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Liblog : 9th media

新媒体创意工场 Socal Engage & Digital Marketing

 
 
 

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白名单: 社会化媒体营销:Consumer Generated Marketing (CGM)活动的五种基本形式  

2010-07-15 21:29:02|  分类: 默认分类 |  标签: |举报 |字号 订阅

  下载LOFTER 我的照片书  |
原作者: Rohit Bhargava

http://www.stylez.sg/images/suuport-img/ic-loyalty-img-04.jpg
(上图来源: http://www.stylez.sg/)

1. Reinvent a branded asset. "What's Your Version Of ....?"
品牌资源的重塑造。“您心目中的。。。。是什么样子”

If your brand has been around for some time, you have likely built up some equity and recognition in the elements of your brand. One of the best ways to involve the online population of content creators in your brand is to ask them for help in reimagining something intrinsic to your brand. Folgers did this recently by asking consumers to re-record the famous theme song - "the best part of wakin up, is Folgers in your cup." The resulting finalists were great examples of talented individuals making the brand their own and also helped to remind anyone who watched any of these finalists just how much a part of their own past Folgers might have been.

IMB_FolgersJingleContest

2. Find your dream job. "What If You Were ... ?"
梦想的工作。“如果您是?”

All of us might imagine ourselves reinvented, but the fact of social media is that it can offer many great tools to help you think about the process of being what you want to be. There are a growing number of campaigns that fit the mold of helping you to envision yourself as doing something different, with the most popular likely being Queensland Tourism's Best Job In The World campaign which invited you to pitch yourself as the new Tourism director for a small island in Australia. Another example is MTV's search happening now for the World's First "TJ" or Twitter Jockey. Contest elements there included creating your own hashtag and publicizing it.

IMB_MTV_TJSearch

3. Get rewarded for your creativity. "Submit your creative idea for ..."
奖励创新的脑袋。“请分享您关于。。。。的创新想法”

This may be the most popular form of consumer generated media campaign, where you invite participants to submit videos or photos or stories and reward them based on their creativity. The rewards typically focus on visibility and promotion versus prizes or cash - case in point would be Doritos efforts around the Super Bowl for the last several years where they aired a consumer generated TV commercial during the Super Bowl.

IMB_super-bowl-doritos-ad

4. Share your story, win a prize. "Tell us ... - and you could win!"

晒XX,赢大奖。“告诉我们XXX,您就有可能赢得”

A format that works for just about any brand, this is a combination of a promotional campaign and something that engages consumers by getting them to share something personal in return for the opportunity to win a prize. An example of this type of campaign is one that Bertolli* recently launched on Facebook to get consumers to share what inspires them.

IMB_Bertolli_WhatInspiresYou1

5. Share your idea to get a grant. "Get funded to change the world."

您的观点将改变世界。

In a nice intersection between social good and marketing, there are a growing number of sites that allow you to submit your idea for how to make an impact on the world and get funded. Some are like the Pepsi Refresh project which cross into the realm of philanthropy while others are more focused on connected those in need with those who would fund or vote for them such as the American Express Members Project or DonorsChoose.org.

IMB_PepsiRefreshProject

Are there any other types of consumer generated media marketing campaigns that you have seen which fit another category? Share them in a comment and I will amend this list.



(Liblog: 白名单意为不能被新浪微博接受的非官方认定链接。为分享方便,把一些值得分享的关于社会化媒体的文章通过此博客分享。所有分享的文章均冠之以白名单。感谢D以及其他关键词。)
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