your advertising partner charges, and 1,000 ads will appear across the web. CPC is best used to drive conversions, whether these are website visits or sales.
- On average, Twitter online shopping is 7 times in a month, while non-users shop online just 4.3x a month. And there’s particularly good news for smaller businesses: Twitter reports that 60% of users purchase from an SMB. On average, a thousand ad impressions (CPM) $9 and $11 while clicks cost roughly 25-30 cents each. CTA:Use a “Shop now” CTA to direct warmer leads back to an ecommerce site. . Prioritize brevity: Short, concise. Brief in latin latin Website Card with your promoted tweets. Website Cards offer a choice of call-to-action (CTA) buttons, an image and a headline to let you drive traffic to your site directly from a tweet. Promoted tweets with Website Cards drive 43% more engagement than just tweeting out a link.
- Creativity sells. Users are looking through hundreds of pins in rapid succession. If you want to get noticed, you need to stand out, either through pure creativity or creative attention grabbing Focus on trends. What are competitors posting? What searches are trending? What products are hot? Engage with your followers. 3. Repin your fans and use curated repins to expand your audience and tap into larger audiences. 4. Be detailed. Pinterest is essentially a search engine. Include long, detailed descriptions with keywords and hashtags.Be very intentional about where your pins are linking. The click-through destination will determine whether or not you waste the click or turn it into a lead or sale.
- LinkedIn has an estimated 227 million monthly active users, evenly split between male and female users. 61% of users fall into the 30-64 age range bracket. the ability to target by company, company size, titles, location, seniority, age, education and skills can be incredibly effective for B2B purposes. Use it Track ad performance religiously and discard any ads performing at under a 0.10% click-through rate (CTR). If you hit close to 1% or above, scale! Click-through rate is the ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement.
- 1: Follow the latest trend, news, how you can turn your customer in your favor, or how you capitalize on customer. Be present, wherever your customer is. 2:A disciplined approach to building a social media presence is built on the cornerstones of regularity, focus, quality and persistence. For e.g. if you want to build a presence of Facebook, ideally you need to post once a day. What’s more this post needs to be useful and actionable. You need to keep doing this for a very long time to generate value out of your Facebook presence 5:That’s because visuals help kick start a conversation and have an immediate impact on the viewer. Using visual content in social media marketing is one of the better ways of generating brand awareness 6:The best brands with successful social media currency are able to add a human touch to their social media presence and interact with friends and followers as a real person would. 7:Social media needs brands to have fun; it really doesn’t matter if your brand offers the most “boring” services on the planet, social media gives you the liberty to have a fun take on things 1: Take Oreo, for example. When the lights went out during the 2013 Super Bowl, the well-known cookie brand tweeted an image of a cookie in a shadowy space with text reading “You can still dunk in the dark.”
- How targeted advertising through Facebook helped: Raymond used lead ads to connect with young men in India. It used radius targeting to ensure that it reached only the people in areas near its 4 stores. It also targeted ads to people who had shown interest in competitor brands. It reached out to men with corporate jobs and those likely to experience a new life event, such as a new job, marriage etc.
- Results: 78% increase in sales for stores within the target radius. 58% increase in store walk-ins
- Solution: Phased campaign across six metro cities. Housing.com engaged in two-way communication based on preferences, likes/dislikes, and attitudes through innovative content and blogs. LinkedIn’s Sponsored Content and Dynamic Ads.
- Results: 350,000+ premium audience in a single day, across India. Acquired 100,000+ followers on the company page. Achieved a unique reach of over 3 million people
- Solutions: Horlicks adapted to the 5 second trick to drive their message. It came with a product innovation and proved that it mixes with milk in 5 seconds. Even before the audience can manage to skip the ad. Result: The video garnered around 443,328 views Ford at road safety, fasten your seat belt takes 5 seconds. New Volkwagen https://hooklineandclincher.in/5-campaigns-that-used-the-youtube-5-second-skip-ads-smartly-653ad6639a38
- share promotions, initiate relevant conversations included questions in their tweets so as to connect with the mind of the viewers Campaign Dashboard: It also used to track important metrics such as engagements and cost-per-click (CPC).
- Spaces is likely to be released in 2018 and a number of brands would already be working around this innovation to improve engagement with their target audience. There are 100,000 active bots on Facebook Messenger. These bots gather info, provide product guidance and even take orders. Going forward in 2018, bots are going to become smarter, as they are imbued with more AI, and have more human-like traits. Your bots could even have a customized voice, unique to your brand. Isn’t that cool? Gartner predicts that even business content, disseminated through bots, could be machine generated and it may touch 20% in 2018. 5:The popularity ranking of social media platforms has been changing every few years. That shouldn’t be a surprise provided how dynamic Social Media as a platform is. For instance, while in 2012 Facebook, Twitter and LinkedIn were the big three; in 2016 Twitter showed a remarkable decline and there was emergence of messaging apps like Snapchat and WhatsApp in social media marketing. Though Twitter has been growing again by bouncing back in 2017, by riding on the highs of political discussions across the world. Instagram “Stories” has also gained tremendous popularity, raking up 200 million users in 2017. This success story is likely to continue in 2018. 6:Marketing automation tools such as HootSuite, Quun, Buffer etc have continually been making it easier for marketing professionals to manage their social media accounts. These automation tools can integrate channels, create unique dashboards to show audience data and useful metrics across different social media channels. 2017 saw emergence of a few higher-level automation tools such as Zapier, IFTTT etc; which enable websites, apps and system to talk to each other and share data. For instance, if you create a “Zap”, it will duplicate new WordPress posts into your Facebook post. Apart from more users taking to automation tools, higher-level automation tools would also find greater usage in 2018. Artificial intelligence tools, which use machine learning algorithms, can help deliver content to specific target segments or even directly to individuals. Of course, AI needs to be supported with quality content. It’s no secret that usage and application of the power of AI is likely to grow by leaps and bounds in 2018.
- AR:Snapchat has teamed up with bitmoji and its new AR feature allows users to project any image into the real world, through the app’s camera. . Ikea has already introduced a new AR app called “Place”, which enables users to view a furniture product inside their home, before buying. Google Pixel 2 have already incorporated AR with talking emojis and a few other features. As for VR, Facebook has launched a project called “Spaces”, which allows Facebook friends to connect in virtual reality. Facebook already owns Oculus, which makes VR software and headsets. So, leveraging this in-house technology makes perfect sense.
- 4:Chatbots, the chatting robots if you like, Today, most chatbots are either accessed via virtual assistants such as Google Assistant and Amazon Alexa, via messaging apps such as Facebook Messenger or WeChat, or via individual organizations' apps and websites.[3][4] Chatbots can be classified into usage categories such as conversational commerce (e-commerce via chat), analytics, communication, customer support, design, developer tools, education, entertainment, finance, food, games, health, HR, marketing, news, personal, productivity, shopping, social, sports, travel and utilities
- 6:Marketing automation tools such as HootSuite, Quun, Buffer etc have continually been making it easier for marketing professionals to manage their social media accounts. These automation tools can integrate channels, create unique dashboards to show audience data and useful metrics across different social media channels. 2017 saw emergence of a few higher-level automation tools such as Zapier, IFTTT etc; which enable websites, apps and system to talk to each other and share data. For instance, if you create a “Zap”, it will duplicate new WordPress posts into your Facebook post. Apart from more users taking to automation tools, higher-level automation tools would also find greater usage in 2018. Artificial intelligence tools, which use machine learning algorithms, can help deliver content to specific target segments or even directly to individuals. Of course, AI needs to be supported with quality content. It’s no secret that usage and application of the power of AI is likely to grow by leaps and bounds in 2018.
- Taproot India highlighting the social cause created a campaign in india for Odds, a product of Adidas. The campaign illustrated the story of Major DP Singh, India’s first blade-runner and a war hero who has run over 18 marathons and continues to do so. Adidas promoted their special edition item tactfully using the means of social awareness.
- Samsonite started off on a high note for their new product line by a social media campaign, demonstrating the sturdiness of the product in the year 2017 using a series of videos. They roped in famous influencers like Kunal Khemu, Malaika Arora, Neha Dhupia, Kenny Sabastian who took on the challenge and passed on to their friends. This social media campaign helped the company to increase the engagement and views which led to successful conversions all over India.
- Samsonite wanted to communicate that its luggage was tougher than competitors’ without resorting to clichéd torture tests. The answer, provided by Publicis Conseil, Paris, was to offer free luggage wrapping to anyone with an inferior suitcase. Samsonite opened its Samsowrap stall in Palma airport for one day in April. People could get their luggage wrapped in protective plastic free of charge, provided they agreed to display a large sign on their suitcase that read ‘I wish I had a Samsonite’. According to reports, Samsowrap wrapped 1,200 suitcases, spreading its message to more than 120 destinations across the world.
- Snickers’ chocolate bars created a mind boggling campaign by portraying different hunger symptoms in 19 different languages on the brands packaging. They made series of videos titled “Who are you when you are hungry?” Yogesh Tewari, Marketing Director – Mars Wrigley Confectionery, India explained the idea behind the campaign -“The content has been made in such a way, that it perfectly resonates with the TG, the use of colloquial language and interacting with the audience in the signature Snickers brand of humour, so that it becomes super-acceptable.” This campaign saw a great deal of engagement by viewers on the videos posted on the social media.
- Vicks has launched the digital marketing campaign in India titles as “#TouchOfCare” challenging the viewers to redefine the meaning of a family in today’s society while reaffirming the importance and touch of care. Publicis Singapore created the campaign, with Orphan Gayatri's story. The film has captures how a transgender woman, Gauri, cared for Gayatri against all odds and challenges she faced from society. The film was launched in India in March 2017 which reinforces the brand’s belief in the power of care. The campaign shows how two people not connected with blood, can end up being a happy family through love and care. The campaign was uploaded on YouTube on 30th March and gained now more than 9.7 million views. The goal of the campaign was to make people recognize that everyone has a right to love and care and have a family. It was promoted across all digital and social media channels. Here is what shared on Twitter.
- The primary objective of this social media marketing campaign was to increase the sale of their product in India and to appeal and to target young audience by involving apps like Radio KFC RK Hunt, Designing their own bucket campaign, Currycature, and Wow Menu option. They wanted to develop their brand engagement. 3000 people around 30 Indian cities have participated in this competition “Radio KFC RJ Hunt” was a social media campaign to promote KFC brand’s in-house radio channel. For the execution, the fans recorded their voices over the internet with the Facebook app and were provided with the analog radio experience.
- “Design your own bucket” campaign was their another execution where the participants came up with their colorful and creative KFC buckets. They received 5500 entries in total. They also introduced bucket entries with Sachin's picture on the KFC bucket on the day when he retired.
- “Currycature” was another creative marketing campaign of KFC which gave a unique experience to their fans where participants have to choose a character with an ethnic Indian touch and then to upload the pictures. Around 17 thousand currycatures were made by their fans.
- Their next move was the “Wow Menu Option on an INR 500 note.” This app allowed the users to scan their 500 currency notes which would suggest them their various food menus to be purchased within that particular budge. The app became No. 1 on iTunes app store on F&D category. Results As per the results of the social media campaign, KFC was featured by Social Baker as among the top 5 socially devoted brands. The overall positive sentiment of their Facebook page grew from 6.2% to 93.8%. Their engagement rate increased the sector average thrice. KFC was placed among the five fastest growing social media brands in India.