Don’t Lose Value in the Hunt for EdgeRank

Did you know that the number one reason why people love Facebook is that it enables us to show our personality? It’s a human need to create an identity in order to feel community belonging and gain self-esteem. How people talk and act reflects their personality – and that’s what Facebook allows its users to do.

A while ago, I attended a conference where a Facebook spokesperson said: “Everything you create on Facebook should help your users to express who they are”.  Not only is this recommendation valid when you develop social applications, it’s also important to keep in mind when creating content to share on your page. In this post, I’ll take a look at some important factors that make content sharing a passport to stronger bonds with your customers.

 

People do not buy what you do, they buy why you do it

What you reflect is what people want to connect to. Therefore, you have to ask yourself which personality you want to show? Your brand identity is defined through:

–       Your tone of voice; the language you use.

–       Your values; what feelings you try to convey.

–       Your brand positioning; what you choose to talk about.

 

Help your users express who they are

The interactions people do on Facebook – such as updates, comments and likes – tell who they are and what they stand for. People base their self-esteem on how the community sees them, which means that the community helps drive our identity. This is essential to take into consideration when you want people to engage with your brand. Think of what the interactions people make with your page or the content you share tell about a person’s identity. Remember, people share your content with their network because they want response from them. If content is created such as it can be re-shared, you can help your users to show their friends what they stand for. In Facebook’s recommendations for Social Design, you can read more about the connections between communities, identities and conversations.

  

Bring value to your users

In the hunt for Edgerank, it might be easy to forget about why people joined your community in the first place and to create the content they actually are on the search for. What value does your page offer them? Could you give them any new knowledge about your brand they didn’t know of? Could you share solutions and ideas including your products they haven’t tried yet? Could you tell them your brand story and reflect your brand identity with exclusive images they haven’t seen before? Put efforts into editorial planning and visual communication as this can help you ensure high quality content bringing value to your brand community.

Content should of course include social elements and aim to increase the Edgerank of your page. We want to drive our audience to take action and get our content visible to as many people as possible – but don’t let that be the main focus! As any other copywriting you do, you would want to affect people. Having them understand and connect with your brand values, you create a stronger bond of loyalty with your target group – just take successful brands as Apple, Nike and Ben & Jerry’s for example.

 

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.