Uncommon Sense No.3
It's rare, it works, and when we find some more, we like to share it.
Paid. Owned. Earned.
Your social marketing strategy is dependant on knowing these 3 little words, and how to use them to get the right response from your audience.
So what are they?
(Click the arrow to find out)
The attention and traffic which is driven to the 'owned' properties comes via a carefully planned media strategy which is paid for. Advertisements are designed to influence a whole mix of end-user actions. It can be costly of course, but without it, driving traffic to your brand pages is nigh on impossible. How would they know where to go?
Successful brands and businesses 'own' pages which are full of rich content and highly active community conversations. It’s busy, noisy, fun and there's lot's to engage users. Without the content though, there's no reason to be there. What's to like otherwise?
What all brands aspire to. A coverage and advocacy that money can't buy. Here likes, mentions, recommendations and shares represent fans who are so engaged in your brand, that they are compelled to share it with the world.
What gets the best response?
- Coupons and giveaways naturally get the most entries and volume. And if it’s good enough - shares follow.
- Trivia, quizzes and competitions generate the most immediate shares. It's a challenge to your friends, and 'picking your favourites' or other campaigns which reveal your personal tastes, preferences and opinions, generate the most earned media.