Back in the good ‘ol day that is the early 2000’s, people used to have one life; the time we spend hanging out with friends… We called it social life.
Now a decade or so later, people have two lives – a social life and a social “media” life.
It’s quite fascinating that people adopt so quickly and seamlessly that social media has become their second nature. And as do people’s lives change, so do businesses and their marketing strategy.
For many ad agencies, however, it was not an easy transition as social media is such a brand new space that traditional strategy sometime does not translate directly into a social media campaign.
What’s missing?
Here’s an interesting insight:
"Social media is, in many ways, the antithesis of advertising. Advertising is one-way communications aimed at large groups of consumers. Social media is two-way communications that requires listening as well as speaking. It can also be said that social media is a multiple-way communications method as brands can speak and listen, but also watch other consumers talk to each other."
Source: https://www.socialmediaexplorer.com/digital-marketing/advertising-agencies-and-social-media-a-culture-clash/
So here I gather some examples social media campaign that are successful:
Children’s Hospital Los Angeles, Therapy Dog Quiz
http://www.chla.org/dog-therapy-quiz
Now a decade or so later, people have two lives – a social life and a social “media” life.
It’s quite fascinating that people adopt so quickly and seamlessly that social media has become their second nature. And as do people’s lives change, so do businesses and their marketing strategy.
For many ad agencies, however, it was not an easy transition as social media is such a brand new space that traditional strategy sometime does not translate directly into a social media campaign.
What’s missing?
Here’s an interesting insight:
"Social media is, in many ways, the antithesis of advertising. Advertising is one-way communications aimed at large groups of consumers. Social media is two-way communications that requires listening as well as speaking. It can also be said that social media is a multiple-way communications method as brands can speak and listen, but also watch other consumers talk to each other."
Source: https://www.socialmediaexplorer.com/digital-marketing/advertising-agencies-and-social-media-a-culture-clash/
So here I gather some examples social media campaign that are successful:
Children’s Hospital Los Angeles, Therapy Dog Quiz
http://www.chla.org/dog-therapy-quiz
Children’s Hospital Los Angeles created a personality test for what kind of therapy dog you are. Gimmicky. But surprisingly, one form of content that has proven to be exceptionally popular on social is the personality quiz. 3 of the top 5 publishers on Facebook are famous for their quizzes, and by average social share count, the quiz destroys all competition.
Honest Tea, National Honesty Index
https://www.honesttea.com/nationalhonestyindex/
Honest Tea, National Honesty Index
https://www.honesttea.com/nationalhonestyindex/
Honest Tea posed a provocative question: Which city scores the highest on the National Honesty Index? The company tapped Influential, a mobile first enterprise technology that pairs top brands and influencers using demographic data to execute the social portion of this hybrid on-site and social campaign.
source: http://www.forbes.com/sites/steveolenski/2015/08/21/the-3-best-social-media-campaigns-of-2015-so-far/
World Wildlife Fund (WWF), #LastSelfie
source: http://www.forbes.com/sites/steveolenski/2015/08/21/the-3-best-social-media-campaigns-of-2015-so-far/
World Wildlife Fund (WWF), #LastSelfie
World Wildlife Fund – WWF (it has nothing to do with wrestling) created a social media campaign called #LastSelfie. A powerful and emotional campaign to raise awareness for animal extinction. The video below does a good job explaining it.
So what is one common theme for these three campaigns? One thing in common is that they engage you. They focus on authentic feel rather than screaming, “Hey, we’re marketing to you right now.” A successful social media campaign need to engage you, interest you, give you new information, give you emotion, and most importantly, give you something worth talking about.
And that’s what is the translation we as a marketer needs to be aware of. Traditional media like print ad, radio, tv, or even website, is often a one-way street – we have something to say, that is how we say it. Social media campaign, however, is a two-way; where information is contently be shared, posted, linked, liked, tweeted, – like a snowball of idea, once it gains traction and momentum, it has a life on its own.