Social media and direct marketing played an important role in promoting our product and campaign during the start-up project. As a start-up, we did not have enough budget to pay for focused and professional social media tools to generate views and online traffic. But with the limited budget, some level of expertise and people who were a pool of creativity and ideas we were able to garner a good amount of support towards our project. Every group started a social media campaign so what made us stand out from the rest or what is it in today’s time when everyone is online; that can make a particular campaign rise above the crowd?
With a bit of rewind to the start-up journey and some readings here is what I believe can help you build an EFFECTIVE and EFFICIENT Social media Campaign.
MEDIUM IS THE MESSAGE, EMBRACE THE MEDIUM:
‘Medium is the message’ by Marshall McLuhan holds a lot of relevance when planning a social media campaign. Rather than running a campaign on every platform visible, it is important to have the right SOCIAL MEDIA MIX. Based on the value proposition, the impact the campaign aims to create and the social media usage of the target market; decision about the right platform for your campaign must be taken.
Edamame Pod and fight against plastic Campaign across the three medium was based on the same value propositions but each medium was used to target a specific set of audience and a set aim.
- FACEBOOK AIM: To focus on promoting the product and connect with the target market (POSTS: 20, 47 Likes, 44 Followers)
- INSTAGRAM AIM: To increase the visual appeal and make the campaign and product feature more impactful and visible. (15 Posts, 20 followers)
- TWITTER AIM: To connect with other campaigns and organizations working towards the same agenda and make our campaign bigger. (15 Posts, 29 Followers, 20 Likes, 3 re-tweets/ post on an average)
Out of all the maximum activity and support to our campaign was received through twitter where our posts related to innovative ways to reuse plastic were a big hit. Instagram and Facebook were able to fetch our campaign likes and shares but only when the product was made a part of the campaign.
- LOOKS THAT COULD CREATE A SOCIAL BUZZ: We all know tweets or Facebook feed with images get more engagement. I have even noticed the same when it comes to posts with images on LinkedIn as well. Following the trend, we see platforms like Pinterest, Instagram, and Snapchat which are solely based on images. This calls for going with whats trending and try creating your own mark by not just creating a branded “featured image” to share with your post but create a better and a fresher visual appeal for your campaign.
- HEADLINE IT WELL: Nobody has the time to go through to a 100 word post how much so ever it makes sense or is filled with flowery words. In this fast paced life, there has to be something that could grab your attention instantly. The best way is to play with words and headline or caption your feeds well. By having creating simple yet catchy taglines and hashtags for Edamame Pod we were able to create a little impact which was visible in terms of people remembering us and recalling the taglines we used on the social media, when they came to the trade stall.
- TIMING MATTERS: a lot of marketers overlook the concept of timing the feed right. But for maximum engagement it is important to post content according to the usage pattern of the audience the campaign aims at. While there are many infographics telling you the best time to post in social media, some of it simply comes down to understanding how users engage on each social network, and experimenting.
- AIM AT BUILDING A CONVERSATION: Don’t just drop links. Drive social media users to communicate with you—and increase the chances they engage with your content—by asking for questions and feedback. Social media was made for people; not for businesses. So you should always be striving to create a human connection with social media users.
To sum it up in a nutshell, the more focused and tailored your campaign is the better. With a clear aim in mind try to make the social media conversation as personalized as possible and let the viral fever begin.