Yesterday I received a very poorly targeted piece of mobile marketing, a text message from a company called H&R (whom I have never heard of…but do feel free to enlighten me if you have) saying ‘now that the kids are back to school it is time to think about YOU. We have plenty of packages for YOU time at H&R, call xxx’ etc. etc. You get the general idea.
So why was this so poorly targeted, I am after all very keen on ME time. What H&R had neglected to notice is that I do not have any children…I may have a requirement for me time, but this has not been as a result of a hectic summer holidays with the kids at home (the closest I get to kids in my household, my boyfriend, has in fact been very well behaved throughout the summer holidays).
Mobile marketing, which is widely credited as beginning in 2000, is not distinct from many other forms of marketing in the fact that it can often fall foul to poorly targeted marketing. But this is somewhere that social media marketing in particular (and arguably mobile marketing as well) must get it right – because it is encroaching on people’s personal domains. Facebook profiles, in particular, are often very personal arenas – they are places where we socialise with our friends, share pictures of nights out, post updates on our day to day activities. They are certainly NOT places where we want to be spammed with inappropriate and irrelevant content.
Perhaps this is where Facebook’s profile targets advertising (e.g. advertising targeted at your interest) comes into its own. Initially people were wary, but would you not rather receive an advert for something that is relevant to you than targeting men with feminine hygiene products, for example.
Companies should also be bearing this in mind when targeting consumers through social networking sites with their own profile pages and news feeds. The golden rules being:
- Make sure information is correctly targeted
- Ensure that information you are supplying is both relevant and interesting to your audience
- Make sure it is accessible (e.g. can users easily identify what you company does and how it might be relevant to them)
The dawn of social media has opened up a sense of community amongst colleagues and public relations companies… the old adage ‘knowledge is power’ will no longer wash. In order for us all to keep up with the exceptionally fast paced evolution in digital marketing we have to collaborate and share knowledge in order to keep up; no [wo]man is an island and all that, and this is particularly true with social media – there is so much to learn that we simply cannot do it in isolation.
With this in mind, at Twelve, we have recently started ‘Digital Wednesday’ (which interestingly enough took place on a Thursday this week, we like to be quirky). This gives us the opportunity to discuss digital developments that we have heard about during the week, share interesting social media campaigns and discuss how we can utilise these developments for our company and our clients.
But the collaboration doesn’t have to stop within your company, and in fact it shouldn’t. The current hot topic of various networking events at the moment is ‘social media’, encouraging people to share ideas and examples of best practice. But whilst this is creeping in, I don’t think that we are yet making enough of the opportunity to share and learn from others about their own social media ‘finds’.
So this is a call to action…a virtual invitation to our Digital Wednesdays: use this blog to share your latest discoveries in social media, talk about campaigns or ask advice.
I love to get on my DigitalPrefect soap box and blog about social media, but please do feel free to share your knowledge with me too…after all, that is what social networking is all about…collaboration.
Often social media campaigns simply consists of a Twitter feed, blog, Facebook page and YouTube channel. And for many companies that is the most appropriate, cost effective and manageable strategy to use. But every now and then a company will introduce a little sprinkle of social media fairy dust to add a magical element to their campaign…below is a look of some of my recent favourites….
Jimmy Choo and Foursquare
Jimmy Choo recently used Foursquare to launch a real-time treasure hunt around London. A pair of Jimmy Choo trainers were placed at fashionable hangouts, marked up on Foursquare, for one lucky winner to claim.
This campaign shows innovative use of one of the lesser used social networking sites in the UK (though Foursquares users is constantly growing…and I wonder if this campaign increased numbers)..but I can’t help but find myself wondering if they might have been better to wait until Facebook’s geo-location networking launches…
Creativity score: 7
Potential impact score: 6
Pringles Outs Social Media Addicts
(Source: Media Week)
The crisp brand heralded as ‘good for sharing’ has launched a website for people to out their over sharing friends. Users are encouraged to name and shame friends who post boring status updates or Tweets – hoping instead to encourage people share things that are ‘really worth sharing, like Pringles’.
The campaign demonstrates integrated messaging and clever tie-in with the ‘sharing’ theme. It is also wonderfully satirises one of the common complaints about social networking, promoting over-sharing by sharing the banal comments more widely – brilliant!
Integration across different social media channels is also very effective, with a bespoke website dedicated to the campaign, ‘oversharers’ tweets retweeted on a Twitter feed and an ‘overshare’ button on Facebook.
Creativity score: 8
Potential impact score: 8
Such Tweet Sorrow
The Royal Shakespeare company used the power of Twitter to try and make Shakespeare accessible to the digital generation. What followed was a re-enactment of Romeo and Juliet, through the medium of Twitter (Juliet had over 5,000 followers). The campaign brilliantly updated a classic and kept many gripped for the duration of the month long storytelling.
The real-time nature of Twitter meant that it was sometimes hard to keep up, but a bespoke website provided a timeline of events for those that missed out.
Overall an effective use of social networking to (hopefully) bring Shakespeare to a new audience…
Creativity Score: 8
Potential Impact Score: 6
T-Mobile – Life is For Sharing Flash Mob
An oldie but a goodie…and not a pure 100% social media campaign, but the Liverpool Street life is for sharing advert perfectly married two phenomonons of the digital generation – flashmobs and social media.
The advert was posted onto YouTube as soon as it was premiered on Channel 4, and has now received 2,693,903 views with the video quickly going viral online.
This showed good integration of the marketing disciplines, which is exactly what is needed for an effective social media campaign, but I would suggest that perhaps more people were interested in the entertainment factor…than who the campaign was actually by.
Creativity Score: 9
Potential impact Score: 8
Do feel free to share any other examples of creative social media campaigns you have seen below!
P.s. some of the above campaigns were kindly pointed out by my colleague Nicky Smith, who also blogs over at ‘Research in the News’ – go check it out for some interesting insight into the use of research in PR….
I read with interest Mark Ritson’s article in Marketing Week, rebuking his client for big budget spend on social media and pointing out that Facebook, Twitter and the like only reach a small percentage of a companies stakeholders (largely of course depending on who those stakeholders were). It was wonderfully refreshing to see a Marketing professional that doesn’t blindly jump on the social media bandwagon, but instead recognises that its merits need to be weighed up against a companies individual marketing requirements.
Refreshing though it might have been, I do feel that Ritson also missed the point – social media should not be about mass marketing and reaching out to millions of consumers in the way that advertising or direct marketing might. Rather, it is about a targeted approach, providing useful and interesting content to the digital generation on platforms that they already actively engage with. It allows the opportunity for engagement and collaboration with companies and brands, but it does not enforce this.
If companies ignore this opportunities they neglect to even open the door to engagement and collaboration.
Ritson is also right that it does not need to command a major chunk of marketing budget, but the investment with social media is largely time and that does need to be realistically accounted for.
Social media should be integrated into the wider marketing mix, not necessarily as a predominant element (though again that is dependent on the company) but as another string to the bow, and this in itself emphasises the need for strategy.
This does not have to include an arduous process of months of consultation and a 100 page report before social media strategies can be implemented (by which point things will have moved on anyway) but it should include a thorough analysis of what a company hopes to gain from social media, how this can best be achieved and a realistic exploration of the platforms available to implement this.