You don’t need to be told that social media campaigns are crucial to the success of your brand. With 91 percent of social marketers saying they have seen improved website traffic due to social media campaigns, the question is how can you achieve these results? Here are three key ways to maximize your social media campaigns.
- Visuals are essential.
Think of your favorite social media campaign. At least one image will immediately pop to mind. Visuals are critical to making your posts more shareable and memorable. This makes sense because, according to the Visual Teaching Alliance, 90 percent of the information transferred to our brain is visual. Additionally, Hubspot has highlighted that posts with visuals are 40 times more likely to be shared online.
Keep in mind that visuals aren’t just pictures. Videos and GIFs allow for more interaction among followers. Embed videos from your company or use animated GIFs to elicit a reaction. Videos can also make your brand more personable and relatable, which can result in increased engagement.
Oreo wanted to do something special for their 100th birthday. They wanted to connect with people by using pop culture in relevant day-to-day conversations. Turning 100, Oreo wanted to show they weren’t just some old cookie, but still relevant 100 years later.
So Oreo hired a production team and rolled out “Daily Twist.” The campaign took 100 pieces of content published on social media for 100 days. Creating images around popular events which Oreo then shared on their Facebook, Twitter and Pinterest pages.
Oreo didn’t stop there. In China, parents often have long working hours and may lack in-person communication with their children. Emojis are also extremely popular in China. Combining these two macro trends, Oreo ran a marketing effort allowing children and parents to make Emojis out of their own photographs and faces. Notice in both campaigns that Oreo wasn’t trying to create a trend or event; instead they leveraged trends and events that already existed.
Most recently Oreo brought the offline world into their social media campaigns by placing a mysterious door in New York City. (Source: AdWeek)
Those passing by could walk up and open the cookie part of the door to discover a physical lever to pull. Once the lever was pulled, the viewer could see cookies being made and out popped a box of the newest flavor of Oreo cookies. Oreo benefitted from the people sharing this unique visual experience to their favorite social networks.
- User-generated content wins.
User-generated social media campaigns aren’t necessarily a marketer’s first inclination. User-generated content can seem scary given the uncertainty, but it is very powerful and well worth the risk.
According to Sprinklr, user-generated content is important for several reasons:
- 86 percent of millennials say it’s a good indicator of a product.
- 84 percent of millennials say user-generated content has influence on their purchase decisions.
- Consumers feel as if they are being incorporated into the brand and making an impact.
- People are more trusting of opinions formed by those similar to them.
For all these reasons, user-generated content is influential, but how can you get people to participate?
- Relate to the brand lifestyle. If you are a yoga brand, your consumers aren’t likely to be interested in ideas for a new ice cream flavor. Think about how your consumer lives and what they will feel comfortable with. Yoga brand lululemon required yoga instructors to submit pictures of themselves in lululemon clothing using the hashtag #thesweatlife. The images were shared on the company’s website, giving these instructors additional exposure, which may have helped them attract new clients.
- Make it fun. Use a concept that your consumers will find amusing and turn your campaign into something fun. T-Mobile shows a great example of this with their breakup letter campaign. The cell phone provider offered to pay for the termination fees for those “breaking up” with their phone carrier and switching to T-Mobile. Turns out 80,000 people wanted to break up with their mobile carriers, giving T-Mobile 80,000 new customers. The creative storytelling aspect of this campaign was fun for users to participate in and they also got something out of it.
- Reward participants. Show participants you appreciate their engagement with your campaign. An engaging contest is a great way to encourage participation. Selecting one special winner to be rewarded for their loyalty to the brand is even better. For example, Shoeboxed runs “The Messy Desk Contest” where people submit pictures of their messy desks to the company’s blog and Pinterest. A winner is chosen based on the photo with the most re-pins. The winner also receives a free iPad mini.
- Track results.
Tracking results is imperative to help improve on your current and future social media efforts. Proper tracking can give you critical insights into what is resonating with your audience. For example, tracking results may show that using animated GIFs makes your engagement levels soar, and that if you want the most shares, including links is your best bet.
Here are some quick tips on how to track the success of a social media campaign:
- People reached — How many people were you able to reach with your campaign? Monitor how many new likes, followers, subscribers, connections or views you received throughout the campaign.
- People engaged — Engagement among posts will be a clear indication of the success. Engagement is the likes, retweets, shares, comments and ratings that you received from the campaign.
- Action — Action can be measured in how your business was impacted. Action can be how many new business leads were developed or how much sales went up. Some actions are easier to track than others (e.g. clicks versus sales) but it’s imperative to track as much detail as you are able.
There are many other methods you can try, but starting with these three key approaches will have you well on your way to achieving social media success.
What techniques do you use to make your social media campaigns successful? Share in the comments below!