Have you ever wondered what it takes to run a successful social media campaign? You know, the ones that grab a reader?s attention from the start, with videos going viral while spawning memorable Internet memes? The ones where everyone is re-tweeting a creative image or story, tagged with the brand?s logo or other identifying characteristics?
Internet news site Mashable covers successful social media campaigns on a regular basis. It noted that usually the best campaigns feel like well-oiled machines. But its authors asked a crucial question ? ?How do you make each and every user who interacts with the brand on a handful of platforms feel like his interactions with the company are personal and unique??
Advertising Age compiled a list of the best social media campaigns from the recent past. In the list were these amazing executions:
- Heinz developed a UK campaign based around its Facebook fans at the start of the cold and flu season. For $3, Heinz?s Facebook fans could send cans of soup to their sick friends through its social promotion. Soup was delivered to the recipients in a couple days, with the sender?s name and targeted greeting included.
- The tiny town of Obermutten, Switzerland used social media to prop up tourism efforts. It launched a video on its fan page declaring everyone who liked the page would get their user photo added to the town?s real message board. As of October 2012, the tiny town fan page had over 45,000 likes.
- Small Business Saturday, a campaign led by American Express, brought shoppers to local retailers on the Saturday after Thanksgiving in 2011. Facebook offered ad credits to participating retailers, and fans flocked to the site. The program was geared to help local retailers target customers who wanted to shop local and keep money flowing into the communities in which they operated. The promotion will happen again on November 24, 2012.
Marketing research shows awesome social media campaigns can dramatically improve profits. Millward Brown studied European companies and found more than 80 percent of high growth organizations using social media tools reported ?a significant impact on their growth.? And eMarketer wrote about a separate social media study: ?Fully 84% of executives polled said that social media campaigns had increased effectiveness of marketing and sales efforts, while 81% said a social media presence had helped companies increase market share.?
If you?re wondering how to replicate tactics and strategies behind some of the best social media campaigns around, you?ll need to study the basics first.
One example involves department store retail brand Macys.com, which has 800 stores worldwide as well as a significant Internet presence. There were many movable parts in its well-coordinated social media strategy. From updating images to posting videos and tweeting, Macy?s solid team of innovators managed all aspects of their excellently orchestrated campaign. Mashable noted the brand?s use of all aspects of social media at its fingertips to create relevant, compelling content that?s a perfect fit for all fans.
Another list of top social media campaigns with user-generated content showed the lure of winning free travel as a big advantage. The country of Iceland ran a social media campaign in 2011 asking people to become friends with Iceland. Users sent submissions of themselves spending time in the country, with breathtaking images, high-quality video clips, and it became a terrific source of spectacular imagery for user-generated content.
The pros agree: There are tips, strategies and tactics that can boost the viral potential of social media campaigns. Here are a few that can help you begin to integrate social media campaigns that build followers, drive SEO awareness and ultimately bring business to your company.
Get Your Social Media Names Secured
Right now, do this first: get your brand names or company names and register them on social media sites. Go to Google, Twitter, Facebook, YouTube, Pinterest, Tumblr and others and register all the names you?ll be using on social media. From product names to company initiatives, all is fair game and can help your company build substantial presence.
Check Current SEO
Use a social media marketing company to do a good audit of your website. Make sure your company?s website title and meta tags (that allow it to be searched on search engines) are optimized. Check page load speeds. The last thing you want is to drive fans to your home page if it?s not loading well.
Social Media Share Buttons
All those buttons next to your site?s blog posts and articles allow users to share content across their networks. Make sure those buttons are easily seen and work for sharing. Even casual visitors to your site might be compelled to share something or follow your brand online.
Sharing Good Content
The best way to get followers online is to create and distribute good content. What you choose to share could be humorous content, socially conscious material or just plain open and transparent communications about your company and brand. All of these work for particular companies. See what works best for your brand.
Online users who see this content can learn more about your company by following you on Twitter or Facebook. Make sure your company videos are embeddable, so that interested bloggers can use them on their pages.
Building Links for Content
The best way to build up SEO presence via social media is by having consistent, great content to which other sites will link. Search engines rank web pages by the quantity and quality of the inbound links to that page. To do this right, try syndicating every new blog post via social media. You can also go deeper and build content onto social news sites, distribute press releases and write articles for sites that accept content.
All these tips will help your brand gain more SEO juice and social media awareness as you build your brand. Social media can help your brand when you treat it as a integral part of your overall marketing campaign.
Source: http://www.socialnomics.net/2012/11/20/tweet-this-top-tips-behind-successful-social-media-campaigns/
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