What makes a successful social media strategy: A Case Study of Go Cup

What makes a successful social media strategy: A Case Study of Go Cup

Jessica Wong Cheuk Yi (1155087519)

What is Go Cup?

Go Cup is an environmental project to raise awareness towards the imminent waste problem in Hong Kong by promoting the habit of bring your own cup. This project was initiated by a local organisation named Smiley Planet in collaboration and with full support from Standard Chartered Hong Kong’s 150^th Anniversary Community Foundation. Although its official launch date was on 26 October 2016, Project ‘Go Cup’ was first brought to people’s attention in July 2016 on its Facebook page. Ever since then, Project ‘Go Cup’ has gained widespread support from the social media community, as well as by the press. In less than half a year, Go Cup is now followed by over 9700 people on Facebook. A total of 1481 photos were posted with the hashtag of #走杯 on Instagram. And, 4440 people has signed up to be Go Cup Ambassadors. In January 2017, their video documenting the ‘No Paper Cup Day’ carried out in partnership with Bijas Vegetarian Restaurant 一念素食also went viral on social media. As of today, the feed alone has earned over 107 000 views, 2000 reactions and 119 comments on Facebook. In the following sections, the success of ‘Go Cup’ social media strategy will be discussed using the four PARC principles, namely participatory, authentic, resourceful and credible.

Participatory

According to the PARC principle, a successful social media strategy should interact with the community, answer questions and thank those who responds. With the large amount of engagement on Go Cup’ Facebook page, it is almost impossible to interact with every single users and express the gratitude towards their support. However, it is observed that they try to engage as much as they should on social media even towards negative responses. For example, in a comment captured in Fig. 1, a user criticised the project for increasing the workload of frontline staff in the service industry. Not only did Go Cup responded to the message by acknowledging the possible inconvenience that the Project will caused and the limited extent of waste reduction on disposable takeaway cups only, but also suggested solution to help lessen the inconvenience by telling the staff beforehand that the Go Cup special mugs have markings for 8oz and 12oz.

Fig. 1 Go Cup response to negative comment

Authentic

Besides participation, another factor which contributes to the success of social media strategies is authenticity. Project ‘Go Cup’ is highly transparent with their partnership with Standard Chartered Hong Kong from the very beginning. The purpose and goal of the project are also well-conveyed on its social media platforms and its official website. They are willing to acknowledge the limitations of their project as shown in Fig. 1. And, they are not afraid to speak the truth even though the message may not be welcomed by big corporations such as Starbucks in the case of ‘recyclable paper cups’ (Fig. 2).

Fig. 2 Go Cup on 'recyclable' paper cup labels

Resourceful

Useful and relevant content are shared on the Facebook page of Project ‘Go Cup’. Regular updates of their campaign such as the Go Cup redemption program and more lifestyle-related content to resonate and draw connection of their cause with audience’s everyday life (Fig. 3). All information and data shared are also properly credited demonstrating professionalism.

Fig. 3 Lifestyle-related post published by Go Cup

Credible

Similar to corporate campaigns, credibility also makes a non-profit campaign such as Project ‘Go Cup’ successful on social media. Although no donations or money transactions are involved in the project, it is important for Go Cup to gain credibility in what it is doing. It is the first major movement in Hong Kong to promote waste reduction on disposable paper cups. With the support by Standard Chartered Hong Kong foundation, Project ‘Go Cup’ has abundant resources in promoting their cause compared to previous projects by Smiley Planet and most green organisations in Hong Kong. Innovations in creating reusable mugs which are corporate friendly with markings of standard drink sizes and original ideas such as organising ‘No Paper Cup Days’ with restaurants also contribute to the success of Project ‘Go Cup’.