How to drive a successful social media campaign

There are a lot of companies trying to get traction in the social arena these days – and most will fall short. Stanford GSB professor Jennifer Aaker, in this Entrepreneur Thought Leader Lecture, given at Stanford University, discusses some ways you can stand above the crowd, using the methods of Team Sameer — a successful social media campaign to find a bone marrow donor for a man with leukemia – as an example.

The steps:

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Focus: Hand pick small audiences that will have a positive emotional reaction to the campaign you’re pushing.

Grab attention: The more you remove barriers for the audience to help you, the better your chances. Breaking those down, in fact, is possibly more important than encouraging action on their behalf.

Engagement: Humans aren’t set up to understand logic. They’re set up to understand stories. Want to hook an audience? Talk to it, not at it.

http://ecorner.stanford.edu/swf/player-ec.swf

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