What makes a marketing campaign rooted in Social Media effective and memorable? That's a pretty big question with many factors to consider. We feel there are a few key principles that define any great program.
Here they are. Click on each title for a description:
1. Is it Simple? 
- Straight forward program concept and call to action
- Easy for consumers to engage with the program and/or brand
2. Is it Honest?
- Brand's intentions are clear
- Clear and transparent about participant's relationship and vested interest in the brand and program (spokespeople, blogger panelists, brand voices on Twitter)
3. Is it Branded?
- Program is clearly tied to the brand it is supporting
- Easy to identify the brand responsible for the program and remember it later
4. Is it Social?
- Program taps into real, current and accepted social behavior, attitudes or ideas (doesn't interrupt consumers to broadcast a brand's thinly veiled ideals)
5. Is it Engaging?
- Sparks conversation, adds to or elevates a conversation, energizes a community, or sparks pass-along
6. Does it Connect?
- Program facilitates formation of long-term relationships or communities with passionate consumers, influencers and brand advocates
- Captures individual and community information for future efforts
Most Social Media-based marketing campaigns usually address at least a few of these principles, but the best ones hit them all. We rate programs out of 6 (1 point for each principle applied). Here's what our ratings mean:
Talk to us
Print this page
