drt january2014 v2
TRANSCRIPT
Topics
• Social Media Campaigns – The Good, The Bad, The Ugly
• Content Marketing
• Measurement
Successful Social Media Trends
Viral Videos
• WestJet Airlines Christmas Miracle video. This was a heartwarming video that went viral. https://www.youtube.com/watch?feature=player_embedded&v=zIEIvi2MuEk
• Real Beauty Sketches by Dove. https://www.youtube.com/watch?feature=player_embedded&v=litXW91UauE
• Guiness Basketball commercial http://www.youtube.com/watch?v=xwndLOKQTDs&feature=player_embedded
Witty & Timely Responses
• Oreo’s response during the power outage at the Super Bowl
• Oreo had a team of marketers standing by waiting to be the first to react. You can’t predict exactly what will happen, but marketing success is all about timing. So the fact that they were prepared to respond to something during the Super Bowl is what brought Oreo success and thousands of shares and new likes on FB and Twitter within minutes
Witty & Timely Responses
• Old Spice created 183 short, funny videos about Old Spice that went along with the setting/theme of their newly launched SuperBowl Ad. They would use these videos to respond to popular celebrities on Twitter. In turn they gathered over 30,000 new followers
Customer Led Contests
• Frito-Lays’ “Do us a Flavor” Campaign
Daily Posts users can expect & look forward to
• Oreo Daily Twist Campaign. Kind of like how Google changes their logo with “Google Sketches”, designers at Oreo used oreo cookies to post an image every day for 100 days that pertained to a current or historic event
The use of real pictures taken by followers
• BaubleBar is a an online jewelry retail that is growing exponentially. They also have two store locations in NYC. Through searching through hashtags and mentions, on their website for product listings they include pictures that people post of themselves wearing BaubleBar jewelry. This way customers looking to buy the jewelry can see it styled on people who are not models
Unsuccessful Social Media Trends
Unsuccessful Social Media Trends
Question & Answer Sessions generally attract negative or useless questions more so than beneficial.
- JP Morgan thought that in the midst of their scandal they could appear open and transparent by answering thousands of questions sent to them via Twitter. It backfired and they received thousands of outrageous and negative comments.
Unsuccessful Social Media Trends
Although taking witty risks can pay off, it is very important not to cross the fine line of becoming insensitive
- Many companies have been caught using national tragedies as a way to promote their products which is NOT taken well. Companies should always respond with their condolences and prayers but never promote your product/service in the same post
Unsuccessful Social Media Trends
Lack of visual.
- Also, there is a shift to more visual information with the emergence of Vine, Instagram Video, etc. Words alone just aren’t getting the job done which may explain why certain marketing campaigns are unsuccessful.