For the first time ever, one marketing campaign took home a Grand Prix award in three categories simultaneously (direct, cyber and PR) at the International Cannes Advertising Festival. The campaign was called the Best Job In The World and, as written about on Influential Marketing Blog, was “essentially a big online job search conducted through social media for a new caretaker for Hamilton Island in Queensland, Australia.”
The campaign was a huge success, logging 34,000 video entries from applicants in 200 countries, and more than 7 million visitors to the site who generated nearly 500,000 votes. This was achieved with a relatively limited budget of $1.7 million dollars.
A big part of the success of this campaign, states R. Bhargava, Blog author, was not what they were marketing, but how they used social media to do it. Here are the lessons he offers, along with some from our own firm’s playbook for energizing brands and customers, that anyone trying to promote a product or service (whether b2c or b2b) could use.
1. Make it believable. While you might not be able to support a quantifiable claim, can you dovetail what people’s definition of a dream (product, service, vacation, experience, etc.) might be.
2. It’s not about how much you spend. If you have something to say, and its compelling enough that other people are willing to/can’t help but talk about, social media and public relations can scale the message beyond traditional advertising.
3. Content trumps traffic. Many programs set out with a goal of generating traffic. But this is like ordering dessert before your entree. You need great content first. More people talking about your brand is a prelude to building traffic.
4. Compel content creation. While only a small percentage of social network participants are creating the conversation (between 1-10%), their influence spans way beyond – to passive consumers, those who forward and share, critics who comment on content and those who edit content created by others.
5. Be contagious. Build in a sharable component that motivates/incentivizes people to share with others. While traditional media is all about telling a great big one-way story to as many people as possible, social media enables lots of different conversations among lots of people at the same time.
6. Make it multi-dimensional. Social media is both philosophy and practice. About speaking with, not “to” or “at” people. While the philosophy spans and informs an integrated strategy, the actual tools are but one component of an integrated communications mix.
7. Build trust . You need to let go, as you’ve already lost your grip. Trust it to customers (and employees) to carry messages forward. Realize that we trust each other’s recommendations and opinions (proven across a number of different studies) more than we do television, magazines, radio and sponsorships.
8. Transparency. Your customers don’t spend time thinking about your company. You’re just not a priority. What is important, however, is how you make them feel, how you can help them succeed in their business or simply how you can improve their lives.
9. Keep it simple. Our most personal, important and enduring communications are the simplest – I Love You, I Do, We’re Through, He’s Gone. Powerful stories are simply told. If you can’t crystallize your story, how can consumers possibly get it.
10. Co-create value. Feed your customers by being interesting and being useful. They’ll return the favor. In the end, you both become stronger.