Which bottlenecks need be addressed when using social media in marketing campaigns? My model gives you insight in the potential bottlenecks of your viral marketing campaign.

 

 

  Figure 1. 1. Publish
One could decide to use social media for a campaign (e.g. open house for a University). One of the reasons could be to save on media spent. Be aware one could only do this when onces social media presence is established en when there is frequent interaction with the network. The open house could be mentioned on Twitter, Facebook and/or LinkedIn. A clear call-to-action should be communicated (e.g. hyperlink to registration form). It’s important to publish outside your profile as well. Try to find other locations to publish too. But watch out! Don’t try to sell to much.
  Figure 2. 2. Share
The idea of the model is that your network (figure 1) will share your message with their network (figure 2). This enables you to reach people outside your direct network without enormous media spendings. Your own network also acts as ambassador!Bottleneck: Why would anyone take the trouble to share your message?
  Figure 3. 3. Re-share
Real success is only achieved when a campaign really goes viral. This when your message gets reshared (figure 3) to the network of the network of your network. This creates large exposure with minimal media costs. But… an investment will most likely be neccessary to fix the bottleneck below.Bottleneck: Why would someone outside your network (who doesn’t know you) take the trouble to reshare your message?
  Figure 4. 4. Transaction
All is great of your goal is branding. If not, exposure only doesn’t help you much. There needs to be a transaction (e.g. downloading of a brochure, purchase or registration). But when a message gets reshared a lot it could become difficult for someone who doesn’t know you to find you. So make sure people can still find you even when your message gets reshared (e.g. hyperlink).Bottleneck: How would to direct someone to a transaction (without pushing to much)?
Bottleneck: Why would someone, who doesn’t know you, be willing to start a transaction with you?
  Figure 5. 5. Interaction
Back to social media basics: It’s about maintaining real relationships, based on bi-directional communication. So be sure to interact with the new people, that the campaign added to your network.Bottleneck: Where will you interact with them (which platform)?

 

 

Bottlenecks
There are many more bottlenecks to address in many of the sub processes at each stage. But the main idea is to understand the potential bottlenecks at each stage of the resharing process. A funny video could be all that’s needed for someone to share your message (read my article about great viral examples). A reward (e.g. prize, gift) could also convince someone to share your message. Putting someone in the spotlight could also be a great idea (e.g. a Facebook widget that shows your friends how many trees where planted as a result of each of your purchases at a well known webshop. Who planted the most trees?).

 

 

Feel free to share your social media success below or any comments on my model!

 

 

About the author

Diederik Martens Marketing Operations Contractor

Diederik Martens is a results-driven digital marketer with a passion for B2B and the complex sale. Diederik is a frequently asked speaker and lecturer on marketing operations, marketing automation, lead nurturing, buying journeys, CRM, Predictive Lead Scoring, and marketing technology. Diederik is Marketo Certified and experienced in Salesforce. Marketo honored Diederik as one of the world’s top 50 by naming him to the 2014, 2015, and 2016 Marketo Champion Elite class. In 2015, Diederik was awarded a Killer Content Award in 2015 for his nurture campaign strategy at Quintiq.

Comments (3)

Visitor2
Diederik Martens
16/02/2011

Op MarketingProfs staat een interessant kort artikel welke je ook moet lezen voor de overal strategie. Het artikel heet: “How to Activate Viral Campaigns (or Why Social and Sharing Are Not the Same)” en kun je vinden op http://goo.gl/plqV0

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Visitor2
Diederik Martens
08/04/2011

Nogmaals ter verduidelijking…. Dit artikel helpt je niet met het bepalen en prikkelen van brand-ambassadeurs, je social media strategie of hoe je content op hapklaar maakt….Het artikel is bedoeld om KNELPUNTEN vooraf te kunnen herkennen…..Dus…

Nadat je, op basis van de social media strategie van jouw bedrijf, middelen gaat inzetten voor een social media (viral) campagne kun je aan de hand van het model kijken of je ergens nog bottlenecks hebt die het succes in de weg zouden kunnen staan.

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Visitor2
Internet marketing campagnes
19/10/2011

Interessant artikel, na het aandachtig te hebben gelezen heb ik het ook gelijk naar een collega gemaild! Ik hou jullie site in de gaten, top!

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