In my previous post, I talked about how hashtags are an important part of the real-time marketing mix. This got me thinking, and I started looking at various content wins in the Raidious portfolio, only to discover a great example where we didn’t use hashtags effectively, but still won.
When Ben Affleck was named the next Batman, the Internet exploded with conversation. The Raidious team advised that our client Bass Pro Shops might effectively take part in that conversation by suggesting that Uncle Si from “Duck Dynasty” might be a better choice for the job. “Duck Dynasty” is a merchandising partner with Bass Pro Shops, and sure enough, when we posted our idea, the audience responded. The social post delivered 20,000+ shares in less than 24 hours, and it helped Bass Pro double its newly created Bass Pro Shops 1Source Facebook audience.
This post is also a great example of how amplifying an awesome piece of content to a larger audience will help you get the most out of it. We didn’t need to use paid media to boost this post, but we used an equivalent: Bass Pro’s main brand Facebook page has more than 2.8 million fans. Using that page to share and amplify this particular piece of content put it in front of potentially tens of thousands of fans of the brand. Many of these fans decided to like the Bass Pro Shops 1Source page as well, and furthermore, they then shared the post with their OWN audiences.
You probably don’t have the luxury that Bass Pro Shops 1Source has, with a 2.8-million-fan-audience-big-brand Facebook page to help you amplify your best content. That’s why you need to back up your owned media strategy with effective paid and earned media strategies.
If you want to build effective owned, earned and paid media strategies for your brand marketing, contact Raidious today.