What unexpected applications have you found in the field of online marketing and social media? Creative ways to use marketing and social media tools and techniques to your benefit?
Twitter: Using your organization’s Twitter handle as a marketing tool is a great way to engage your audience with your social media platform. Ordinarily, you will see the Twitter logo indicating that you have a Twitter page, but by including the handle, you drive the consumer directly to your content. Join in weekly hashtag themes (i.e. #ThrowbackThursday) to build your social media following. TwitterChats are a great way to engage an audience by having a content matter expert take questions from the audience.
A great example of out-of-the-box use of Twitter was by LG. They hosted a Twitter Treasure Hunt with the objective of promoting sales to 16-24 year olds. LG set out a stall in UK city and the first person to arrive won two tickets to a concert. According to LG, “to help users find the stall, LG placed a map online that gradually zoomed in on the precise location whenever the hashtag #lgtickethunter was used on Twitter”
Metrics: 5k tweets on the first day and 50k by the end of the campaign. Engagement rate was 38%. Quadrupled smartphone sales to the target audience in the weeks following the campaign.
Sponsorships: use your social media accounts as part of the creative for any sponsorship opportunities (i.e. sponsoring an event – use your Twitter handle or Facebook page title, in lieu of the traditional corporate logo, or both).
Contests: Host a video and/or photo contest on platforms like Instagram. Then, use your social media platforms to promote the contest (Twitter, Facebook, and LinkedIn). Create a hashtag for your contest. Offer bonus points for sharing information – extra entries (I have seen this work very well on Mommy Blogs were the blogger is offering a handmade item).
Video – use video in lieu of the traditional written word. With video applications readily available, literally speaking to your audience will draw more engagement than a written explanation (i.e. explainer videos). According to Social Media Today, “the retention rate for visual information can reach 65% versus 10% for text-based information”.
The Department of Canadian Heritage used YouTube as a creative tool to encourage engagement from viewers by producing a video Journey Into the Arctic that entices viewers to become an explorer on a mission to find the Northwest Passage.
Infographics – like videos, instead of a long, drawn out explanation of your product or service, create a detailed infographic to get your message across and host it on your social media platforms.
Blogs/Vlogs – like Twitter Chats, consider having a guest blogger who can provide a different insight and take questions from your audience.
What cool applications have you discovered?