An Overview Social Media Campaigns – VCU Class Week 2

by christinamdick

For the the second meeting of the undergraduate course in advertising that I’m teaching at VCU, we went over social media campaigns. Because they’ll be creating their own social media campaigns,  I took them through some of the ones I created at The Martin Agency and Big River.

We talked through the Gecko Journey campaign for GEICO, and I explained how sometimes social campaigns are created as an extension of a broadcast campaign to create a larger, interactive campaign that amplifies results.

We also talked about Stove Top’s Angry Pilgrims campaign (one of my favorites)

We talked about social listening and bringing a character to life on Twitter.

Screen Shot 2015-09-11 at 11.01.57 AM Screen Shot 2015-09-11 at 11.02.05 AMAnd how sometimes the characters you create cam seem so convincing, the audience might think they’re real:

Screen Shot 2015-09-11 at 10.57.07 AM

 We talked about social listening for research, Sysomos, Radian6, and other common tools used by agencies and clients. Topsy is what we’ll be using in this class for social research.

After class, we discussed this article in our Facebook group. I loved this response:

“I like how this article recognizes that we have to evolve as time continues. Brands that have been around a lot longer are going to fall behind allowing newer brands to take the lead if they do not evolve. It’s smart to pay attention to what people are saying because ultimately they are giving you what you need to know in order to reach out to them, connect to them, etc. If a brand chooses to ignore what’s being said via the multiple channels, especially on social media, then they are missing out on a huge opportunity. It’s a competitive market, so brands really need to pay attention to the consumer and learn how to connect with them in a more simpler way.”

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