How to Do a Successful Social Media Campaign

A few days ago I wrote a post about Guldägget (The Golden Egg), the most prestigious advertisement award in Sweden. We made a presentation about 7 best practices of the nominees in the category Interactivity Other Digital Media. They all shared the qualities of having strong impacts, engagement and a high level of creativity. Yesterday, the 15th of April was the final gala and the winners were presented.

Ladies and gentlemen, the winner of Guldägget 2010 in the category Interactivity is: – wait for it – The Samsung Shakedown campaign!

We wrote about the campaign on our blog early February when it was launched, founding it great as a best practice of how to use social media marketing.  With a complete focus on people and interaction – they have covered an important part of social media and used it wisely.

The campaign website showed a live-stream of 70 mobiles on a table. To win one of them you had to call a number followed by the number on the phone. The phone started to vibrate when getting your call, and if it fell off the table on to the floor or into the aquarium – you won it. It’s a case to learn from.

Relevance
The purpose of the campaign was to increase the awareness of their new mobile phone Samsung B2001 and demonstrate its benefits in a more amusing way. The campaign leaves no room for people to feel like they are being tricked or led up the garden path. The product is put on the test without any glamour or effects.

Interaction
The campaign creates interactivity both by putting audience into competition and by making them able to watch their phone call in action. Live-streaming in itself proves to be an interesting tool and when we can affect things happening from our own chair in front of our computer – it’s even more interesting.

Creativity
The mobile phone model B2001 has been popular within a certain target group. With its qualities – survives both falling into water and down on the ground – it’s been categorized as a phone for the building industry. But who hasn’t dropped their phone and ended up with costs and a long period of waiting to get a new one without being a construction worker? I guess I’m not the only one. The campaign opens up for a wider audience in a smart way; it lets everyone with access to a phone participate and make it amusing thanks to the simple but yet so creative standard.

We congatulate both the agency and Samsung with the Golden Egg.

Check out our best practices of how companies have gained value by using social media or go to Slideshare and download the presentation:

Clickbait: Information overload! How can brands cut-through all the noise?

Screen Shot 2016-04-12 at 10.11.34You won’t believe the hidden message in this blog post! Or rather – there isn’t one, I just wanted you to click through and read this. But bear with me – I’m about to suggest something incredibly controversial – a never-heard-before admission by a social agency!*

As much as clickbait is the emotional catnip of our online experience and can drive consistent traffic for publishers like The Daily Mail and Huff Post who churn out multiple stories each day, it’s still hugely annoying to discover you’ve been duped by an over-excited headline promising to give you all the feels. For brands, adopting the same practice can negatively affect perception and ultimately – sales. So how can brands cut through all the sensational copy and deliver successful results without falling prey to creating clickbait themselves? How do they beat them rather than join them?

 

Platform crackdown

In the early days of social, Facebook optimised content based on engagement, meaning that if users clicked on a piece of content, it received a higher ranking in newsfeeds. In 2014 Facebook took steps to try and crack down on those gaming this ranking using clickbait, and in February this year it introduced an update based not just on what users engaged with in their feed, but what they wanted to see. Facebook’s advice is that Pages should avoid encouraging people to take action (such as encouraging lots of clicks), because this will likely only cause temporary spikes in metrics that might then be rebalanced by feed’s ranking over time – meaning the latest ranking favours content that users naturally engage with rather than content that users click on through coercion.

 

Last month Instagram followed suit and announced it would alter user’s feeds to optimise the content users “care about the most”, and Twitter has also adopted a similar change (although users can opt-out and revert back to the chronological feed). The changes will hopefully make it harder for clickbaiters to game feeds with meaningless content, but the real aim for the platforms hosting is to surface more engaging content more frequently so users return often and stay longer.

 

The same goes for brands on social. If the content they produce is consistently engaging, then users will interact more frequently, leading others to discover it through preferred ranking. Ultimately, these new newsfeed algorithms exist to generate more meaningful engagement, driving not just clicks, but conversations via comments, and shares.

 

Learn and adapt

Meaningful engagement begins with relevant content that creates value for the user and the brand. While an insight-driven content strategy is key to delivering this, brands should also adapt stories and messages based on the emotional needs and behavior of their audience. This is more than just a case of ‘test and learn’ or refining what has already been done. Brands must also evolve their approach in line with new behaviors, platforms, competitors and rankings or risk being left behind by those who do.

 

A good example of a brand that does this well is Buzzfeed, who’s CEO recently shared their new strategic thinking, revealing how their objective has changed from getting users to click through to their main site to view stories, to allowing content to be consumed directly on other platforms. The new direction was prompted by analysing which content generated clicks and discovering that users prefer to consume some types of content within the platform they are already on. The company also found a discernable difference between user interactions with the same content on different platforms, demonstrating how content demand and consumption vary across sites. What spreads like wildfire on Facebook might fail miserably elsewhere.

 

Relevance is key

For brands looking to use social content to drive click-through to their site, it’s important to balance the goal of the company (clicks to eyeballs, or conversions to sales, for example) with the desire and behavior of users on different sites, and monitor response over time. Relevance is key to interaction, and brands that think like publishers will know that relevance is an ever-changing chameleon. While users are bombarded with meaningless clickbait, there is ample opportunity for brands to channel the social zeitgeist by delivering valuable content that meets audience needs in the format, time and platform that suits them. If they get this right, they won’t need clickbait.

 

At Mindjumpers we help companies and brands to think as publishers and provide end-to-end social media management across multiple markets, encompassing full social strategy, planned and reactive content creation, analysis and reporting.

 

If you’d like to find out more please get in touch.

 

*Don’t be naughty and scroll to the last paragraph – I’ve hidden the controversial part somewhere to optimize your dwell time in finding it!