Yesterday I witnessed something pretty special – a social media marketing campaign that (bar a few niggles below) delivered a very strong positive message for Virgin. Virgin did something pretty darn good – and it’s secret?
Simplicity: engage, ask people what the next BIG Virgin idea should be and do a blinking good competition.
All of the various UK-based @Virgin Social Media people (representatives were there from about 18 Virgin companies with twitter accounts) joined at their London Club HQ and worked together in the same room from 10am to 7pm (oh hello, it’s Jelly co-working, corporate-style!), for the first time ever.
They decided to call it a #socialmarathon, the day after the London Marathon (clever). Their main question for the day was hash tag ‘#ifvirgindid’ and they simply asked their followers to say what should be Virgin’s next big idea e.g. ‘#ifvirgindid entrepreneurial scholarships’. They also had @joshbroden pop in for a #teatime chat.
What they did well:
What they could have done better (sorry Virgin, I have an analytical brain):
What amazed me:
As I’ve seen with a lot of other big brand campaigns, I really expected to see a fair amount of negative sentiment from unhappy customers complaining about their poor broadband speed/customer service etc – you can imagine ‘#ifvirgindid decent broadband I would have had an internet connection for the last 3 weeks’ etc etc.
The reality – hardly any negative tweets (can count them on 2 hands), absolutely astonishing. Testament to their overall good customer service maybe?
A huge success for Virgin (at least from the outside looking in – only they know if it had the success – brand impact, reach, ideas generation – they were looking for). There are a lot of big brands out there who should look and learn!
Virgin still have much to do though – they should have FAR more followers on all their twitter accounts and Facebook page for the brand profile they have globally, maybe a case of too many accounts/company products actually diluting its overall power/message?
Personally, I watched & learned with interest; I also found that one of the participating Virgin companies, @VirginBalloons, are Shropshire based so I found a great business to follow!
Did you see any #ifvirgindid tweets yesterday? What did you make of it?