The Social Media Club of Dallas staged its annual Social Media Showcase this week, allowing marketing specialists to highlight how they used Facebook, Twitter, blogs and videos to solve business problems for clients. And while the event is geared towards other social media marketing pros, business owners still trying to figure out how new media fits into their strategies would have also benefitted from hearing about these compelling case studies.
A lot of great information was presented during the Showcase – blog fodder for more than one post, as it happens. In this instance, I wanted to highlight the evidence I heard about online video becoming more and more important to social media marketing strategies.
Radio Shack and Chevrolet made extensive use of video during their respective campaigns discussed at the Showcase. For Radio Shack, it was an attempt to boost its used electronics trade-in program, Trade-&-Save. Chevy, meanwhile, had it sights set on brand awareness at the recent South by Southwest Festival in Austin.
In the case of Radio Shack, its agency Weber Shandwick reached out to technology influencers as both partners and for distributing news of the campaign. “This was incredibly video-focused,” said Weber digital supervisor Alyssa Gardina. “We needed to make sure that video content got shared. We had influencers posting about how much fun it was to work with Radio Shack” on its Trade-&-Save program.
Gardina says that may be because her team stayed in contact with those tech-savvy bloggers/vloggers. “When working with influencers, don’t just film the video and leave. Follow up with comments on posts, let them know you’re listening. You’re building a relationship with them.”
Chevy was out to steer more younger drivers to its brand, said Miker Stovall, Senior V.P. for content at Fleishman-Hillard. Keys to accomplishing that? Create unique SXSW experiences for attendees and provide lots of content, including exclusive content for those not able to attend.
“We had 90 pieces of original content” during the 10-day festival, Stovall said. “And I know you can define that a lot of ways, but this was mostly videos. That was our heavy lift there. We were producing video content around the clock.”
The result? 41,000 new Facebook fans (“more than 4,000 new fans every day of the festival”) and half-a-million views on Chevy’s SXSW content hub. Stovall’s simple mantra for content strategy: “Be useful, be entertaining or be ignored. If you can be entertaining to the people who can’t be at the festival, then you can’t be ignored.”
Coming Monday: how a Dallas-based pizza business – NOT one of the big national chains, mind you – used social media to give back to the community.
Did you attend the Social Media Showcase? Are you seeing more use of video in digital campaigns for big and small brands? Please share your thoughts in our Comments section.