The Cons of the Visa 'Go Fans’ Campaign using Social Media Marketing

It is very time consuming to maintain and monitor a social media platform. Visa needs to spend a lot of effort managing the content and comments. Otherwise, viewers will quickly lose interest in the promotion.

This social media marketing campaign will only help Visa to build public awareness and brand loyalty. Since the ‘Go Fans’ YouTube channel did not lead the viewers to Visa linked call-to-action.

Return on investment is not immediate and direct. Social media marketing requires a long-term commitment; it takes time to build the connections with customers. However, the social media marketing campaign of Visa lasts about one month; it may not able to generate long-term sales.

Although social media brings in lots of traffic, it may attract the ‘wrong crowd’ of friends. Traffic and ranking are important, but sales, profits and conversions are the ultimate goals of marketing campaign.

The Pros of the Visa 'Go Fans' Campaign Using Social Media Marketing

Visa has launched its Go Fans campaign on YouTube from June 1 through July 11. This social media marketing campaign allows Visa to reach customers that traditional marketing misses, the potential for reeling in new leads is unlimited.

Visa has organized a lucky draw which allows viewers to have a chance to win various prizes if they find a goal call video with a golden tint treatment. This can increase the click through rate and improve its search engine rankings.

Visa’s World Cup Match Planner on Facebook provides a unique platform for fans to express their views and connect with friends from around the world. By encouraging open communication, Visa not only can build brand loyalty, but also can interact and establish relationship with customers.

Visa can learn more about its target audience through their comments and study visitor analytics. This information can prove invaluable when planning other marketing campaign.

The extensive promotion via social media enables Visa to generate and boost sales. According to Visa, their credit card spending up 65 percent over 2009 levels with 51,000 transactions on average a day in the first half of the tournament.



Source:http://corporate.visa.com/media-center/press-releases/press1029.jsp

Visa Go Fans With Social Media During FIFA World Cup... continue

Visa is using popular social media channels – YouTube and Facebook to launch their first-ever global FIFA-themed marketing campaign. The Go Fans YouTube channel has attracted more than 5.6 million video views from to date, it marks the digital success of the campaign.

Visa also has created a branded social media application Visa Match Planner to allow fans to create customizable, dynamic FIFA World Cup viewing schedules to share with friends via social networking channels such as Facebook. This application is available in 4 different languages (English, Japanese, Spanish and Portuguese) across the 32 qualified countries, and it has been downloaded by more than 50,000 football fans. The Visa Match Planner also allows users organize match viewing parties, chat with friends, track scores and standings, and obtain exclusive offers from merchants such as the FIFA Official Store on FIFA.com.

Source:http://blog.visa.com/2010/06/24/fifa-and-visa-score-gooals-for-social-media

Source:http://newsblaze.com/story/2010062909292100001.bw/topstory.html

Case Study: Visa Hits YouTube For World Cup Campaign

The heat is on! The once-every-four year FIFA World Cup is hitting the world again. Visa is inviting football fanatic around the world to share their passionate and funny goal shouts on Go Fans YouTube channel.

This campaign invites fans to create their own goal call and submit their videos from now to 11 July to win weekly prizes including Visa gift cards, and the grand prize will be a free trip to Brazil to attend the 2014 FIFA World Cup.

Celebrities such as football player Cafu and Jorge Campos, NBA star Steve Nash were filmed and uploaded their goal call videos to encourage participation.

Other than this, Visa has also launched the Visa Match Planner application that allows users to create their own personal World Cup viewing schedules and share it with their friends via social networks such as Facebook.

Source:http://corporate.visa.com/media-center/press-releases/press1030.jsp

Source:http://www.youtube.com/visagofans

The Definition Of Social Media Marketing

Social Media Marketing is the most recent component of integrated marketing communications plans. Social media marketing consists of the attempt to use social media or social networks to persuade consumers to purchase or to use a company’s products or services.

The appearance of Web 2.0 technologies has led to the rapid growth of social networking. It provides a set of tools that allow people to establish social and business connections, to share opinions, insights, experiences, and perspectives via text, images, audio and video. Social media marketing typically use technologies such as blogs, podcasts, YouTube, Twitter, Facebook, MySpace, etc which can help to observe where customers are online, what they’ve saying, engage in online conversations and expand the client base.

Social media not only provide an effective way for the organization to promote their products and services, it also allows the organization to receive direct feedback from their customers and targeted markets.


Source: http://online.wsj.com/article/SB122884677205091919.html