CHAPTER 2: SOCIAL MEDIA CASE STUDIES
Sometimes, the best way to learn things is by trial and error. Often, learning also takes place from observing others. The same can be said for social media. If you want to create a social media campaign, one of the first things you should do is some research. This research is required to find out what kinds of social media campaigns have brands, and companies conducted, how they have used the different types of social media as well as the best practices employed to get their message out to the masses. In this chapter, we will look at a few examples of how some businesses have used social media marketing to get their brand name out to the masses, increase sales and just connect with their audience:
Bath Ales, a premium ale brand in the UK took to Twitter to conduct a campaign that ran from October 2010 to January 2011. Their objective with the campaign was simply to reach out and connect with their audience, especially loyal and long time fans of the ale. In this campaign, they urged Twitter users to tweet when they were drinking any of their ales and in return; Bath Ales would tweet back a thank you. This personal touch resonated with their audience and followers of their audience also drank the ales and twitted to Bath Ales. Sales increased by 56% during this period compared to the same time the year before when no social media activity took place. The cost of this campaign- low. The ROI received- impressive!
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