IZEA has recently released Social Media Case Study for the first time of its Kmart campaign. This case study shows the effectiveness and power of Social Media Marketing. With the help of social media platform Kmart campaign got huge success. Before I go into details about the case study I want to give overview of Social Media and Social Media Marketing.
If we drive into details about social media. First of all we need to know, what is Social Media?
Social Media: The term social media describes media that is posed by the user and can take many forms. Some types of social media are forums, message boards, blogs, wiki and podcasts. Social media applications include Google, Facebook and YouTube. (source: http://www.batchblue.com/glossary.html)
Next, what is Social Media Marketing?
Social Media Marketing: It’s a marketing process or you can strategy which uses different social media channels to promote product and services. As this Social Media Marketing uses social media outcome is viral.
Just read a blog post written by Maki of DoshDosh—The Importance of Social Media Marketing: Why You Should Learn and Master it.
In the IZEA Kmart Campaign following strategy was taken.
- Connecting with selected A-list bloggers like Chris Pirillo, Jim Kukral, Steve Spalding, Tamar Weinberg, Aaron Brazell, Liz Strauss, Joseph Jaffe
- Beside A-list bloggers hundreds of small bloggers promoted Kmart by spreading buzz
- Leveraged the campaign with the help of other social media channel such as email, Twitter, Facebook, Flickr, UStream.tv, Vimeo etc.
For aftermath result look at the following screenshot taken from the case study,
Through IZEA a Social Media Marketing platform Kmart got a huge buzz through social media platform as well as in Google search result.
As a conclusion I want to add that, campaigning through Social Media Marketing is much powerful than other channels of marketing. Because it’s a socially powered.
Lets go through the case study you will understand the power behind it.
Author Bio:-
Sarbartha Das
Founder and administrator of Espreson Media a Web Design & Development Studio. Tweeting @espreson
Congratulations on creating buzz for the campaign!
But it raised an interesting set of questions. Was there any awareness of or attention to qualitative issues that would support building and/or sustaining Kmart’s brand community?
Is there interest yet in how to use social media to strengthen genuine relationships with the public?
If used only in the limited framework of traditional advertising mindset, the REAL power of this social media is not harnessed. That would be the difference between buzz marketing and relationship marketing. One favors quantity and buzz to support a shorter term goal, while the other emphasizes qualitative connections to support and enhance meaningful relationships (aka brand community) for sustainability strategy.
Thanks for sharing this case study! It was great food for thought.
Whatever you have told is right.
I think every marketing framework whether it’s Traditional Marketing or Social Media Marketing should be kept at it’s definition. Violation is violation. Today if someone violates the inner meaning and power of social media marketing he/she will loose their business.
That’s an excellent point, Yvette! While we at IZEA can help a business to get their brand out there and a conversation started, it is ultimately up to the brand themselves to take over at that point and keep the conversation going.
Hopefully, future campaigns like the KMart campaign will be seen as a tool to help businesses build a stronger online presence and community.
All the Best,
Carri Bright
Communications Lead
IZEA Customer Love
Kudos on the amazing (and stunningly presented case study). Tiny niggle – I wouldn’t call Jaffe an “A-Lister”!
Thanks for this case study. Understanding this case study will help in the proper understanding of social media.
This was very interesting and well written as well as good documented too. As you know I consider myself a network evangelist and are active in a lot of social network, but have a lot to learn and a way to go.
This article was an inspiration though – to dig more into it!
I simply just have to SU this – thanks for sharing your thoughts and knowledge!