sandra harris - final presentation - nmdl

Social Media Campaign

“Your Door.

Our Glass.”

Sandra Harris • New Media Drivers License • Fall 2011

ODL:• Manufacturer of Home Building Products• Doorglass, Tubular Skylights, Blinds & Shades

Audience:• Distribution & Retail Customers• Builders, Architects & Designers• Homeowners

Marketing Opportunity:• Increase Homeowner Awareness of ODL Decorative Doorglass

How?

ODL Social Media Campaign • “Your Door. Our Glass.”

…”Your Door. Our Glass” Social Media Campaign

Message: ODL Decorative Doorglass adds

Beauty & Style to Your Home

Campaign Objectives:

• Use an Effective Mix of Social Media

• Drive Sales to ODL Distribution Customers

• Create Buzz

• Establish Metrics for Success

What’s Next?

ODL Social Media Campaign • “Your Door. Our Glass.”

…Start Blogging:

• First: Partner with Respected Industry Bloggers

• Next: Create ODL-Branded Blog

• Generate Buzz

• Link to odl.com: Increased Traffic & SEO

• Budget: $$

• Timeline:

Partner Blogs: Begin Now

ODL Blog: Live in 4 Months

And?

ODL Social Media Campaign • “Your Door. Our Glass.”

…Utilize YouTube:

• Increase Use of Existing ODL Channel

• Contest: “Show Us Your ODL Doorglass”

• Invite Homeowner Video Submissions

• Link to odl.com: Increased Traffic & SEO

• Budget: $

• Timeline: Begin Now

What Else?

ODL Social Media Campaign • “Your Door. Our Glass.”

…Create Facebook, Twitter & Flickr Profiles:

• Utilize Existing Product Photo & Video Libraries

• Contest: “Show Us Your ODL Doorglass”

• Invite Homeowner Photo/Video Submissions

• Create Engagement & Buzz

• Link to odl.com: Increased Traffic & SEO

• Budget: $

• Timeline: Live in 2 Months

What’s Next?

ODL: Social Media Campaign • “Your Door. Our Glass.”

…Develop Google AdWords Campaign:

• Ads: Style & Affordability Focus

• Direct Traffic to Campaign-Themed Landing Page

• Link to odl.com: Increased Traffic & SEO

• Budget: $$$

• Timeline: Live in 2 Months

And?

ODL Social Media Campaign • “Your Door. Our Glass.”

…Use Mobile & Mobile Apps:

• Use Existing Product Video Library

• QR Codes Link to ODL Videos & Campaign

Landing Pages

• Develop App: Show ODL Doorglass on Your Door

• Mobile Apps & Video Links Go Viral

• Budget: $$—$$$

• Timeline: Live in 2 Months

ODL Social Media Campaign • “Your Door. Our Glass.”

Determine Campaign Success:

More Buzz. More Traffic. More Sales.

• odl.com: Traffic & Conversions

• Social Media: Activity by Platform

• Distribution Sales Activity

Use HootSuite, Google Analytics, etc. for Statistics

Gather Statistics & Compare

to Campaign Objectives

Adjust. Continue.

ODL Social Media Campaign • “Your Door. Our Glass.”

…Tie It All Together for Campaign Success

ODL Social Media Campaign • “Your Door. Our Glass.”