Social Media Marketing is a relatively new way to advertise your
products and/or services, and has been proven effective repeatedly. This
is especially true when your target audience consists of teenagers and
young adults. A few examples of very successful Social Media Marketing
Campaigns (Forbes, The Best-Ever Social Media Campaigns) are:
- Procter & Gamble's Old Spice Campaign - Proctor & Gamble devised a clever way of actively involving fans and customer's by inviting them to use Twitter and Facebook to submit questions to Isaiah Mustafa, who would then quickly, and rather wittily, respond in a web video.
- Blendtec: Will It Blend? - Blendtec released a series of video shorts for their Blendtec Total Blender featuring odd things being blended, such as an iPhone. This marketing campaign not only successfully promoted Blendtec and their products, but blender sales has seen an astonishing 700% sale increase since 2006.
- Pepsi Refresh - Pepsi started this campaign, and it is still ongoing, to promote their brand whilst giving an opportunity to the everyday consumer to obtain funding for their unique and charitable ideas and work. This appealed very well to their young consumers.
- OfficeMax's "Elf Yourself" Campaign - During the holiday season of 2006, OfficeMax launched its "Elf Yourself" campaign. This allowed users to upload pictures of themselves, which would then be placed on a dancing elf. Over 122 million users created their own dancing elves. This in turn boosted traffic to OfficeMax's website and increased sales and brand awareness.
- Ikea's Showroom on Facebook - When Ikea opened a new store in Malmo, Sweden they had the idea to have the store's manager post pictures of the showrooms to Ikea's Facebook page, then invited fans to tag the pictures. The first fan to tag an item on one of the showroom pictures then won that item. This campaign actually won an award at Cannes in 2010.
- Personalization - Social Media is based on the concept of connecting people with each other and the things they feel are important in their lives. An effective campaign ensures that the consumer feels commonality and personal interest from the company.
- Interaction - People want to feel involved. When a company produces a way for the consumer to directly communicate and interact with it, there is certain "consumer/company bond" formed.
- Humor - Strategically placed humor is a great way to catch someone's attention. If your marketing material is funny enough, it is sure to make its way around the office, plop into conversations between friends, and most importantly be remembered.
- Humanization - This directly relates to Personalization and Interaction. No consumer wants to feel like they are just another statistic to a company, they want to establish long-term relationships with businesses that they feel they can relate to.
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