presented by tim lyons ieseg viral marketing day three

Presented by Tim Lyons

IESEG Viral Marketing

Day Three

Day Three Activities

8:10-9:00 Topic Seven: Social Media Marketing Campaigns – creating Buzz

9:00-9:15 Break

9:15-10:00 Topic Eight: Constructing a Social Media Marketing Campaign(1)

10:00-10:15 Break

10:15-11:00 Topic Nine: Constructing a Social Media Marketing Campaign (2)

11:00-12:30 Student Presentations

Looking Back

Reflections on Day Two

Topic 7Social Media Marketing Campaigns – Creating Buzz

Social Media Marketing Campaigns – Creating Buzz

• Strategic Buzz

• Tactical Buzz

• Reviewing the Data – the case for Analytics

Strategic Buzz

• Not all Buzz has to do with Social Media

• Face to Face

• Traditional Media campaigns

• SMS/BB

• All about that WOM

Strategic Buzz

• Social Media - Telnet

• Key Objectives

• Drive Brand Awareness

• Drive Trial

• Buzz via YouTube

• Why so successful

• What questions did it answer?

Why Beans?

Strategic Buzz

• What Heinz Did

• Engaged Customers

• Respected Content

• Relationship Building was the Driver

• Sought out Analytics

• What Heinz Got

• 22,000+ took the quiz

• Campaign reached 10 million Facebook Users

• 30,000 extra fans

• 3 million people outside of FaceBook

• Twitter, blogs, etc

Strategic Buzz

• Define your strategic environment

• B2C

• B2B

• C2C

Strategic Buzz

• Image

• Awareness

• Purchase

• Customer Service

• Delivery

• Recovery

Strategic Buzz

• Key Role – to spread Word Of Mouth

• Regular Engagement

• Community Orientation

• Relationships

• Trust

Blog Exercise 1Day 3

How is B2B different?How would you generate

referrals for a professional service provider such as an accounting firm?

Tactical Buzz

• Driving the Strategy with effective Action

• Utilising various platforms

• Strategically and tactically

• Letting the outcomes of the platforms decide our choice of platform

• If ‘Strategy’ is Relationships then’ Tactics’ is Campaigns

Tactical Buzz

• Needs to be a standout

• Content drives it

• Off Limits

• Hilarious

• Insiders Only

• The Authority

Tactical Buzz

• Content Drives It

• Regular activity

• Particularly postings

• Participation in Communities

• Real not contrived

• Contribution - Something Free

• Something real

• Something ethereal

Tactical Buzz

• Tactically driven by the desire to communicate and interact with key audiences

• Managing the Technologies

• Discovery (Social Mention)

• Analysis (Sysomos)

• Engagement (Tweetdeck)

• Hosting and Facilitation (Jive)

• Management (Flowtown)

Social Media Metric Secrets, John Lovett, 2011

Blog Exercise 2Day 3

How can something like Tweetdeck be used tactically?

Reviewing the Data – The Case for Analytics

• Key Measures

• Conversations

• Tone

• Volume

• Connections

• Volume and Frequency

• Applause and Engagement

• Net Growth

Reviewing the Data – The Case for Analytics

• Key Measures

• Conversations

• Sysomos

• Radian6

• Social Mention

• Connections

• # tag/retweet

• Likes/Fans

• SEO and Google Analytics

Reviewing the Data – The Case for Analytics

Is there a role for Traditional Market Research?

Sentiment Evolution

What is it you are trying to change?

BREAK• Feel free to go outside...but be back in 15 mins

Topic 8Constructing a Social Media Marketing Campaign (1)

Constructing a Social Media Marketing Campaign

• SinoEducate – a timeline

• Background Analysis

• Strategies and Tactics

• Measurement

SinoEducate – A timeline

The Case for Smartsheet

Background Analysis

Entirely new Education brand in China

Targeting Australian Educators

Huge Deregulation of the Chinese Education sector from 2013

Few direct competitors given that the sector has barely been open to foreign investment

Background Analysis

Education in China can be separated into 3 categories

Higher Education

High School Education

Skills based Education (Training)

Background Analysis

• Concentrating on High School Education

• Know your audience

• Private Providers

• Key Decision Makers

• School Principals

Background Analysis

• The market for Education in China is a very large one

• Has gone through a series of deregulations recently

Background Analysis

• There are four key international players in this market

• US

• UK

• Australia

• Canada

Background Analysis

Background Analysis

• The market may not be what you think

Background Analysis

Target Audience is split across

two geographic

markets

Two sets of strategies required

Background AnalysisB2B

Serious business of Education

•Many stakeholders

•Schools

•Government Agencies

•Students

•Parents

•Others

PROJECT

THINK ACTNEW BRAND? READ THE PDF DOCUMENT

Time for further reflection•How will the brand rise to the top?

Blog Exercise 3Day 3

What else do we need to know?

What other resources do we have to find this out?

BREAK• Feel free to go outside...but be back in 15 mins

Topic 9Constructing a Social Media Marketing Campaign (2)

Constructing a Social Media Marketing Campaign

Strategies and Tactics

Strategies and Tactics

• Content

• Informed, interesting but neutral on humour

• Will make buzz difficult

• Community

• Involve target market in communities that connect for them

• Contribution

• Free Information

• Free Guide

• Expert status/advice

Strategic Drivers

Is there also room forContext?

Connection?

Strategies and Tactics

• Image

• Build an image of 20+ years in Education

• Awareness

• New brand – new awareness

• Baseline = zero

• Community Acceptance

• “Resident Expert”

• Purchase

• Engagement with Decision Makers

• Customer Service

• Immediate information exchange

Strategic Objectives

Strategies and Tactics

• Functional Networks

• Blog

• Core Networks

• Twitter

• Value Added Networks

• Pinterest

• Emerging-Niche Networks

• WeChat

Strategic Tools

Strategies and Tactics

• Functional Networks

• Blog

• Based on key conversations in social media

• Main theme is to keep key targets informed

• Act as ‘expert advice’

• Take the Central Positioning

• Commercial/non-government

Strategic Tools

Strategies and Tactics

• Core Networks

• Twitter

• Coordinate with blog

• Drive key stories to followers

• Follow key decision makers and influencers

Strategic Tools

Strategies and Tactics

• Value Added Networks

• Pinterest

• Review key themes

• See where there is a gap

• Eg. Heinz example

• Create Pin Boards that:

• Highlight key information

• Create buzz around unusual information

Strategic Tools

Strategies and Tactics

• Emerging-Niche Networks

• WeChat

• Buzz around encouraging Australian influencers to start using WeChat

• Build a WeChat group that places the brand ‘at the centre/as expert’

Strategic Tools

Measurement

• Tactically driven by the desire to communicate and interact with key audiences

• Managing the Technologies

• Discovery

• Analysis (Sysomos)

• Engagement (Tweetdeck)

• Hosting and Facilitation

• Management

Social Media Metric Secrets, John Lovett, 2011

Blog Exercise 4Day 2

What do you suppose the analytics will tell us?

In Summary

Social Media marketing – creating the buzz

Content

Communities

Contribution

What a Social Media Campaign Looks like

Background

Strtegy

Tactics

Measurement

wrap upquestions?

morning teaFeel free to go outside...but be back in 15mins

PROJECT

THINK ACTKEEP IT DIFFERENT ENGAGE YOUR AUDIENCE

Time for PresentationsOver to You