what makes a good social media campaign?
'Now, while wedding guests will share pictures regardless, the elusive perfect hashtag inspires action and creates a community around the shared experience of the event. A successful social media campaign for a brand does the same.'
Simply put, a successful social media campaign uses one or more social media channels to: Promote an product/service Build brand awareness Create a sense of community It unites people around a common interest or experience, and ideally, creates a trend.
'knowing your audience and understanding the platform is necessary if you're looking to rouse any engagement.'
Avoracle by Lidl UK
WHAT- Video of avocado being split in to by hands painted representative of the teams playing in football games. The side the stone stuck to was predicted as the winner of the game.
HOW -linked to popcultre and current trends, subjects being discussed on the media, unites people around a common interest
SHARED- via shares, likes and follows
ACHIEVED - the brand was shown to to larger market, 50 million view over all
CHANNEL -Facebook and Twitter, sites where the audience can view videos post by a brand and see brand their followers interact with
#6SecondScienceFair by GE
WHAT - invited people to create 6 second science video, then it re-vined posts from people to encourage interest in science, increase engagement, and build GE's reputation as an innovator.
HOW - anyone could do it, interesting content, drove by consumer engagement, sharing of the link promote brand to large audience via the consumer. consumer drove the content.
SHARED - inspires action and creates a community around the shared experience of the event, Prompted the consumer to submit the content via their accounts, also via likes and shares
ACHIEVED - this post alone was 130,000 times and re-vined 105,000 times therefore promoting this to 105,000 people follower on the site
CHANNEL - Vine and Tumblr, site where video can be shared
#MyInstagramLogo by Instagram
WHAT - #myinstagramlogo project, inspiring creatives to reimagine Instagram's icon in wildly creative ways. this hashtag birthed a social media campaign fit perfectly with the artistic nature of the platform. Even four years later, the hashtag is still active.
HOW - Every share related to the hashtag build brand awareness to it's audience. consumer drove the content.
ACHIEVED - over 8,000 images, promoting the brand to 8,000 account followers
CHANNEL - Instagram
#KnowYourLemons by Worldwide Breast Cancer
WHAT - hashtag used Facebook to deliver critical information about lesser-known warning signs of Breast Cancer to thousands of women, while also creating a platform for survivors to share their personal tales, raise awareness, and encourage people to donate to the cause.
HOW - catchy, light-hearted hashtag, inspires action and creates a community around the shared experience of the event. It unites people around a common interest or experience, and ideally, creates a trend. Consumer supplied the content
ACHEIVED - exceeded their fundraising target by 317% on Just Giving.
CHANNEL - Cross over the different social media, instagram, facebook and twitter also more traditional adverts after
Tweet Shop by Marc Jacobs
WHAT - A pop up shop "Tweet Shop" provided fans with an opportunity to pay for products using social media posts as their currency. Shares in exchange for actual products in exchange for Daisy perfume-inspired posts.
HOW - Drove user to share about the product and the brand, raised brand awareness by reaching the user audiences. Inspires action, consumer drove the content,
SHARED - by users who wanted the items, many Instrgam influencers or accounts with a large following, promoting to this audience.
ACHEIVED - The audience shared their tweets to a large audience, driving brand awareness
CHANNEL - Instagram, facebook and twitter, on sites that could use the hashtag
WHAT - Qdoba, created a campaign where its fans could vote for their favorite queso, deciding which the company would keep and which one would have to go.
HOW - fans feel like they were having a real impact on the organization and got to see results updated in real-time while Qdoba kept people engaged and built suspense around the showdown.It unites people around a common interest or experience, and ideally, creates a trend, Inspired action by give the audience a reason to interact. Take advantage of the channel ability to launch polls,
SHARED - The audience shared their views, gave the audience a talking point and reason to engage with the brand .
ACHIEVED - large vote cotent
CHANNEL - Facebook mostly, also twitter and . On site users can interact via likes, and also polls.
#GlobalSelfie by NASA
WHAT - NASA gathering photos that people posted of their environment using #GlobalSelfie on social media, NASA created a mosaic of the entire world.
HOW - make the audience feel part of community, inspired action, made audience feel like their post had a point
SHARED - Consumers post the images with the hashtag, this then promoted it their audience and this rippled
ACHIEVED - Worldwide engagement, over 3,000 reponces promoting this to their audiences
CHANNEL- over image sharing site, facebook, twitter and instagram.
#SimpleStart by Weight Watchers
WHAT - Weight Watchers launched its #SimpleStart campaign designed to help their audience get off on the right foot. With weight loss resolutions at their ripest, the campaign hit at the right time in the right places. Commercials introducing the campaign were accompanied by the #SimpleStart
HOW - Targeted at the right time. inspired those interested in the initiative to join the conversation, post about their achievements, share recipes, tips, and tricks. it served as a positive reflection of the programs ability to deliver results. #SimpleStart got the word out, involved the audience.
SHARED - By the audience, consumer drive content over the social sites promoting their experience with the brand . It unites people around a common interest or experience, creates a trend.Audience supply the content
ACHIEVED - A wide range of shared by it's audience, a collective hashtag that positivily promote the brands goals
CHANNEL - Started as a TV commercial, then a over social media mostly twitter and facebook, as these site are more story based
#TiffanyBlue by Tiffany
WHAT -Tiffany used it's advertising media to renamed the shade of blue they use to Tiffany Blue. Then created this to be a know name so when anyone used this colour they can hashtag tiffany blue, even if the image has no relation to the brand it's promoting brand awareness
HOW - The audience shared any content but include the hashtag relating the post back to the brand, raises brand awareness. Audience supply the content
SHARED - by social media users, promoted to their audience
ACHIEVED - Instagram users posts tens of thousands of photos with the hashtag #tiffanyblue every day
CHANNEL - Image sharing sites, Instagram
Ice Bucket Challenge by ALS Association
WHAT -People dropped buckets of ice over their heads and video it, then challenging 5 people to do the same
HOW - CREATES A TREND, INSPIRES ACTION
SHARED - each video shared reached it user audience, but then this was grown as it also reach the audience of those challenged, growing the encamping massively. Also drove by celebrities to their mass audiences. 'propelled as people publicly challenged their friends and family to participate on social media. This social pressure made them more likely to get involved (or donate) than someone simply asking for a like or share.'
ACHIEVED - raise over $115 million dollars
CHANNELS - Over all social media platforms, but focusing most on facebook as user could tag other uses in this as to channel them, also platforms videos could be shared on.
#MyDunkin by Dunkin' Donuts
WHAT - The campaign encouraged customers to share their Dunkin' experiences on social media using the #MyDunkin hashtag and offered them a chance to be featured in a series of television commercials.
HOW - Dunkin' created this hashtag to encourage customers to share their experiences while spreading the word, providing feedback for the brand, and building a stronger relationship. By asking customers to share, Dunkin' has also supplied the demand for social proof by bringing to light all of the reasons why other's see the value in its brand. Inspires action
SHARED - consumer drove the content
ACHIEVED - massive world wide shares
CHANNEL - the hashtag made its way into stores, onto cups, CROSS PLATFORM, RESULTED IN A TV AD
My Nat Geo Covershot by National Geographic
WHAT -National Geographic launched a Facebook contest where its fans had a chance to have their own photo featured on the cover of the magazine and win two tickets for a free vacation. the fans had to do was upload their photos and caption it.
HOW - Gave the consumer a reason to interact and share, beneficial to the brand and the consumer.
SHARED - The design, campaign and prompt was shared by the brand, but then audience shared their response
ACHIEVED - 10,00 entries
CHANNEL - Started as a Social media based campaign, but grow to be CROSS PLATFORM USING THE CONSUMER CONTENT
50 Million Smiles and Counting by Honey Bunches of Oats
WHAT - Honey Bunches of Oats ran a campaign with the tagline “50 Million Smiles and Counting,” during which it shared the testimonial videos, images, and quotes from fans it "made smile" across the country in exchange for a chance to win an all-expenses paid trip.
HOW - gave the user a reason to post, consumer driven content
SHARED - Over facebook and instagram, BY CONSUMERS
CHANNEL -Facebook, Twitter and Instagram
ACHIEVED - add 162,000 new fans (a 721% increase) and increase engagement and traffic to its pages.
SUMMARY -
From studying these campaign a few aspects can the highlighted that aided the success, how did these campaigns use social media? What makes them successful? How do they work? is there a basic frame work.
-INSPIRED ACTION FROM THE CONSUMER, IT GIVES THEM A REASON TO POST/LIKE/ENTER
-THEN COLLECTS THIS AROUND THE HASTAG
-LINKS TO PEOPLE INTEREST, GIVES PEOPLE A WAY TO EXPRESS THEIR VIEW
-A PROMPT/REASON IS GIVEN DESIGNED BY THE BRAND, IN THE FORM OF A POST OR IMAGERY
-THE CONTENT IS POST BY THE CONSUMER
-THE BRAND DOESN'T DRIVE THE POSTS, THIS COMES FORM THE CONSUMER
-CREATES A TREND, OR A THEME USERS WANT TO JOIN
-GIVES A MOTIVE TO POST EG BE IN THE ADVERT/WIN SOMETHING
-UNITES PEOPLE, VIA THE INTEREST IN THE BRAND
-IS ABOUT BUILD BRAND AWARENESS RATHER THAN SALES, GETTING THE BRANDING ECT OUT THERE INSTEAD OF THE PRODUCT
-LESS COMMERICAL THAN TRADTIONAL ADVERTISING
-WORKS ON THE MEDIAS, USES THE BENEFITS EG THE ABILTY TO SHARE VIDEOS
-CROSSES MEDIA PLATFORM
'When applied correctly, sustained direct response messaging related to the feed can help drive leads in a cost-effective way and also help boost brand favorability!'
'in order to leverage the full power of a social media campaign on Instagram, you need to understand how consumers use social paths so that you can use them too.'
'Instagram is an amazing way of reaching new audiences, in a way that an audience wants to be marketed to. Including a direct and clear CTA on your posts is important to drive specific behaviors.'
https://digitalmarketinginstitute.com/blog/5-successful-social-media-campaigns-you-can-learn-from
'The power of social media is undeniable. These days, it's hard to find someone you know who doesn't own at least one social media account. As a matter of fact, 90% of young adults aged 18 to 29 use social media (compared to just 35% of those over 65 years old). And, a third of millennials say social media is one of their preferred channels for communicating with businesses.
A compelling social media campaign has the power to engage, inspire, and boost brand awareness. One of the biggest drivers of success for the modern social media campaign is creativity - and when you think about it, the sky's the limit.
Salt Bae - Nusret Gökçe
Salt bea to share the video and accompanying hashtag across the rest of his social channels, earning him internet fame and shining a light on his restaurant chain. (MORE A ACCIDENTAL CAMPAIGN THAN A BRAND DRIVEN ONE)
-become a meme shared over social media
-saw this and post content related to it
-played on current popculture trend of memes
-the audience shared the adverts
Know Your Lemons - Worldwide Breast Cancer (Again)
By taking a striking visual approach, the organisation was able to spread awareness at a rate that wouldn't have been achievable with a hashtag or strapline alone. No matter who you are or which language you speak, the message here is easily understood. USED IMAGERY TO VISAULY APPEAL ON THE PLATFORM
Mum’s Day Off - Red Letter Days
Mother's Day is huge - and for those working in the realms of e-commerce, it presents a real chance to spread your brand’s wings, attract new followers and increase revenue. Dragon's Den owned gift experience provider Red Letter Days cut through the noise this Mother's Day by launching a clever campaign titled Mum's Day Off (or #MumsDayOff). RELATED TO CURRENT TREND AND TIME
Offering the chance to win lunch at 'A View From The Shard', the company asked their followers on Facebook and Twitter why they think their mum deserves a day off. As a result, the company began trending fast, picked up media interest, and gained hundreds of new followers in the process. GAVE REASON TO ENTER
Social media is an essential part of any marketer’s digital arsenal and by learning how to leverage platforms to your advantage, you’ll not only create successful campaigns and boost brand awareness, but improve your career prospects in a huge way.
https://digitalmarketinginstitute.com/blog/2017-4-4-the-5-best-social-media-campaigns-of-2017-so-far
https://www.webbyawards.com/winners/2017/advertising-media-pr/campaigns/social-media-campaigns/
https://www.adherecreative.com/blog/top-10-influential-social-media-marketing-campaigns-of-2016
Know Your Lemons - Worldwide Breast Cancer (Again)
https://econsultancy.com/blog/69320-six-superb-social-media-marketing-campaigns-from-the-past-12-months
WWF #EndangeredEmoji
WHAT - 'Seventeen of the animals included in the emoji index were identified as representative of endangered species. WWF used this insight to launch a campaign to raise donations for species protection. The idea was simple but effective: for each retweet of an animal emoji shared by the @WWF Twitter account, users were encouraged to make a donation of 10 cents.'
HOW - 'made it easy to get involved with the campaign and effectively tapped into the emoji craze. It was fun, the suggested donation was minimal, and the use of emoji tied directly to the campaign’s purpose, rather than feeling like a forced attempt to hijack a trend.
SHARES - the more the audience shared the emoji, the more the money the charity received
ACHIEVED - Launch tweet was retweeted more than 36,000 times with 11,000 likes and 38,000 responses. More than 1 million tweets using the campaign hashtag. WWF gained more than 200,000 new followers. More than 59,000 donations in the first two months of the campaign alone.
CHANNEL - Twitter
USE SOCIAL MEDAI ADVANTAGES AND FEATURE, EG EMJIOS
‘Ex Machina’
WHAT - 'A fake Tinder profile was created for SXSW 2015 to attract some publicity for the sci-fi thriller “Ex Machina”. The profile featured pictures of Alicia Vikander, the Swedish actress who plays a bot called Ava in the movie. This impressively deceptive stunt lured people into a conversation with ‘Ava’, before sending them to an Instagram profile that contained only trailers for the movie.'
HOW - we see the importance of a close tie between the campaign’s content and its purpose. This campaign seems a logical extension of Ava’s character in the movie, which is perhaps why people were willing to forgive what could otherwise have been seen as a cruel prank. It was also in the ideal location – SXSW is attended by a large audience of 20-something, tech-loving men.
SHARES - NA
ACHIEVED - NA
CHANNEL - Tinder and Instagram
USE SOCIAL MEDAI TO TARGET THE INTEND AUDIENCE
BuzzFeed Tasty
WHAT - quick and easy recipe videos popping up all over Facebook news feed. Essentially cooking shows for the social media generation. These videos, typically lasting less than 2 minutes, deliver on-trend recipes to a highly engaged audience.
HOW - Creates content the audience is interested in, when they share or like this it's then shown to their audience 'The videos are optimized for Facebook’s autoplay feature, which starts playing videos without the sound on. You don’t need sound to see, for example, a 45-second guide to making a cheese-stuffed pizza pretzel.'
SHARES - Via facebook users, their interaction with videos the shares/likes ect are seen by their audiences
ACHIEVED - Tasty have published 2,000 recipe videos, Videos reach around 500 million users monthly. 100 million Facebook fans. Tasty generated more than 1.8 billion views of their videos.
CHANNEL - Facebook
BUILT AROUND THE PLATFORM, HOW IT WORKDS ECT
General Electric #6SecondScienceFair
WHAT - 'this campaign, they revined posts of at-home science experiments, with the aims of encouraging engagement, generating interest in science, and building GE’s position as a force for innovation.'
HOW - is an excellent example of just how effective user-generated content can be. The rules were clear: posts had to contain a science experiment and they had to be six seconds or shorter. Other than that, people were free to let their imaginations roam. This sense of guided creativity was a driving factor behind the campaign’s success.
SHARES - consumer post with the hashtag
ACHIEVED - massive audience views
CHANNEL - vine and tumblr
USER GENERATED CONTENT CAN BE EFFECT
https://www.searchenginejournal.com/social-media-marketing-campaign-examples/192583/
There are many lessons to learn from these social media campaigns.
Change the tone of the conversation to be positive and uplifting (like Cisco).
Turn boring into entertaining (like Staples).
Tap into the emotions of your audience (like Pampers).
Don’t shy away from taboo subjects that relate to your brand (like PooPouri).
Be human and entertaining (like Innocent).
Use social media to engage with customers instead of sell (like JetBlue).
Spark word-of-mouth marketing by giving out incentives for talking about your brand (like Uber). Use augmented reality to attract people to your store (like Toys “R” Us).
https://marketingland.com/8-companies-social-media-right-marketers-can-learn-198228
General
https://awario.com/blog/7-epic-social-media-marketing-fails-not-become-next-one/
#WalkersWave
http://www.dailymail.co.uk/femail/food/article-4542086/Walkers-social-media-stunt-spectacularly-backfires.html
https://www.marketingweek.com/2017/05/25/walkers-crisps-personalisation-campaign-backfires/
#NameAHorseRace
https://twitter.com/hashtag/nameahorserace
http://www.news.com.au/sport/superracing/william-hill-nameahorserace-campaign-backfires-spectacularly-but-no-one-cares-because-theyre-all-out-to-lunch/news-story/7ceb51431408d92dd02122a72a7943b6
'So, as a company in the industry, now is a time more than ever where you need to monitor your every move, stopping and thinking, “Wait a second, could this offend anyone?”. This is something that William Hill, the British betting company should have done before embarking down the road of one of Australia’s biggest social media ‘fails’ to date.'
'In March 2015, William Hill launched their ill-fated social media campaign #NameAHorseRace, encouraging not only their customers but the whole of twitter to engage with them by, as the hashtag suggests, having a horserace named after them. “If you are going to ask an audience to take an action, think through all of the logistics of that action and put processes and collateral in place,” (Cassidy, 2017) – incase the campaign goes into crisis or becomes highjacked, which is exactly what happened to WH. Although the campaign was likely aimed at their customers and fans of horse racing, William Hill obviously didn’t take into account the 328 million active users of twitter (Statista, 2017) that may have opposing views on the moral integrity of their business. The Australian Health and Social Sciences Survey in 2012 revealed that “only 12.5 per cent (of Australians) express positive views of gambling” (Donaldson, Rockloff, Browne, Sorenson, Langham, Li, 2015), this suggests that animal cruelty advocates aside, WH were already on the back foot. Twitter users jumped at the opportunity to tear apart the campaign engaging with the company, but not how they had hoped. Read the fiery replies here:
'You need to be careful using those platforms if you’re in a business that is controversial, such as alcohol or gambling, something where a social message can be hijacked.” (Robb, 2015) This is exactly what happened, with the obvious factors that contributed to this social media ‘fail’ mentioned above – gambling’s controversial and well documented links to animal abuse and other socioeconomic issues. But behind the scenes, what PR and marketing tactics really caused this spiral of bad publicity?'
'Although their intent to communicate and increase engagement was valid, a lapse in planning and thought was evident. Once the campaign is launched, it is also important to have framework in place to respond to and manage negative responses, and in some situations, crisis. Directors of marketing and public relations agency Belles and Whistles, Janey Paton and Michelle Rovere, have said that organizations must have “Key messages prepared and clearly set out the rules and regulations of a competition, if you are committed to having a social media presence, it is important that you have processes in place to manage that properly, 24/7.”
' As mentioned above, I think using a platform such as Facebook or Instagram is a much safer option to run competitions and communicate the audience. Instagram is a great option for one-way communication, which makes it a very effective tool for reaching new markets through competition, minimizing the risk of hashtag hijacking – perfect for a company of controversial nature like WH. Facebook allows two-way communication, yet has the capability to monitor and keep ‘trolls’ at bay. For example, the use of a moderation blocklist can sort potential negative feedback as spam, as per below:'
'Perhaps this situation, the reactions gathered and the sheer mass of the response can be used to emphasize the concern that society obviously has with not only gambling, but the cruelty associated with animal racing. It can often be hard for social issues to be voiced, but even harder for them to be heard by those who matter. This is where social media has real potential to give voice back to the people. Maybe one day this campaign fail, and data from other outcries can be used to make a difference where it matters. Maybe one day we really will have a societal media.'
Cassidy, E. (2017) KCB206 Social Media Self and Society Lectorial 8. Retrieved 29th May 2017
Robb, K. (2015, March 5). #NameAHorseRace gallops away from William Hill as Twitter users hijack campaign. Retrieved June 1, 2017, from http://www.smartcompany.com.au/marketing/social-media/nameahorserace-campaign-gallops-away-from-william-hill-as-twitter-users-hijack-campaign/
https://kcb2062017casestudyhb.wordpress.com/2017/06/02/kcb206-digital-strategy-critique-nameahorserace/
'While the Melbourne Cup may be the event that stops the nation, horse racing is still a highly controversial activity. This is something that William Hill (owner of Tom Waterhouse and SportingBet) discovered after they asked Twitter users to come up with a clever and creative name for the Easter Monday race.'
https://croud.com/blog/content-1/top-5-australian-social-media-fails-2015so-far/
#SusanAlbumParty
1. #McDStories: Back in January, McDonald's #McDoStories hashtag backfired when instead of offering "good news stories" about the fast-food chain, users began flooding the tag with claims of fingernails in burgers and other nasties.
2. #WaitroseReasons: When the supermarket asked shoppers to complete the sentence: "I shop at Waitrose because …" using the hashtag #WaitroseReasons in September, it perhaps should have expected the subsequent tirade of jokes about the brand's posh image – though many have said the way Waitrose responded turned the campaign from disaster to success.
3. #QantasLuxury: Airline Qantas won the accolade of PR disaster of the year at the end of 2011 after opening up their promotional hashtag #QantasLuxury at a time when thousands of passengers were stranded overseas.
4. #MadeMeSmile: Vodafone was left bemused when Twitter users redeployed the PR #mademesmile tag to publish tax avoidance allegations direct to the company's website. Hey everyone @vodafoneuk are giving away prizes for the best tweets with hashtag #makesmesmile. Anyone have any good ones? — UK Uncut (@UKuncut) December 12, 2010
5. #AskStevieG: The hashtag designed by Adidas staff probably should have predicted the types of questions Twitter users would post to the Liverpool footballer – the social media equivalent of scoring an own goal.
https://www.theguardian.com/technology/shortcuts/2012/nov/22/twitter-susan-boyle-susanalbumparty
https://awario.com/blog/7-epic-social-media-marketing-fails-not-become-next-one/
#WalkersWave
http://www.dailymail.co.uk/femail/food/article-4542086/Walkers-social-media-stunt-spectacularly-backfires.html
https://www.marketingweek.com/2017/05/25/walkers-crisps-personalisation-campaign-backfires/
#NameAHorseRace
https://twitter.com/hashtag/nameahorserace
http://www.news.com.au/sport/superracing/william-hill-nameahorserace-campaign-backfires-spectacularly-but-no-one-cares-because-theyre-all-out-to-lunch/news-story/7ceb51431408d92dd02122a72a7943b6
'So, as a company in the industry, now is a time more than ever where you need to monitor your every move, stopping and thinking, “Wait a second, could this offend anyone?”. This is something that William Hill, the British betting company should have done before embarking down the road of one of Australia’s biggest social media ‘fails’ to date.'
'In March 2015, William Hill launched their ill-fated social media campaign #NameAHorseRace, encouraging not only their customers but the whole of twitter to engage with them by, as the hashtag suggests, having a horserace named after them. “If you are going to ask an audience to take an action, think through all of the logistics of that action and put processes and collateral in place,” (Cassidy, 2017) – incase the campaign goes into crisis or becomes highjacked, which is exactly what happened to WH. Although the campaign was likely aimed at their customers and fans of horse racing, William Hill obviously didn’t take into account the 328 million active users of twitter (Statista, 2017) that may have opposing views on the moral integrity of their business. The Australian Health and Social Sciences Survey in 2012 revealed that “only 12.5 per cent (of Australians) express positive views of gambling” (Donaldson, Rockloff, Browne, Sorenson, Langham, Li, 2015), this suggests that animal cruelty advocates aside, WH were already on the back foot. Twitter users jumped at the opportunity to tear apart the campaign engaging with the company, but not how they had hoped. Read the fiery replies here:
'You need to be careful using those platforms if you’re in a business that is controversial, such as alcohol or gambling, something where a social message can be hijacked.” (Robb, 2015) This is exactly what happened, with the obvious factors that contributed to this social media ‘fail’ mentioned above – gambling’s controversial and well documented links to animal abuse and other socioeconomic issues. But behind the scenes, what PR and marketing tactics really caused this spiral of bad publicity?'
'Although their intent to communicate and increase engagement was valid, a lapse in planning and thought was evident. Once the campaign is launched, it is also important to have framework in place to respond to and manage negative responses, and in some situations, crisis. Directors of marketing and public relations agency Belles and Whistles, Janey Paton and Michelle Rovere, have said that organizations must have “Key messages prepared and clearly set out the rules and regulations of a competition, if you are committed to having a social media presence, it is important that you have processes in place to manage that properly, 24/7.”
' As mentioned above, I think using a platform such as Facebook or Instagram is a much safer option to run competitions and communicate the audience. Instagram is a great option for one-way communication, which makes it a very effective tool for reaching new markets through competition, minimizing the risk of hashtag hijacking – perfect for a company of controversial nature like WH. Facebook allows two-way communication, yet has the capability to monitor and keep ‘trolls’ at bay. For example, the use of a moderation blocklist can sort potential negative feedback as spam, as per below:'
'Perhaps this situation, the reactions gathered and the sheer mass of the response can be used to emphasize the concern that society obviously has with not only gambling, but the cruelty associated with animal racing. It can often be hard for social issues to be voiced, but even harder for them to be heard by those who matter. This is where social media has real potential to give voice back to the people. Maybe one day this campaign fail, and data from other outcries can be used to make a difference where it matters. Maybe one day we really will have a societal media.'
Cassidy, E. (2017) KCB206 Social Media Self and Society Lectorial 8. Retrieved 29th May 2017
Robb, K. (2015, March 5). #NameAHorseRace gallops away from William Hill as Twitter users hijack campaign. Retrieved June 1, 2017, from http://www.smartcompany.com.au/marketing/social-media/nameahorserace-campaign-gallops-away-from-william-hill-as-twitter-users-hijack-campaign/
https://kcb2062017casestudyhb.wordpress.com/2017/06/02/kcb206-digital-strategy-critique-nameahorserace/
'While the Melbourne Cup may be the event that stops the nation, horse racing is still a highly controversial activity. This is something that William Hill (owner of Tom Waterhouse and SportingBet) discovered after they asked Twitter users to come up with a clever and creative name for the Easter Monday race.'
https://croud.com/blog/content-1/top-5-australian-social-media-fails-2015so-far/
#SusanAlbumParty
1. #McDStories: Back in January, McDonald's #McDoStories hashtag backfired when instead of offering "good news stories" about the fast-food chain, users began flooding the tag with claims of fingernails in burgers and other nasties.
2. #WaitroseReasons: When the supermarket asked shoppers to complete the sentence: "I shop at Waitrose because …" using the hashtag #WaitroseReasons in September, it perhaps should have expected the subsequent tirade of jokes about the brand's posh image – though many have said the way Waitrose responded turned the campaign from disaster to success.
3. #QantasLuxury: Airline Qantas won the accolade of PR disaster of the year at the end of 2011 after opening up their promotional hashtag #QantasLuxury at a time when thousands of passengers were stranded overseas.
4. #MadeMeSmile: Vodafone was left bemused when Twitter users redeployed the PR #mademesmile tag to publish tax avoidance allegations direct to the company's website. Hey everyone @vodafoneuk are giving away prizes for the best tweets with hashtag #makesmesmile. Anyone have any good ones? — UK Uncut (@UKuncut) December 12, 2010
5. #AskStevieG: The hashtag designed by Adidas staff probably should have predicted the types of questions Twitter users would post to the Liverpool footballer – the social media equivalent of scoring an own goal.
https://www.theguardian.com/technology/shortcuts/2012/nov/22/twitter-susan-boyle-susanalbumparty
Social Media Adverts Summary
WHAT MAKES THEM WORK?
From current research in to successful and unsuccessful social media advert along side the essay research, the defining factors to the success of failure of a campaign have been analysed. The range of different campaign all worked slightly different but most followed a similar frame work or idea. As for this outcome to be a successful social media campaign it must follow or consider these ideas.
-INSPIRED ACTION FROM THE CONSUMER, IT GIVES THEM A REASON TO REPOND (links to two way conversation discussed in essay)
-THEN COLLECTS THIS AROUND THE HASTAG (brand set a hashtag, linking the responses together)
-GIVES PEOPLE A WAY TO EXPRESS THEIR VIEW (links to social media new wave of communication)
-A PROMPT/REASON IS GIVEN DESIGNED BY THE BRAND, IN THE FORM OF A POST OR IMAGERY (the audience to not decide to post the content them selves, in all the campaigns the brands have supplied something that inspires action)
-THE CONTENT IS POST BY THE CONSUMER (as the essay discussed, the consumer is in control on this medium, this is the change from traditional mediums therefore this needs to be considers. in most of the examples studied the consumer gave the advert it's content caused by the brands prompt)
-THE BRAND DOESN'T DRIVE THE POSTS, THIS COMES FORM THE CONSUMER ( On social media the consumer needs to drive ad campaigns, as discussed in the essay with brands commercial agendas can be excluded from the conversation)
-CREATES A TREND, OR A THEME USERS WANT TO JOIN (the user has to want to join in, this related to the theory of reflective practise as users want to share their stories)
-GIVES A MOTIVE TO POST EG BE IN THE ADVERT/WIN SOMETHING (many campaigns gave the consumer . reason to post, to be in a advert or to have their content used this drove them to post more as they felt envolved)
-UNITES PEOPLE, VIA THE INTEREST IN THE BRAND (campaigns allows people to see and communicate with other with the same view)
-IS ABOUT BUILD BRAND AWARENESS RATHER THAN SALES, GETTING THE BRANDING ECT OUT THERE INSTEAD OF THE PRODUCT (as discussed in the essay earlier social should be driver for campaigns, not sales)
-LESS COMMERICAL THAN TRADTIONAL ADVERTISING (social is about building brand connection not selling one item)
-WORKS ON THE MEDIAS, USES THE BENEFITS EG THE ABILTY TO SHARE VIDEOS (all the campaigns successful integrated with their platform, the benefits to be effective)
-CROSSES MEDIA PLATFORM ( as studied in the essay, cross platform adverts are seen as the best, as they target social large audience but have traditionals trust and audience connection)
WHAT MAKES THEM WORK?
From current research in to successful and unsuccessful social media advert along side the essay research, the defining factors to the success of failure of a campaign have been analysed. The range of different campaign all worked slightly different but most followed a similar frame work or idea. As for this outcome to be a successful social media campaign it must follow or consider these ideas.
-INSPIRED ACTION FROM THE CONSUMER, IT GIVES THEM A REASON TO REPOND (links to two way conversation discussed in essay)
-THEN COLLECTS THIS AROUND THE HASTAG (brand set a hashtag, linking the responses together)
-GIVES PEOPLE A WAY TO EXPRESS THEIR VIEW (links to social media new wave of communication)
-A PROMPT/REASON IS GIVEN DESIGNED BY THE BRAND, IN THE FORM OF A POST OR IMAGERY (the audience to not decide to post the content them selves, in all the campaigns the brands have supplied something that inspires action)
-THE CONTENT IS POST BY THE CONSUMER (as the essay discussed, the consumer is in control on this medium, this is the change from traditional mediums therefore this needs to be considers. in most of the examples studied the consumer gave the advert it's content caused by the brands prompt)
-THE BRAND DOESN'T DRIVE THE POSTS, THIS COMES FORM THE CONSUMER ( On social media the consumer needs to drive ad campaigns, as discussed in the essay with brands commercial agendas can be excluded from the conversation)
-CREATES A TREND, OR A THEME USERS WANT TO JOIN (the user has to want to join in, this related to the theory of reflective practise as users want to share their stories)
-GIVES A MOTIVE TO POST EG BE IN THE ADVERT/WIN SOMETHING (many campaigns gave the consumer . reason to post, to be in a advert or to have their content used this drove them to post more as they felt envolved)
-UNITES PEOPLE, VIA THE INTEREST IN THE BRAND (campaigns allows people to see and communicate with other with the same view)
-IS ABOUT BUILD BRAND AWARENESS RATHER THAN SALES, GETTING THE BRANDING ECT OUT THERE INSTEAD OF THE PRODUCT (as discussed in the essay earlier social should be driver for campaigns, not sales)
-LESS COMMERICAL THAN TRADTIONAL ADVERTISING (social is about building brand connection not selling one item)
-WORKS ON THE MEDIAS, USES THE BENEFITS EG THE ABILTY TO SHARE VIDEOS (all the campaigns successful integrated with their platform, the benefits to be effective)
-CROSSES MEDIA PLATFORM ( as studied in the essay, cross platform adverts are seen as the best, as they target social large audience but have traditionals trust and audience connection)
nice post. total stranger
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