The social media marketing landing page - YouTube and Twitter!Got a high email click through rate, what now?
Here's an example of a campaign that's still in the pipeline (a few days from now till launch! & already gathering interest on social media). In the stock photo space there's a lot of "click to see this new gallery" type emails inundating the same audience (likely the same emails) over and again. So we really had to think of something a little left of field to get noticed.
Shout it out - NOT
Best to avoid the the whole interruption marketing thing - the whoever shouts the loudest will be heard approach (which doesn't really work online anyway). Try instead to make people curious, give them authentic (non-bias) information or make them laugh...
The point is to be on your visitors' side. Don't try to win the argument with 100 points on why you're the best, instead be a guide - you want people to conclude things about your products and services on their own accord, making them leave your site as an advocate of your brand rather than leaving at point 5 afraid of the other 95 points they'd have to endure.
Back to the landing page... You'll notice the text about we're "trying something different... let us know what you think.." etc. This is intentional - there's no point confronting visitors especially if your asking for comments - we want to be on their side and interested in their opinions. Shout "WE'RE SO GREAT" and you're bound to get a lot of people wanting to tell you the opposite - that's just a natural human compulsion to keep things balanced.
Doesn't a YouTube logo dilute your branding
We might also ask: "Doesn't the TV set logo distract us from the advert?" The truth this we're so 'branded' by brands all those nice little logos just fade into the background. The important thing is to provide something that engages people - a logo will not engage someone, most people won't even notice. But if you engage someone, you connect with them on some level that has relevance to their daily lives, then your little logo will start to look a lot "bigger" and might even get a click!
YouTube is a medium in itself, its a medium that speaks words like: social, quirky, new, experimental, young, authentic etc. So hence the choice of this medium. You will also find it on the email, again as a way to illicit clicks: http://monsoon.cmail1.com/t/r/e/hrziy/l/
And the Twitter thing…
It’s important to make it easy for users to share online content the way most people do this nowadays - using social media. The Add-This or Gigya plugins are most common - users can select from a huge range of social media sites to share the given page’s content. Although, the stats I’ve got points to the fact that the more sharing options you offer, the less likely people will share particularly if you require them make multiple clicks… Best to pick small number of sharing options most relevant to your users and make these obvious and as clear as possible (while not being too obvious to distract from the main message)
So on this example we’ve got a clear Twitter share option extended to function like a blog comment. It’s using Twitter search and updates with a little server side scripting. Not perfected just yet but its running well in bare bones. The idea here is to give a sense of community – it’s not the point worrying about baring you business to potential negative comments (there’s no moderation here) – if the content is half-decent a few negative comments will likely fire people up for more discussion – that’s really more online exposure!
On this note as this campaign is not out yet, get your comments in as in a few days an email is going out to 100k plus global list of ad agencies / design houses / corporate marketing teams – a good way to get your twitter profile out to the world! http://www.photolibrary.com/marketing/Monsoon/MonsoonImages.html
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