What would you do if you were handed hyper-personalised service, and given branded gifts on your next flight?
You’d tweet about it; tell the world about how you were made to feel like royalty, won’t you?
In 2011, Royal Jordanian Airlines invited 20 of Jordan’s top bloggers and influencers to meet on-board for the launch of the airline’s A320 aircraft. This was a campaign to raise its social media profile in the region. While on board, the crew handed out gifts, Royal Jordanian pillows, and other branded goods to all the 20 guests, demonstrating their onboard and in-flight services. Although aviation regulations prevented the aircraft from actually taking off, the campaign was a success, as the guests – bloggers and influencers generated 1,500 tweets during the event.
Six years later, in 2017 the Airlines picked up several awards for its engaging, hilarious, and relatable tweets about the US elections post, kicking off a new communication approach.
What Royal Jordanian Airlines achieved in terms of growth from these two very different but daring social media campaigns can be replicated. Marketers need to tweak the strategy to suit their brand, and success is guaranteed.
Five Ways to Boost Your Social Media Marketing Strategy
1. Enhance engagement with Nametags on Instagram
Instagram’s Nametags are quite like handing someone your business card, only online, and through social media.
For example, to generate a more one-on-one connection with visitors at a networking event, marketers can get visitors to follow the brand on Instagram. Instead of exchanging a business card, or waiting for them to connect with the marketing team through email, marketers can ask visitors to scan the brand’s name tag QR code on Instagram (See image on the left). The code can also be printed and shared as a business card. Your clients can then connect with you via their in-app camera which will scan the code and take them to your Instagram account.
2. Use personal profiles for business interactions on LinkedIn
Almost all businesses have a company page on LinkedIn. LinkedIn is the most popular social media network for content marketing among B2B marketers, a study from the Content Marketing Institute found. Ninety-four percent of those surveyed said they use the platform to distribute content, followed by YouTube at 88 percent, and Twitter at 87 percent.
However, people like to engage with other people, and not necessarily companies. Marketers can use personal profiles, as well as company profiles to engage and interact with customers and prospects. Use your profile to interact with your customers.
One way to do that is by sharing relevant original content on LinkedIn using relevant hashtags. Marketers can also tag the company page on the posts and use it for gauging customer interest.
One of the best examples of Google’s LinkedIn page. It shares the latest news and trends about the tech giant. There are posts about employees, Google’s workplace mission, and tech topics, and the likes. Even the affiliated pages under the Google Umbrella, like G Suite, Think by Google, Google Cloud, and others deliver industry expertise, often in snackable content forms like infographics.
3. Use Twitter to talk about your pet
Okay, maybe not your pet, which should be a more personal project of yours. You can create more engagement using user-generated content (UGC) by following the downloadable Twitter Marketing Calendar.
Like Royal Jordanian Airlines, businesses can also use Twitter to engage with their followers through humour and endearing posts.
Dropshipping platform Oberlo, a B2B company targeting new entrepreneurs and small businesses, regularly tweets content which is a healthy mix of education and motivation (See image on the right).
4. Use Facebook to manage interactions on both Instagram and Facebook
Earlier customer service executives had to shuffle between the two platforms – Facebook and Instagram – to interact with customers and solve their queries. Facebook recently announced that Page admins on Facebook could also respond to their Instagram Direct Messages through their Facebook Page inbox.
5. Get more listeners for your podcast through Instagram
Instagram allows brands to post about their podcasts on their company page. Share bits and parts of the podcast on Instagram, either through pictures, videos, or audio clips.
My Creative Empire Podcast highlights meaningful quotes from their podcast interview on Instagram (See image on the left).
These images and videos can also be cross-promoted by tagging the guest in the post and sharing it via Twitter and Facebook.
Be At the Right Place At the Right Time
Every marketer must know the right format to be applied for the right platform for their brand. What works for Facebook, may not work for Twitter. A popular hashtag on Instagram might be a dud when it comes to LinkedIn.
Most importantly, don’t try to be everywhere. Find out what platforms work best for the content your brand has, and use that to your advantage. For example, a vertical video will do wonders on IGTV, but it may not work for a brand on YouTube.