Jaw-dropping social campaigns are no accident; they're the result of an intentional, strategic framework that's both scalable and accountable.
Check out any marketing publication and you'll probably see a version of the same thing: "SUPER AWESOME SOCIAL CAMPAIGN DOES SUPER AWESOME THING."
Maybe you read the article and thought, "Wow, that's really cool. I wish I thought of that first."
But the reaction more often seems to fall somewhere between disbelief ("How did they pull that off?") and defeat ("I could never build that."). B2B marketers in particular tend to complain the most. We think we're not as sexy or crazy as the rest of the social world - we're no Harlem Shake or Gangnam Style, that's for sure - but that can't be an excuse.
Here's why: jaw-dropping social campaigns are no accident. They're the result of an intentional, strategic framework that's both scalable and accountable. Attaining that "wow factor" isn't mutually exclusive with delivering measurable business results, but it requires tackling the following five steps:
Next week, I want to show you what a campaign like this looks like up-close. Incisive Media and Webtrends (full disclosure: Webtrends is my employer) have teamed up to run a social campaign called #didyouseethat at SES New York. Rest assured this isn't a shameless plug; it's an invitation and a promise of transparency. After the show, I'll be back here telling you how we built the campaign, how we measured everything, and most importantly, why it did (or didn't) work.
After all, as B2B marketers, we're all in this together. It's time to be the new cool - the kind that delivers big-time business results at the same time.
B2B image on home page via Shutterstock.
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!
John Lee is Manager, Brand and Social Marketing at Webtrends. In 2012, he was recognized by PR Daily for creating both the year's "Best Branding Campaign" and "Event of the Year." Follow him on Twitter @lee_john.
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September 30, 2014
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