Everyone is talking about how to leverage the social media for the marketing approaches, the mistake that a lot of marketers are making is the social media approaches are the same as the marketing approaches we experienced on TV or Newspapers. The only thing they leverage on the social media is just the "picture" and "video" features on the social media. How to leverage the social media and create an engaging, playful, and informative experience, (and maybe cheap) on social media? Canon and Dentsu Singapore recent work shows exactly how the social media should be use in the marketing field.
- Advertising Agency: Dentsu, Singapore
- Chief Creative Officer: Ted Lim
- Executive Creative Director: Ng Heok Seong
- Creative Director: Jatinder Sandhu
- Digital Art Director: Leah Mababangloob
- Copywriter: Junqi Liao
- Photographer: Jimmy Fok
- Senior Account Managers: Martin Ong, Ryohei Sakai
- Account Executive: Jolene Lim
- Senior Producer: Michelle Tan
- Creative Services Director: Sally Sim
Relevancy, check. Engaging, check. Informative, check. That's it, end of the story, this is exactly how you leverage the social media or Instagram in this case. Don't get me wrong, I'm not saying that everyone should leverage the tag, and caption features to create a zoomable experience on Instagram. My point is, we should learn something from this brilliant approach about social media marketing：
First of all, insight about the product or the service or most importantly your audience. Second, based on the insight, what is the best social media or the channel is the best choice for the approach. Lastly, and also most importantly, how to leverage the features on that channel to create an informative and engaging experience for the audience. Yes, experience. (BTW, the reason why storytelling is so important is because, I believe, the experience it brings to the audiences.)
Forget about doing a showcase on Instagram with the picture of the products, forget about push your notification on twitter and facebook. Yes, that could be a good way to do it, but it won't help if you want to stand out of the crowd.
BTW, new Instagram sucks...I think...