I heard this the other day during a workshop at work, as to how different social channels can be mapped to different times/occasions. Facebook is about sharing what you’ve done in the Past, Twitter is about living and being part of the Moment and Pinterest is about dreaming and planning for the Future. Sounds so obvious when you put it like that! On a side note, Google + is all about……….yeah the jury is still out for that one – #whoknows!
There are countless examples of brands who have got themselves into a pickle on social media – Vodafone, Habitat, McDonalds, British Gas to name but a few. We often forget that consumers are having a conversation, that isn’t ours as marketers and advertisers – we have to earn their trust and be relevant enough to join it. I couldn’t help but smile when Kelloggs joined the list this week, I’m sure many agency and client hours were spent dreaming up a campaign that allowed consumers to join in with the brands philanthropic efforts to feed hungry children. The challenge is, donations linked to social engagement such as ‘1 RT = 1 breakfast for a vulnerable child‘ can be seen as cheap tactics and it later transpired that these RT’s actually made no difference to the level of charitable donation. So whilst many felt their altruistic acts were benefiting vulnerable children, it was actually just a cheap ploy for social engagement no doubt to hit their year end KPI’s. I’m currently working on a campaign at work with a charitable donation, all will be revealed in the next week or so and we too dabbled with the idea of going down a similar route to Kelloggs, but finally decided to keep complete transparency as our charitable donation is a fixed amount – and after this little case study, I’m so glad we did!
Social media has landed and is fast becoming the marketers weapon of choice. Whilst many are eager to join the digital revolution and throw some spend at it – many fail to appreciate the level of strategy and commitment it takes to do it effectively. Sadly many have missed the mark! Social media cannot become the overall strategy, but rather become an additional branch, to drive and amplify a campaign.
Whilst social media can effectively drive awareness and in time loyalty; if it can also recruit Facebook likes or Twitter followers it has the potential to drive ‘peer to peer’ marketing. Get it right, and your advocates drive your key brand messages for you.