7 tips (and examples) for high Social Media ROI [kwiqq]

Posted on | November 13, 2008 | 3 Comments

We at Kwiqq love our Social Media marketing! We do a lot of it for our company and sometimes for our clients. Here are 7 tips for high social media return on investment learnt over the last two years (in no particular order) :

Innovation is good although copying ain’t too bad (shsssh!): Apparently no one is interested in a campaign which sounds or look similar to your competitor. Although the reality is copying makes penetration easier. See these two videos (Numa Numa Song), the first one was the original ( 21,696,400 views) but the copycat titled the video ‘Fat French Man Dancing’ and got first rank for the phrase on Google.

Hence the key issue here is to be aware of what your competitors are upto. Be original although do not refrain from copying at times !
Latest news translated: Generally it is good practice to leverage the current or latest news. One way to do so is to build a viral campaign which combines your marketing message with the latest (hot) news. For instance in the video below iPhone was used by a magician to showcase his talent and get significant attention
Don’t be too obvious: Develop Social Media Marketing which is not directly about your product or service but inline with general public. This would get you more attention Eg: Techlightenment‘s Bob Dylan Facebook application allows you to send a message to a friend. Instead of building an application to buy Bob Dylan’s album or single, it allows you to connect with your friends in a fun way. In the process people are reminded of the album and hence buy it
Bob Dylan Facebook Application
Entertaining V/S Serious: Some companies have the burden of producing serious content for all their marketing campaigns. All videos, audios etc need to be professionally done and have to go through a major quality control procedure. Nothing wrong with that, although in the process there is chance of making the content less engaging. What ever the procedure engagement and entertainment should be the number one priority to get more people to interact and perhaps remember the campaign. The video below worked better for the US army recruitment than the professional content, simply because it is more engaging for the end user :
Professionally produced US army training video:
Push the campaign hard: For a good ROI you need a critical mass of people to view your campaign, in order for it to seriously go viral. One way of doing that is to plug it wherever you can. Often it is good idea to comment on relevant blogs mentioning your campaign !
Diversity in medium: We often forget that not everyone is on Facebook or YouTube. It is all about varying the medium to connect with your target audience. A campaign should hence be run on your blog, video (YouTube), podcast, facebook, linkedIn… A great example of it is Barack Obama’s election campaign. Several mediums were used to connect with people all around the globe
It all takes time: A good campaign takes time hence don’t be disappointed if you haven’t received significant traffic in the first week/month. It takes a while for the message to spread, sometimes as much as one or two years. Don’t stop campaigning though, I’m sure success is just around the corner