social superheroes - behind the scenes of a massive marketing campaign
TRANSCRIPT
– Behind the Scenes!
Meet the Social Superheroes:
#SocialSuperheroes
Meet the Social Superheroes:
#SocialSuperheroes
Meet the Social Superheroes:
#SocialSuperheroes
Housekeeping Notes
Slides and recording will be available after
Technical issues – please use the chat panel
Questions on Twitter: #SocialSuperheroes
#SocialSuperheroes
1 Research
How did we know Superheroes would work?
Get data before you create
What’s already working for the topic?
1. Perform a topic search
What’s working for big sites?
2. Perform a multiple domain search
3. Figure out what format works best
3. Figure out what format works best
How To Articles,
Lists, Infographics –
let’s make something
visual and helpful!
4. Figure out what length it should be
Longer wins, let’s
create an ebook!
Tip driven/how-to
guide
Tip driven/how-to
guide
Heroes/Avenger
s theme
Tip driven/how-to
guide
Heroes/Avenger
s theme
Longer form
ebook
Tip driven/how-to
guide
Heroes/Avenger
s theme
Longer form
ebook
Visual element
like infographic
Research before you start:
Popular topics
What the big players are seeing success with
Optimal length of content
Most popular format
2 The launch
"A Great Content Brand is a brand that's
famous for producing intelligent, useful and
entertaining content that's always worth
consuming.”
Doug Kessler, Velocity Partners
Share the content with your networks
1. Spark up the conversation
"Tweets from businesses that contain
images are 34% more likely to get
Retweeted than Tweets from businesses
with no image at all.”
HubSpot & SocialBro Research
Google +
Share the content with ALL of your networks
Google +
Google +
Event
Make use of your profile cover photo space
Pin Your posts to the top of your Profile
Create a vine or instagram video
2. Engage your audience
Who should you engage with?
Fans/Followers who:
Shared the content
Shared the assets created for the campaign
Engaged with the ebook/content/brand
Ask questions (Have you read it? Did you enjoy
it?)
How should you engage with them?
Offer help/assistance
Search for keywords
Hijack trending topics
2. Entertain your audience
How do you entertain your audience?
Use quotes that everyone knows and recognises
Use images your audience can relate to
Make it fun and fit it to your campaign’s theme
3 Expanding
Reach
Just one influencer sharing can result
in 30% more shares
Not all influencers are equal
Find who’s sharing quality content on your topic
Sort by authority, RT ratio, type, location
focus our outreach efforts
Influencer search for social media marketing:
our outreach list
What does Jason Falls like to share?
Can only ask …
Influencer outreach is about building relationships
Do influencers share landing pages??
Authority on the line
Many won’t share pages asking for follower
data
A/B test with direct link rather than gated offer
4 Measure
Why measure?
Define clear objectives
Focuses the entire organisation on what is and
isn’t important
Agreed and transparent results can be used to
justify associated budgets
Don’t focus on the latest ‘vogue’ or
‘vanity’ metrics.
What should you measure?
Outputs – what you created
Outtakes – how people reacted
Outcomes – how people behave differently
as a result
It’s far more insightful to track
conversation about a campaign in
relation to a brand, rather than simply
the campaign or the brand.
Use boolean language to track the campaign
The Social Superheroes dashboard
Measure volume, reach, exposure, and
amplification
Measuring the buzz
Get granular using social listening
Measure website visits
Measure Takeaways
Measure positive and negative sentiment
Measure buzz, reach and amplification
Measure website visits & conversions
THANK YOU!
Questions?#SocialSuperheroes
@Buzzsumo
@LinkHumans
@Brandwatch
@HubSpot