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WHY YOU SHOULD NEVER RAFFLE OFF AN IPAD

(UNLESS YOU’RE APPLE) Social Media Campaigns:

How to Do Them Right, Wrong, and Sideways

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RACHAEL KING Head of Communications,

DogVacay

@rachaelgking

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SOCIAL CAMPAIGNS But why?

GET THE WORD OUT TO A WHOLE NEW GROUP OF PEOPLE

Brand Awareness Growth

Lead Gen

User acquisition

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WHAT KIND of campaigns?

INSPIRED CONTENT REAL TIME GIVEAWAY PARTNER

SHIPS RESEARCH

1. 2. 3. 4. 5.

DOGVACAY: CESAR MILLAN Giveaway

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SMITHSONIAN ZOO: #ENDANGEREDSONG Partnership

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LAYS: Do us a flavor Research

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DOVE: REAL BEAUTY SKETCHES Inspired Content

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OREO: THE SUPERBOWL TWEET Real Time

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A1 “CONSCIOUSLY UNCOUPLES” from steak Real Time Bonus

KEY COMPONENTS

Goals Prep Execution

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1 2 3

GOALS

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1.

aWARENESS

4.

CONVERSIONS

3. PERMISSION MARKETING

2.

TRAFFIC

Specific. Measurable. Achievable.

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PREP Under-promise and over-deliver

1. PLAN &

TIMELINE

4.

LOGISTICS

3.

ASSETS

2.

DELEGATE

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EXECUTION Focus makes perfect

1. CHECK IN POINTS

4. MEASURE & REPORT

3. EVALUATE & TWEAK

2. REVISIT GOALS

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HOW TO CREATE Brilliant ideas come from…

MIND MAP

CROWDSOURCE

PARTNER COLLABORATIONS

HACKATHON

“BORROW” & TWEAK

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HOW TO MARKET Shout it from the top of a mountain!

LIST BUIlding

Cross-promotion

MEDIA outreach

Awesome assets

CONSISTENT MESSAGing

FOLLOW UP AND

THROUGH

REPEAT?

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How to measure It’s all about the GOAL

Track twice, report once.

Sign ups CONVERSATIONS USER ACQUISITION

FAN GROWTH

User-Generated content SALES

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FANTASTIC TOOLS Mostly free, too!

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Campaign blooper reel Doing it wrong…

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Campaign blooper reel, Pt. 2 Still doing it wrong…

Campaign blooper reel, Pt. 3 Doing it the wrong-est.

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MORAL OF THE STORY…

1. CHOOSE WHEN TO CAPITALIZE WISELY

2. ALWAYS ASK, “HOW COULD THIS GO WRONG?”

3. OFFER INCENTIVES WITH (RELEVANT) VALUE

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TAKEAWAYS Guiding principles

be CREATIVE

1 2 3 be

SMART be

TIMELY

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Questions? Bring ‘em on

Thanks!

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Get in touch: @rachaelgking