While I was taking out the recycling, this little brochure fluttered from my empty Ziploc package:
Wow! With a tagline of “Get more out of it!” I expect more out of Ziploc.
Maybe this major brand thought they needed to “do something” in social media, but couldn’t figure out what that something might be. It is hard to imagine anyone having so much free time that they would go to Facebook to get tips on using plastic bags. I checked up on Facebook.com/Ziploc and was shocked to find 3,723 people are indeed looking for Ziploc recipes and ideas. Though thousands more than I expected, that level of social engagement can’t possibly be worth the cost to print the flier.
Social engagement by big brands is becoming more sophisticated and effective every day. You don’t have to look too far to find ideas that work. Consider the fully integrated and interactive program behind the Mountain Dewmocracy campaign, or strategies that offer an attractive value, such as the Marshall’s Shopping Spree campaign, or the Visa campaign to promote their Visa Business Network connecting small businesses with one another. Another innovative winner is The Victoria’s Secret Facebook page that is rich with activities, including sneak previews, exclusive sale items, event notices, and even the PINK Undercover Fashion Challenge, where fans can create their own personal style collages and win money and “exposure”. This late in the game, marketers have no excuse to use Facebook to offer a few tips and recipes and call it a social engagement strategy.
Ziploc needs to rethink their Facebook effort. Boring is never a good, especially in social media. With some creative thinking Ziploc could turn their paltry 3, 723 likes into numbers approaching those of Victoria’s Secret nearing 7 million.