The best and worst social media campaigns for ideas and inspiration in your online marketing. First presented at Going for Growth, a Worcester Business Central (http://www.business-central.co.uk) event on 17 March 2015.

1. EPIC WIN
(not fail)
canitbesaturdaynow.com

2. What is an
EPIC Win
on Social media?
Best and worst social media campaigns for ideas and inspiration in your online marketing

3. Is it clever photography?

4. Or a viral internet meme like Nyan cat?
https://www.youtube.com/watch?v=QH2-TGUlwu4

5. Or this BBC show?
Most Interesting…
http://www.bbc.co.uk/programmes/b012f6pl

6. It’s great ideas that encourage discussion, sharing or contribution on social media
Such as this…

7. #MakeMyPersona

8. HubSpot - marketing software - provide tools and info
Narrow target audience - Marketers
LI message links through to…

9. Buyer Personas landing page. Personas are a way of looking at your audience as
manageable identities. Can be hard - Hubspot created tool to make it easy

10. I answered questions and received bespoke persona profile.
Follow-up call from Brian in sales a few days later

11. Asked Hubspot to tell me more

12. Surpassed goal to generate leads within first week - Sales had more meaningful
conversations than if the lead had requested a software demo.
Channel breakdown: Email: 23%, Direct: 20%, Blog: 18%, Linkedin: 13%, Referral: 6%, Twitter: 3.5%

13. #TheDress

14. What colour is #TheDress

15. Image posted on Tumblr first. Buzzfeed picked up story 3 hours later

16. When Taylor Swift and Justin Bieber get involved - You know it’s a hit
Graph from http://www.bbc.co.uk/news/blogs-trending-31659395

17. Lego gets involved
https://twitter.com/LEGO_Group/status/571301337696210944

18. Salvation army responds quickly changing theme to domestic abuse
http://www.people.com/article/salvation-army-the-dress-domestic-violence-psa

19. “The article set the
internet alight, and
has now been viewed
more than 24 million
times.”
http://www.bbc.co.uk/news/blogs-trending-31659395
Amazing traffic!

20. Settle argument it’s Black and Blue.
http://www.romanoriginals.co.uk/invt/70931?Colour=Royal-Blue

21. How to be more
deaf Aware
Gloucestershire Deaf Association (GDA). Help deaf and hard of hearing people to live
independently and without fear

22. I found the video funny, compelled to share
@GlosDeaf 1400 followers

23. Series of 5 videos: 1st: 3,840 views, 2nd: 1000+, 3rd-5th: 400
“Dave the Signer” was the most popular
https://www.youtube.com/watch?v=SKs_gAuzsvE

24. Reg
James
Asked Gemma, GDA’s Social Media manager about campaign
- Reg, profoundly deaf - James is a BSL interpreter - Video funded through Lloyds TSB grant
- Promoted via Twitter, 700 RT, 200 mentions - Website users up 25%
- Side effect was they were invited to present at deaf awareness groups

25. Astute Graphics
Survey

26. AG make a series of amazing plugins for Illustrator
They use friendly language and have a creative but very professional audience
Social media, great initial response but Immediate tail off

27. Clever update 2 days later. Not begging again but showing how others have already filled
out the survey

28. Brilliant email as survey email’s often dull
Email blast to audience of 40,000 with slower tail off that social media
865 total responses in a week, a 2% conversion rate which is great!

29. 805 Million
Names
Campaign from World Food Program
Features Zlatan Ibrahimovich, footballer…

30. …he has tatoos of people fighting hunger daily
A captivating and important message
http://cdn.wfp.org/2015/805millionnames/

31. Sharp ramp up with long tail and some bumps.
This shows some longevity in the campaign

32. Loctite
POSITIVE FEELINGS
12” DANCE MIX
In contrast to 805 Million names video is this

33. Mixed feelings - It grabs attention but not emotion
Do you like it?
https://www.youtube.com/watch?v=lKe7j9tSwW4

34. Mixed feelings - It grabs attention but not emotion
Do you like it?
https://www.youtube.com/watch?v=lKe7j9tSwW4

35. EPIC FAIL

36. #McDstories
Tag positive stories about McDonald’s
Realise that not everybody will follow the script

37. Dressing
up Fail
Oops, how did that get on there?

38. 2013 - Horseman scandal
Posted to 47,000 followers - viral on Twitter
Apparently scheduled before scandal news broke - Oops

39. Sam Smith - Popular artist
https://www.youtube.com/watch?v=HaMq2nn5ac0

40. Posted after his concert in Nashville
http://www.bbc.co.uk/newsbeat/30576919

41. 4 Hours later he posted this message to Instagram and Twitter
Fan’s not impressed

42. …………….
Speaking of epic fails - Let’s have our own caption competition ;)

43. Be Sociable
3 things I recommend for an EPIC Win

44. Help
others first
Get noticed by helping other people or organisations with similar audience to you

45. Be yourself
Be honest, open and true to your business values

46. Create and share
interesting stuff
Create content people want to share

47. Follow me on Twitter for
marketing ideas and inspiration
@BenKinnaird
Visit my company
ratherinventive.com
or download this amazing book :)
https://itunes.apple.com/gb/book/be-sociable/id920153675