As more and more companies are moving marketing dollars to social media the quest for impact grows. So who is doing it right, who is struggling, and why?
P&G: Hitting it Out of the Park
Very early on in 2010 P&G took a holistic approach to integrating digital into their overall marketing strategies ensuring that they maximized all parts of the plan with social tools bolstering results.
In 2010 they were experimenting with social media campaigns and hitting early wins like the Old Spice Guy Campaign.
Mark Pritchard, marketing chief, was quoted in an Associated Press story as saying “Digital Media has become very integrated with how we operate, it’s become part of the way we do marketing.” …”It’s kind of the oldest form of marketing –word of mouth—with the newest form of technology.” (Source)
Not only did they get the importance of social being baked into their marketing culture; they recognized early that their target market, women, were heading on a digital path, and they experimented early with social media campaigns to learn what would appeal to them.
The concept of content as king is not lost on P&G nor is the understanding that social media tools are tools of engagement, and this understanding is paramount to success in their campaigns. The quote above about “word of mouth” plus “newest technology” continues to inform their winning strategies.
In 2015 when other brands were stumbling P&G was leveraging social mobile for brand building
In the mobile campaign for Tide run in real-time during the Super Bowl for instance they leveraged the Vine mobile app to send out bits of video in real time featuring other products TV spots and it worked! Cheerios ran an ad about welcoming a new baby and a new puppy and Tide creating a tag with Cheerios twitter handle that warning the cereal brand about stains from new puppies. (Source)
They also ran one of my favourite campaigns the #LikeAGirl campaign for Always. It was a campaign aimed at helping Always regain ground from competitors who were appealing to millennial women. The campaign focused on turning the term “like a girl” into an empowering message for young girls. See full case study here.
In these campaigns P&G did what social does best, it delivered appealing emotional messages that were funny, authentic, and altruistic. Those elements are a recipe for engagement and sharing, and ultimately success.
Law Firms: Barely a blip
Cassels Brock is a large corporate law firm of more than 200 lawyers based in Toronto and Vancouver focused on serving the transaction, advocacy and advisory needs of the country’s most dynamic business sectors”. It has a particular strength in mining and natural resources, but provides a gambit of traditional law services including the areas of mergers and acquisitions, securities, finance, corporate and commercial law, litigation, taxation, intellectual property and information technology, international business and government relations.
The chances of convincing Cassels Brock they should have a larger outward social media presence is probably slim to none, but I thought I would tackle a player in the legal industry to see what in fact they could be doing to bolster their business and their reputation on-line.
While law firms are notoriously conservative, and Cassels Brock with a strong presence in areas that are PR minefields—natural resources and mining , may shy away from social media that looks to generate general brand awareness—there could be benefit in a strategy that adds this to their arsenal. While law firms consider it unseemly to openly compete for business, and consider advertising unseemly, the reality is that they are all in a competitive battle to be known and acquire clients.
If I were to recommend a new way in for Cassels Brock to expand their outward facing social media strategy, I would look to the corporate reputation piece of their business. As one of their primary functions they list:
Serving leadership roles in business, political, civic, charitable and cultural organizations in community, national and international organizations
I would suggest they think about setting up a Facebook page and creating text and video content that tells stories about their activities in the communities where they live. They could amplify the content on their Twitter feed (which they do have) and link back to their website. The Twitter feed is a mouthpiece for “announcements” and “articles” that exist in the blog pages that are nested on their web pages. It appears right now to speak to existing clients and possible future clients.
They could also eventually build campaigns around community issues that they are aligned with.
They could then amplify their community content stories and align them with the groups they support. So, for instance, if they are regular contributors to United Way they might create special content during the United Way campaign that tells success stories that can be either sponsored by them and live on the United Way site and and or they could tell stories on their website; either way links driving traffic to their homepage and to the United Way pages would increase brand efficacy.
Obviously providing insights and thinking on legal issues of the day also offer opportunities and it appears that Cassels Brock does make use of this to a degree.