Your social media marketing questions answered
Matt Webster, co-founder and director at creative engagement agency Media Bounty, was the guest speaker at a Cision webinar that took place on 18 November where he discussed ‘What Makes Some Social Media Campaigns So Successful.’
Matt dived right into the topic by giving us an example of a campaign he worked on for his client Palmer’s, the skin care brand, where the aim was to drive awareness for breast cancer through Facebook. ‘On social media it doesn’t always have to be about profit – a successful campaign is about engaging a community, getting them to interact with your brand,’ noted Matt.
He went on to explain how Media Bounty decides which platform will work best for particular campaigns and how and when it can tie in with other branding activities. Monitoring in this case, he pointed out, is key to judge the outcome of previous campaigns and apply the lessons learnt to future projects.
Brimming with examples and anecdotes, Matt discussed how his team manages the planning and execution of campaigns for brands big and small. He highlighted the difference between managing a B2B versus B2C campaign and the steps his team takes to go beyond the brief given to ensure success.
Matt’s discussion generated a lot of interest from attendees who engaged real-time with the conversation by sending in questions and tweets. Below are the answers to some of the questions raised.
If you missed the live broadcast and you’d like to learn more about what was said, you can request a recording here.
Question Time with Matt Webster
Matt: I think that branded content that has a compelling story behind it will be the most effective at engaging audiences. Of course there’s always the ‘big splash’ events that don’t need a narrative (think bloke jumping from space for a certain energy drink brand) but audiences will continue to engage with an amazing story next year and beyond. Q: YouTube or Vimeo as video content hub? Matt: If you’re looking to maximize eyeballs on your latest masterpiece then it has to be YouTube. Not only does the fact that it’s owned by Google allow better organic search but the sheer number of YouTube users is mind blowing and hard to ignore. Q: How important is advertising in social campaigns? Matt: Facebook ads and promoted tweets are important to make sure your key audience gets to see the amazing social media campaign that you’ve created. Q: What’s the primary difference in your approach between B2C and B2B businesses – asides from the platform used? Matt: The approach isn’t that different really. Get to know what the business wants from their project and get agreement of how to get there and then go for it. Media Bounty were recently shortlisted at The Digitals for a Multi-Channel Marketing award and the campaign was B2B the only difference in the process was that the audience weren’t end user consumers. Q: Would you say using videos/video channels is the way forward for social media campaigns now and where we should be heading? Matt: Video isn’t going away and it’s only getting watched more and more by social media users and online consumers in general. As a ‘cable cutter’ myself I have to say that while my traditional TV content consumption is down to zero (unless I visit my mum and dad!) my actual on demand video consumption is on an exponential rise. Obviously I don’t represent everyone but I think it’s a safe bet to incorporate video in your campaigns where relevant. I hope that we’re heading in a direction where we see more awesome video content which is at the heart of multi-touch point and interactive hubs. |
The folks at Target PR summed up the webinar and the interaction it yielded, with this tweet:
Great webinair with @CisionUK and @MediaBounty on #socialmedia and #youtube ..did just have to check out the @DollarShaveClub vids again..
— Target (@TargetPR) November 18, 2014
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