Social Media Marketing: A Jungle Too Deep or A Sea of Opportunities? [Infographic]

 

We are all very familiar with Facebook, Twitter and LinkedIn. But the term “Social media” is an umbrella that covers much, much more. Multiple channels, multiple tools as well as multiple utilisation possibilities. The task is to figure out when to use what, and what purpose and outcome you have in mind.

On Friday, businessinsider.com presented the Buddy Media infographic of the social media marketing landscape as of today. Though introduced as “insanely confusing”, we see the infographic differently. Instead of being overwhelmingly confusing, it is a quick overview of a world of opportunities and interlinking social media systems that can help you navigate and profit in social media marketing. If you know which ones to use when, that is.

And this is where people might get a bit confused, when looking at the infographic:

Keep it simple

As Jonas wrote last week, the future of successful social media engagement lies in the understanding of how to transform Big Data into business intelligence. This is exactly the reason why one should not look at the infographic with despair but with hope. Within these different categories of social media channels, platforms and tools there are interlinking paths to follow which will lead you to the holy grail of companies’ social media efforts: business intelligence leading to profit.

 

Perfection is about Selection

Knowing how to create engagement with your target group by using the right channels/platforms, how to distribute and monitor it most time efficiently and how to analyse on the data your social media efforts produces will guide you to the goal. Sounds easy, right? Of course you need to know your target group(s) as well as the relevant social media platforms and channels before you can profit from any of your actions. But once you know when and where you can find your target groups online and with what content, you’ve come a long way already.

Sure, there are a lot of tools, platforms and management programmes to navigate through, and this can be confusing. Furthermore, in order to retrieve sufficient and relevant data extractions to analyse on both your social media performance as well as on your users interaction with your brand, you might want to be careful of combining too many platforms.

So, use the infographic as an overview of the different opportunities available today in order to pick a selection perfect for your brand and target group.

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.