The role of emotions in social media is a sensitive and powerful one. In the Past, brand marketing relied heavily on identifying a target audience through in house analysis and case surveys to build up the buyer persona. Exercises on brand-consumer relationship strategies sought to pinpoint a definite market. Today you don’t really need such strategies because you have social media. Successful marketing depends on tapping the psyche of a consumer regardless of his status and purchasing capacity.
The role of Emotions in social media marketing is a powerful one. Strategic use of intelligent mediums to tap into consumer emotions can well achieve your desired goals. In such a scenario, a target audience isn’t the main focus. A strong emotive ad on You Tube will be noticed, liked and shared even by a user who may not have the means to purchase, yet has played a part in your marketing strategy. Take a look at the intelligent clever use of social media strategies that play upon the mindset of consumers through interaction, brand identity and relationship
1.Proctor & Gamble for Nike, ‘Thank you Mom’ Campaign
The most powerful campaign that established an identity with human relationships the world over was Proctor & Gamble’s ‘Thank You Mom’ masterpiece for Nike. The campaign strategy was a stroke of genius in focusing on the aspect of human emotions through the mother and child relationship. With one swift stroke, consumers worldwide identified emotionally with Nike.
The superb ingenuity of the campaign with a potential for permanency was again in the limelight as a prelude to the Rio Olympics but it was the original campaign for the Winter games in Sochi 2014 that went viral wining P&G a gold medal for branding. Now advertising itself isn’t the focus here but the power of social media that enabled a brilliant campaign to stand out like a banner hoisted high on every platform. Nike tapped emotions and received the desired response.
Now emotions are driven by quality content. Unless you aren’t providing the right content no one on Facebook or Twitter is going to listen to you. Good quality content is enriched by:
- Photos on Instagram
- Videos, On YouTube
- Blog posts on websites
- Discussion threads on Facebook
- Tweets on twitter
It all boils down to a combination of interactive media. Interaction and emotions in social media holds the key to successful content marketing because it isn’t a formal stage anymore. People love relating to their own experiences that can be portrayed on a variety of different media which together form the crux of your content marketing campaign.
Take for example the American express OPEN FORUM campaign catering to Business owners. A clever use of emotions in social media, It features rich content focused on consumer services, leadership, team building and marketing. Have a look at current trending topics of 2016 and you’ll know exactly what quality content is all about.
- “The key to innovation, it may be simpler than you think” Henrick Werdelin “
- “Snapchat Marketing: Could It Help Grow Your Business?” Glen Stansberry
- “Improve your presentation skills by pitching to grandma” J J Ramberg
3.Maersk Official Facebook Page
Rather than generate traffic through a conventional website, Shipping and logistics giant Maersk actually opened up their own Facebook page as part of a social media campaign in 2011. The strategy paid off in phenomenal ways . How Maersk Line used the power of social media as a business development strategy is a subject of case study across the internet and in universities like Columbia Business School.
It made sense to the strategists at Maersk to use platforms like Facebook and Twitter for generating business not only from large but individual and small scale businesses. Maersk has since then featured on all social platforms including video social media like YouTube and Instagram. On Facebook alone, Maersk has 650,000 fans. Its smart campaign even interacted with users informing of the logistic methods and inviting suggestions for improvement.
4.How Nescafe switched to Tumblr
Like Maersk, Nescafe too recognized the power of a social media platform to do what it should be doing best, consumer interaction. Nescafe’s intelligent insight into exploring unconventional methods of promotion in comparison to conventional websites is a powerful beacon in the right direction for the expansion of social media in the future.
Identifying its correct audience, Nescafe choose the trendier Tumblr which now has 280 million blogs featured on its platform. Tumblr’s unique cross platform blogging concept is a virtual gold mine for social media marketing. It can also be used as an effective medium to gain a high degree of insight on consumer behaviour. Likewise, Nescafe in using Tumblr will be privy to a variety of consumer interaction, preferences, and an incredible amount of metric data to improve upon its marketing strategies.
Human emotions in social media do play a pivotal role in marketing. It is the most suitable medium to provide a base for inviting the desired response to achieve campaign goals.