Last updated on June 14th, 2016
Likes, retweets, shares, repins, followers – the new vernacular of online marketing. But trying to stay on top of each new, trend-setting social media outlet can be overwhelming. And to be honest, we would not suggest you use them all. It is hard to create a powerful campaign when you are trying to be everything for everybody across all outlets. You can get far better results when you know your target audience and where they like to hang out. And once you know what channels they prefer, you can begin to focus energy on creating campaigns that go big.
So what does this type of ‘big’ campaign look like? We wanted to find some of the most effective social media campaigns so you can get some ideas and insights into how you can build this for your business. Take a look at what we found and how you can create more powerful and effective social media marketing campaigns for your business.
Your Goal: To raise awareness, convert customers and increase revenue.
Social media has proven time and time again to be a powerful way to market your brand and gain a following. Fun facts:
- 72 percent of followers are more likely to buy something from a business they follow
- 86 percent of followers are more likely to visit a business if a friend recommends it
- 85 percent of followers feel more connected with businesses after following them
While having a presence on all of the major channels is important, how do you know which you should spend the most time focusing on? Let’s take a look at some company success stories for Facebook, Twitter, Instagram, Pinterest and even Snapchat so you can decide:
In 2012, Oreo celebrated it’s 100th birthday and created a unique marketing campaign for the occasion. Although they are a century old company, Oreo isn’t stuck in any old fashioned marketing approach. Oreo took to Facebook for their “Daily Twist” campaign- a campaign that included an eye-catching post each day for 100 days that reflected the latest happenings in pop culture and the news around the world. Each ad featured images of the iconic cookie.
- 33 million Facebook views
- 280% increase in shares
- Created over 231 million media impressions from over 2,600 media stories recognizing the brand
- Increased their Facebook fans by over a million
- Increased their share rate by 280%, with each post being shared an average of 1,472 times
Why we like Facebook:
- Ability to post all types of media- from pictures to articles to videos.
- CTA buttons are now available! This makes it easy to capture visitor emails.
- Among all of the social media channels, Facebook still has the most users. Almost as many people use Facebook as live in the entire country of China.
Taco Bell does a fantastic job at keeping up with their Twitter account. When they first joined Twitter several years ago, they set out to do 3 things: share authentic content, reward passionate fans and participate in conversation.
Their tweets are fun, conversational, engaging and don’t necessarily have anything to do with their food! Their tweets have a voice and a personality – and quite often a witty and sarcastic one. Take a look at a few of their tweets:
The thing that I admire and catches my attention most with the Taco Bell account, is that it is completely humanized. Successfully being able to sound so human on social media can be a challenge for large companies, but Taco Bell has proven otherwise. They converse with their followers daily, and are quick to respond. They even banter with other companies in a light-hearted way.
Just by being real, Taco Bell has been referred to as the savviest brand on social media.
- 600,000 Twitter followers – roughly 3x as many as one of their biggest fast-food rivals, Burger King.
- After launching a Twitter campaign for their new Cool Ranch Doritos Locos Taco, Taco Bell has sold over 200 million Doritos Locos Tacos- making it their most successful product launch ever.
Why we like Twitter:
- Gives your followers an outlet for engagement and gives them the ability to start conversation with you. Helps to humanize your brand.
- Retweets help spread the word – when your followers retweet one of your tweets, all of their followers will see it as well.
- Twitter for Business allows you to monitor your progress and get a holistic view of your account’s activity using the analytics homepage. See how many people have seen your Tweets, visited your profile, mentioned your @username, or followed your account.
A few companies have gotten very innovative in the way that they use Instagram. Take Heineken for example. In 2013 Heineken took the standard scavenger hunt to a new level by hosting an Instagram scavenger hunt. They created a mosaic of Instagram photos and then challenged followers to find items in these photos and comment with a hashtag when they did. The winner of the contest received tickets to the U.S Open. The strategy was a smart one because it kept users on the Heineken page. The entire game could be completed without ever being redirected away from the Heineken Instagram account.
- 20% increase in followers
- Nearly 1,500 users participated over the 3 day contest
Why we like Instagram:
- Easily showcase new products
- Dedicated space on screen – when someone sees your post on Instagram, there is no competition because a single post takes up the entire screen view
- Post short videos – great for advertising
- Get mentioned by your followers and encourage fans to submit photos. Customers will often share pictures of how they are using your products for all of their followers to see.
Pinterest is loaded with recipes, beauty tips, fashion trends and home improvement ideas, so it typically isn’t the first social media outlet that comes to mind for business. But you may be surprised by the success companies have found using Pinterest. Wayfair is just one example.
Wayfair, a popular online home goods retailer, has organized their Pinterest account in a way that inspires their followers. Each board has a very specific theme that makes it easy to shop directly on the Pinterest site. Each pin includes a direct link to the product on wayfair.com.
Wayfair had amazing success converting pinners into customers by hosting a Thanksgiving contest for their Pinterest followers. The gist was to create a Thanksgiving table board and repin at least 5 pins from Wayfair to showcase the pinner’s ideal Thanksgiving spread. The winner received a $100 Wayfair gift card.
- Wayfair found that Pinterest referrals are 10% more likely to make a purchase and they also spend 10% more on average.
- The Thanksgiving contest resulted in a 5x increase in sales, a 60% increase in web traffic and an 89% page view increase.
Why we like Pinterest:
- While Facebook, for example, is a great place to interact, visitors often go to Pinterest specifically to view products and shop. This results in increased sales.
- It is a great place to get discovered and increases the reach of your products.
- Nearly all of the images on Pinterest link to the original source, which generates an increase in site traffic.
- Pinterest helps get your website ranked higher in Google searches.
Remember when Facebook offered to buy Snapchat for $3 billion (yes, that is billion with a ‘B’)? That alone goes to show how popular this emerging social media app has become. Snapchat has gone from a simple photo sharing app to a marketing tool. Recently we have been seeing more and more companies jumping on the Snapchat bandwagon.
In 2014 McDonald’s ran a Snapchat marketing campaign and hired LeBron James to be the face of it. Before launching the campaign, they spread the word on their Twitter account. Shortly after, they sent their first snap out of the infamous basketball star, LeBron James. The campaign was a 36 second “story” with pictures and videos added throughout the day.
- Thousands of new followers within hours of announcing
- Some of the first brand recognition on a growing platform
Why we like Snapchat:
- Share short, informal behind the scenes videos to give your followers a different perspective of your business.
- Deliver offers and coupons in a matter of seconds.
- Allows you to advertise to a younger target market.
- Share teasers to preview new products.
A creative marketing strategy shared on any social media channel can leave a massive impact on your followers and your bottom line. There is so much you can do with social media that goes beyond surface level. Don’t try to be everything to everybody but instead, figure out the channels your customers care about most, then pour your energy into creating a campaign that engages users for longterm loyalty.
Think of fun, unique ways to engage your followers. Experiment and see what results in the biggest following and an overall increase in sales for your company. Then share your results with us! We would love to hear the creative ways you are using social media.