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Ikea’s clever Facebook campaign

Sweden is known for it’s innovation which not only expresses itself in design, but also in creative campaigns.

Agency Forsman and Bodenfors decided to use one of Facebook’s built in features of “Tagging” to get the word out about Ikea’s Malmo store opening.  First, they created a Facebook profile for the store manager, Gordon Gustavsson. Then, over the next two weeks, uploaded images from of IKEA showrooms to his Facebook photo album.

To generate interest, they provided the incentive that the first person to tag their name to a product in the pictures, won that product !

As people tagged themselves to the pictures, their friends were made aware of the free offering via their facebook news feeds and hence interest in tagging themselves to a new bed, rug or vase spread quickly.

Social Media traffic catches Search

Alan Long, Research Director for Hitwise reports that Social Media Traffic in Australia has nearly caught Search as depicted by the following chart.

Hitwise - social media v search

Top 10 Social Networks in Australia are shown here, dominated by Facebook which boasts over 8 million Australians.

top10sml

The net affect is that companies need more than ever to develop a strategy for Listening and Engaging with these networks so that they have the ability to influence consumers.

Relationships help sell Social Media

It’s surprising giving the hype surrounding Social Media, that it’s still quite a challenge to sell the adoption of social media to organisations.

There are many obstacles that stand in the way of running social media campaigns such as hurdle

  • Risks associated with open conversations
  • Non existant Internal policies covering social media engagement
  • Lack of internal communication of social media engagement policies
  • Perceived lack of metrics
  • Clarity of roles for managing the campaign

Overcoming these and other hurdles requires an ability to understand which obstacles exist and also arming the right people with the knowledge and tools to overcome them.

As Gavin Heaton correctly points out in his post Social Media Experts Run Over By The Cluetrain

“for all the talk around social media (from agencies as well as from independent consultants), very few practice what they preach. Very few proposals or strategies are written with a view towards business – they provide almost no support for the marketers who need to sell these proposals and strategies back into their businesses.”

Whilst the key is to give them reasons and support to overcome the inevitable detractors, the rational needs to be positioned according to the culture of the particular business.

Developing this understanding requires the building of relationships, which ironically many practitioners avoid.
Relationships are a core element of Social Media and a key catalyst for enabling the approval of Social Media campaigns

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