In fact, the principles that drive those campaigns can be examined and applied to any sized business. Regardless of how small you think you are right now, there should be no reason why you shouldn’t be looking to improve upon your own marketing strategies on a continuous basis.
So if you’re looking for ways and methods to leverage social media and what you typically read isn’t helpful or just seems repetitive, consider looking to those who have mastered the art of online marketing and use their tactics to develop your own plan.
More often than not, the strategy will transfer to your own situation without much tweaking. Some of these companies started off with social media followings that were quite small, but they were able to use them to grow specific areas of their businesses.
You can do the same thing for your SME if you’re willing to study and learn from those who have gone before you.
Here are three great examples MBAs can follow:
Ford Motor Company
After a bit of a popularity decline during the recession, Ford came up with a unique social media marketing campaign to get the word out about their Fiesta model.
They provided 100 free Fiestas to “agents” who were made up of bloggers, filmmakers and social networkers. Yes, a FREE car! In exchange for the car, they were asked to “life-cast” their experience with the car, a compilation which was eventually showcased on FiestaMovement.com.
They were essentially able to regain a high amount of online credibility by using social media and creating a personal element to their campaign.
The American Red Cross
In an effort to combine their relief efforts with social media, while providing an emotional, yet light-hearted type of engagement, the Red Cross uses social media to personally thank donors and volunteers, and even to deliver thank-you messages from those who have received aid.
They also use the platform as a method of reporting on progress and providing information on the affected area’s conditions, like the field hospital that they have deployed in the Philippines after Typhoon Haiyan.
This creates a personable, yet informative style of social media marketing that raises awareness about both the company itself and the work that they’re involved with.
Goodwill Industries
Goodwill was able to take their Facebook fan page from 200 in 2009 to over 22,000 in 2010 by paying attention to traffic measurements and engagements. They also launched online trunk shows and sales involving fashion.
Additionally, their Twitter following bloomed to 4,200 and Goodwill has continued to show strong growth with both social media accounts.
Goodwill has also made use of games and competitions, which are often cantered on donating or giving to local Goodwill chapters that have increased engagement and made a personal connection to their followers.
Once again, the personal element here is a big part of why they were able to connect with people and keep them interested in their organization.
It also seemed to be a simple matter of tweaking their strategy and paying attention to traffic metrics in order to develop innovative marketing solutions that worked for them.
Both approaches are easily applicable.
All about Relationship
The common thread between these three social media campaigns is that they were able to connect and relate with people.
Social media can at times become highly automated and impersonal, which is part of the reason that it doesn’t work for so many companies.
Instead of just automating the same types of post day-in-and-day-out, figure out a way to connect with the people who care enough about what you’re doing to like your fan page. It will help you market your start-up and increase awareness of your brand.
If you can establish something personal and relational, then it’s likely that those who engage with you will be in it for the long haul, and more likely to pay attention to your brand in the future.
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