Profiles in Social Media Marketing
Leveraging social media tactics into successful integrated campaigns.
At this point, social media has moved way beyond simply being a channel to build an audience that interacts with a brand through frequent content updates. The platform has become a major referral source in its own rightâ€”so much so that some publishers are prioritizing social over SEOâ€”and it has grown into a viable source for converting followers into buyers and pulling marketing partners deeper into integrated campaign sales.
Here, we examine four variations on that theme. Forbesâ€™ AdVoices model incorporates social media elements in a program that allows advertisers to contribute content that viewers can interact with similarly to any other site content. NewBay Media built a campaign with Microsoft that channeled Facebook followers into the companyâ€™s Xbox site to view exclusive content created by NewBay. Womenâ€™s Health is partnering with Procter and Gamble in a deeply integrated campaign that knits together, via Twitter, print and website coverage of the 2012 Summer Olympics. And Self is using social to open up new cross-pollination opportunities across products.
All four examples illustrate specific tactics for driving more engagement, more followers and more ad dollars.
Forbesâ€™ AdVoice Platform
With help from AdVoice, the brandâ€™s social media referrals rose 800 percent in the last year to make up 20 percent of the total.
Selfâ€™s Social Campaigns Go Deep
Tactics include cross-pollinating brands and rich engagement opportunities.
Revolver Channels Facebook for Golden God Promotion
A video-based Xbox tie-in results in 45,000 Facebook likes in one night.
Womenâ€™s Health Olympic Twitter Takeover
P&G-sponsored campaign integrates print, website, Twitter.