Brands who got it RIGHT: Oreo

A brand who have always done their social media marketing exceptionally well is Oreo! They have been referred to a "social media innovators" and have received exceptional recognition for the social media marketing they have demonstrated.

This post is on why I think they are social media masters:

I mentioned them in the newsjacking post previously, but there are hundreds of more examples of excellent use of social media by Oreo.

Check out these vines that they produced:





The thing that makes these so entertaining is the creativity and the success that Oreo create is SHAREABLE.

There is no point creating a loyal fan base or even posting social media content which has no shareability value- make content which people want to tweet or revine or tell their friends about!

Oreo connect with their audience, they have a strong following amongst their social media platforms and they engage with their target audience CONSTANTLY.

What some brands tend to do is run social media campaigns which publish heavy content and responses around a particular product release or around a particular time of year and then remain fairly quiet until the next one. However, Oreo continually updates with relevant, current and consistent content.

They respond to news stories, important dates, trends and peaks- this means users react in real time and are willing to interact with the Oreo brand. Look above at the phone case tweet- Oreo uses wit and humour to engage their audience and inspire others to share more!

Reasons why Oreo wins best use of social media marketing:
HUMOUR, CREATIVITY, CONSISTENCY, SHAREABILITY

an inspiration and a case study for all brands to learn from- Congrats Oreo!!

Thoughts and opinions all my own.
Stephanie Clark

Newsjacking

Sorry I haven't blogged properly in a while- been so busy doing uni work!
I wanted to talk about a new type of Marketing I think is so clever and the brands that can use this have to be quick & receptive!
Newsjacking is a spontaneous way that brands can follow a trend and feed off the back of a trend/news story to promote themselves/evoke positive brand associations. Brands have to monitor the news closely and then react to certain stories carefully to serve their own best interests!

I think it has been used a lot more in the states than here in the UK, especially with huge events like the US election and the superbowl.
For example, the BRITS2013 are on tonight and even just typing #brits2013 into twitter trends, I notice among many of my followers fantasising about 1Direction or Emilie Sande, that there are a number of brands 'riding on the back' of the event.

I think it's a great idea, because when you have an audience already talking about a subject, researching it and watching it, you can directly target that audience whilst they are already captivated.

Not only events and occasions can be targeted, but news stories and even scandals can help brands deliver a message.

This all depends on the brand personality though, I love this LYNX one as I usually love all LYNX marketing.

This was released when the naked pictures of Prince Harry were released and it really represents LYNX's cheeky, laddish brand personality.

However, this indicates that newsjacking isn't for every brand clearly! Newsjacking is usually humourous and if your brand conveys responsibility and serious-ness then newsjacking isn't going to work.

It can also go wrong.... especially when the news story is sensitive.

http://mashable.com/2012/10/30/american-apparel-sandy/

You can read this fab blog about when American Apparel took it too far and gained a negative reaction.

 

Steph