the 7 elements of a perfect social media campaign
DESCRIPTION
The 7 Elements of a Perfect Social Media Campaign was a webinar hosted by Marcus Whitney, Co-founder of Moontoast, and Shoutlet's Kira Sparks. Learn the essential elements that go into creating a perfect campaign, along with compelling examples from real brands.TRANSCRIPT
WEDNESDAY, FEBRUARY 12, 2014 AT 11AM PT/2PM ET
7 ELEMENTS OF THE PERFECTSOCIAL MEDIA CAMPAIGN
Presented by Kira Sparks, Shoutlet, and Marcus Whitney, Moontoast
Thursday, April 10, 2014
Follow Us
#socialelements
Shoutlet
Follow Shoutlet
@Shoutlet facebook.com/shoutlet youtube.com/shoutlet
plus.google.com/+shoutlet linkedin.com/company/shoutlet pinterest.com/shoutlet
Today’s Presenters
Kira Sparks @kksparks
Senior Content Manager
Marcus Whitney @marcuswhitney
Co-‐Founder
Social Rich Media Adver9sing Pla<orm
Moontoast helps brands deliver engaging Social experiences across all social channels and device types.
Awareness Consideration Intent Lead Generation Conversion Brand Loyalty
Who Moontoast Has Worked With
@Moontoast
Connect with Moontoast
Facebook.com/Moontoast
linkedin.com/company/moontoast-‐inc Gplus.to/Moontoast
pinterest.com/MoontoastPins/ Youtube.com/moontoasMv
The Agenda
What we’ll cover today
• Why campaigns are vital to your social markeOng strategy
• 7 elements of the perfect social campaign – from planning to results
• Giveaway & Q&A
Why SocialCampaigns
Matter
Why Run a Social Campaign?
EXTEND reach
DRIVE deep engagement
EXPAND marketing objectives
COLLECT data and feedback
Audience: Who Are You Trying To Reach?
DEMOGRAPHICS INFLUENCERS
LOCATION
PASTENGAGEMENT
NICHEINTERESTS
ObjecOves: What Do You Want Them to Do?
Increase brandawareness
Decrease callcenter traffic
Increasesales
Build customerrelationships
ObjecOves: Think Big, and Break Them Into Baby Steps
INCREASEBRAND
AWARENESS
Build emaildatabase
Land media mentions
Increase brand mentions on
ObjecOves: Think Big, and Break Them Into Baby Steps
DECREASECALL CENTER
TRAFFIC
Quickly find customer
mentions
Lower Twitter response times
Create videosto answerquestions
Ballard Leads with Strong ObjecOves
Objec9ve Reward loyal fans, drive sales, gather social data and track ROI
Campaign Ran 2-‐part promoOonal giveaway offering 20% off all products and a chance to win Ballard Bucks
Results Drove over $400,000 in sales, 72% increase in fans and 31,000 new names added to the database
Budget Planning
Content Crea9on
Allocate a porOon of spend to creaOng original content:
• Blog posts • Infographics • Videos • Whitepapers • Reports
• Podcasts • ArOcles • Webinars
Budget Planning
Targe9ng
• Determine KPIs & allocate spend accordingly
• AdverOsing opOons on social:
Promoted Accounts Tweets Trends
Page Posts Right-‐Hand Rail
Sponsored InMail Sponsored Updates Banner Display
Budget Planning
Platform Shareof U.S. Brands
Social Ad Budgets
FACEBOOK YOUTUBE TWITTER PINTEREST OTHER
57%
15%2%
13%
13%
Source: Technorati Media, 2013 Digital Influence Report, U.S.
Budget Planning
Minimal Budget?
• Know exactly what you are looking for
• Engagement vs. clicks
• Cap your spend
• Target without spend
Great Engagement is Made of This
Three Parts Relevance
C
R E
E
S
R
I
R
Great Engagement is Made of This
One Part Incen9ve | One Part Convenience
C
R E
E
S
R
I
R
Great Engagement is Made of This
Two Parts Entertainment
C
R E
E
S
R
I
R
Great Engagement is Made of This
One Part Shareability
• Add social sharing icons to all live content • Encourage sharing in CTAs • Build sharing into the entry process • Promote the campaign across all channels • Invest in shareable content
C
R E
E
S
R
I
R
FantasOc CreaOve
• Create engaging, relevant content
• Be aware of consumers on mobile
• Build in interacOve features/call-‐outs
FantasOc CreaOve
4 Best Prac9ces 1. Create an awesome “Share” image
with prominent CTA
2. Use the right amount of copy
3. Choose the right font size 4. Incorporate consistent branding
FantasOc CreaOve
Nestlé Invests in Social Rich Media Ads
Five Ways to BeMer Promote Your Campaigns
Target your updates
Showcase user-‐generated content
Display promoOons across channels
Five Ways to BeMer Promote Your Campaigns
Put $$ behind it
Five Ways to BeMer Promote Your Campaigns
Measure everything
IntegraOon
Add social to the markeOng campaigns you already have planned
IntegraOon
1.19B
540M
259M
50M
23
2M
MONTHLY ACTIVEUSERS BY NETWORK
Hours of a consumer’s dayare spent on their smartphones
3.3
IntegraOon
of US ad professionalsused Twitter ads in
conjunction witha TV ad campaign
22%
Cougar Town TBS
• Trackable URLs • Sharing widgets • Web AnalyOcs
• Customized forms
• Social CRM
Tracking Mechanisms Must Be In Place
Three Kinds of Data
1. Enterprise Data Processes and transacOonal data • Rewards informaOon • Products purchased • Dollars spent
2. Social Data Collected affinity data through social networks and social analyOcs • ConversaOons • Interests • Like • Brands they follow
3. 3rd Party Data Public data from other systems that furthers understanding of customer lifestyles
Enterprise Data
Social Data
3rd Party Data
The Power of Data
Measure
BrandAdvocacyPrograms
Ads
CustomerService
EmailMarketing
• Target Media Buys • Strategically placed ads • Create custom and look-‐a-‐like Facebook audiences
• Provide more personalized and Omely service • Have a complete customer communicaOon history • ProacOvely engage your customers with personalized content
Create customized and targeted email campaigns with your exisOng provider
• IdenOfy the most socially acOve rewards members • Target these members with easily shareable content
• Detect acOonable insights • Track campaigns across other markeOng channels • IdenOfy direct path to revenue conversions
1. Goals & benchmarks
2. Budget Planning
3. Engagement
4. FantasOc creaOve
5. PromoOon
6. IntegraOon
7. Results
Let’s Review…
Tweet to Win
Tweet your answer with #socialelements
TWEET ONE OF YOURTAKEAWAYS FOR ACHANCE TO WIN!
QuesOons?
Want to find out more about Moontoast? Contact [email protected]
Join us for our webinars each month: Go to moontoast.com/webinar to find out what’s coming up
