The Facebook ‘Dislike’ button – Is animosity inevitable, or does Mark Zuckerberg have a a bigger purpose?
Having scores of fans on a brand’s Facebook page, generating a huge number of followers on Twitter & creating a big buzz about the campaigns across all social networking sites is a common trend today. So much so that all companies are now spending more time and allocating large budgets to spruce up their social networking channels, by painstakingly building their brand’s fan following. But is social media marketing only about building more fans online? If measuring Twitter followers and Facebook fans is a worthy marketing goal then it’s only as good as the business purpose behind the social effort. Rather than just focussing on increasing the fan following, the real business goal of social media marketing should emphasize on how to use these fans to bring measurable business result.
Enterprise social media conducted a campaign for 6th Street Yogurt on May 3rd 2013. The campaign approach highlighted the importance of looking at social media marketing beyond creating a buzz, and how it can be a cost-effective marketing tool for businesses to achieve both short and long-term objectives.
About 6th Street Yogurt
Launched in February 2012 as the only frozen yogurt store of South Mumbai, 6th Street Yogurt has already emerged to be one of the most loved joints of its kind. Located at the heart of Breach Candy, the flagship store been wowing yogurt and fruit lovers with its eclectic variety of flavours and numerous toppings. After selling premium quality Yogurt for more than a year in Mumbai, 6th Street Yogurt opened its second outlet in Shivaji Park and followed with the 3rd in Colaba.
Campaign name – #WhatMakesColabaDifferent
Objectives of the campaign
1. To create awareness about the new store launch in Colaba
2. To encourage footfalls at the new store and to enable product sampling
What did we do?
We created the campaign name #WhatMakesColabaDifferent that was kick-started on May 3rd 2013. The campaign was set in motion across Facebook and Twitter at the same time. We used promotional updates in order to create awareness among the existing fans on Facebook while Twitter followers were alerted through promotional tweets. With the help of targeted Facebook ads we were able to interact with a large fan base on Facebook. And on twitter we aimed at greater interaction by using relevant hashtags and keyword tracking.
Those who participated in the campaign on Twitter by answering a simple question; #WhatMakesColabaDifferent were directed to an interactive facebook application. This application facilitated in collecting their contact details, after which the participants were asked to click on the download coupon tab to claim their free yogurt. The campaign was closed on May 9th 2013.
How we met our objectives
1. To create awareness about the new store launch in Colaba – Our promotional updates on ‘Guess the location’ (places in and around the Colaba store) paved the way to generating awareness about the store location.
2. To encourage footfalls at the new store and to enable product sampling: The opportunity to redeem the free yogurt coupons attracted a large number of visitors to the new store and also achieved product sampling.
Cost-effective and immediate business results
Apart from increasing the number of fans on Facebook and followers on Twitter, we also brought measurable business results for 6th Street Yogurt – that too by decisively refuting the argument, “You have to invest a lot of money to make more money.”