Although it seems to be still somewhat distant, the truth is that several national companies are making inroads with online advertising campaigns on social networks.
Social media is attractive because consumers are connecting with other consumers and trust tends to be higher. Second, the comparative cost of a campaign of this type is considerably less than that of a traditional medium (call, press, radio, TV. Third, we have a large number of compatriots participating in them.
According to a study carried out by Cadem Research, in August 2008, Chile is the country with the highest growth on Facebook worldwide, as we can see the following image:
The phenomenon is very interesting, because it not only indicates the high participation of Chileans in social networks, but also confirms that Chileans are increasingly digital animals.
Success factors
Achieving the success of a social media campaign goes hand in hand with how much of it is defined in a consistent strategy. The planning of it, must be accompanied by several factors (as Jeremiah Owyang points out in his blog):
1. Define a business objective: Any marketing campaign or activity must be the result of a business objective, regardless of the tools that are used.
2. Lean on communities: Each community is different, and each has unique goals, the facebook community does not behave the same as Twitter or YouTube. The focus of the campaign must therefore cover the needs of the community, rather than the needs of the company. Effective campaigns will first understand the drivers, interests, and rituals of the community and learn how to resolve those desires.
3. Boost community member interaction: The most successful campaigns and social efforts engage the audience.
4. Rapid escalation: Social media is designed so that information moves quickly from member to member. Campaigns that boost virality are much more successful.
5. Use audiovisual media support: In some campaigns, the best way to get members back is to offer them content. Depending on demographic data and community needs, this could be audio, videos, or demo versions.
6. Promote self-expression and opinion: Members in social networks have a special preference for self-expression. Consequently, campaigns must meet these needs with the appropriate tools.
7. Deliver a satisfying user experience: This encompasses the total campaign experience, content and navigation must meet community expectations based on their ethereal and social makeup. I mean, speak in your language.
8. Provide longer term utility: Successful campaigns add value by delivering some form of useful service to members. Here, the "Call Now" has no place.
9. Enhance value as community participants: As more people contribute to or interact with the campaign, value increases. This may be in the form of content that is created by the community, contests, voting, or games.
10 Integrate the campaign with other mkt activities of the company or brand: Successful marketing campaigns are not just one channel, in fact they use multiple channels and means to boost total activity.
The same thing applies to social media marketing campaigns, which are promoted from other locations such as (corporate websites, email newsletter, blogs, podcasts) outside FO that the social network has a great occasion for success.
Last tip: stay agile during the campaign. Social networks are life, they are organic and flexible and require that the company also get involved. Do not leave everything in the hands of the agency, participate, that is the grace.
