Ikea recently did a nifty little social media trick with the photo-tagging on Facebook that’s been getting some generous online praise with chaps like Stewart Kirkpatrick, Mike Coulter, Chris Matyszczyk and Mashable giving it love, calling it brilliant and genius. Basically, people tagged their name onto a piece of furniture to win it. At the same time, the setup of Facebook would then inform all your friends that you had named a couch or a kitchen fork after yourself.
It’s being hailed as a big success. I don’t think so – especially when it ties into ROI. Watch the video and then I’ll explain why:
Quite simply, let’s look at the figures:
(Mike Coulter points out that the YouTube video has had more than 66,000 visits at time of writing. Now that’s nice, but that’s more positive publicity and exposure for the agency behind it than the actual campaign when it was active.)
To me, that’s awful. Don’t get me wrong, I’m not slating the campaign – it’s a nice wee fun thing – but it’s hardly genius when you look at what came back. What has also been unanswered is: Did it drive traffic or sales to the store?
Now I’ve just had someone reach over my shoulder and go ‘wow, that’s nearly 10,000 people reached’ to which the reply is – there’s no guarantee that the posts saying ‘I’ve named a spork after me’ was seen by all of a person’s followers. Due to the high turnover nature of facebook postings, if you didn’t log in at a certain time you wouldn’t see it.
Ten thousand people seems like a big number but it’s a figure for a very poor selling newspaper (local or otherwise). The costs of the above could have got you a colour spread in Scotland’s Daily Record for example, front of book, reaching a minimum of 370,000 people.
The odds are that more people have been exposed to this via the marketing press like Mashable and Cnet than the actual campaign itself, which is great for the marketeers but does it do anything for Ikea?
Now ROI is still a nasty word for many people in social media circles, but when you’re playing with the grown-ups you need to play by the grown-up rules. Now it may well be that Ikea are happy with the above results and subsequent marketing chatter, so fair enough, but if you work in PR or marketing and someone points out to you that this is what they want, just make sure you get a clear indicator as to what defines success.
And if you want to copy this stunt? You can’t. Facebook just changed their terms of service.