Can social media deliver? It already has for AxiCom…

So social media isn’t worth bothering with? It’s a poor time investment when it comes to delivering tangible results? That’s what I’ve heard from a number of senior creative and marketing professionals, albeit off the record.
 
Sometimes I see their point. But I’ve always countered that my instincts tell me social media marketing is a more about finding the right thing to say, and the right way to say it.
 
Sure, it’s not necessarily right for B2B printer cartridge sales. But it can be the ideal vehicle if you’re talking to consumers or specialist interest groups and you’ve got something valuable to offer.
 
It’s free and has the potential to be perfectly pitched. It can go viral in a couple of clicks. And done well, it can be an opted-in conversation with some of the most difficult to reach target audiences out there.
 
Big claims... but is there proof?
Actually, yes. A B2C promo we’re currently running for a major mobile network and handset manufacturer, in partnership with tech PR specialists AxiCom.
 
Targeting a tricky demographic
The promotion takes the form of a competition that takes a (really rather nice) new pay-as-you-go handset out to the 18-25 female market.
 
The clients were already keen on making a fashion connection, and had decided to offer some great prizes – 5 x £500 bespoke designer handbags, plus internet handsets to match – but needed to spread the word.
 
Conversing in the audience's natural environment
The PR angle was well in hand by the team at AxiCom, so we set about making the most of the competition itself – and considered how social media might raise its topical head.
 
By considering the audience's online behaviours and encouraging sharing using Twitter and Facebook, we increased uptake by 150% in the first three days. On day three, we had 259 entries, 40% from direct traffic, 28% from Facebook and 25% from Twitter.
 
The results
By day seven, the competition microsite had received 1,679 direct visits, with 1,100 competition entries.

Interestingly, the spread traffic had become viral – 17% from Facebook, 15% over Twitter and a huge 30% from the forum moneysavingexpert.com – that adds up to 62% of the overall entry. The remaining entries arrived as direct traffic.
 
What happens next…?
The competition is still going strong, and you can take your chances by entering here – but one thing’s for sure, I’ll be watching this space to see if social media keeps on delivering.
 
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Words – Ray Morrow
Pictures – Sue Woodhead