Social media campaigns need to have clear goals and purposes. One of the things I’ve come to be more curious about as I dig deeper into social media marketing, is how video, and other tools, should be aligned with value.
There is no doubt that there are some kick ass on-line ads that viewers watch, love, and go on to share or comment on. Great! But I think real success in campaigns is based on making sure that the tools and the platforms you are using work to bring exceptional value to consumers. When there’s seamless integration of media, with a clear understanding of what you have to offer, then magic starts to happen.
Clever campaigns that haven’t figured out how social media allows a company to provide real value to consumers run the risk of falling flat.
For KLM, an international airline, it took an Icelandic volcano eruption to figure out how social media was going to up their value to consumer quotient.
It was the 14th of April when the ash from Eyjafjallajökull caused the largest closure of airports around the world since WWII. 10M passengers were stranded, some for up to 6 days. KLM passengers were desperately trying to get information from their airline, but couldn’t. There were too many people calling in.
In response KLM set up their social media room figuring that they’d reach out to their customers on Facebook and Twitter. Everyone got in the act from middle managers to agents and they worked around the clock to answer people’s questions. The response from their customers was immediate and overwhelmingly positive.
KLM would go on to build a comprehensive social media strategy without ever losing sight of the fact that their secret sauce or value for their customers in social media was first and foremost great customer service. (Sourced from “A Socially Devoted Case Study”, @socialbakers.com)
While it wouldn’t have been possible to get video into the act in 2009 (today, might be a different story) future campaigns would feature video integrated with Twitter, YouTube, and Facebook–all with a message about customer service.
A 2011 campaign Live Reply had 500 KLM employee volunteers respond to social media queries with 1 minute personalized video replies that had employees hold letters up to respond. See it here.
Another campaign had KLM social media managers researching their customers on-line and showing up in the airport to bring them personalized “gifts” that they could use on their trip. See it here.
Understanding the unique added value social media brings to your marketing may take time, but it’s worth the effort.