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Making social media campaigns a success

By Fay Humphries, Events programme director
Johannesburg, 06 Jun 2014
Companies have to prioritise social media as an important part of marketing to make a success, says Gerhard Lampen, head of Sanlam iTrade.
Companies have to prioritise social media as an important part of marketing to make a success, says Gerhard Lampen, head of Sanlam iTrade.

Hard work, focus and creativity are the key success factors behind social media campaigns, says Gerhard Lampen, head of Sanlam iTrade.

The online trading platform of Sanlam Private Investments, Sanlam iTrade has made considerable progress in building awareness among and engagement with its target audience through its use of social media platforms. Lampen will share why and how its social media journey was successful at the ITWeb Social Media Summit 2014, to be held in Johannesburg later this month.

Several other speakers will join Lampen at the event to present their success stories as well. They include Elizabeth Lee Ming, head: digital marketing at Momentum, who will address social CRM, and Jeanine Ferreira, digital strategist: brand communication at FNB, who will discuss how the bank is building socially savvy thought leaders.

Luise Peters, national marketing manager and Abonga Nkwelo, business manager, both from Wakaberry, will demonstrate how building social relationships through fun and engaging campaigns expands a brand's customer loyalty. And Dr Hanlie Smuts, GM for electronic channels, and Karen van Zyl, manager: social media, both from MTN SA, will show how to capitalise on current events to generate socially impactful campaigns and receive widespread attention.

Citing a limited budget as a key reason, Sanlam iTrade opted to use social media platforms. Lampen says the business drivers behind its campaign were to "create a social media presence to enable communication, client engagement, brand building and an inexpensive marketing channel".

"You have to prioritise social media as an important part of marketing to make a success. You have to respond quickly and add value regularly and you need creative ideas to generate interest and grow followers.

ITWeb Social Media Summit 2014

ITWeb's Social Media Summit 2014 will provide concrete, locally relevant case studies and presentations from subject matter experts aimed at assisting both large and small organisations to navigate the challenges here and take advantage of the business benefits of social media. Click here to book your seat.

"There are no rules and no handbooks. Use trial and error, learn from mistakes and try new and creative ideas. The unique advantage of social media is that you can track, analyse and optimise everything," says Lampen.

These various case studies will be complimented by presentations from leading SA social media influencers. Click here to find out more about the ITWeb Social Media Summit 2014, view the full agenda and register your seat.

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