After 15 years of absence in France, Burger King made a very noteworthy comeback. They made a Facebook post with a comment saying they would open a restaurant in the city of the last person who comments on the post. 24 hours later, the post was commented more than 1300 times and 65 000 persons throughout the word saw it. Of course, the last comment could never exist. Today, people are still commenting on the post. Burger King has now a bigger fan base, a better idea about where to open a restaurant, and the whole world knows they are coming back in France, without spending any more money than the Community Manager’s salary.
2) Burger King 2 – From one account to another
Once again a very simple post, but very efficient to let people know about their different social media accounts and about their new “Xtra Long Chili Cheese”. They started by a Facebook post: if you want to discover their new burger, you have to click on a link which redirect them to the Twitter account. On the Twitter account you find a new post with an image of the burger but the burger is not whole: you have to click on a link to see the whole burger. Then, the link leads you to their Instagram account, it goes on to their Vine account, then on Youtube. You end up the little game on Facebook, with a post announcing that the new burger is available in the restaurants, and you can see the end of photo of the burger.
3) Cas Smirnoff – Tell me what you have in your fridge…
Smirnoff started a very efficient campaign on Instagram: take a photo of your fridge and post it on their Instagram account. Then, a bartender will use what you have in your fridge to make an incredible cocktail. That way, they increased their fan base by 676% on social media, and their sales increased by 20%.
Le Louvre in Paris decided to improve their Youtube channel by inviting three youtubers to the museum. They all made one video for the Louvre Youtube channel and one other for their own channel. The objective was to show the museum under a new modern light. This initiative was a success, the videos were watched more than 1.3 billion times and more than 80 papers talked about it.
KFC’s marketing team started to follow just 11 persons on Twitter: the five original Spice Girls, and six dudes named Herb. This was linked to KFC’s secret recipe composed by five spices and six herbs. A month later, one person noticed it and commented on it. This was the start of tens of thousands of other tweets, retweets and comments on KFC’s news feed. As Freddie Powell, creative director at Wieden+Kennedy, said: “Frankly, we weren’t sure if anybody was going to find it. Sometimes you just have to put stuff out into the universe and cross your fingers that the internet will work its magic.”
6) Dom from Domino’s – The Chatbots are Coming
Domino’s pizza used the chatbots to enable clients to order a pizza via Facebook Messenger. The chatbot is even funny and makes jokes which created quite a buzz on social media.
7) “L’amour, l’amour” – Intermarché
Intermarché, a brand of French supermarkets broke the rules of the usual ads of supermarkets by making a 3-minute short-movie about friendship, love and health. The story is about a young client who falls in love with a cashier. We understand at the end that it is a publicity. The video appeared one time on television and then got more than 8.5 million views on Facebook, 2 million on Twitter, was 36,000 times shared and 63,000 reactions.
Seventeen of the animals included in the emoji index were identified as representative of endangered species. WWF used this insight to launch a campaign to raise donations for species protection. For each retweet of an animal emoji shared by the @WWF Twitter account, users were encouraged to donate 10 cents. The launch tweet was retweeted more than 36,000 times with 38,000 responses. The campaign hashtag generated 1 million tweets and WWF. WWF gained more than 200,000 new followers and received 59,000 donations in the first two months of the campaign alone.
9) « Real-Time Giving » de WestJet
Before a flight, WesJet, an airline company asked their passengers what would they like for Christmas. After the landing, these passengers were surprised to see their desired gifts appeared on the treadmill. Of course, everything was filmed and viewers could see children receiving toys and amazed grown-ups getting televisions or camera. On Youtube, the ad got 200 000 likes and more than 20 000 comments for 40 million views. After this campaign, WesJet sales increased by 86% compared with the previous year.
In 2016, Spotify collected its users’ data to create a funny marketing campaign. The idea was to highlight the strange titles some users gave to their playlist. In a video, some artists played the game and were asked to react about the fact that their song were on a “Play This At My Funerals” playlist. This original campaign generated a positive and worldwide buzz as every user could identify himself with it.
The recognition of Internet and social media as communication tools led to consider new marketing approaches. Far from being based on superficial principles, these 2.0 marketing strategies depend on real psychological levers. Consequently, analyse these levers would surely help brands in targeting audience and their needs.
Why do people express themselves on social media ? What are they looking for through these media ?
What are the reasons they need to exchange ?
Here are some psychological levers a relevant social-media strategy should take into account :
I) Humans are social animals
Humans are a part of society, they are social animals. Consequently, they need to communicate, to exchange on a daily basis. According to Nestor Fernandez Sanchez, psychologist and author, : « Social media break time and space barriers to establish and maintain interpersonal relationships thanks to the exchange of ideas. ». And these connections embody so many opportunities for brands to exchange with potential customers.
II) Seeking fame and need for recognition
Social media offer a new space and new opportunities for people who seek fame. For some of them, being famous on social media naturally means they are also famous in real life. Unfortunately, it can lead to Herostratus syndrome (a 4th-century BC Greek arsonist, who sought notoriety by destroying the Temple of Artemis. His name has become a metonym for someone who commits a criminal act in order to become famous.), one of unintended negative effects of social media. Not everyone wants to be famous, but all of us are looking for signs of recognition by our peers.
Actually, any human needs them, as a cornerstone of self-esteem. And these phenomena are deeply linked to the sense of belonging. According to psychologist Monica Quintana, our mindset is partly connected to the need, as human being, to belong to a community, something bigger than yourself.
« We need to be recognized by others in order to have a good self-esteem.». We try to belong to a group, a community, either explicit or implicit. Getting involved in a community by sharing information, comments, and above all obtaining a reaction from your peers provide a social recognition.
We also like to exchange to show our individual perception to others. Carl Rogers make a critical analysis, saying that our personality is composed of the « True self » and the « Ideal self». Indeed, we increase the chances that get us closer to our ideal self. Here are some practical examples : publicly
support a politician to express your belonging to his movement, follow an artist to show your musical taste or share a funny video to expose your sense of humour.
When setting up a social-media marketing strategy, brands have to keep in mind that they are constantly watched by users and potential customers. In order to generate an effective mutual relationship, the brand has to make the first move and offer a useful, qualitative content. The aim is to
create and maintain relationship with the customer, thanks to recipes, tutorials, or storytelling for instance. According to a New-York Times survey, 94% of users attach great importance to the usefulness of information they share. Consequently, it is the brand’s job to be particularly careful to the content they produce.
IV) Social proof
The social proof phenomenon influences the consumer behavior. Concretely, it is about how many times the brand is named (thanks to comments, reviews, advocating articles …). In marketing terms,
we talk about organically generated stimuli of the brand the consumer faces through his journey on social media. How to maintain the positive impact of these stimuli ? Answer cleverly to both positive and negative comments, thank your follower and engage the community even more.
A scarcity strategy can be truly efficient, as it is based on FOMO (Fear Of Missing Out), common feeling among regular users of social media. In fact, by offering an exclusive content or time-limited offers, the brand take advantage of a potential emotional distress a consumer can feel if he misses
information, opportunities or gifts. For instance, giveaway contest.
VI) Turn to consumer advantage
Finally, a very down-to-earth yet persistent lever is that most of users actions on social media are motivated by the fact that they can concretely take advantage of their engagement toward a brand (gifts, discount codes, etc). A survey shows that 67% of respondent users have ever liked a brand page in order to receive special offers.
To sum up, a social- media marketing strategy rests upon fundamentally human psychological levers and also psychological behaviors intensified by the context of social-media. As a result, it becomes essential for a brand to :
– Understand the psychology of its audience
– Understand deep explicit and implicit motivations of its audience. Why is the user present on this platform? As a brand, how can I fit in exchanges ? What is the specific web navigation path on this specific platform ?
How ? Thanks to analysis, scientific search, brand engagement. It may read tedious, but very helpful to identify an relevant customer persona, customer path to purchase through web navigating