Social marketing succeeds because humans like to share. The “Like Me! Social & Viral Content Tips for Making Your Brand Look Sexy” session on Tuesday at SES San Francisco 2011 had plenty of examples to back that up.
Li Evans, of Libeck Integrated Marketing, explained that a social campaign that goes viral is accidental. It’s nothing you can plan for (this was repeated by Greg Jarboe in a panel on YouTube today.) When thinking about a social media campaign, the goal is show everyone that you or your company are a valuable resource.
Some Social and Viral Tips
When posting to Twitter or writing a Facebook status that links to a web page or video, offer a brief reason about its value to your readers.
Sometimes the point of a social marketing campaign is not exactly about getting more sales or traffic, but rather, changing the perception of a brand. For example, you may recall Proctor and Gamble’s new Old Spice commercial’s featuring the muscled and gorgeous, Isaiah Mustafa. P&G knew the image of an Old Spice man was of an older man, or less modern. To change the perception, they created ads aimed at women by featuring Isaiah, Fabio and other male models. The response was spectacular. The commercials were placed in YouTube and women shared them with their friends. They didn’t sell products as much as it changed perceptions of the product.