10 Things I learned at IABUK’s Social Shakeup

A couple of weeks ago, I was at Social Media Week London and one of the most exciting events that I popped along to was the Internet Advertising Bureau UK’s Social Shake Up!, showcasing some of the best social media campaigns this year from the managers behind them. Up first was Martina Mattioni of TMW talking about their Vanish Gold Oxi Action Influencer Challenge, followed by Nissan Pulsar, ‘Drive On Another Level’ presented by Alex Jeffries at MRY (now Lost Boys UK!). Simon Carr of M2M taught us all about Paddy Power’s #rainbowlaces next before Paul Snoxell of Partners Andrew Aldridge had us in stitches with Heck’s Pimp that BBQ competition.

iab uk social shake up smwldn

I have identified what I think were the Top 10 Takeaways from these presentations and listed them here for you (‘cos I’m nice like that…):

1. A Social Influencer is “Someone who is an expert, or is passionate about a subject matter and has a network of people who want to listen“.  This is a definition presented by TMW, and I agree.
2. 92% of global consumers trust earned media over traditional media. What this essentially means is that someone with earned online fame is more trusted than an article in a magazine or a piece on a television show.
3. Bloggers can create amazing original content for brands – which you can reuse as your own! Yay – big up the bloggers!
4. K.I.S.S. Keep it Simple Stupid – MRY for Nissan said they could have made their campaign a lot simpler in order to ensure people followed it through all the way to the end. M2M kept it super simple from the beginning for Paddy Power – it’s a hashtag with a good plan and content behind it, not a hugely technical piece, but it worked.

simon carr m2m paddy power rainbow laces campaign

5. Getting behind a cause and knowing it will work is a great start to a new campaign. After the success of #RBGF (Right Behind Gay Footballers) the year before, Paddy Power knew how to improve upon what they had originally set out to do and made a much bigger impact with the (slightly more mainstream) #rainbowlaces.
6. It’s not just about creating a hashtag – adding a PR/endorsement angle can really help too. For example, #rainbowlaces was endorsed by the entire Arsenal football team who made fun of themselves, which was amazing content for engagement and sharing. (e.g. Theo Walcott saying ‘I can’t help that I look like Lewis Hamilton but I can…‘ etc.)
7. You can expect some organic growth. You can attract brands when you have the public get involved. Something amazing happened when #rainbowlaces launched. Members of the public started calling on their favourite brands, not currently supporting the campaign to get involved. This meant that although initially 30 brands signed up, this number almost doubled with other brands jumping in on the rainbow fun with social media content.
8. Have a full social media strategy on the day of your campaign launch. M2M made sure that Paddy Power community managers were in touch with each partner brand’s community manager to ensure brand-to-brand strength in an organic – but not forced – way.
9. Jump on an already publicised event if you have a short lead time. National Barbecue Week fell at the perfect time for PAA to quickly and effectively launch Heck’s sausages’ Pimp that BBQ competition, pulling in the one-and-only Tim Westwood to be the face of an amazing Instagram video campaign.
10. Social campaigns don’t come for free… Ok, you can launch a basic campaign on Instagram and get people to share pictures with a hashtag, but if you want to go big, you need to pay for it. PAA convinced Heck to part with £20k for to invest in some decent seeding for the campaign videos and placements.

Got a favourite tip? Anything resonating with you?