Avoid “Chameleon” Effect With Your Social Media Campaign

December 5, 2017 / by Shiho Hashimoto Shiho Hashimoto

Chameleon effect

Many companies have started doing special campaigns to coincide with Christmas and New Year season. What do you do to promote your campaign?

Roll it out on social media? Send emails to your contact database?

Chameleon” effect indicates the situation where your promotional content for your campaign blends in with all the other information on social media, and it just doesn’t catch any attention.

So how can you avoid the chameleon effect and stand out from the crowd during this busy promotional season? Here are 5 tips to help you maximize the power of social media to stand out and reach your goals.

1. Listen to the conversations on social media

Social media is really noisy. Everyone wants their opinions to be heard, but no one has time to really listen to others. If you want people to notice you, you need to make sure your message resonates with what people are interested in. So, don't rush into building content. Instead, step back and listen to what everyone is talking about and what is trending.

Check out what people are talking about with the following hashtags:

#christmas
#christmaseve
#santaclaus
#christmastree
#newyearseve
#newyearsday
#newyears
#christmas2017
#december
#home
#christmasevebox

You will start noticing that people frequently use red and its shades as the main theme colors in their photos. Posts related to family reunion dinners, special home decor, and special dishes are starting to flood social media.

Follow your audience’s interests and trend, and create posts that will reach their heart. You might want to be creative and design an image that doesn’t use typical colors such as red and green. Who expects a black dark image in their posts when holiday season is supposed to be merry and cheerful?  It might raise their interest to click your content when you do something slightly different than the rest. But I repeat, the content and the promotion have to resonate with the current interests of your audience.

2. Evaluate your past performance on social media

Check how your social media campaigns performed on social media in the past. What can you learn from the results?

  • Accurate estimations: Statistics of your past performance is a reliable benchmark to estimate possible goals and KPIs for the holiday campaign.
  • Engaging topics related to your brand: Check what kind of content received the most reactions in the past. This will enlighten you as to what you should continue doing or not.
  • Audience group: Are they mostly female or male? Average age? Where are they located? Based on the common characteristics of the majority of your audience, you can adjust your design style, values, and message of your upcoming campaign.
  • Your audience’s sentiment towards your brand: What ignited positive feelings from your past post? Dig deep. When someone perceives a post with overwhelmingly positive feeling, it typically gets shared/retweeted/forwarded, spreading your content to wider audience pool.  


3. Create your own accent mark to stand out

You will face challenges with your campaign if you just follow trends without adding any new innovative elements.

  • Authenticity: Invest resources into creating promotional content that is authentic.
  • New materials: The core concept of your campaign doesn’t necessarily have to be original. You can take bits and pieces of ideas from other campaigns and posts on social media. To turn these ideas to become your own authentic piece, you need to break them into smaller fractions and replace them with possible materials/patterns which are more relevant to your business. (Take a look at Hubspot's "15 brilliant examples of holiday marketing campaign" to see whether you can get any inspiration).
  • New perspective: Many Christmas campaigns usually encourage people to go home to celebrate or cook good food and decorate their homes. What about the others who cannot be at home during the holiday season? What if family reunion happens with the help of technology, such as video chats, etc? Put a new spin to your content to arouse curiosity and bring new breeze in to draw attention.
  • Special offers: Check which brands/products/services got the most positive sentiment during this past one year and use that as your final special offer of the year - in the form of discounts, seasonal vouchers, and lottery.


4. Collaborate with social influencers

Influencer marketing is hot and if you haven’t used social influencers yet, this might be a good time to collaborate with them. With just one post made by a social influencer who connects directly with your target audience, your campaign will go further than you can imagine.  

Before deciding to work with any influencers, you need to create a clear strategy. Choosing the most suitable influencers depends on the goal of your campaign and how well you can collaborate with them. Check out our "6 ways to engage influencers in your marketing campaign part 1 and 2" to learn more about influencers.


5. Measure results regularly

Success of marketing campaigns on social media can be defined in different ways. Some might be considered successful when sales revenue exceeds the target or when you outperform your competitors. Whatever the method, all of these campaigns must be numerically measured, accurately.

  • Conversation volume: Christmas and New Year holiday season is a great time to introduce new products and services, providing new ideas for Christmas gifts. You can also post different kinds of lottery and contest to ignite conversation about your latest product. People have a tendency to brainstorm what to buy as gifts for their loved ones on social media. Engage with those! The more conversation there is during this time, the better.
  • Visibility: Visibility is a critical KPI if you aim to raise brand awareness during the holiday campaign. The number of visibility depends on your follower count, engagement volume (likes, comments, shares, tweets, or retweets), and influencer support on social media.
  • Sentiment analysis: You need to aim at creating an extremely positive sentiment related to your brand/product within the social space. Monitor continuously what is the sentiment of your audience and adjust your message accordingly.
  • Sales revenue: If your holiday campaign is conducted annually, you need to include sales revenue as an indirect but still important key indicator. Social media marketing efforts does affect sales revenue. There is no doubt about that. There are services that show you how your social media programs affect sales revenue - take advantage of that and see how your sales revenue has gone up or down depending on your campaign timing.

 

Consumers are now looking actively for new and innovative ideas for Christmas and new year presents. Take advantage of this time and do something unique. Different. But listen to what your consumers are talking about. Communicate to them in a way that reaches their heart, but stands out visually.

Happy holiday-campaigning :)

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Tags: Brands, Marketing, Social Analytics, Social Media, Social Media Consultation, Demographic Analysis, Brand Ambassadors, Brand Insight, Brand Management, Communication, Big Data, Influencer Analysis, Influencer Marketing, Sentiment Analysis, Social Listening, Brand Visibility Metrics, Trend Tracking, Organic Conversion Metrics, ROI Measurement, Audience Response, Social Media Alerts, Landscape Tracking, Social Media Monitoring, Brand Health Index

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