Being flexible and current are two important characteristics to a successful online marketing campaign. The social media landscape is constantly evolving—whether it is the changing of an algorithm, a new feature, new trend, or even the inception of an entirely new social media platform. To run a successful online marketing campaign you must be knowledgeable of these alterations and have the ability to adjust your marketing strategy accordingly.
Adapting to Changing Rules
To understand what a change in “social rules” looks like and how it could be a game-changer in your online marketing campaign, take a look at this recent example. Just a week ago Facebook instituted a change which disallowed requiring someone to “like” your page before entering your contest, promotion or giveaway. This feature, coined “like-gate”, has been a significant factor in online marketing campaigns. In many cases, the main purpose of offering a contest or giveaway is to enhance a company’s social media presence.
In fact, many online marketing campaigns use “likes” as a metric for success. Does your contest now serve a purpose if it isn’t generating “likes”? If not, how can you modify your strategy to accommodate for this?
These are crucial questions in ensuring your online marketing campaign meets its objectives.
In 2013, the states of Alabama, Florida, Louisiana, and Mississippi partnered with National Geographic and Solimar to promote Geotourism development and contribute to the region’s competitiveness as a tourism destination. Solimar pushed forward an online marketing campaign focusing on the Geotourism MapGuide, which promoted the US Gulf Coast States (USGCS) through an online interactive map, mobile application, and print map. USGCS’s first marketing campaign was called “Hidden Treasures” and was designed to demonstrate the MapGuide’s utility as a resource for lesser-known attractions in the region. The mechanism behind this campaign was a giveaway in which participants could win a trip to one of three weekend getaways in Vicksburg, MS; Lake Charles, LA; or Miramar Beach, FL.
In early 2014, radical shifts in the brand page design and user feed algorithm on Facebook forced a shift in how the platform could be used for marketing and engagement. Facebook applications, on which the “Hidden Treasures” campaign was largely built, were sidelined. This meant that apps were no longer a central component in a page’s interaction with a user. As a result, driving traffic to the application was more difficult, entries into the contest were low, and the campaign did not achieve its intended result. This algorithmic change was largely focused to drive advertisers to pay for sponsored or boosted content. To adjust for this, Solimar rolled out a second campaign, “Summer in the South” which was adapted to better thrive in this environment by utilizing Facebook’s pay-for-play services. The adjustment proved successful, driving over 12,000 visits to the USGCS Geotourism website—nearly a third of the website’s 5 month total traffic in two weeks’ time.
Integrating New Platforms
In other instances, an entirely new social media platform may start trending. In 2012, while working on the North American Destination Marketing Campaign (NADM) for Namibia, Pinterest emerged onto the social media scene. Solimar’s online marketing team recognized the captive audience that Pinterest was garnering, joined the network, and adapted their content calendar accordingly. Solimar had to quickly learn the ways people used the platform and then generate content aligned with what was trending. Specific content focusing on recipes and weddings, for example a board for “Weddings in Namibia”, were created. By staying current and on top of trends, a completely new audience was reached.
These are just a few examples of how Solimar keeps a close eye on changes in “social rules” and trends when running online destination and tourism marketing campaigns. Being able to quickly shift to enhance clients’ performance is key to success. To achieve this, a campaign needs to be flexible. Flexibility may be reached through diversification, as seen in the USGCS example. If the USGCS online marketing campaign solely relied on the “Hidden Treasures” campaign, the entire project would have failed. Being current is also extremely important. The NADM’s campaign would not have been as successful had it not been adapted to the social environment and utilize Pinterest. In an environment that is constantly changing, effectively running an online marketing campaign that is both flexible and current will help ensure that your campaign reaches its objectives.