By James Reichert Half-way through November already? Time certainly does fly…especially in the fourth and final quarter of the year. By this time social media marketers have already began brainstorming what may be their last big push before the end of 2013, their “holiday campaign.” This is typically a very busy time of year for brands on social media since 65% of shoppers use social media platforms to find the perfect gift. There are a number of things that each respectful person on your social media team should keep in mind as they prepare to ring in the New Year with a buzz-worthy initiative that will stand out among the plethora of holiday campaigns.
Here are three ways you can help your brand stand out during one of the busiest times of the year.
1. Think outside the (gift) box.
Simple click to enter contests will certainly get lost in the fold during the holiday season. Sure “plug and play” campaigns could be an easy alternative for brands that have a low budget and want to do something. However, a brand that wants to become a “leader” needs to think big and execute - to quote Steve Jobs, “Innovation distinguishes between a leader and a follower.” A great example of this is a brand that is usually known for their spring offering, Peeps. Peeps embraced the holiday season last year and took an “unorthodox approach” to their Peeps Offering campaign by allowing fans to share comical e-cards across different platforms. The app lived on their Facebook page and allowed users to share an e-card or create their own, the three user generated cards with the most votes were deemed winners.
2. Add a little gamification (to the holiday punch).
Adding components to your holiday campaign that incorporate gamification can result in an increase in engagement across the board. According to report in 2012 by M2 Research, “Vendors claim that gamification can lead to a 100% to 150% pickup in engagement metrics including unique views, page views, community activities, and time on site.” Getting fans to continually revisit your page and take part in your campaign to see where they stand in a “competition” can give your campaign the added boost it needs to become buzz-worthy.
3. Get in the spirit of giving.
The holiday season is all about showing appreciation and spreading joy. What’s a better way to spread joy then giving a consolation prize? The way you follow up after your campaign could have a lasting effect on your fans. Now, you don’t have to send everybody a special gift just for entering (although that would be nice) but you could give something they will value. For example, if you’re an e-commerce brand an exclusive flash sale would be a great way to entice your fan-base to come back next time and enter your campaign the next time around.
Have you ever entered a holiday campaign? What to you makes a campaign memorable? Let us know in the comments below!