ScanDigital acquired more Facebook fans than ever before - or since.
In a similar promotion, VeeV Vodka, an acaí berry-infused spirit, found a creative way to make use of extra canvas tote bags sitting around their office. Rather than stuff the bags in a storage closet, VeeV used the bags as prizes in a contest designed to drive user engagement on Facebook.
To win a tote bag, users were asked to post pictures of themselves drinking VeeV on the brand's Facebook page, a relatively easy request considering the number of drinking photos on Facebook. Needless to say, the canvas tote bags went like hotcakes, and brand awareness increased exponentially. The cost? A less cluttered office for the folks at VeeV.
3. Grow consumer loyalty by giving consumers a stake in your brand.
When Vitamin Water decided to launch a new flavor, it ditched the focus groups and branding experts and turned to social networks. Throughout the summer of 2009, Vitamin Water engaged and grew its Facebook fan base by soliciting ideas from users regarding the name and packaging for the new flavor.
More than one million fans participated in the contest, and celebrities were engaged via video clips to spur interest. In the end, when "Connect," the new Vitamin Water flavor, hit the shelves, there were a million potential buyers on the market far more likely to pick up a bottle than they had been before interacting with the contest.
4. Build brand equity by aligning with a higher purpose.
It feels good to do good, and if you can inspire others to follow suit, even better. Toms Shoes has made it its mission to give a pair of shoes to a child in a developing nation for every pair sold. To maximize its contribution, Toms.com prompts users who buy shoes online to share news of their purchase on Facebook when the sale is complete.
It's not surprising that Toms's messaging strategy works as well as it does. When I buy a book from Amazon or add a movie to my Netflix queue, I have little interest in alerting the people in my life. If you ask me to alert them about something charitable I've done, my interest piques.
When I purchase a pair of Toms online, not only do I want to brag about my good deed, I also want to encourage friends to follow suit. Toms wins by making it easy for me, and anyone else, to do just that.
Dig Deeper: How to Write a Social Media Policy
Creating a Social Media Strategy: Tying It All Together
When we sit down with executives of large companies and the topic of social media comes up, a collective groan ensues. What if they don't like our product? What about damage control? We need to control our message! And so on.
What's the bottom line for brands worried about getting social media wrong? The train is leaving the station with or without you. Conversations about your brand are going to happen, regardless of whether you choose to take part. Don't sit on the sidelines. Embrace the conversation and engage.
Even if you take nothing else from this article, allow me to leave you with this: when it comes to social media, remember the golden rule. If you would be put off by a promotional tactic, your audience probably wouldn't like it, and if you find something so exciting you want to share it with all your friends, there's a good chance your audience will, too. Use common sense, and remember that social media networks mirror how we interact in the real world.
Similar social rules apply. In other words, don't be a jerk.
Dig Deeper: Playing Marketing Games on Twitter
Creating a Social Media Strategy: Additional Resources
1. Social media campaigns that failed.
2. How to run an effective social media cause marketing campaign.
3. 10 tips for a successful media campaign.
4. More general tactics and ideas on social media marketing.
5. How to use Foursquare to promote your business.
Michael Mothner is the founder and CEO of Wpromote, a search-engine optimization and pay-per-click management consulting firm based in Los Angeles.
