COP3 - Research - Social Media Adverts Summary

Social Media Adverts Summary

WHAT MAKES THEM WORK?

From current research in to successful and unsuccessful social media advert along side the essay research, the defining factors to the success of failure of a campaign have been analysed. The range of different campaign all worked slightly different but most followed a similar frame work or idea. As for this outcome to be a successful social media campaign it must follow or consider these ideas.

-INSPIRED ACTION FROM THE CONSUMER, IT GIVES THEM A REASON TO REPOND (links to two way conversation discussed in essay)

-THEN COLLECTS THIS AROUND THE HASTAG (brand set a hashtag, linking the responses together)

-GIVES PEOPLE A WAY TO EXPRESS THEIR VIEW (links to social media new wave of communication)

-A PROMPT/REASON IS GIVEN DESIGNED BY THE BRAND, IN THE FORM OF A POST OR IMAGERY (the audience to not decide to post the content them selves, in all the campaigns the brands have supplied something that inspires action)

-THE CONTENT IS POST BY THE CONSUMER  (as the essay discussed, the consumer is in control on this medium, this is the change from traditional mediums therefore this needs to be considers. in most of the examples studied the consumer gave the advert it's content caused by the brands prompt)

-THE BRAND DOESN'T DRIVE THE POSTS, THIS COMES FORM THE CONSUMER ( On social media the consumer needs to drive ad campaigns, as discussed in the essay with brands commercial agendas can be excluded from the conversation)

-CREATES A TREND, OR A THEME USERS WANT TO JOIN (the user has to want to join in, this related to the theory of reflective practise as users want to share their stories)

-GIVES A MOTIVE TO POST EG BE IN THE ADVERT/WIN SOMETHING (many campaigns gave the consumer . reason to post, to be in a advert or to have their content used this drove them to post more as they felt envolved)

-UNITES PEOPLE, VIA THE INTEREST IN THE BRAND (campaigns allows people to see and communicate with other with the same view)

-IS ABOUT BUILD BRAND AWARENESS RATHER THAN SALES, GETTING THE BRANDING ECT OUT THERE INSTEAD OF THE PRODUCT (as discussed in the essay earlier social should be driver for campaigns, not sales)

-LESS COMMERICAL THAN TRADTIONAL ADVERTISING (social is about building brand connection not selling one item)

-WORKS ON THE MEDIAS, USES THE BENEFITS EG THE ABILTY TO SHARE VIDEOS (all the campaigns successful integrated  with their platform, the benefits to be effective)

-CROSSES MEDIA PLATFORM ( as studied in the essay,  cross platform adverts are seen as the best, as they target social large audience but have traditionals trust and audience connection)