[SMK] Social Media Knowledge

DIGITAL MARKETING NEWS

Japanese Billionaire ‘Makes It Rain’ To Break Twitter Record

Billionaire shares $925,000 with Twitter users

Japanese billionaire Yusaku Maezawa has entered the annals of time, posting the most retweeted message in Twitter’s 13-year-history.

In a savvy move to promote his online fashion retailer, Zozotown, Maezawa offered to share $925,000 between 100 randomly selected people who shared his tweet.

The number of people following Maezawa’s account surged from around 500,000 at the end of last week to more than 4.5 million by Monday lunchtime.

The viral marketing stunt saw his 5th Jan tweet retweeted 5.5 million times, liked 1.4 million times, and commented on 390,000. Not bad for two days work.

The organic Twitter reach, media PR value, other social chatter, web traffic and conversions on the Zozotown website, would comfortably cover the 100 million yen to be eventually paid out, and some.

This week’s tweet beats the previous record, set by a Wendy’s nugget addict, who begged the Twittersphere to retweet his post 18 million times. Earning him a year’s supply of nuggets, and probably diabetes.

Viral tactics are good when they’re good, but…

Viral tactics, particularly those tied to incentivised sharing, are great if you get them right, but do have the potential to go rogue. As Mastercard discovered last year.

Six months ago, during the World Cup, Mastercard scrapped a poorly thought through charity initiative. The clever cats at Mastercard offered to donate 10,000 meals to hungry children for every goal scored by Argentina forward Lionel Messi and Brazilian diver, Neymar.

You can’t make these up sometimes.

Even aside from the actual idea and execution, marketers need to be mindful of platform terms of service related to viral campaigns, since they vary between channels.

Tactics Need To Meet Platform T&Cs

Viral campaigns like these, while being OK on Twitter, don’t fly on Facebook. Alternatively, if they do, they need serious tweaking, since Facebook views this type of behaviour as spamming. Which, to be fair, it is. The Facebook guidelines state:

Promotions may be administered on Pages, groups, events or within apps on Facebook. Personal timelines and friend connections must not be used to administer promotions (e.g. "share on your timeline to enter" or "share on your friend's timeline to get additional entries" and "tag your friends in this post to enter" are not permitted).

While driving direct user interaction is more important than ever, for those seeking high unpaid reach, there is a line. Platforms are supportive of brands which entertain and inform end users, but using the ‘wrong engagement tactics’ will see both users and platforms throw marketers under the bus.

 

 

Learn with SMK through October

Start your SMK: Digital Excellence 7-day free trial today and unlock unlimited, on-demand access to hundreds of hours of digital masterclasses, training courses and hands-on tutorials.

Your risk-free trial offers the perfect opportunity to expand and upgrade your digital intellectual property.

Each month SMK releases 30 hours of new and updated social media and digital marketing educational course content, ensuring you never get left behind – be it on digital strategy, tactics or implementation.

Alongside this, SMK offers live help and support weekly within the SMK Working Group. It might be a quick fix or the root of a bigger problem; either way, a problem shared is a problem halved. On a day-to-day basis, SMK’s team gives you hands-on support and fresh ideas.

Not to mention a shoulder to cry on, occasionally.

October's Courses, Live Help & Support Options

Live Member Clinics every Monday & Tuesday from 1 pm – 2 pm AEST

  • Live help and support from SMK’s team of analysts.
  • Book in to request a personalised discussion for 15 or 30m via Zoom within the Facebook Working Group.

Weekly Technical Labs: Meta Business Suite on Wednesdays from 1 pm – 2 pm AEST

  • Technical Labs explore the technological process and workflows related to key digital marketing activities.

Google Analytics 4, Data Analysis & Evaluation Masterclass on Thursdays from 10 am – 12 pm AEST

  • Module 1: GA4 Optimisation, Key Features, Tools & Reports
  • Module 2: Setting up GA4 Conversions & Understanding Analytics Events
  • Module Three: Analytics campaign tracking and report analysis
  • Module Four: GA4 report round-up, conversion attribution & visualisation

Influencer Marketing Masterclass: Organic, Paid & Commerce on Fridays from 10 am – 12 pm AEST

  • Module 1: 2024 Influencer Marketing Trends, Forecasts & Opportunities
  • Module 2: Organic Influencer Marketing Best Practices
  • Module 3: Optimising Influencer Campaigns With Social Ads
  • Module 4: Evaluation, Reporting and Influencer Commerce

Leave a Comment