Social Media Marketing – Social media platforms & Social media campaigns by Known Brands

In today’s day and age, social media is an extremely crucial component of digital marketing. It is an ideal means for consumers to share text, images, video and audio information with each other, with companies and vice versa.

Social media allows all marketers to establish their presence online make their voices heard while other communication activities can be fortified cost-effectively. The use of websites and social media platforms to further advance a product or service is called social media marketing.

Examples of Famous Social Media Platforms:

Platform MAU [Monthly Active User]

  • Facebook  – 2.6 Bn
  • Twitter – 330 Mn
  • Instagram – 1 Bn
  • YouTube – 2 Bn
  • LinkedIn – 675 Mn
  • TikTok  – 689 Mn
  • Pinterest – 416 Mn
  • Snapchat – 238 Mn (DAU)

Advantages of Social Media

  • User-generated Content or UGC.
  • Earned media.
  • Greater reach.
  • Message – retweeted & reposted.
  • Electronic word of mouth.
  • Online communities.

Social Media Platforms Online communities and forums

The three major social media platforms are

Consumers/groups of consumers with no financial or commercial interests and company affiliations create forums and online communities in a matter of their personal interests. Some companies also sponsor certain communities and forums whose member communicate with each other and the companies.

For example, Apple Communities and Lego Community.

Social Media Platforms – Blogs

Online journals or diaries that are updated regularly are called blogs. They have, over time, become an important outlet for word of mouth. The fact that they bring together people with common interests is one of the obvious appeals of blogs.

Popular blogs, in today’s age and time, are creating influential opinion leaders.

For Example

  • Arriana Huffington – Huffington Post
  • Peter Rojas – Engadget
  • Pete Cashmore – Mashable
  • Michael Arrington – TechCrunch

Social Media Platforms – Social Networks

Social networks like Instagram, YouTube, etc. have become major driving forces in connecting business-to-consumer and business-to-business marketing. Major social networks incline LinkedIn, with its focus on career-minded professionals; Facebook, one of the biggest in the world; and Twitter, with its 149-character messages or “tweets”.

Examples – Famous Campaigns

Wix: Melt the Ice Campaign

What is it all about?

Wix arranged a Super Bowl contest. In this, the users could win up to $50,000 but the winner would be drawn only after a football fell out of a frozen block of ice.

Why did it work?

Wiz used Facebook’s (then) relatively new Live video feature. They would help melt the ice only if users commented on the video (resulting in more engagements). With this strategy, more participation would result in the video moving higher up in users newsfeeds.

Airbnb: We Are Here Campaign

What is it all about?

Airbnb’s Facebook Live campaign was a way of showing their prospective guests all the cities around the world and the exciting things to do while ones there.

Why did it work?

There has been a sizeable increase in Facebook’s video and Live content and in the past few years. These detailed tours give viewers transcending experiences and show them the best things these faraway places have to offer.

Apple: #ShotOniPhone

What is it all about?

Apple wanted to convey to its users just how easy it is to shoot amazing photos on an iPhone. To show the photos off on Instagram all the users had to do what use the #ShotOniPhone.

Why did it work?

iPhones are known for their top of the class cameras. When competitors put in better cameras in their devices, Apple had to up their ante. All they needed was to simply turn to customer-generated content. This immediately set them apart. Now #ShotOniPhone is a standard hashtag on Instagram.

Coors Light #CouldUseABeer

Coors Light used the social media platform Twitter for their super successful campaign. Inspired by the photo of a quarantined 93-year-old woman posting a sign in her window and asking for beer, they answered her pleas and embarked on the hashtag campaign #CouldUseABeer.

For a limited period of time, Coors Light promised a six-pack to everyone tweeting at them using the campaign hashtag. #CouldUseABeer. This campaign resulted in a give away of 500,000 beers to happy customers.

Their recent genius idea included their Clone Machine, letting users record a 30-second video loop of them looking interested during video conferences so that they can sneak away to grab a beer. Another successful social media campaign by Coors Light.

Starbucks #WhatsYourName

Starbucks used social media platforms like Twitter, Instagram, Facebook, YouTube along with traditional advertising for their #WhatsYourName campaign. In February, Starbucks UK partnered with Mermaids, an organisation to support transgender and gender-diverse youth for the campaign.

Focusing on Starbucks desire to be inclusive towards all by honouring their chosen names, making it a values-driven campaign. The campaign was built on the famous Starbucks experience of having your name written across the cup. The idea was to commit to respecting the names their customers wanted to be called.

Spotify #2019Wrapped

The campaign used social media platforms like Spotify, Instagram, Facebook and Twitter. Since 2017, Spotify has been compiling the year-end data into their most-listened-to songs, albums and artists in a personalized “Spotify Wrapped” summary and sharing it with their users.

They went bigger for 2019, with a summary of the whole decade (2010-2019). Making the summary snapshots shareable in images, encouraged users to post them across Twitter, Facebook and Instagram.

This irresistible nostalgia and personalized data made for an extremely sharable campaign. Spotify created a compilation and their users did the work of promoting it.