6 Brands That Will Have You Rethinking Your Social Media Marketing Strategy

6 Brands That Will Have You Rethinking Your Social Media Marketing Strategy

It’s no secret; social media marketing isn’t as straightforward as it used to be and consumers are getting more socially savvy by the moment. Today’s consumer no longer just hopes, but expects their favorite brands to continue to offer them new and innovative ways to engage socially.

As the social media landscape evolves at lightning speed, keeping up with trends and exploiting them is time consuming. But we’ve tracked down six unique brands that are doing an exceptional job of it. Sure they enjoy big budgets and professional marketing teams, but businesses of all sizes can replicate their tactics on a smaller scale.

Read on and discover six brands that have their social media marketing strategy down pat and why their approach works. Plus, get helpful takeaways and tips that will kick your social media campaign into the 21st Century.

1. Oreo

Explore Oreo’s social media and you discover more than the iconic cookie with a delectable cream center. You’ll be treated to a wealth of catchy videos that will engage you with the brand in unexpected ways.

6 Top case Studies of social Media marketing

What are some of its key effective social media marketing strategies?

Video clips

Through its Wonderfilled campaign, Oreo uses 30 second video clips to show what happens when a variety of people get their hands on an Oreo. From American hip hop recording artist Chiddy Bang to country music artist Kacey Musgraves, and even an ordinary little girl singing about the joys of sharing Oreos with her dad, Each video targets a different audience and has a specific theme, but they are all equally captivating and perfect for the viewer to share on their social media outlet of choice.

Snack Hacks

In addition to these targeted short video clips, Oreo also offers “Snack Hacks.” Snack Hacks are a collection of YouTube videos that are about 10 seconds long and provide the viewer with cool and unexpected ways to enjoy an Oreo. The videos are very simple, short, and effective at letting the viewer know there’s a lot more you can do with an Oreo than dunk it in a glass of cold milk.

Takeaway: With apps like Vine and Viddy, making a short video to showcase your product or service is easier than ever and won’t break your marketing budget. Then share your creation on Facebook, Tweet about it and add it to a board on Pinterest. It won’t be long before your followers will look forward to your short, creative works.

2. Red Bull

Red Bull sold 5.2 billion cans of energy drink in 2012, making it the most popular energy drink on the planet. There’s no doubt its social media had something to do with it, as Red Bull uses content marketing and social media to create a lifestyle that its target is thirsty for.

6 Top case Studies of social Media marketing Red Bull

If there’s any brand out there that knows its buyers persona, it’s Red Bull. Red Bull’s website is smothered with thrill-seeking athletes, rappers and race car drivers who tout the brand.   Here are just some of its key social media marketing tactics.

Photo of the week

It’s “photo of the week” gets viewers talking, Tweeting, sharing and engaging with the brand.

Facebook page

Head to Red Bull’s Facebook page and you’ll learn about its crowd pleasing upcoming events or play one of its addictive games.

Red Bull TV

Drop in on RedBullTV and experience all of life’s adventures right from your otherwise boring cubical. RedBullTV lets you watch your adrenaline heroes shred the slopes, surf a radical wave or tear up a BMX circuit.

Red Bull also offers a slew of apps just to add to the mix.

They also go to extremes with its social media, and extreme is what the brand is all about. Red Bull does an amazing job of getting consumers pumped up about its product, and fueling their belief that if they drink Red Bull, they’re part of something bigger. Red Bull’s social media isn’t about the drink, but it’s selling it like crazy.

Takeaway: Just like Red Bull, your social media must be relevant to your target audience to be effective. The first step to creating a relevant social media campaign is to understand your audience persona. Understand who you are creating your Pinterest board for, who you are Tweeting to, who are your Facebook fans? Spend the time necessary to understand your buyer personas and you’ll be well on your way to achieving social media success.

3. ADT

ADT is using social media to reinvent its brand and roll out a relatively new product. Along the way it’s gaining a reputation for riveting entertainment.

6 Top case Studies of social Media marketing ADT

Once upon a time, ADT was “just” a security company. Today, ADT products can help you manage your home’s HVAC system from around the world, text you when your kids get home from school, and even give you the power to unlock the front door for the housekeeper, right from your smartphone. ADT has put a great effort into developing technology that not only enhances what it’s known for best (home security) but also in offering consumers new lifestyle products and services like ADT Pulse.

Through social media, it’s spreading the word out about its changes and helping consumers identify with the brand in a new way. As a bonus it’s adding a touch of humor and a dash of entertainment to a product that’s inherently a bit boring.

Here are some of their top tactics.

Pinterest

ADT’s Pinterest page offers everything from crime statistics, to moving tips, spring cleaning tips and an especially entertaining look at how sometimes a guard dog just doesn’t cut it.

Facebook

Its Facebook page offers users the chance to tell their story about how ADT has helped them.

YouTube

Its YouTube videos are second to none. ADT Home Turf Play gives the viewer a peek inside the homes of professional athletes that show off how they use ADT Pulse. Brilliant!

Takeaway: If you’re moving your brand in a new direction or expanding a facet of the brand, social media can be an effective way to get people thinking about it in a new light. Social media is also perfect for jazzing up an otherwise hum-drum product with humor. ADT proves that no matter what your industry is, social media offers the opportunity to generate amazing social buzz.

4. CableTV.com

A popular online source for cable TV information, latest celebrity news, and discounts for service from cable providers, CableTV.com uses social media to learn more about its customers while delivering fresh content they’re hungry for.

6 Top case Studies of social Media marketing Cable TV

Facebook

One way it does so is through its Facebook page, where fans are treated to teasing headlines and an array of short interviews with some of TV most buzzed about stars. The page is filled with what’s hot, late-breaking and opinion stirring.

CableTV.com also does a knockout job of asking for viewer opinion by posing interesting questions and, in doing so, it’s collecting valuable information about its target.

Google+

CableTV.com’s Google+ page is equally entertaining as its Facebook page, and proves Google+ doesn’t have to be so darn serious! For example, a recent post asked “Thus far, clips from #thetonightshowwithjimmyfallon have ____ many views. Go ahead, take a guess” and then prompted the reader to take a look at the answer here, which smartly directs them to the CableTV.com blog.

Hashtags

On a final note, CableTV.com makes good use of hashtags. Its posts aren’t drowning in them, but they are used when appropriate.

Takeaway: Use tactics like polls, fill in the blank, and open ended questions to learn more about your consumer, and keep them coming back to your social media by giving them consistently fresh content.

5. Airbnb

Airbnb was founded just five years ago. That’s amazing considering the accommodation marketplace has served more than 11 million guests. Whether you’re looking for a loft in London, a farmhouse in Tuscany or a high-rise apartment in the Big Apple, Airbnb can help you discover it. And if you’re looking to make good use of your extra space and earn cash while doing so, listing your pad is a cinch. 6 Top case Studies of social Media marketing AirBnB Airbnb enjoys enormous success because it fills a niche in the accommodation industry, but it also rocks social media.

Here are some insights on their tactics.

Make social media fun

Through Google+, Facebook, Twitter and YouTube, the brand offers travelers and hosts tips, asks fun questions that beg you to chime in, and keeps you current on Airbnb events.

Airbnb stories

But what’s particularly impressive about Airbnb’s social media strategy is how each outlet strongly encourages users to share their Airbnb Stories, and in doing so has created an authentic community that generates a sense of camaraderie.

Takeaway: Your current customers are your best source of advertising. They want to tell the world how great your product or service is. Set up your social media so they can!

6. TurboTax

It’s hard to believe, but it’s true. Even TurboTax is taking advantage of social media, and its approach proves that how you treat unhappy customers says a lot about your approach to customer satisfaction.

6 Top case Studies of social Media marketing Turbo Tax

TurboTax offers users a variety of ways to engage, including through Facebook, Twitter, Pinterest, and YouTube. As you might imagine, because the company deals with the most dreaded of things (taxes), a handful of disgruntled customers use the company’s social media to vent their dissatisfaction.

Handling negative comments on social media

Instead of ignoring the negative vibes, TurboTax addresses every concern. In doing so, its credibility skyrockets, because the fact is, we’re all going to be disappointed now and then. When we are, we want to know someone cares.

Takeaway: When (not if) the time comes that your company receives a less than complimentary social shout-out, don’t ignore it. Address the problem so the world knows you take customer service seriously. In doing so you’ll score major consumer happiness points.   Our six featured brands are using social media in different ways, but all are achieving their goals. And you can too. Use our helpful takeaway tips and get started today.

Guest author: Elli Bishop who blogs at Businessbee.com

 

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Comments

  • http://www.ncs.tv/ Dan Auito

    Top notch as always Jeff. Well Done my Friend. Well Done!

  • http://www.forzesincomesolution.tk/ Joseph Quansah

    This is superb and I love this author for the great information provided. Let’s get the need to be rich and online opportunities at http://www.forzesincomesolution.blogspot.com

  • http://twitter.com/geugeniocontent Gene Eugenio

    In addition to gauging consumer demand, big brands’ social media outreach also helps put out fires before they start. Talk about saving lots of money on market research. The downside, of course, is whether it is a statically representative sample. Still, great outreach for certain demographics.
    Great post, Jeff.

  • http://hodgsonlegal.com/ Cheryl Hodgson

    Great stuff Jeff. The challenge is how do smaller brands create the same impact. The take aways are excellent

    • http://treble.io treble.io

      So true. It’s vital for smaller brands to “jump in the conversation” and engage, especially in the beginning when their reach is minimal.

  • http://businessallstar.com Paul Serwin

    Great examples Elli. I especially enjoy how the different brands take different approaches on the different social networks.

    • Elspeth Bishop

      Thanks, Paul. I like these examples because some of these products/services could be seen as hard to market in a particularly fun or creative way. Social is the best way to take a relatively simple or “boring” product and really stand out as a brand @venkyiyer58:disqus like TurboTax!

  • Andre Dubuc

    I agree with this Social Network Marketing is huge now these days. For example I run a business that it is all about that and pays amazing just by doing marketing. Andredl08.vemma.com
    Everyone is always doing the marketing of different brands without you even noticing. So make sure you get pay when you show a brand.

  • venkyiyer58

    Am most impressed by TurboTax.

  • Shaun

    Another great list of best social media platforms for your business/blogs http://www.crokes.com/blog/best-social-media-platforms-for-your-business/

  • http://www.crescentdigital.co.uk Steve Baker

    Jeff, great post again. The negative comments part is really important – social media posts are very transient, but unforunately -ve post tend to stick, so its important to channel and deal with this. Regards, Steve

  • peterzmijewski

    Amazing I appreciate this blog. Thanks for sharing such a nice info with us.
    Peter Zmijewski – CEO at KeywordSpy

  • http://cashwithatrueconscience.com/rbblog Ryan Biddulph

    Amen Jeff! The Oreo brand resonates with me. Warmth is a key word.

  • http://fblikesupply.com/ Sam Fischer

    I particularly liked the approach taken by Turbo tax ,even though they are bound to receive negative publicity.They still reply to those type of post because it does definitely helps to show that someone cares.
    Learning about marketing approach used by media giants was really helpful.And I do think we can replicate some of the ideas but definitely not all the tactics.

  • Felix Brown

    I think it’s a matter of combining social media, article marketing, and other techniques. It’s interesting to see how social media marketing has developed the past few years.

  • jef

    why did u upload ur photo

    • Marc-André Paquin

      What’s the big deal? If he wants to post an image of himself, who are we to judge?

  • Akki Mishra

    I have read your post and it used in marketing and it is useful for me
    thanks for this important article about social media.
    http://www.skydigitalworld.com/digital-marketing/social-media-services/