Social media is about so much more than fans and followers. Sometimes the best wins can come from simply paying attention to your audience, caring about what they have to say and then reacting in a courteous and professional way. If you want a community and want to empower positive WOM (word of mouth) marketing opportunities, then you need to listen and react accordingly.
The tone was not super negative, but the person was not very pleased with a malfunction on the cork of his newly opened bottle. We sprung right into action and direct messaged him to get more details regarding what happened.
After some back and forth with him we remedied the situation and we explained that quality control is very important to us. We wanted to let him know he was heard and that the brand cares.
He was very appreciative and thanked us via DM and then went ahead and tweeted out a message letting the Twittersphere know as well. Here we quickly turned a negative situation into a positive brand engagement and forged a deeper relationship with a fan. The WOM from this engagement is also sure to put the brand in a good light with anyone he shares the story with. Mark it as a social “small ball” win.
Video content has really become a must have for any brand that is serious about leveraging social media for their business. It is very important to create content that stands out from the clutter and if you want to accelerate reach and visibility on platforms such as Facebook and Instagram, then you need to get serious about moving beyond still photos and graphics in your content mix.
This video above was created for our client Michter’s Whiskey, one of our favorite clients for obvious reasons. They have unbelievable, award winning products and a very loyal following on social media. Since they are in the spirits business, e-commerce is not an option or part of their digital focus. For them, it is all about reach and storytelling to help them be relevant in a very crowded vertical.
A key metric for success in our engagement, is our ability to earn them consumption (pun intended) of their content marketing. We aim to create simple, yet compelling assets and then get them the biggest bang for their buck when it comes to visibility. They do very well both organically and via paid media on Facebook, because it is a well known and widely appreciated international liquor brand. That being said, they want to really stretch beyond their fan base and get in front of new eyeballs whenever they can.
Here we deployed some paid efforts ($10) to help accelerate the reach and impressions on this particular creative. We targeted users who have an interest in whiskey, bourbon and rye and earned some excellent results. Nearly 15,000 people were reached and 2892 people viewed the video within 24 hours. For reference, their photos generally earn about half of that reach number with the same type of targeting and budget allocation.
Both are important and necessary, but the videos generally add a little more gasoline to the fire…Get involved!