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How do you make social media central to your campaigns rather than an afterthought? Here are 10 tried and tested approaches featuring some of the best examples of content marketing campaigns from 2013.
Based on common mistakes I see and opportunities for more sophisticated. Showing examples of good practice.Start at centre with some of the mistakes, look at social and head offline. Checklist to review your practice.
Brief: Encourage people to adopt a more open, optimistic and playful attitude to life and technology.The main attraction was the ability to play a game of Frisbee with the cat from the TV spot by connecting your phone or tablet to your desktop browser meaning you could throw the Frisbee from one device to another. As they played, our cat explained the technology that enabled the game to happen, as well as the ‘Be more dog’ philosophy. Our ‘Dog Bombs’ allowed users to create a customisable video that you could drop on friends as a way of combating any negative, ‘cat-like’ behaviour and give them a nudge to the ‘dog side of life’. We continued to spread the word in social with #Bemoredog and a calendar of events, including a Frisbee drop in parks, a vine film festival and an instagram hijack. The campaign spread across the web quicker than you could say ‘Grumpy cat’. We’re still counting, but the campaign has seen some pretty ‘Dog’ results. Players have thrown over 335,000 frisbees, created over 32,000 Dog Bombs, and used #bemoredog in over 55,000 tweets.
http://www.youtube.com/watch?v=M2nZXRoVTPw It was a pioneering move that drove staggering results; two months after launch the A-Class represented 6.2% of the total hatchback market, brochure requests soared by 140% after the campaign and 77,000 leads were generated overall. Crucially, the average age of people enquiring about the A-Class was ten years younger than the Mercedes-Benz average.
Our best-known campaign would have to be “KLM Surprise”, where a team gave away small gifts to passengers who checked in using Foursquare or Twitter. Other large campaigns included our mile-high dance party “Fly2Miami”, after we lost a bet on Twitter with the Dutch dance scene. One ambitious campaign was “#LiveReply” on YouTube. It took almost 500 volunteers to realise. My personal favourite was “Tile & Inspire”, which brought our Dutch heritage, social media, brand ambassadors, gamification, and our best hardware — planes — together. Even supermodel DoutzenKroes and DJ Armin van Buuren participated! More recently, the much-debated introduction of “Meet & Seat” had CNN’s Richard Quest fascinated.https://blog.klm.com/klm%E2%80%99s-social-media-strategy-part-3/4720/
Social media campaigns - 10 ingredients and examples for effective campaigns
MAKING SOCIAL CENTRAL
Ten ingredients from the
Featuring... The Top Integrated Social
Campaigns of 2013
Dr Dave Chaffey
Digital marketing strategy advice
About Dave Chaffey
trainer in digital
Author of 5
now in their 4th and
a marketing advice
site with paid
members in over 50
Insights Director at
Campaign ingredient 7 - Repurposing
Direct social messages
Long form interviews
All Content & Promotions Consider:
One Clever Question
You're a secret agent on a mission and you're
having a rendezvous with your agency contact after
pulling a dangerous undercover operation.
You now have a coveted secret. A content
What secret for achieving success with content
marketing will you share? The content marketing
world depends on it!