By Andy Pilkington, WaveMetrix,
As social media becomes an increasingly important and influential marketing tool, more and more brands are competing for consumer engagement within the space. Whether it’s fans on Facebook or followers on Twitter, brands now recognise social media as the next big step in marketing.
There are various techniques and avenues available to help brands grow an online following. WaveMetrix took a look at the various approaches taken by different brands in Q4 2010 in order to analyse what strategies seemed to work most effectively.
• Premium brands are beginning to shape discussion around the lifestyle associated with the brand, rather than their specific products
• Other brands are encouraging product-specific discussion, which tends to drive purchase consideration, but also leads to some consumer negativity
• Campaigns that linked social media back into real world events helped drive engagement with the brand
• Tried and tested competitions and giveaways are continuing to work well
• Some brands are building on existing consumer engagement and beginning to monetise social media Read more…
By Andy Pilkington, WaveMetrix,
We’re all familiar with particular examples of great social media campaigns, but many of us are still in the dark as to what makes these campaigns so successful. To address this problem, WaveMetrix have just released their latest quarterly summary, which details exactly what made Q3 campaigns successful, or not so successful.
The latest Social Media Quarterly from WaveMetrix attempts to pinpoint exactly what made social media campaigns successful or effective during Q3. By taking a look into some of the most interesting campaigns during the last few months, the report concludes that successful Q3 campaigns hinged around the following factors
• Relevance – successful campaigns were always relevant both to what the brand wanted to achieve and to the consumers it tried to reach
• Loyalty – good campaigns leveraged existing loyalty bases to build engagement in their target market
• Targeting – effective social media content often reached out to specific target audiences, even on mainstream sites
• Cultural consideration – brands who failed to take into account cultural norms tended to achieve unexpected reactions, whereas those who properly considered foreign markets tended to resonate with consumers more effectively
• Timely response – brands who averted potential crises responded in a timely and appropriate manner to social media problems and issues Read more…
