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Social campaigns need to engage

A recent survey by Lightspeed Research found that creating a social media campaign needs to go “beyond the basics” in order to engage consumers.  If your agency is telling you that all you need to do is to set up a fan page on Facebook, have some of your staff start sending Tweets and start sponsoring some chat/blog hot spots, the you need to understand the statistics from this survey, as only:

* 8% of Aussies said their image of a brand would improve if the brand sponsored a blog
* 7% of Aussies and 9% of Japanese said their image of a brand would improve if the brand wanted to be their friend
* 13% said the image would improve if the brand created an online video, and 10% would view the brand more favorably if they sponsored a music download

Who are the real followers?

It is quite clear, that a social campaign for a brand needs to be built around engagement, and that engagement goes far beyond outbound messaging and begging for friends. To achieve true engagement, there has to be an incentive for the user to interact with your brand (and no, “saving” $1.99 on a song you probably would not have downloaded anyway is not an incentive).  Furthermore, assuming your goal is to make the campaign viral, you have to create it in such a way that people want to engage their friends, and that those friends field that they are not being spammed by their friends for being solicited to join. Naturally, the basis of which you want to engage the user also needs to be relevant – both to the user and your brand – you cannot rely on the incentive alone.

This is not an easy task, and few brands get  it right. This is precisely why Storyz was built to allow for these criteria to be fulfilled in an engaging campaign. Check out this campaign example to see what I mean.

Posted in Social Media Marketing.

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