Rollin' Social Media Strikes With the Sox
Six do's and don'ts for stepping outside the (batters) box and using powerful connections to connect with consumers.
How to be strong at social media
This was the first #HopeBowl campaign, the brainchild of SapientNitro, whose creative staff spotted an opportunity to connect with Sox fans past, present, and perhaps future that was as juicy as a hanging curve ball. The event was promoted in concert with Binkeez for Comfort, an organization that delivers blankets and other comfort items to seriously ill children.
SapientNitro CMO Bill Kanarick said the campaign was a synergistic thing, combining an involved fan base with a popular charity and mixing in social media's penchant for getting people to insert themselves personally—all for the good of the kids.
“I think people are fundamentally proponents of self-expression,” Kanarick says. “If people associate with content, they like to insert themselves into the story. But if the content is truly powerful, there is significant opportunity to amplify the brand involved. Being a baseball fan is all about hope, so there was truly a powerful connection here.”
“We were able to leverage Red Sox Nation's global, passionate, and digitally engaged fans to create strong, virtual communities who contributed to each campaign's respective call-to-action,” says Nathanial Perez, global head of social media at SapientNitro. “How can your brand be part of or even spark a new conversation? It is important to leverage social channels as an opportunity to tap into contextual situations, creating a conversation with the right message, at the right time and place.”
Perez offers six do's and don'ts for brands looking to connect powerfully with customers via social media:
- Share stories, don't tell stories.
- Connect with a purpose. Brand fans want to believe in something.
- Know your fans and your superfans.
- Be a host, not an emcee.
- Act like a human brand.
- Treat every connection as if it's personal, because it is.