The key to effective social media marketing tactics is to develop genuine, meaningful relationships with your followers/friends. Some business are aware of this, yet continue to shoot out mindless chatter about new products or upcoming events because they’re not sure how to deliver a more valuable or engaging message.
So what works?
Through designing campaigns around check-ins, companies are creating awareness and attracting and engaging their fans.
Facebook Places, for example, is location-based like foursquare and allows friends to share where they have been. It was launched in August and is quickly becoming an impressive marketing tool for businesses.
In Australia, for example, Onitsuka Tiger by Asics launched a popular awareness campaign for Sydney Bicycle Film Festival using Facebook Places. Over this 4 day festival, there were 10 designated check-in points which were featured as ‘Onitsuka Tiger Check-in Points.’ For a chance to win a souped-up bike and Onitsuka Tiger goodies, contestants had to check-in to 3 of the 10 points then answer a question on the Onitsuka Facebook wall.
Their results? 50% of the event’s attendees checked in as soon as they arrived.
Another great interactive awareness campaign using Facebook Places was launched by the Westfield Valley Fair shopping center of Santa Clara, CA. The goal of the campaign was to bring bodies into the mall and to promote its stores. In exchange for checking in, shoppers receive 15-30% off coupons to specific stores.
Westfield reported their campaign to be successful and currently have over 4,000 check-ins.
These types of campaigns are effective because they’re interactive and reward their participants. The means of using Facebook Places and prompting your fans to go to various check-in points provides a sense of adventure, while placing incentives behind your social media campaign gives your customers a purpose.