Recently, I fell to a social marketing campaign on Facebook. I decided to submit my comment to a company's Facebook post and to my surprise, I was selected as a winner.
In about an 8 hour period of time, they had over 300 submissions. Not bad, I thought, but immediately, my mind went to:
"What value is this company actually driving to the organization?"
Are they driving more leads or more clients - I don't think so, because the prize were tickets to another venue. They did see a good amount of interaction on their fan page (hypothetically, those are existing customers). But what value did they get sharing this user generated content of great real life stories to existing client who are theoretically already bought into the company's offering.
From my perspective, the goal of this campaign should have been:
"use existing customers testimonials and stories to as content to fuel search
engine results and ultimately drive new leads and ultimately grow their
customer base."
Ultimately, engage the old while gaining some new. Now, don't get me wrong, I was very excited to have won the contest, and impressed by the efforts that companies, especially this one, are taking in their social endeavors, but we always need to be looking for ways to grow our business, no matter how big or small of an organization.
In about an 8 hour period of time, they had over 300 submissions. Not bad, I thought, but immediately, my mind went to:
"What value is this company actually driving to the organization?"
Are they driving more leads or more clients - I don't think so, because the prize were tickets to another venue. They did see a good amount of interaction on their fan page (hypothetically, those are existing customers). But what value did they get sharing this user generated content of great real life stories to existing client who are theoretically already bought into the company's offering.
From my perspective, the goal of this campaign should have been:
"use existing customers testimonials and stories to as content to fuel search
engine results and ultimately drive new leads and ultimately grow their
customer base."
Ultimately, engage the old while gaining some new. Now, don't get me wrong, I was very excited to have won the contest, and impressed by the efforts that companies, especially this one, are taking in their social endeavors, but we always need to be looking for ways to grow our business, no matter how big or small of an organization.
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