Tag Archives: Social Media Marketing

Ben & Jerry’s social media catapult into the Australian market

Social Media is a buzzing with activity stemming from Ben & Jerry’s latest social media campaign. Remember how our team won a truck load of ice cream last year, well I have asked  Rhys Furner, a Digital Marketing Consultant for Reload Media, Brio Group’s digital SEO partner to tell us about their lastest campaign.

If you haven’t tasted the delicious chunks and swirls of Ben & Jerry’s ice-cream, then I order you to try it now! But what’s even more impressive about B & J’s is their guerrilla social media marketing strategy they have employed with their recent entrance into the Australian market.

Ben & Jerry’s had the unenviable task of breaking into the Australian ice cream and dessert vertical against such industry stalwarts as Baskin Robbins, Cold Rock, Sara Lee, Streets and Peters. The main goal of the current campaign appears to have been to introduce as many Australians as possible to the decadent new range of premium ice cream flavours that is now available in Australia through Ben & Jerry’s.

Top of mind brand awareness was always going to be one of B & J’s primary marketing objectives in any introductory campaign, but it’s the way the company has gone about this which has really started to create some buzz both online and offline.

Introducing the Ben & Jerry’s Flavour Election – a Facebook competition where 8 finalists (who have each been assigned a different Ben & Jerry’s ice-cream flavour) campaign to gain the most ‘likes’ for their delegated flavour.

The winner receives a trip to any Ben and Jerry’s Scoop Shop in the world and the voters go in the running to win a year’s supply of Ben and Jerry’s ice cream! (Quite literally a win-win situation.)

…And guess what? I, Rhys Furner, am one of the 8 flavour campaigners!

[briotube]http://www.youtube.com/v/hfYlB1FpHwY[/briotube]

As a digital marketing consultant taking part in such a boundary pushing and innovative social media campaign, I am really starting to see the benefits of utilising the power and enthusiasm of passionate brand advocates through creative and tactical crowd sourcing.

Ben & Jerry’s know that their target market is 18 – 35s. They rely on product ambassadors to spread the word about their crazy-delicious ice cream flavours. So what better medium to harness this brand loyalty then social media?

Overall, in just two weeks, the 8 Flavour Campaigners for Ben & Jerry’s have managed to get around 4,000 Facebook ‘Likes’ for their flavours. They have also gained thousands of ‘likes’ for the Ben & Jerry’s Australia Facebook page.

What a way to cause a stir! It just goes to show the power of social media and its ability to push your brand to new levels. All you need is a great concept and the ability to implement it through utilising companies like Brio Group and Reload Media!

And now for the plug!

Picture this…

Caramel ice cream, swirls of golden caramel, plus a helping of chocolate-covered buttery-soft pieces of caramel. It’s enough to keep any voter cool, calm and caramelated!

Vote for Triple Caramel Chunk today and help send me around the world!

Thanks Rhys, we wish you all the best in the competition.

Yours in tasty social media campaigns,

Belinda

How to grow your fanbase on Facebook

How do I grow the fanbase so more people are engaged and have exposure to the brand?” Every Marketer asks themselves this question when they’re working to build a brand through social network sites.

First, you need to be clear on the rules for promoting a brand through Facebook. From a marketer’s perspective, we recommend reading the Facebook Promotions Guidelines. If you’re across these rules you’ll have a better chance of not getting on the wrong side of Facebook (and in turn get banned, as that wouldn’t be good for the brand you’re promoting!).

There are two main ways to get fans on Facebook:

1) Be likeable

The first way is to become a celebrity or have a well known brand people which people will actively seek out and become a fan as a way of affiliating themselves. In these categories, generally there is no issue in how to get fans. All you need to do is post regular updates and information that’s engaging to fans to keep you top of mind. This will help organically grow a fan base (as when your fans interact with your page, this interaction is spread virally to their Facebook friends). Justin Bieber is famous and has an astounding 21,849,746 Facebook fans and Gucci is a great well known brand that has 3,791,867 Facebook fans.

2) Incentivise

The second way is to have some kind of incentive to ‘like’ your brand. I know this sounds simple and is basic marketing, but there are many ways, and some very creative, to do this. Here are some ideas you could try:

• Give people a discount or a prize for being a fan on Facebook.  They could be weekly draws, like: ‘Mention the special Facebook code when you come in store’ etc.

• Give them something special to engage with once they have liked you. For example, once you become a fan of Barbie on Facebook, you can shop at the exclusive pop-up store in NYC.

• If you have a specific product or service, now is the time to engage with your target market with helpful information, feedback or news from the industry.

A bit of coding goes a long way

Customise a tab in Facebook to act like a landing page where you can create a call to action, sell something or create some intrigue.  You can be really creative with this page as it acts a little like a mini website on Facebook and only requires some simple coding.

Engagment ads on Facebook

At Brio Group we have had a lot of success with Facebook advertising. It can be really specific and you can limit your spend with a pay per 1000 impressions or pay per click (like AdWords). It’s a great way to build awareness to your new product or service, or to build up fans for your brand or product before you launch. If done well this can be one of the most cost effective advertising strategies you will do. I always advise that when advertising on Facebook  remember people are expecting something for FREE or really cheap so promote discounts, giveaways, tell your fans about your competition, etc. Then make sure to link to your customised landing page where there are more details, or a custom tab on your Facebook Page – never just sent them to the Facebook wall.

Appoint a Facebook account manager

My final tip is to get an account manager if you’re really serious with your Facebook Advertising. They will be only too happy to help you work with Facebook to approve competitions, create effective ads and help you get the most of the latest developments from Facebook.

Yours in Facebook marketing,

Belinda

Using social media to build a brand

Social Media can be a powerful tool when building a brand and shouldn’t be left out of the marketing mix, in fact I believe it should be considered right from the beginning of the planning and design process. As a starting point I have put together Brio Group‘s tips on integrating social media so it can be part of your next marketing strategy.

1: Choose the right channels – it’s important to get clear on who the target market/s are that you want to attract. Make sure you research the new ways this market embrace when they are communicate. Next, list out the communication channels that are being used.

2: Be creative in your approach to using social media channels – don’t just copy what everyone else is doing on social media. There are many opportunities at the moment to stand out by using social media creatively. Consider how are you engaging with the audience, what you want them to do, how the message can be spread and how traditional media can leverage your use of social media.

3. Define your tone of voice for your brand – social media channels give you the perfect platform to define your brand’s voice in the market. Is the brand fun loving, serious and detailed, or conversational? Use social media to ‘speak’ to the target audience on a personal level.

4. Listen to your customers and engage with them – social media channels lets your brand interact with your customers so you can find out what they like most about your product, service … or even team members! Listen and respond regularly to the comments and have a contingency plan in place to deal with negative feedback. At Brio Group, we call it a Social Media Policy. This important document outlines different scenarios and how to respond to negative feedback so it can be dealt with professionally and promptly by any team member. Update your Social Media Policy regularly with any new scenarios that are experienced.

5. Don’t be pushy – the biggest mistake that we see businesses doing with social media is to just push their product or service onto their target markets (fans). That is not the purpose of social media. I always say, “people will buy from businesses they know like and trust”. Social media channels give you the perfect forum to build up this awareness, personality and trust in your brand and should not be exploited with pushy and quick sales tricks and promotions.

We recently developed a new brand and marketing strategy including website build for SpareTicket.com.au. We integrated quite a few social media components into this project with a pre-launch teaser and  launch campaign through social media channels that was supported by press releases and traditional media interviews and stories. We also set specific measurable marketing goals since the launch that we monitor weekly. The word of mouth spread of SpareTicket in the first month since launch has been phenomenal, mainly due to the power of social media. If you want to find out more about this project have a read of our case study.  If used well, your next campaign can also be a success if you harness the power of social media.

Yours in social media marketing,

Belinda

5 reasons why custom design impacts social media success

Social networking sites have become an essential part of a business’s branding strategy and promotional campaigns. Custom designed Facebook, Twitter and YouTube pages not only help your branding, but designed and built right, they can help you meet your social media goals, whether that may be lead generation or gaining more fans.

When designing for social media success, it’s all about applying user-centric design principles and understanding the limitations of each social networking site. For example, the limitations of custom branding your Twitter account graphically lie only in the background image and your profile pic, whereas on Facebook you can almost create a mini-website experience by employing FBML custom tabs, clever design and some coding. It may sound hard work, but it’s completely worth it to support your fan’s user experience.

Here we explore the 5 reasons why you should employ custom branding to your business social networking sites:

1. Social media’s ‘free’ real estate can further tell your brand story
We strongly recommend setting up a Facebook welcome page tab that carries on your brand’s look and feel, lets the audience know what they can expect by becoming a fan of your Facebook page, and include links to your company website and other social networking sites. Plus you can use this valuable space to embed a company video, an eNewsletter sign up form, or even advertise a competition to assist user engagement. Set the page to default for new users, and you’ll have a much better fan conversion rate.

2. A professional design helps sell your important first impression
Your social networking site is an extension of your brand and should communicate your brand essence: logo, company colours, and positioning statement (if necessary), it should also inject a social personality and use language the social user is familiar with. For example, by simply adding a ‘Like us now’ graphic pointing to the ‘like’ button on your Facebook welcome page tab, you’re helping to direct the user to convert to a fan. See how we’ve applied this to our Brio Group Facebook page’s welcome tab.

3. A user-centric design assists engagement
Users consume social media in different ways, some are motivated to participate and contribute, while some are more comfortable to sit back and read and listen. Before commencing design, it’s essential to get to know your target audience. Are they vocal? Opinionated? Responsive to competitions? Do they consume videos, reports or fact sheets? Design with your target audience and engagement in mind.

4. Capture leads by clever design and understanding audience expectations
Social networking sites are known to be free mediums. Generally speaking, the user is responsive to promotions that are giving away something for free, as this is their mindset when using social media. They’re not on eBay, for example, where they expect to bid and buy. They’re in a sharing, social, free environment. So with this in mind, it’s important to tailor your competitions and content in this manner. Your designs should communicate this angle and with some coding you can incorporate competition forms or free report/eNewsletter/etc sign up forms via your Facebook page, which will allow you to capture their data.

5. Holistic user experience across channels
It’s simple 101 branding knowledge, but sharing the same look and feel and messaging across all of your touchpoints builds a consistent, easily recognisable and strong brand. Your YouTube, Twitter and Facebook pages should all look like they’re from the same stable. A simple, and extremely effective, tip is to integrate your social networking sites with your website and blog. The user will appreciate a holistic experience across all your channels – each offering something fresh and value-adding. And why wouldn’t they become a fan of that?

Are you a fan of a company on Facebook that does it really well – share your story!

Yours in social media,

Julia