CAMPAIGN CONTENT AN EDUCATIONAL GUIDE FOR SMALL BUSINESS OWNERS ON SOCIAL MEDIA

ALS IceBucketChallenge

Overall: An awareness campaign for the ALS Assocation that became a viral sensation on social

media in the summer of 2014. Individuals were optioned with either donating, or dumping a bucket of ice water on their head and tagging a friend to do the same.

Primary Social Media Channels : Facebook, Instagram.

Why It Worked: The campaign was accessible and fun; an understandable, compelling cause that networked social proof. Gave individuals the option of donating or participating. Celebrity Endorsements. Scaled For Small Business: Collaboration with a local NPO, fun participation or donation- proceeds go toward funding a specific goal, help spread awareness for the cause.

Recommended Likeable Client: CKO Kickboxing- Astoria.

#Bring Back Our Girls

Overall: On April 24th, 270+ school girls were kidnapped in Nigeria and many are still missing.

This campaign led by First Lady Michele Obama encouraged men and women all over the world to make the campaign # their profile picture, share to friends on FBK, IG, TWTR, include a link to the petition on their wall, and share photos presenting the hashtag.

Primary Social Media Channels : Facebook, Instagram, Twitter.

Why It Worked: The campaign was timely, relevant, reactionary to a horrible tragedy.

Scaled For Small Business: Find a humanitarian cause that is relevant to your brand/ business goals/target consumers and participate or execute a small campaign endeavor empowering your audience to participate- outline specific goal.

Recommended Likeable Client: Quality Quilts By Laura

Toys R’ Us #PlayItForward

Overall: To help bring holiday joy to some of the 14.7 million US children living in poverty, Toys

R’ Us launched#PlayItForward a nationwide campaign to benefit the Marine Toys for Tots Foundation

Primary Social Media Channels : Facebook, Instagram, Twitter.

Why It Worked: Toys R’ Us is encouraged customers to donate to the cause, and take photos of themselves donating the toys. Toys R’ Us matched each donation to ensure even more children have a present to open on Christmas.

Scaled For Small Business: For specific holidays, your business can create a small donation campaign, working with other businesses/organizations/NPOs, encourage them to share and document their involvement. User generated content, humanitarian effort!

Recommended Likeable Client: ALL!

Lays Do Us A Flavor

Overall: Lays accounted their second “Do Us A Flavor” contest in 2014- where fans were asked to submit their ideas for the next great Lay’s potato chip flavor by creating a flavor and choosing their favorite for a chance to win $1 Million.

Primary Social Media Channels : Facebook, Website.

Why It Worked: Nationwide support, consumer interaction and integration into the experience, and a strong incentive.

Scaled For Small Business: Include your consumers in the next product you develop, invite them to share their ideas/designs/input. A perfect harmony of consumer feedback and business objectives.

Recommended Likeable Client: CarlaDawn Behrle Leather NYC

Take-Aways

•  Find out what your audience is talking about

–  Be genuine –  Refer a friend

•  Low barrier to entry •  Strong incentives. •  Community support

•  Use appropriate channels (Facebook, Twitter, Instagram, Tumblr) •  Align with humanitarian efforts •  Monitor & Engage