Social media. It's not just about selfies, cat videos and posting what you are eating for lunch. By contrast, it is a tool to connect people, initiate conversations, share valuable information, research items we are interested in buying, learn more about companies we are interested in doing business with, asking questions and getting answers.
Here are a few examples and results from big brands making a big impact. I used these examples to get you to see what's possible.
From Social Media Examiner
The Dove campaign
This inspiring video helped Dove get close to half a million views and thousands of likes, comments and shares. In the video they hardly mention the brand. This isn’t a commercial—they’re telling a story.
Dove also encourages tagging by asking their fans to tell a story about someone who means something to them. Tagging someone else in a post can also be a great way to help get the word out about a timeline contest
Create and share videos, since video gets more engagement on Facebook.
FYI... Facebook pulled in $12.5 billion in ad revenue in 2014, and mobile ad sales now makes up more than 70 percent of the business.
From Adweek's 12 Best Facebook Marketing Campaigns
Like a Girl
Procter & Gamble
Leo Burnett Toronto, Chicago, London/Holler
Award category: Craft (blue winner)
With the hashtag #LikeAGirl, the Always feminine-hygiene brand confronted gender norms by asking people to change their perception of what it means to "act like a girl." The videos spread all over social media, showing young kids giving positive representations of how to run, throw and punch like a girl.
Goals: Drive an emotional connection to Always, build awareness and boost purchase intent.
Results: Emotional connection rose from 38 percent to 41 percent. Ad recall from people who saw the ads was 47 percent, and brand linkage was 59 percent. It was the most watched video in Procter & Gamble history with 76 million views globally. Top-of-mind awareness from the campaign's target audience rose 9 percentage points to 58 percent. Earned impressions hit 250 million. Purchase intent among teens rose from 40 percent to 60 percent.
I Will What I Want
Award category: Integrated (gold)
This sportswear brand tried to broaden its appeal among women with a social campaign starring Misty Copeland, the ballerina, and Gisele Bundchen. They created videos featuring the women and invited the masses to comment, messages that were then used in the campaign, as well.
Goals: Awareness, brand lift, drive purchase intent, traffic and sales.
Results: 5 billion media impressions and $35 million in free media with a 42 percent boost in traffic to UA.com. Under Armour Women's sales lifted 28 percent.
Now, you don't have to have a multi million dollar ad budget to share something of value, increase awareness and position yourself as the experts in your field, but you do have to stay on top of trends, have something of value to share and hire a team to strategize, create and execute a strategy for you.
It is quite likely that YOUR optimum audience is spending a fair amount of time on Facebook these days. What are you doing to ensure you are properly represented?
Selfies & cat videos don't cut it. If you can wrap your head around the potential, that is the first step towards making an impact which generates results!
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