Red Bull-The pinnacle of social media marketing

If you’re looking to start promoting your company online, and need some advice or need some inspiration, look at Red Bull’s Youtube channel!

Now yes they’re a massive multi-million dollar corporation that has their own production company, but they still have to promote it. I have probably watched 3/4 of the videos on the channel, and each one is inspiring and awesome. The videos all follow famous athletes in their respected fields as they go about their careers. You’ll just see the dueling bulls in the background in every other shot just so you don’t forget what they’re trying to sell. The point is, RedBull has used the YouTube medium to it’s fullest extent. They understand that a drink on it’s own is kinda boring, but when combining they’re name with any extreme sport that must be seen to understand, is a winning combination.

The company has become synonymous with extreme sports, and has taken a very visual social media marketing medium, to enhance it’s image. This is probably the best use of a social media medium for a company in my opinion.

Take a look, watch some videos, and tell me what you think?

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Your social media content has an expiry date

As mentioned before, I provide all the social media content for the hotel chain I work for. From Facebook posts to Instagram pictures to Twitter updates. Recently I’ve thought of an idea to create a social media campaign based around a hashtag. This is not a foreign concept to me or anyone familier with social media marketing techniques. I’m finding the hardest part is that I have to find the right type of content for each of the different media channels. I believe that each channel provides a certain type of update.

Instagram is for the visually stimulated consumer, Twitter is for quick snipits of information, and Facebook page posts are more in-depth.

Many social media marketers will create a campaign, and in order to grow the reach they will post the same info on all the different channels. This in theory makes sense, you will reach the most people with one message, but I don’t believe it is the most effective use of the outlets. This to me is the lazy way out. One piece of content is created and shared on all channels, such as a instagram photo that’s shared to both Twitter and Facebook. This photo has now been shown on three different channels but providing the same message on all three.┬áIt’s what I call “stale content”, there’s nothing “fresh” about the message.Image

The problem I see when this happens is that you’re not giving your audience a reason to follow you on each individual media channel. Instead users will say “I get all updates through Facebook, I don’t need to see the same thing on Twitter!” Boom! You’ve lost followers, a sad thing for any marketer trying to grow a campaigns reach. Your campaign has gone stale like a mouldy piece of cheese, and not the good stuff.

The solution? Simple, create content that suits each media outlet. Don’t share a Facebook post on Twitter, instead say separate things on each channel, but tie them in with a #hashtag. That way people will gain more information but they will understand it’s still connected. Your audience will also become more involved in other aspects of your media outlets, because they know different information regarding the same topic is available, and they’re getting a fresh prespective!

I’m in the planning process right now of starting a full on social media campaign for the hotels, and I’m organizing my updates and pictures and segmenting them into certain outlets. It’s important that the information your sharing is suitable for the outlet you will be using. For example, don’t share in-depth details on a contest through Twitter, as 140 characters isn’t enough and will get people confused. Instead share the in-depth details on Facebook or your website where there’s more of a forum for that information. On Twitter you could announce your grand prize, a quick update to gain attention, and provide a link that will provide more information. This way the consumer will get hooked from the quick update and want to learn more, and then they’ll be directed on where they can find out more. You are also drawing in potential followers to new media outlets as well.

ImageThe overall idea is to have content that drives the consumer to learn more and participate and eventually drive up reach and the sales of the company. Fresh content that is suitable for each individual media channel is a key factor in creating a successful social media marketing campaign.