What made it a successful social media marketing campaign

Mar 25, 2016   //   by MangeshWagh   //   Digital marketing  //  No Comments

Recently completed an assignment of promoting an outdoor event on social media. Glad to say that the social media marketing effort for this assignment tasted a great success. Here is a take on learning from the assignment – what made it a successful social media marketing campaign. We are generally obsessed with analyzing failures and forget to find out possible causes of successes. Not missing on this one though.

Just a quick note: This post is more about experiences and learning specific to an event promotion assignment and doesn’t promise to capture the best practices of promoting an event on social media, as a whole. This is not a guide to ‘how to create an event on Facebook’ or other similar ‘how to’s.. However, this is a good hint towards ‘how to make a successful social media marketing campaign for an event’.

Below are the top 5 reasons which made the campaign successful:

I. Set of carefully designed small paid campaigns on Facebook

Apart from creating an event on Facebook and promoting it, we designed multiple small paid campaigns to maximize reach and effectiveness. The thought was to build on every small gain that we make with our spending on social media. It wasn’t a case that we were short on budget – budget was good, we wanted to make every penny count and were looking for exponential effect with each small spending. That worked! We used multiple ways of promoting – event promotion, page promotion, posts promotion, website click promotion, local awareness promotion….we experimented a lot to maximize. Building audience is one part; creating engagement is equally crucial, we achieved both by carefully designing the course of campaigns. And our design of campaigns also ensured spiral effect of referral marketing. 

II. Social media as a ‘customer care’ platform
Social media is doubly awesome platform if the marketer understands it as a ‘customer care’ or a ‘customer support’ tool too. Generally, it is only looked at as a marketing platform to ‘reach out’.
It is given that social media is great in terms of reaching out to your desired target audience. Once you have grabbed attention of your potential customer on your social media page, you have just cleared first step. The game starts from here. Real keen potential customers will ask you a lot of questions and await your response. Success of your social media marketing campaign will be decided by the manner you handle this part. If you excel here, you have a better chance of converting ‘interested’ potential customers into ‘registered participants’.

If you have not thought off your social media marketing campaign for the event as a 2-way, or rather a multi-way communication platform; please do. Because it is what it is once you are on social media. And if your social media marketing is not generating that kind of multi-way communication, trust that something is wrong here.

III. The most important aspects of communication with stakeholders on social media:

Respect, empathy, grace and speedy response

It is ambitious to believe that a single thought, decision or action can make everyone happy.
Marketer needs to make up his/her mind that some stakeholders would post/ask something awkward or react in a manner which is undesirable (to the marketer) and that too in open space. In such case, remember that you yourself have chosen a platform which is ‘SOCIAL’…. it is open in nature, isn’t it? Responding to it quickly with respect, empathy and grace will see you through. Do not attempt to tuck things under carpet there, otherwise social media platform will expose your vulnerability rapidly.

If someone shows you your limitation or inadequacy which is of black & white in nature (black, in this case), be graceful and accept it. Yes, do explain the background and your brand’s stand behind it, but respond with respect and empathy. Denial puts people off.

As a brand, though you try to put the best foot forward on every front of your product/service (event, in this case), practical limitations hold you back on a thing or two. It is ok to have such limitations at times; however it is absolutely not ok not to respond to your audience when they ask you about that; and it is disastrous to keep defending it with arrogance.

IV. Frequency of communication in build up to the event matters

You need to keep posting! Yes, but by overdoing it, you might bug your audience. After all, they are already interested, right? The best way to approach posting is looking to create a build up to the event. Adequately frequent posts create a feel that, ‘ah, there is somebody who is concerned about the stuff and us’. And, this helps converting interested potential customers into registered participants. What is adequate frequency? Well, that depends on the type of event you are doing, profile of your TG and general mood you are able to create.

It is ok, or rather needed to repeat posts for a piece of vital information related to the event. Make sure most of the participants, if not all get it. Do a paid promotion for that.

Remember to keep it about the participating people as much as the brand you are endorsing. Do not just ‘bang, bang, bang…sell, sell, sell’.

If you are able to create some meaningful and/or interesting interactions on your social media pages before the event, you will have a ‘looking forward to the day’ kind of feeling within your participants.

V. Live or close-to-live coverage of event on social media creates a great cheer

Make sure you grab some awesome moments during the event and post them on social media immediately.

If your event type and duration allows participants time to check social media sites during the event, you have a great opportunity to create engagement and cheer with creative live or close-to-live coverage on social media. Live doesn’t mean a live video streaming; it is about posting the proceedings, happy moments and some noteworthy moments. Remember again, it should be more about participants than how great a brand you are.

 

We believe, we did above five things well. And what we got in return was a very satisfying experience –

  1. Registrations were full well before the expected date.
  2. Registration inquiries and request to make exceptions kept coming after the bookings were full.
  3. Participants contributed enthusiastically in the ‘build up’ activities on social media before the event.
  4. On the event day, participants posted photographs and selfies taken on the event venue (on the backdrop of the brand name J). They posted it on brand page as well as their personal profiles.
  5. Our social media pages were flooded with happy notes, adulation by the participants, and they kept coming even after a couple of days after the event.
  6. Significant number of permanent audience has been built for the brand.

See, how Signy can be of help help with its social media marketing & overall digital marketing services

 

 

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