In two previous posts, we talked about the first two questions to ask when crafting your social media strategy: #1) What you want
to happen (your Objective) and #2) Who you want to connect with (your target market).
Next, it's time to determine #3) How are you going to do it? What are you going to use, where can you connect with (#2) to make (#1) happen?
Here's where the fun starts.
Because this is typically the 'fun' part, far too many people start with the How before defining the What and the Who. It reminds me of the saying "If you don't have a map you'll never know where you're going or if you get there…" or something like that. But think how true that is!
Consider this:
Bob needs a new vehicle and goes into a Ford dealership and buys one of the new Ford Fiestas. The car has gotten phenomenal reviews, is really cute and there are thousands of dollars in rebates offered. The dealership is even throwing in a new Bose stereo system and $5000 for his clunker trade-in. He'd be crazy to pass this up, right?
He gets into the car to drive away and then addresses his What …what he wants to happen or Why he is investing in a car: which is that he needs a vehicle to pull his new 16ft Air Stream trailer.
oops.
Or how about the Who… who is going to be driving the car or who is going to be riding in the car… Bob didn't stop to think about his 250 lb frame fitting in that small car or carting his 6 kids back and forth to school and soccer practice…
oops.
All of a sudden the Ford Fiesta isn't the best How.
This might be a lame example, but think about it. Why would you do ANYTHING that was costing you valuable resources unless it was the right thing? smart? best?
The How in marketing, in general, and social media, in specific, is about picking the right channel(s) for you to deliver your message most effectively in order to achieve your objective.
I love this case study and have used in a few of my speeches recently. We'll use this campaign to focus on the three questions covered in this and my two previous posts: WHAT (Objective), WHO (Targeted audience/market) and HOW (Best tool(s) / channel(s) to use).
WHAT:
- Short Term: Reach & engage target audience through relevant and cost-effective media…
- Long Term: Build a database of Acuvue users to foster dialog & loyalty
WHO: 18 – 29 year olds in Australia
- The target audience would be highly attracted to elements that were friendly, cute, and fun.
HOW: Facebook application called the 'Acuvue Wink'.
- At the time Facebook was still emerging as a social networking platform in Australia and 'Acuvue Wink' was the first branded Facebook application to be launched here. Being the first brand to leverage the power of this
medium would position Acuvue, the brand, as innovative and on-trend, a key attribute important in attracting an 18 – 29 year old audience.
"We developed more than 20 different winks, allowing users to send flirty, shocked and mischievous winks — we also developed Christmas winks to be sent across the holiday season. The subtle branding on the application meant that users were comfortable sending the winks helping us deliver our reach objectives and making 'Wink' a formidable viral execution."
Here's the Wink Campaign in action:
- Johnson & Johnson attracted people (the users) to the Facebook application through highly targeted Facebook ads, emails sent to their op-in list and links on their website.
- Once on the Facebook application, the user was asked to share information / name, email address, mailing address, etc. This gave Johnson & Johnson data, helping them achieve their long term objective.
- While still on the Facebook 'Wink' application, the user was then directed to a selection of 'winks' from which they would pick one and then enter the name / email address of the recipient of their 'wink'.
- After entering the primary recipient, the user was given the option of 'winking' to any or all of their other Facebook friends as well as anyone else for whom they cared to enter an email address.
Think about this strategy. From a single email, one click from the Johnson & Johnson website or Facebook page, the Acuvue brand has the potential to be 'presented' to hundreds of people in their target audience, (depending at how many people this single user elected to 'wink'). This is the beauty of what is social media marketing – the one to many ratio – and where the term 'viral' marketing comes from.
To close out this post, I'm sure you're wondering how the campaign performed. Yet, before you can know the success or failure of a project, you first have to have benchmarks against which you are measuring. Here's the stats for the Acuvue Wink Campaign:
BENCHMARKS:
(the initial phase, running from August 1, 2007 to December 31, 2007)
Application downloads: Target: 10,000
Number of unique wink receivers: Target: 100,000
Number of winks sent: Target: 500,000
RESULTS:
(the initial phase, running from August 1, 2007 to December 31, 2007)
Application downloads: Target: 10,000 Actual: 65,000
Number of unique wink receivers: Target: 100,000 Actual: 516,000
Number of winks sent: Target: 500,000 Actual: 1,030,000
Most importantly the volume sales of 1-Day Acuvue Moist contact lenses increased by a massive 17% versus the previous quarter. The online only campaign also enabled the brand to reach its highest awareness levels ever.
The Acuvue Wink Campaign was a 2008 finalist for a Forrester Research Groundswell Award – "Talking" category.
The Acuvue Wink Campaign continues to be successful. This summer Johnson & Johnson launched the iPhone "Wink & Blink" application for their Australia market.
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