8 companies doing social media right and what marketers can learn from them. Cisco did this by inviting their customers to join in the conversation about how to make the world a better place. This type of campaign worked well on social media because it was compelling and fit in nicely with the context of what their audience wanted to see in their news feeds. JetBlue When you think of advertising, you probably think of pushy sales messages, right? It came about because of social media. At the end, the kids were able to take a video with Geoffrey, the Toys “R” Us mascot, that they could then share with their friends on social media. This campaign wasn’t just fun; it was also engaging. The more kids did this and shared it with their friends, the more people headed to the stores to get their own videos. Be human and entertaining (like Innocent). Use social media to engage with customers instead of sell (like JetBlue).
Many businesses set up shop on Facebook, Twitter, Instagram and other social networks in pursuit of new customers. Of course, the strategies they use to attract those customers differ, and some rise above the rest.
Here are eight companies that are doing social media right, examples of their campaigns along with some takeaways that you can apply to your own marketing efforts.
When you think of companies that market on social media, chances are Cisco Systems isn’t the type of business you’d think of first. Business-to-consumer companies tend to take the lead in the social media marketing arena. But Cisco’s social media campaign has been a pleasant surprise.
The theme: There’s Never Been a Better Time.
In a world filled with uncertainty around the election, this campaign is focused on generating a more positive outlook for the future. Cisco did this by inviting their customers to join in the conversation about how to make the world a better place.
The stories Cisco highlighted made their technology more tangible. It made large IT infrastructure more relevant to the everyday lives of their target market.
This type of campaign worked well on social media because it was compelling and fit in nicely with the context of what their audience wanted to see in their news feeds.
Paper clips and notebooks aren’t the most compelling products to chat about on social media, but Staples has turned the boring into fun with its strategy.
They’ve incorporated the mundane into entertaining messages. Take a look at a few examples:
The copy is succinct. The imagery is entertaining. It’s a strong way to poke a little fun at the office atmosphere and sell a product at the same time.
Nothing is quite as adorable and coo-worthy as babies, so you might think that Pampers has it pretty easy when it comes to marketing on social media. However, their particular product (diapers) is less than glamorous for the families that use them.
So, Pampers has chosen to ignore the fact that diaper changes are the least anticipated moment of being a parent. They instead focus on the part that is compelling: the undeniable emotion and love behind holding and caring for your newborn.
In their social media campaigns, they focus on bringing out the special bond between a parent and a child. This bond tugs at heartstrings much harder than any poop joke or diaper feature ever could. They contribute emotional appeal to the social media world instead of adding to the noise with overtly sales-y messages.
Some products lend themselves to humor. Poo-Pourri is one of them.
Poo-Pourri is a spray that you can use before you go to the bathroom to limit the smell that comes from the toilet. Yes, it’s a serious product, and yes, they’ve mastered the art of using humor on social media to bring awareness to their business.
One campaign in particular is called, “Girls don’t poop.” It’s aimed at a female audience that especially wants to hide any unwelcome odors left behind when they leave the bathroom. To do this, they use a proper-looking woman named Bethany. Bethany creates videos that address all of the taboo sides of using the bathroom in an effort to resonate with women who want to maintain their proper image.