There is no denying that social media has enveloped the business world into it. It is increasingly being used to increase brand awareness and in some cases revenue for certain companies. Sites like Facebook, YouTube and Twitter are changing the way companies communicate with their audience and getting them involved.
First off, what is social media?
Daniel Nations over at About.com describes it as “In Web 2.0 terms, this would be a website that doesn’t just give you information, but interacts with you while giving you that information. This interaction can be as simple as asking for your comments or letting you vote on an article, or it can be as complex as Flixster recommending movies to you based on the ratings of other people with similar interests. Think of regular media as a one-way street where you can read a newspaper or listen to a report on television, but you have very limited ability to give your thoughts on the matter. Social media, on the other hand, is a two-way street that gives you the ability to communicate too.”
Over at Forbes.com, they put together a top 20 list of the best-ever social media campaigns. The list was:
- “The Blair Witch Project”
- Blendtec: ill It Blend?
- Old Spice: “Smell Like a Man, Man.”
- Burger King: “Subservient Chicken”
- Pepsi Refresh
- VW: “Fun Theory”
- OfficeMax: “Elf Yourself”
- Evian: “Roller Babies
- Ikea: “Facebook Showroom”
- Whopper Sacrifice
- Target: “Bullseye Gives”
- Smirnoff: “Tea Par-tay”
- The Dark Knight: Why So Serious?
- Quicksilver: “Dynamic Surfing”
- Cadbury: Gorilla
- BMW: “1 Series Graffit Contest”
- CareerBuilder: Monk-e-Mail
The ones that stood out to me were IKEA, VW, and Old Spice. I recently posted about Old Spice so I wont go over it, but feel free to look at the blog post on it: https://wordsonmedia.wordpress.com/2010/12/07/the-man-your-man-could-smell-like-and-what-he-did-to-the-marketing-world/
IKEA’s campaign was brilliant because who wouldn’t want free stuff? Especially, IKEA stuff. It’s already a great product but with this campaign they tightened their brand loyalty with consumers and increased brand awareness with their friends. “To promote the opening of a new store in Malmo, Sweden, Ikea had the store manager post pictures of the new showrooms on Facebook. The first people to tag the items won them. Awareness spread rapidly from participants to their Facebook friends. The campaign won a 2010 Gold Cyber Lion at Cannes. “[This is] a great idea that not only is highly viral but gets consumers engaging with actual merchandise,” says Brandon Evans of social marketing agency Mr. Youth.” (Forbes.com) When you tag something on Facebook, your friends find out about it through their minifeed or your wall. So IKEA went viral pretty quickly!
Volks-Wagen had a completely different approach. They let audiences learn something about something healthy. And it doesn’t have anything to do with their product either.
So how did it get sent to those colleagues at work, your friends wall and into your twitter feed? Their theory worked. Having fun drastically changed the result of what choice people chose to get to the street. It was a bit humorous too to see people’s reaction to the piano stairs. It was a neat initiative that got a lot of notice around the world.
“One key to a viral campaign is a message that is compelling and interesting enough that a viewer or participant wants to share it with a friend, says Issa Sawabini, a partner of the youth marketing agency Fuse. And social media is a tool that makes creating a viral or buzz-worthy campaign easier…The bottom line is that a successful social media campaign requires creativity, a clear message and needs to make a splash at the right time. A good-looking guy in a bath towel doesn’t hurt, either” (Forbes.com)