A good place to begin with this post is to answer a question: What goes into a successful social media campaign? Well the answer can be found in an online article by Trevor Jonas.
http://socialmediatoday.com/trevorjonas/268668/5-fundamentals-successful-social-media-campaigns
In this article, titled "5 Fundamentals for Successful Social Media Campaigns", Jonas offers the fundamentals that put the social media marketer on the right path to correctly advertising their brand or product.
Once you have read this article, it will be easy to disseminate the successful from the not so successful social media campaigns. A recent campaign that caught my eye was that of GAP. When GAP joined with Groupon, a popular group-buying site, they accumulated over 11 million dollars in just one day while also spreading the "GAP love" to hundreds of thousands of consumers. This campaign involved coupons sold through Groupon that allowed consumers to buy 50 dollars worth of apparel for only 25 dollars. This campaign generated positive word of mouth towards GAP and also gained new customers through the process. Two points from the Jonas article that are present here with GAP's efforts are, 1) they started with and focused on a relationship, and 2) they integrated the campaign from the start.
By basically giving away free money with the issuance of the coupons, GAP started renewed a relationship with it's current customers, and began a new relationship with many others. This relationship did cost the company a good deal of money, but it cannot compare to the future sales they will see from their efforts with this campaign.
GAP wisely chose to partner with a company that had a comparative advantage in reaching a larger amount of consumers. Through the advertisement of Groupon, the campaign was a success. The results could have been the complete opposite if GAP had chosen to take on the advertisement of the campaign by itself through the use of emails of current customers on record, or ads on various websites.
Clearly, GAP executed a fantastic social media campaign that gained current customer satisfaction as well a generated a new customer base.
Yes I heard about this GAP campaign. They are all about there customer relations as well as many other organizations. Another story about GAP that had to do with their customer relations was when they were trying to decide on wether to change their logo or not, and once they did their fans rose up and faught for them to change it back. Great article!
ReplyDeleteExcellent post, Grant! I hadn't heard of this Gap campaign before. I did, however, run across the article about the five fundamentals. I found it very interesting and, although I didn't include it in my post, I was able to see some of those examples in the example I used. It's interesting to see that successful campaigns, within social media, did so well because they followed these guidelines, or something similar.
ReplyDeleteGap did a great job with their campaign, i know its important to keep current customer happy and service them but if you can get new customers at the same time than you have hit the jackpot and thats what gap did.
ReplyDeleteDo you want your audience to see you as the best team or group of experts in a particular field? it all have to be first defined. By doing this, you will determine how you want to be perceived in the eyes of your audience and also know the right source of social network you will need to use. tiktok
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