YouTube is an interesting Social Media Platform as it combines many different aspects of the internet. For example, YouTube is a search engine, an advertising platform, a social network, a hosting service and a community site.
From a users perspective, it is simply a website that allows you to watch entertaining and informative videos. The majority of people (including myself) do not visit YouTube to find products or to find services to purchase.
For this reason, it is important for the Marketer who is using YouTube as a marketing tool to harness the nature of the user intent. In other words- create content that will inform and entertain the user and relate your advertisement to other YouTube videos that are relevant to your business.
Social Media is an amazing marketing tool- however, what if your company's account falls into the wrong hands?
This is exactly what happened to Burger King in 2013, when their Twitter account was hacked. The person who managed to access the account changed the name to McDonalds and began promoting McDonalds in a range of new tweets.
By the time that the Burger King Marketing team regained control of the account it was said that the Burger King Twitter gained up to 30,000 new followers.
In a way, I can see that the whole crisis actually benefited Burger King. However, it does raise questions in regards to Burger Kings online Security policies and safeguards.
Again I have chosen to focus on Jägermeister's Social Media Marketing Campaign.
The picture was posted 2 hours ago on their Company's Facebook Profile. The post encourages 'tagging a mate' and also using the hashtag- #Jägermoments.
This post in particular is targeting a few key bases of segmentation.
1.) Psychographic- Divides the market into groups based on social class, lifestyle, personality and interests. In this example it would be fans of Cricket!
2.) Geographic- Divides the market into geographical areas and features. As you can see- Jägermeister is targeting individuals from the country who won last nights Cricket World Cup Final- Australia!
In the short period of time that this post has been exposed it has generated 652 likes and 163 comments
Jägermeister- A German Liqueur introduced in 1935. The name translates to 'Hunting Master'.
In the past the company has relied heavily on marketing through sports and music in the form of sponsorships. Jägermeister has developed an association with European racing teams including Formula One.
In recent times, the company has joined competitors in the adoption of social media as an excellent marketing tool.
The company launched an Instragram focused social media campaign in hopes of building community and awareness of the brand. Their Instagram account encouraged their followers to upload their own Jägermeister themed photos and use the hashtag: #ShowJagerLove. The company offered prizes each week for the best photos shared (shown above).
The campaign has helped increase followers by 63%, generated 67,471 interactions and assisted the company in achieving a massive 3.2 million followers worldwide.
This is officially my first posted Blog!
I will be posting regularly on the relevant topic of Marketing Within Social Media.
My Blog will highlight examples of what I believe to be excellent and also poor uses of Social Media in terms of a company's Marketing campaign. I will be sharing my own opinions on the topic and I encourage you to do the same by sharing your thoughts through the comment section.
In this initial Blog I want to simply break down the meaning of Social Media. You might ask yourself what really is the different between 'Media' and 'Social Media'.
You can think of Media (as in newspapers and television) as being a one-way street. For example, you can watch a television news program but you are unable to communicate back. However, Social Media is termed a two-way street since users have the ability to communicate back and forwards between with one another.
I look forward to posting regularly and hopefully you find this Blog interesting and insightful!
