There's been a lot of negative press about social media marketing, everything from users not wanting to view it to companies not knowing how to create it and not being willing to spend on it. But the fact is, social media marketing is growing, and there are a number of executions that have generated success for the brands and the sites.
iMedia Connection has spanned the spectrum of social media sites and found eight examples of marketing executions that truly shine. These efforts promote a range of products, from cellphones to soft drinks, and do so in a variety of ways that engage consumers, from entering contests to filling out polls. As you review the work described by the key marketers and social media providers below, you'll see there are many ways to get users to participate, enjoy the experience, and develop a positive image of the brand. What more could a marketer ask for?
It's almost a cliché to say that social media marketing involves engagement, but when you view these executions, you'll see concrete examples of how that engagement can be achieved. The goal for new social media marketing campaigns should be to develop innovative ways to engage your audience, and to work with agencies and tech providers to make it happen.
LiveJournal
Presented by: Anjelika Petrochenko, business development director
LiveJournal is a 10-year-old blogging platform, making it one of the oldest social media sites. Our site specializes in long-tail blogging. One person creates a blog and can post everything from photos to comics and poems. Every blogger has friends who follow their posts and can comment on them and send virtual gifts. The site contains 600,000 communities that bloggers create. For instance there are photography communities where you can share photos and comment on them. To find a community you can search by area of interest. The homepage spotlights some of the most recent interesting communities.
In May, Electronic Arts launched the "Sims 3" video game. We picked 15 communities that are passionate fans of games and played advertising that allowed members in the communities to discuss and share game information. Every community has unique brand-related content with questions and contests around the game and giveaway prizes. At one community, the question, "What kind of story do you most like to create in 'The Sims?'" was posted. Members were instructed to post their answers to the questions, and the best answers won prizes, including "Sims 3" games and Logitech game keyboards.
Members were passionate about the opportunity and responded in positive ways because the advertising was very relevant to their interests.
We highlighted the game on our homepage and promoted it through search results targeted to people who follow gaming communities. It ran for four weeks, the client saw huge engagement levels, and the communities gained more members through the program.
The campaign suggests the popularity of sponsored community advertising. The "Sims 3" campaign worked so well that other companies in the same market are trying similar executions.
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