kc iabc business communicators summit - keynote
TRANSCRIPT
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“From Concept to Outcomes: Effectives Strategies, Tactics and Tools for Social Media Success”
Lisa Qualls, VP of Interactive Strategy
at Summit Marketing and SMCKC Chairwoman of the Board
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Agenda
Preparing campaign strategy Campaign ideation
Viral probability analysis Outreach approach
Monitoring tools Measure results
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Preparing campaign strategy
What are the business goals? Identify constraints and opportunities De"ne timeframe and budget Establish success metrics
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Preparing campaign strategy
Market Share
Minimal social assets New Brand
Repeat Traffic
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Campaign ideation
• Bring the exclusive to the masses
• Enable people to share
• Capture information
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Campaign ideation
• Competition & interaction
• Coupon and prize incentive
• Integrated touch points
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Campaign ideation
• Webisodes • Online media
kit • In#uencer
outreach • The big event • Offline
participation
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Viral probability analysis
Readers, backlinks, other assets, commenting, post schedule, post content, author publications, etc.
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Outreach options
• Leverage networks • Identify like minds with new audiences • Big blast vs. wave approach • Mixed organic vs. paid • Incentives • Risk mitigation plans • Follow-up plans
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Monitoring Tools
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Measure results
• Revenue • Costs • Market share • Mentions, reach, and views • Activity comparison • Clicks/conversions • Entries, coupons, contact information
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Communicate Success
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THANK YOU!
About LISA QUALLS Company: Summit Marketing
Location: Lenexa, KS Phone: 913.562.3400
Email: [email protected]
Twitter: @lqualls4444, @summitsocial
Site: http://summitmarketing.com Quick Bio: Ambitious high-energy woman who loves family, fun and "ghting for the win. VP of Interactive Strategy at Summit Marketing. SMCKC Chairwoman of the Board.