3 Reasons Your Digital Marketing Buzz … Fizzled
Creating digital campaigns that buzz or go viral, is the Holy Grail of marketing. ‘Virality' is not just about ‘likes’ or views, it’s about getting people to talk about your brand and about generating two-way discussions with your audience. However, in an era of information overload, standing out amid the ambient cacophony is no easy task. And generating discussions for the sake of getting people talking just isn’t enough. Often what lacks is the purpose, the “why,” the ultimate goal. This unnecessary failing is the result of 3 common misconceptions when preparing and executing digital campaigns…
1- Siloed social monitoring when you should in fact be practicing 360° Monitoring
There’s a simple process to employing monitoring platforms to gather social insights that work. The First stage is about gathering information on consumers so your creative and strategic planning team can craft a campaign that resonates with your audience. The Second stage is about collecting information throughout the campaign so you can adjust your approach if necessary. The Last stage is collecting information to audit the overall effectiveness of your campaign.
It’s an elementary process, but with one potential pitfall – relying solely on social insight for your entire marketing strategy. In an increasing ‘phygital’ world where the physical and digital unite, social insight is only part of the 360° big picture approach that you need. Remember, traditional media is far from being dead. In fact, our in-house studies have shown that social media can be, at times, lacking in true insight.
In 2014 we carried out a study that revealed some surprising results. When measuring the impact of a given subject in the media, Twitter’s contribution varied wildly according to the type of information covered. For instance, Twitter’s contribution to the news of Alstom’s acquisition by General Electric, was just 3%. But for the European parliamentary elections, that number leapt to nearly 30%. What’s the key takeaway? Depending upon the type of industry you’re in and the timing of your campaign, social may be sufficient to gather the information you need, but not always. It’s vital to take the time to assess this closely and don’t silo your media monitoring approach.
2- A team of experts that don’t talk and missing out on your Hybrid Hero
Many brands and agencies are still segmenting their teams by expertise: paid digital, SEO, community manager, etc. If that’s the approach of your team, then you may benefit from a ‘hybrid hero’. This versatile team member is knowledgeable in each relevant discipline, and knows exactly how to make the individual teams work together.
To ignore Hybrid Heroes is a roll of the dice. We often see brilliant campaigns with a dedicated website that is separate from the main website. While this is fine for the teams in charge of creating the campaign, your SEO expert may not be so pleased. With such an approach, your site could miss out on valuable traffic and ultimately dilute your brand identity.
Even worse, are the ‘one-off’ campaigns where the website is deleted two months after launch. That old URL, when visited, will usually return a ‘404 not found error.’ But is that what you really want? An SEO expert would probably suggest a ‘301 permanent redirection page.’ That way, Google and other search engines will assign the link value of the old URL to the new URL. Such headaches are easily avoided with consistent and productive communication facilitated by a Hybrid Hero.
3- Driving users to your Social Media Homebase
Beware of one-dimensional digital marketing campaigns. It’s a common mistake for brands to create specific social media campaigns with the sole purpose of creating engagement on those platforms. Remember, your Facebook page and Twitter account are partially owned accounts, meaning you depend upon the goodwill of the actual owners: Facebook, Twitter, etc. While these networks are largely supportive of businesses which demonstrate responsible practices, you should be aware of possible ‘walled gardens’. These may pose a threat to your brand by creating more dependency and less traffic.
Whatever campaign you implement, you need to make sure that it drives traffic back to your social media homebase. This can be your website, blog, or any place where you are the true owner. For instance, if you plan on selling goods on Pinterest or Facebook, consider showcasing a select few products and then redirecting to the full catalog on your website. Another example (in PR this time) is to add tracked links that redirect readers from your thought leadership content … to your website.
Flexibility and strategy are key here. You need to maintain a wider vision for your campaign and don’t become too narrow in your approach. The Innocent Big Knit campaign (http://www.thebigknit.co.uk/) is successful in every aspect of this approach. It gets people talking: emotion (serving a good cause), the social currency aspect (if I share, it will make me look good), and co-creating with audiences (actually knitting a little hat).
The challenge is to get people talking about your brand in such a way that they pull the trigger and make a purchase from you. Sometimes it’s easier said than done, but by adhering to the basics that we’ve discussed, and mixing in some style, determination, and vision, you’re well on your way to exceeding your brand goals.