I’ve been told that big things come in small packages: iPhones, wedding rings, a piece of gum (well that’s a big thing for me!), just to name a few. But what if I told you that your largest ROI in social media can come from your smallest idea?
Did I lose you? Okay, good. I know you probably think I’m crazy. After all, the largest returns derive from the largest investments. It’s the way of the world…until, of course, Obermutten.
Until recently you might have never heard of this small, Swiss village–and that’s because it barely existed. With a population of 79 (no, that’s not a typo), the town had nothing to offer. But that all changed when they came up with a small idea for a Facebook campaign.
Obermutten had the idea of giving Facebook fans something no other page provided: the promise of fame. Spending 10,000 Swiss francs ($10,858 in US dollars) on a media campaign, they promoted a promise that if fans “liked” their page, their profile picture would appear on a town bulletin. Seems simple enough. I mean, how big could the bulletin board be, anyway?
As a result of this campaign, Obermutten became the most active Facebook page in Switzerland–beating out Lady Gaga, Coca Cola, and Justin Beiber. They were also able to turn the 10,000 francs that they spent on media into an earned 2.4 million francs ($2.6M US dollars). But the biggest return? The fact that more than 60 million people worldwide are now familiar with the village.
It’s crazy to think that something so small worked so well–but think about it. What does “friending” Lady Gaga on Facebook do for you? Does she “like” you back? Not likely. Does she respond to your wall posts? Again, not likely. Does she go on to write a song about you? Definitely…not likely! (I may or may not know this from experience). So then, what do you get out of your “friendship” with her? Nothing!
Just as companies and brands look for a return on their investment, so do their fans and followers on social media. Being your friend isn’t enough. Fans crave interaction, attention, incentives and fame. When you provide this, no matter your size, your return will always be greater than your investment. It’s that simple.
Still don’t buy this notion? Ask Minnesota’s Best Brand, Creative Memories, a leader in the celebration memory industry. By simply interacting with fans and creating brand evangelists, one Facebook status allowed them to not only beat out 64 Minnesota companies, but also retail conglomerate Target, to claim the title by 81% of the votes.
So what lessons can be learned from Obermutten and Creative Memories when it comes to social media campaigns?
- Keep it simple: A big success does not always come from a big idea.
- Know who you are and what you can offer: No one likes an overachiever. Only do what you know your manpower and budget can handle.
- Keep your promise: If you claim to do something–do it! If you do, you will gain irreplaceable brand evangelists. If you don’t, the troops will rally! (and not in a good way)
- Know your target and give them what they want: Interacting with them will allow you to see what their looking to get out of your relationship.
- It’s not the quantity, but the quality of fans: Keeping your fans happy will do wonders for your brand.
So there you have it. Proof that no idea–large or small, should go unnoticed. After all, you never know where it will take you.