Looks like Apple isn’t the only one creating secret projects and creating a PR storm about it. Google is building a 4 story tall barge off the coast of San Francisco, but no one knows what it’s for and Google isn’t talking it seems. What do you think it’s for? Either way I like the fact that Google is taking after Apple!
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?
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. It’s what I call “stale content”, there’s nothing “fresh” about the message.
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.
The 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.
Social Media is now relevant in almost all businesses, it’s becoming an integral part of a companies overall business plan. It is important though in this time of change, where everyone is getting on the Social Media bandwagon, to have a strategy! Anyone can create a twitter account, follow people and businesses that are similar and create a small following for themselves. The hard part is making sure that account, as well as others (you can’t just be part of one social outlet), fits in with your overall business plan. You must:
This phrase is important for any company, because you have to create a plan for your new avenues of marketing and public relations that fit with the rest of your business plan. In other words, your Twitter and Facebook pages can’t be an after thought, instead they have to be an integral part of your business. Why you ask? Good question!
When social media becomes an after thought for your business, it has a different voice and a different feel than the rest of the business. It won’t work smoothly with your marketing campaigns because the two weren’t created at the same time. Your company Facebook page and Twitter feed will just re-iterate what your other channels already are presenting. New information meant specifically for those channels won’t be available, and your customers won’t be engaged.
A poor social media presence can also be confusing to customers. The consumer is turning more and more to social media in order to answer simple questions, and if all parties in your company are not on the same wave length, customers may receive mixed messages. This in turn will get them annoyed and you will end up looking unorganized, a big no-no in any successful company!
Below are two great examples of companies, one with a successful social media strategy, and one that seems to be an after thought!
Nike during the 2012 Summer Olympics, created the #makeitcount hashtag, and showed 11 Nike athletes and how they pushed their personal boundaries. They had billboards around the city with the “make it count” hashtag, a true sign that all outlets are involved in the making of a marketing plan. The whole company was behind the idea, and all marketing avenues presented the message in varying ways. The best way they showed this was by using a #hashtag, therefore consumers could easily track all parts of the campaign with one simple slogan! They created engagement as well, by allowing others to tweet or post about how they #makeitcount. It was a very successful campaign overall, especially when Adidas was actually the official Olympics sponsor!
An example, one of many, of how companies who are trying to piggy back on trending topics, is Kmart. Shortly after the Newtown shootings in Conneticut, Kmart issued a tweet paying respects to the families. A nice form of sentiment, but then they added a promotional hashtag about toys! Not a good form of business, and it seems little thought was put into this tweet. Yes a tweet is only 140 characters but it can have a huge impact! Also, piggy backing on a trending topic is ok, but not when its a national crisis with innocent children involved!
So remember, “Strategize not Apologize” and your company can succeed in all Social Media channels!
A great post from a fellow social media blogger. I didn’t know I wanted to actually be a leader and not just a manager of my companies social media! *Updating my resume and LinkedIn now*
Viral marketing is not so much a trend anymore as it is a common subject in the marketing of really any sort of business. I read an article a while ago that said the 4 P’s of marketing have now grown, and that’s due to social media and its influence on marketing. Viral marketing isn’t a fad, it’s here to stay. Courses in schools such as Cornell University are providing courses in Social Media, which is just proof that business need to get on the boat or get left at port!(no idea where the sailing reference came from, maybe because my family is at the cottage and I’m stuck at home working and being bitter)
A great article on what it takes to make your marketing go “Viral”