In case you missed it, Ariana Grande made headlines recently when she licked donuts on the counter of a Los Angeles-based donut shop. After seeing all of the criticism she received for her actions, the pop star's fans are backing her via social media.
Social media has brought new opportunities and new challenges for companies seeking to connect consumers with their brands. Platforms like Twitter and Instagram provide marketers with new ways to reach customers, but they also require companies to rethink their usual advertising strategies. The “hard sell” technique that has its legacy in television and print just doesn’t play in the social media space.
Everyone wants to jump on the social media bandwagon, but the route is paved with embarrassing gaffes and failed campaigns. Before you join in, carefully consider the risks of embarking on a social campaign.
We posed this question to SMT's Best Thinkers: What was the best social media campaign of the year? As always with this group of experts, their answers were varied and insightful. Please chime in and let us know what you think was the best social campaign of 2014.
Given the context of the ALS IBC, some may see GoPro using this cultural phenomenon for commercial gain as a tad evil and in bad taste. However, as a piece of social marketing, this content leverages the power of word of mouse and has sent the GoPro brand message to thousands of people organically - with as few barriers to consumption as possible - and I personally think they did an awesome job.
Data on your customers provide tons of insight into users’ backgrounds and habits, which serve as the building blocks for personalized email marketing campaigns. In other words, first party data lets you speak to your users on an individual level so you can deliver the messages that matter most to them.