Search & Social – Understanding the Interdependence

Profil_Billede-150x150This is a guest blog post written by Christine Dissing – a London-based marketing professional holding a Master in Marketing Communications Management. Christine is passionate about advertising, branding and marketing communications – an interest she also shares on her own blog attention2ads.com. You can connect with Christine on Twitter @christine_kbh.

 

I just finished reading “Search & Social” by Rob Garner – a good, not too heavy or too pedagogical read, but a hands-on guide to building a sound and successful real-time content marketing platform.

The book tells you how to develop, implement, monitor, and optimize strategies and tactics for developing a strategic plan. The plan should encompass content, platform, and community management – and put a great deal of focus into the interdependent elements of search and social together.

SEO and social media can no longer operate in silos, as each discipline has become reliant on its counterpart, in order to achieve the greatest potential. “Search & Social” successfully explains the interdependence between the two disciplines and where to set in. Rob Garner outlines key considerations for all aspects in building a digital brand in the social world, and introduces tons of tools and tasks for you to try out and implement.

Today almost every company is putting resources and efforts within both areas – some more than others, but regardless how far your company has come, this book gives some relevant input to how you are able to optimize those efforts.

In order to produce engaging quality content that reaches your target audience as quickly and successfully as possible, Garner highlights that social marketers and community managers must understand search marketing and SEO to extend the value of their efforts. Also search marketers must understand the elements of social to succeed in becoming more visible.

 

Some questions to consider:

Skærmbillede 2014-11-10 kl. 10.51.34Search

  • Is your search and SEO team always updated on the language and keywords used by your customers?
  • Is the team involved in the process of creating new content ideas by giving input on new search trends and keywords?
  • Are they helping optimizing all socially shared content pieces for better search results?

Social

  • Are your Social Media Managers properly trained in SEO basics?
  • Do they know how factors like search engines crawl, index and retrieves, and how linking affects search results?
  • And very importantly – do they know how to integrate keyword data research in their work?

 

In other words, step one is to get your social and SEO teams talking and working together on a regular basis. Step two could be to read “Search & Social” or other books on the topic to fully understand how search and social are becoming one – and how to embrace that fact.

 

 

 

Why Oreo’s ‘Daily Twist’ is one of our all-time favorite social media campaigns

Few cookies have reached the same level of iconicity as Kraft Foods’ Oreo. Its round shape, blackish color and white cream stuffing have undeniably added to its success but as a social media agency we wonder: where would the crowd-pleasing, twistable cookie be today without effective social media marketing?

Let’s zoom in on one of their global digital and social media campaigns that reached millions of hearts (and mouths) and delivered proof that even cookies can provide endless food for thought. We are talking about the wildly successful ‘Daily Twist’ campaign that saw a 110% growth in fan interaction per social-media post only a few months after the campaign was launched. Even though the campaign dates back to 2012, in our view, it earned a spot among the best food branding campaigns on social media ever. Here’s why…

It used milestones and pop culture events to create engagement

2012 was the year that America’s favorite cookie turned 100. Needless to say, it was a cause for celebration.

Every day for 100 days, the Oreo was given a different “twist” – styled to look like Elvis, a panda bear or like the surface of Mars after the Mars Rover had driven over it. On the ‘Daily Twist’ site, users could suggest their “twist”. The campaign was driven on Facebook and also featured on Twitter, Tumblr and Pinterest.

The Oreo twists were especially created to spark conversation and sharing, referring to milestones or pop culture events that people could relate to and share their thoughts about.

It had timely and shareable content combined with an element of surprise

While some of the cookie designs were planned ahead like the Olympics or Labor Day, others were more agile, tapping into events like the premiere of ‘Batman: The Dark Knight Rises’, the release of the iPhone5 and the birth of a Chinese panda bear. Monitoring trending topics and utilizing current events ensured the content was always relevant and timely. Couple that with the surprise of what each day would bring, and you’ve got a campaign worth tuning into.

They exercized strong brand values

The campaign kicked-off with the Gay Pride rainbow cookie in recognition of the LGBT community, much to the chagrin of conservative crowds.

The Facebook post set off a heated online debate that even led opponents of gay marriage to call for an Oreo boycott. But while supporters and opponents were fighting their online battle, the rainbow cookie doubled Oreo’s fan growth.

By having a strong stance and sticking to it, Oreo established itself as a courageous brand amongst its more liberal fans.

The campaign had an integrated marketing approach, combining the offline and online worlds

The campaign finale took place at Times Square in New York. They set up a pop up agency there, from which they designed the last ‘Daily Twist’, based on suggestions from fans. Earlier that morning, the brand had asked its Twitter followers and Facebook fans to offer ideas, which were going up live on a billboard. Creatives would select the best ones and three of them were then put to an online vote. The winning cookie, celebrating the anniversary of the first high five, was designed on the spot and was displayed on a big billboard.

A seamless flow between the online and offline worlds, and the mix of social and traditional marketing allowed for a greater experience and showed that Oreo mastered the integrated marketing approach.

It put the product in the center – without being self-centered

Oreo’s ability to put their product at the center of the campaign and still make the content relatable and entertaining for a massive range of users is (in our opinion) the most important factor in the success of the ‘Daily Twist’ campaign. The content was heavily branded, yet still relevant, timely and shareable – without ever begging for likes, comments and shares.

Lessons learned

The ‘Daily Twist’ campaign set an example of how important it is to create content that resonates with your audience. There are many ways to find out what moves your fans. For Lurpak®, we identified what kind of recipes the audience was searching for. As a result, we created content that we already knew people wanted to engage with. Read how we did it here.