Benefits of Social Media Marketing: Told in 10 One Minute Briefs Wins

If your social media marketing feels a bit stale, you might just need to inject a bit more creativity. Simple, right? But what are the benefits of social media marketing?

To begin with, it’s no big secret that we’re huge fans of One Minute Briefs. In fact, as a creative exercise, coming up with a response to a daily brief within a minute is a great way to focus the mind. For example, it helps reduce the fear of failure. And, of course, it allows you to flex your creative muscles. However, beyond the regular creative practice, we also recognise the social media marketing benefits that come with engaging in regular One Minute Briefs competitions.

It All Began with a Social Media Marketing Experiment

Back in March 2019, we set our very own OMB as a social media marketing experiment. Specifically, we wanted the OMBLES to “Advertise the benefits of Social Media Marketing for Businesses and SMEs”. With this in mind, we aimed to use social media marketing, to advertise its benefits and prove its value. Quite meta, when you think about it.

Significantly, the results of our social media marketing experiment were pretty conclusive. Of course, we’d hoped they would be. But to see the impact of our engaged approach on the data was the most compelling evidence of the benefits of social media marketing. When properly executed.

There was an additional side-effect we weren’t prepared for, though.

We were hooked.

Every Business Can Reap the Benefits of Social Media Marketing

Once you’ve experienced the benefits of social media marketing firsthand there’s no turning back. As a digital marketing agency, the spotlight has always been on our clients — as it should be.

However, it’s equally important to schedule time to shine a light back on your business too. So, after seeing the benefits of engaging with the OMB community, and being blown away by their daily creativity, we committed to entering every day as an agency. Firstly, we wanted to keep the conversation going. But, more importantly, we wanted to benefit from regular creative exercise, by responding to a daily brief.

Again, the results have been compelling.

Creativity Wins and Everyone Benefits

We’re in the business of social media marketing and content marketing. We read, research, and keep up-to-date with changes and movements within the industry. However, there’s no substitute for practising what you preach. For this reason, we schedule time every day to engage in creative exercises and social media conversations. By and large, doing so benefits the team, the business, and, most importantly, the clients.

The proof?

Barely two weeks after running our own brief, we won our first OMB. Advertising Lint Rollers.

#LINTROLLERS

And with that, the floodgates opened.

So, here’s a rundown of our first ten One Minute Briefs wins. And it only took us 8 weeks!

#HAIREXTENSIONS

#APRILFOALSDAY

#AFTERSHAVE

#NationalUnicornDay

#PHOTOSHOP (Shortlisted in prize brief)

#MULLETS

#GREENSCREENS

#PHONEBOXES

#InMemoryOfIsabella (Singled out as the overall winning entry)

#BUMBAGS

(The eagle-eyed amongst you may have noticed that there are in fact 11 wins in that list above. Although we’re immensely proud of the memorial we created for Isabella, we felt it important to end our list on a slightly lighter note.)

The Benefits of Social Media Marketing, If You Put in the Effort

In essence, successful social media marketing takes time and effort. So here’s the TL;DR — a quick recap to sum up what we’ve learned from our OMB experience.

  • Firstly, we gained significant insight from our social media marketing experiment’s data, emphasising what we knew all along.
  • Consequently, it led us to participate in One Minute Briefs daily, as a digital marketing agency.
  • As a result, we’ve experienced an overwhelming upsurge in creative output.
  • In fact, there have been other significant benefits to engaging with OMB.
  • Certainly, we’ve made more meaningful connections as an agency.
  • Perhaps more significantly though, as a brand, we’ve become part of a diverse and active community on social media.
  • Our OMB activity has helped increase our following.
  • As a result, we now have regular conversations with a whole new audience.

Generally speaking, isn’t this the benefit of social media marketing for businesses? Real engagement, with an active audience, based on the creative content you post.

However, over and above all these direct benefits of social media marketing, there is a far more important takeaway from this experience. You get out what you put in.

So, if you want your creativity to skyrocket, then schedule time to take part in creative exercises and activities.

If you want social media marketing to work, then make sure you’re engaging with people directly across your platforms. Indeed, conversations are what matter most on social media.

Significantly, the benefits will become apparent in a matter of weeks.

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Eden Blue Sparkling Wine: A Social INK Takeover

Ever had blue sparkling wine? We hadn’t either, before Eden. It’s not often that you get to work on a premium brand. Likewise, it’s even rarer to be given the opportunity to launch a campaign or a channel with a premium brand. But here we are. Taking over social media for Eden Blue Sparkling Wine.

As a digital marketing agency, working with brave brands gets our creative juices flowing. Consequently, after a few conversations with Aymeric Bruneau, founder and creator of Eden Blue Sparkling Chardonnay, we were all excited at the prospect of doing something creative with his brand.

Getting Creative with Eden Blue Sparkling Wine

So what does a social media marketing takeover involve? In short, we’ll be looking after Eden’s social profiles for a week, creating unique social media content for Instagram, Facebook, and launching their brand new Twitter account.

But that’s just the tip of the ice cube in your cocktail glass.

Before getting creative on social media we had to spruce up the home of Eden Blue Sparkling Wine. Firstly, in preparation for our takeover, we defined and established a tone of voice for the brand and refined the copy on the website to match it.

For a product and brand as unique as Eden, it was important to present the narrative behind the blue sparkling Chardonnay and its creator. Most importantly, we had to position it carefully within a busy marketplace by leveraging the power of Eden’s USP.

New copy. New imagery. A faster and simpler UX. The foundations are in place for the relaunch of Eden Blue Sparkling Wine across social media.

Social Media Marketing Campaigns for Eden

How do you relaunch a brand or product? By drawing a line under what came before, and starting with a clean slate.

To begin with, each social media channel will count down to the relaunch. In effect, the new branded graphics, in line with the ToV for Eden Blue Sparkling Wine, will set the stage for the week. A week that we’ll kick off on Monday 13th May with a One Minute Briefs competition and special offer code. A week where we will use careful hashtag research, to engage in targeted conversations across social media.

It’s going to be full throttle. It’s going to be intense. But, most importantly, it’s going to be fun and creative. And that’s what every digital marketing agency aspires to.

Given the freedom and the trust to look after a brand and take it in a new direction is a digital marketer’s dream. As far as social media marketing goes, a product like Eden Blue Sparkling Wine has all the right attributes for exciting and creative visual campaigns.

Ultimately, when you’re presented with the opportunity to work on a premium brand, and a brave one at that, you take it. And that’s exactly what we’ve done.

We’re very excited to be working with Eden and can’t wait to share the insights, journey, and progress with you.

Starting today, with One Minute Briefs:

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What is Content Marketing?

This is a term that gets thrown around a lot these days. Depending on what you read it can mean almost anything. In fact, there’s a lot of confusion as to what it actually is. As a result, it’s often confused with email marketing (direct marketing), social media marketing, online advertising, and even blogging. For this reason, we’ve created this brief but definitive guide. To finally answer the question: what is content marketing?

Content Marketing Is Not

To begin with, let’s eliminate the Marcom activities that aren’t considered to be content marketing. That should, hopefully, give us a clearer picture of what it actually is.

Here goes.

Content marketing isn’t…

It’s not…

What is it, not?

If content describes anything you create and publish, then isn’t every aspect of Marcom ‘content marketing’?

Surprisingly, yes.

What IS it Then?

Well, it’s become a bit of a buzzword within digital marketing. It’s basically, marketing. Online.

You see, content marketing uses a whole range of age-old Marcom practices. It’s marketing. Doing exactly what it’s always done. Just in digital form.

For example, email marketing is the new direct mail marketing. Social media marketing is the new TV, Radio, Press, advertorial marketing. Online advertising is, well, still advertising. Just online.

That is to say, the methods remain the same. It’s just the channels that have changed.

So, whenever you hear someone talking about content marketing, what they really mean is digital marketing. Marketing online. Or just plain marketing. But using the internet to reach a specific audience.

In short, it’s editorial writing. Advertising. Social media. Email. Landing pages. Video. Infographics. Blogging. Podcasts. PR. Sales copy.

Ultimately, it’s anything you create and publish online to market a product or service, increase brand awareness, or generate traffic, leads, conversions, and sales.

In fact, it’s just marketing. By another name. For a digital medium.

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7 Proven Ways Content Marketing Positively Impacts Business

Content marketing is a great way to drive traffic to your website and improve conversion rates. In fact, there are numerous ways content marketing positively impacts business. To begin with, it helps increase brand awareness and familiarity among consumers. Likewise, it can be used to educate and inform potential customers and build trust in your brand.

Yes, these days it’s a term that’s tossed about quite freely and loosely. It’s either evangelised or vilified. Think what you like. When you search for ‘content marketing’ you’ll receive billions of results. And with good reason.

It’s a powerful inbound marketing strategy that is proven to reach and engage your target audience.

But, beyond the obvious advantages, let’s explore seven key ways content marketing positively impacts business worldwide. And, more importantly, how you too can make it work for your brand straightaway.

1. Content Marketing is Proven to Positively Impact Your Bottom Line

In fact, we’ll go one further. It’s by far the most cost-effective marketing method available to businesses today. Firstly, with very low (almost negligible) barriers to entry, it’s very easy for you to get started. For example, a blog on your company website. Or a smartphone and a YouTube account. That’s all you really need to get going. Naturally, you’ll need to make time to create the content too.

There’s been a seismic shift in the way people respond to advertising. Consumers are tired of traditional advertising methods. They’re attuned to “salesy” tactics and filter them out. Now it’s all about the value add. How are they benefitting from what businesses are sharing? What needs are brands gratifying? Are they providing entertainment or information? Does their association with a brand align with their personal identity?

The good news is this. Traditional advertising can be costly and a bit hit-and-miss when it comes to ROI or even measuring results. However, the opposite is true when it comes to creating and sharing digital content.

A good content strategy will reduce your marketing spend on engaging leads and customers. In fact, content marketing generates over three times as many leads as outbound marketing and costs 62% less.

In other words, this is good news for your bottom line. And just one of the ways content marketing positively impacts business.

2. Content Marketing Is for Everyone and Every Business

It doesn’t matter what sector you’re in. Whatever your industry, whatever your business, you can create content.

Both B2B and B2C businesses benefit from content creation in various ways. So, find the right topics (Top Tip: Answer your customers’ questions). Decide on the best content format to deliver that message. Soon, you’ll be onto a winner.

The reason you’re in business is you have something of value to share with consumers in your particular niche. A product, service, or expert industry knowledge. Of course, you know your business and your industry. Use this to your advantage. Become a valuable source of insight, information, and entertainment for your customers. It’s one of the easiest ways content marketing positively impacts business.

3. Good Content Keeps Positively Impacting Traffic in Many Ways Long After Being Published

1 in 10 blogs are compounding and 38% of total blog traffic is generated by compounding posts. In other words, high-performing blogs continue to drive traffic to your website long after they’re published. Call this evergreen content or cornerstone content. Call it whatever you like. Over time, good content will give you some serious ROI. In general, a blog remains one of the best ways content marketing positively impacts business.

Just make sure you focus on topics that will always be relevant to your target audience.

4. Topical Content Attracts Qualified Leads to Your Business

It might seem obvious but, creating and sharing content that is relevant to your business will attract qualified leads to your website.

Qualified leads are people with an interest in your products or services. That is to say, content that focuses on themes relevant to your offering will attract people who are already searching for those terms. As a result, this targeted and relevant traffic is more likely to translate into qualified potential customers.

Once you have their attention, you can lead them through your funnel and convert them.

5. Allow People Time to Browse Your Content Before They Buy

Now, consider the high street retail experience. How often do people just pop to the shops to have a bit of a browse?

This type of activity is more than just time-filling consumer behaviour. ‘Browsers’ are on a fact-finding mission. They are potential customers, scoping you out. Checking what’s on offer. Figuring out whether they like you and your product or service enough to pay you for it.

It’s important to think about your content in this way.

See content marketing as an opportunity to start conversations with prospects. Forge a relationship before making the sales pitch. In effect, it’s a means to convince and convert.

More than half (51%) of B2B buyers rely on content to research their buying decisions, opting for shorter, interactive content that educates rather than sells.

This is your chance to make a good impression. So start crafting quality content. Position your brand as the solution to your target audience’s needs.

6. The More Content You Have, the Longer They’ll Stay

It’s important to build up a wealth of varied content that interlinks across your website. Then make sure you share it across your various channels (think email and social). Doing so provides multiple touch points for the consumer to engage with you. It also helps you move people through your funnel.

Provide your customers with multiple opportunities to engage with you in different ways. Encourage visitors to your website to hang around and check out more of your content. Make suggestions and link to other relevant pieces related to the one they landed on. Chances are, if they like what you have to say, they’ll hang about and browse through your archive.

Your aim is to make visitors to your website feel engaged, entertained, and educated. If you get them to the point where they fully understand the value that your brand can provide, they’ll be more likely to make that purchase. And return for more.

7. Share Your Content Everywhere!

Following on from our previous point, if you’ve created something your customers will value, don’t keep quiet about it.

Shout it from the rooftops.

Or, at least, share it profusely across your social media channels. And via your email lists and newsletters.

The beauty of digital content is that it’s so very easy to share. Social media platforms encourage liking and sharing. This increases your brand’s visibility on those platforms. And drives people to your website.

Even better. Established, loyal customers turned brand advocates can copy and share links via various messaging services. Email newsletters are easy to forward on. All bringing you unexpected customers.

This is why it’s important to maintain a regular blog and an active social media presence.

The more you share your content across your various channels, the more social media traffic you can generate. Social media marketing is a great way to reach and engage new audiences, while still nurturing and strengthening your relationships with your current customers.

With so many positive benefits to enjoy, you can see why content marketing is proving to be a powerful, popular, and enduring strategy for brands today.

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Is “Content” Really Such A Bad Word?

There was a speech doing the rounds on LinkedIn recently. It was titled: “Content” is the Worst Word in Marketing. The suggestion was that “The word ‘content’ means nothing precise, specific, or useful.” If nothing else, that’s quite a brutal and damning indictment of a whole sector of the marketing industry. Sure, it’s the buzzword du jour. But is “content” really such a bad word?

First of all, let’s clarify what content, or content marketing, really is.

Content: How Can Such a Terrible Word Be on Everyone’s Lips?

Put simply, “content” can technically describe everything you create and publish. Both online and offline. So, it’s quite easy to see why it’s referred to as The Worst Word in Marketing. It’s overly generic. Moreover, it encompasses a whole range of marketing practices. So, is “content” really such a bad word? Just through overuse?

By this definition, every marketer is a “content” marketer. Whether you’re creating a print advert, a how-to video, a landing page with a lead magnet, or a blog. You’re creating content.

And therein lies the rub.

Digital marketers have appropriated the word “content” as a catch-all term. Effectively, “content” has become a metonym. It represents all marketing activities. Because all marketing activities generate content.

But there’s a difference between “content” and “content marketing”.

Still with us?

So, Content Really IS a Bad Word?

Well, it’s not as simple as that. To say “content” is a bad word is to oversimplify. It’s disparaging towards some very professional and talented people.

You see, content marketing is something of an online phenomenon. You wouldn’t catch someone in traditional advertising saying, “Hey, look at the great content we just created.” Copywriters bristle at the thought of being called content writers. And that’s ok. Because each practice is relevant to its own sphere within the greater marketing industry.

Is content really such a bad word? In offline marketing, it certainly is. Online, however, is a different ball game altogether. And understanding and acknowledging that distinction is critical.

What Does Content Marketing Actually Involve Then?

The LinkedIn speech suggested that content marketing means, “publish[ing] cheap, informational blog spam, and spread[ing] it around the Internet to get clicks.” A tad derogatory. But it’s easy to see why this notion might prevail amongst people in traditional advertising and marketing.

Content marketing is a distinctly online marketing practice. It’s about creating and optimising a variety of different marketing materials for online consumption.

Before search engines got more sophisticated and social media played a big role in reaching your audience, it was easy to ‘game’ the system and publish terrible content. It’s a reputation that some people still associate with content marketing. But it’s 2019. Second-rate content doesn’t work. It won’t rank well, it won’t get shared, and it won’t get you results. Spam is so 2007.

It’s also important to note that content marketing is not just blogging. Videos, graphics, templates, white papers, infographics, emails, ads, social media posts, landing pages, websites — these are all elements of content marketing. Together, they work as part of a bigger multi-channel strategy. Consequently, correctly executed content marketing can be an extremely powerful and effective strategy.

However, as with any marketing practice, it shouldn’t be used in isolation. Instead, it should be part of the wider marketing mix. A good strategy combines both online and offline methods.

Don’t Stop Content Production. Just Make better Content.

Interestingly, the speech suggests that brands and businesses should stop producing content.

Wrong.

Everyone should stop producing content that’s second-rate. If it fails to add any value whatsoever, bin it. You’ve got it all wrong.

The fact remains, we should all be striving to create better, more meaningful content. Whatever form it takes. Ads, direct marketing, and pretty much every aspect of the marketing mix, needs to step up its game.

Sure, we get a lot of spammy emails. Certainly, the Internet is awash with myriad clickbait blogs. Badly written, frustrating to read, and of absolutely no use at all. We’ve all seen them.

Likewise, there are many adverts on TV, billboards, and radio that are shamefully poor in both messaging and execution.

It’s easy to point the finger. But it’s also important to remember, there is plenty of good content out there. Content that is enjoyed and shared by millions of people daily. We just need to be more judicious in what we are creating, and for what purpose.

The Worst Word in Marketing

Let’s wrap this up and go back to our original question. Is “content” really such a bad word?

Yes.

And, no.

Yes, because it has become a buzzword. It has been appropriated by some marketers as the holy grail of online marketing. “Content” has come to signify every marketing method that exists. And, by so doing, devalued the principles of marketing.

However, content isn’t really such a bad word. Misused? Certainly. Misunderstood? Absolutely. The worst word in marketing? Not by a long shot.

You see, good content marketers understand marketing, first and foremost. They also appreciate that content is merely a term that describes a multitude of marketing methods. And they’ll explain that to their clients.

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Get off Your Phone and Stay Away from Social Media. It’s Better for Your Business.

That’s a pretty bold statement from a digital marketing agency, with a bit of a thing for social media. But being on social media could actually be harming your business. Maybe you should get of your phone and stay away from social media?

Let us explain.

Smartphones are pretty handy business tools. With enough charge and a decent data plan, it’s all you need to be able to conduct business. Check and send emails. Post to Facebook. Tweet. Connect and share on LinkedIn. Make videos in 4K. Take high def photos. All on-the-go. Perfect for keeping up-to-date with everything and keeping your business moving forward.

But.

How true is this really?

Does your phone help or actually hinder your business?

Would you be better off without it?

When does the ultimate convenience, become an inconvenience?

As a startup (even as an established business), you’ll find that you depend on your phone for many elements of your business. But there’s a solid argument for taking a step back, reducing how much time you’re actually spending on the phone, and being really selective over what you’re using your phone for.

Just Calls

Increase your productivity and efficiency by limiting your phone usage as much as possible to business calls.

Calls connect you with clients and suppliers. It’s the most direct form of communication you have at your disposal and the one that inspires the most action.

Talking builds relationships and trust. You build rapport with people and become instantly more human when you speak to someone on the phone rather than communicate via email or messages. In fact, 86% of telephone communication is made up of ‘tone of voice’ and just 14% the words we say. And although you can establish brand ‘tone of voice’ across your business’ written communications, it’s never going to be quite the same when trying to make a deal with a supplier or catch up with a client.

In short: use your phone to call people.

By all means use apps like Zoom, Skype, Google Meet, or even FaceTime for conference calls. But nothing beats having someone’s personal phone number when it comes to doing business.

Apps are a distraction you can do without.

Social Notworking

It’s important to establish your business across social media. With 3.196 billion active social media users globally you’d be crazy not to.

When 1 in every 3 minutes on mobile is spent using a social app, it’s important to get your business into your customers’ timelines, engaging and interacting with your content.

This doesn’t mean that you should spend 1 in every 3 minutes on social media. You have a business to run. So, get off your phone and stay away from social media.

Keep social media time to a minimal distraction, not a constant chore.

As a startup founder or established business owner, your energies are best spent in securing long-term growth and success.

Let someone with more experience look after the time-consuming social media.

Outsource

Time is money. Yes, it’s cliché, but think about it. Time is the one thing you’ll never get back. It’s a luxury. And when you’re in startup mode, especially, you can’t afford to waste any of it. No business can afford to.

Managing and monitoring your social media channels. Creating and running paid-for online advertising and digital marketing campaigns. Developing regular content. The reality of maintaining an online presence for your business is far more complicated than just pushing out a couple of social media posts every once in a while. It takes time to do it properly and effectively. And it’s not where your focus should be.

Outsourcing your digital marketing and social media management to a specialist team frees you up to dedicate your time to the core of your business.

Run it. And run it well.

Forget about Facebook, Twitter, LinkedIn, and Instagram. Disable business profile notifications on your phone. Let someone else take care of it. Someone else with the time, knowledge, and resources to provide you with a complete social media marketing service.

Really get to know the team you’re entrusting with your business’ online presence. Work together on establishing your brand’s tone of voice and persona across all your channels. And when you’re happy with the plan, trust in their ability to execute it.

With an outsourced digital marketing team backing you up, you can get off your phone and stay away from social media, giving you time to focus on the day-to-day.

Your business needs you.

Your digital marketing and social media need someone else.

See below.

If you’re interested in finding out how Social INK can help your business, don’t hesitate to reach out here.

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Our Social Media Marketing OMB Shortlist

Where to begin? A very good question to ask. And one we did ask when faced with judging over 130 creative concepts advertising the benefits of social media marketing for businesses and SMEs. So, after much deliberation, a Google Drive folder labelled ‘Long List’, and a subfolder titled ‘Shortlist’, we managed to whittle all the entries down to these top picks.

It wasn’t easy. The level of creativity and execution was, well, GIF-worthy.

Tim And Eric Mind Blown GIF - Find & Share on GIPHY

What we looked for in the entries wasn’t the level of refinement. It was more about the idea. Did it have campaign potential? But, most importantly, did it address the brief? Did the ad actively showcase how beneficial social media marketing can be for businesses and SMEs?

So, based on those criteria, here’s our shortlist.

Did You Make Our Social Media Marketing OMB Shortlist?

Congratulations to those who feature in this shortlist. The competition was tough! In no particular order, you are:

We really liked the visual and the clever play on “Release the Kraken” linked to social media marketing’s potential. We also liked the push to our free social media audit.

The message here was clear and simple. Social media marketing is more than just having a social media profile. That, and the tentacles.

We really liked the visual on this entry. And the use of a purple marker pen. The copy also illustrates a clear benefit for businesses and SMEs. We like to think we create content that sucks people in.

News travels fast. It travels even faster on social media. This idea acutely summarised how effective intuitive social media marketing can be.

Juliette joined Twitter just to submit an OMB for our brief. This was done in one minute under Nick’s watchful eye. We love the quick thinking here.

What needs to be said? We like to work with brave businesses, and this is straight up ballsy.

A clever play on our brand name and the effect of the work we do. What’s not to love?

Yes, a drop in the ocean. But like Shireen’s ad, the right drop still stands out and makes a massive impact. Social media can too.

This is a brilliant concept. It can be applied in so many ways: as an image, a video, a tie in… The simplicity and effectiveness got our attention.

This is another concept that would work well in different formats (still images, GIFs, videos, etc). The mix-and-match approach could apply to quite a few different businesses, using objects, people, buildings… You name it.

A healthy dose of humour makes an advert stand out. The concept and the copy clearly showed one of the major benefits of social media marketing. Then there’s the strong added visual of Bigfoot using a hairbrush. Love it.

Clever use of the different platforms while talking about them left a strong impression of what businesses can achieve with social media.

Social media marketing is a two-way conversation. It’s about actively engaging your audience. This ad captures the idea succinctly.

Charlotte was prolific in her entries. But this one stood out amongst the hundreds she submitted. It illustrates the benefit to businesses of outsourcing their social media marketing to a dedicated and expert team.

Something we love about social media is the opportunities we find for collaboration. This collab between Gary and Rich really showcased how social media can break businesses out of the local bubble and make them global.

Where Do We Go From Here?

Somehow we’ve got to figure out our winner. Coffee, gin, beer, and pizza may be required. But the real question is, where to begin?

We’ve been here before.

Like an episode of X-factor, it’s back to the judges’ houses, as we try to work out our top three. And hopefully, get a step closer to finding our overall winner.

A massive thanks to One Minute Briefs and the OMBLEs for their creativity, and for making this a difficult choice. Sometimes, the best ideas come when we don’t overthink.

Join us on Twitter to see our future OMB entries and let us know your top picks.

And remember to keep checking our various social channels for further outcomes from this social media marketing experiment.

If you’re interested in finding out how Social INK can help your business, don’t hesitate to reach out here.

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Social Media Marketing in Action! Social INK Does One Minute Briefs

Well, that was breathtaking! As far as social media marketing experiments go, this has got to be up there as one of the most enjoyable. We’ve been completely blown away by the creative responses to our One Minute Brief. And apart from some cramp in our fingers from all those retweets, comments, and likes, we’d like to say a huge thank you to everyone who took part in our experiment. The OMBLES are an impressive creative community.

For anyone reading this unaware of what we’re talking about, today we ran a competition over on Twitter in collaboration with One Minute Briefs — a user-generated social content community.

The brief: Advertise the Benefits of Social Media Marketing for Businesses and SMEs, with @socialink_co.

The outcome: See below.

Our Social Media Marketing Experiment

Businesses and SMEs are often unsure of the value of social media to their brand. We’re frequently asked: “Does social media marketing really work?” And we totally understand why.

Ultimately, the bottom line for businesses is they find it hard to justify paying someone to be on social media. They also need to see a tangible return on investment. For these reasons, they feel more comfortable pursuing more traditional offline marketing activities

It’s for these exact reasons we designed an experiment to prove just how valuable social media marketing can be for brands.

We asked the One Minute Briefs community to design and create concepts that encapsulate the benefits of social media marketing for businesses and SMEs. There was an added caveat though. We wanted the OMBLES to get creative with the different features of each platform to showcase how versatile social media can be.

The response was amazing, and we had an absolute blast seeing the creative results pour in.

Below are some of our favourite posts from the day.

OMBelievable Creativity

The OMBLES submitted over 100 ideas. Some were funny, playing off ink or octopus puns, some were literal, keeping the meaning clear, and others used pop culture references or parodies to get their point across.

Humour is a great way to get noticed, especially online:

And the kraken puns were funny, on brand, and just straight up cool.

Some ideas covered simple campaigns. Some ideas are worth using more than once:

And then we had puns:

And popular culture…

And plays on ‘ink’.

Some even got ballsy.

No, we mean REALLY ballsy.

Check out more of the entries in our Twitter moment, to easily retweet and comment, or browse the full set of entries in our Facebook album all in one place.

So, What Next?

Social media gives brands the power to target content, and particularly ads, to a very specific audience, allowing them to measure and track what works. More importantly, they can do so at a fraction of the cost of more traditional methods. The data a social media marketing campaign produces is more immediate and useful in terms of tracking ROI.

The next step for us, here at Social INK, is to analyse all the data from our social media marketing experiment with One Minute Briefs. We want to know exactly how effective social media can be for businesses of any size, with a little creativity.

Once we’ve drawn our conclusions, we plan to publish a detailed case study. Hopefully, we’ll have a definitive answer to, “Does social media marketing really work?”

Finally, we’d like to thank Nick Entwistle, CEO and founder of the Bank of Creativity and One Minute Briefs, for helping us with this project. And, of course, the OMBLES for taking part and making it a really enjoyable and rewarding day.

Even the Social INK team pitched in!

THANK YOU

We just wanted to take a moment to thank the incredibly talented and creative OMBles for taking the time to get involved. The whole team here at Social INK have been blown away by the quality (and quantity) of entries. Simply amazing stuff! Thank you all.

Keep an eye out on our various social channels for further results and conclusions from this social media marketing experiment. And stay tuned for the announcement of the overall winning entry.

If you’re interested in finding out how Social INK can help your business, don’t hesitate to reach out here.

Get to know Social INK. Find us. Follow us. Join us. Connect with us.

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