Webinar:How to Build a Social CampaignGetting Value from Social Media              @crowdfactory #socialcampaign @bolsocial
Housekeeping …1   Content shared in this webinar will    be available following the event.2   Request a 1-on-1 Strategy La...
Make this session interactive …                                                           if Tweeting about this session, ...
Today’s Presenters            Michael Weisfeld                                                    Adam Corey            Di...
Agenda: Developing an Earned Media Strategy  Keynote: value of social media  Step 1: How do you plan and implement social ...
We all know Social Media is important …                            “85% of Americans believe a                            ...
Poll:Who has optimized theirwebsite with social features?   #socialmediamarketing @bolsocial
Boosting the performance of your websiteLEVERAGING YOUR MOST VALUABLEONLINE ASSET               @crowdfactory #socialcampa...
Think about your website like is your Country …            @crowdfactory #socialcampaign @bolsocial
… which attracts visitors from far and wide …             @crowdfactory #socialcampaign @bolsocial
… who want to share their experiences …            @crowdfactory #socialcampaign @bolsocial
… with their network of contacts …            @crowdfactory #socialcampaign @bolsocial
… of like minded people who also come to visit ….            @crowdfactory #socialcampaign @bolsocial
… and want to share their experiences …            @crowdfactory #socialcampaign @bolsocial
Social Media Marketing Helps!Results from one of our client’s efforts (B2B software company):Visitors arriving viaSocial m...
Overview of digital word of mouth marketingWHAT IS “EARNED MEDIA”?                @crowdfactory #socialcampaign @bolsocial
Goal: Drive website visitors   Offline Marketing                             Online Marketing                             ...
Goal: Motivate Visitors to be InfluencersDefinition:   Enthusiastic individuals equipped with the   resources to reach and...
How: Capture “Situational Interest” Understand your visitors needs & wants …First Visit / Anonymous User Activity   Repeat...
How: Inspire people to “Share” Inspire to People to share via                               Role? publishing GOOD CONTENT ...
What: Each “Share” is Earned Media Definition: Earned media is an impression created by a user who “shared” content on the...
Earned Media can help measure ROI               Paid MediaEarned MediaROI =News feed impressions (#) x Cost of Ad ($) – Co...
… and create a swell of impressions …5 million tweetsThe average number of Tweets per day on Twitter.com aloneSource: Mark...
… that will amplify once shared …                                                     3-5x                                ...
… and can be tracked to conversion                                                     of implementation ($)              ...
How to Build a Social CampaignSTEP 1: HOW DO YOU PLAN AND IMPLEMENTCAMPAIGNS?                @crowdfactory #socialcampaign...
Social Campaigns: Best-PracticesUse social to drive awareness and conversion  Give visitors something to do and something ...
Social Campaigns Integration   Engagement in many modes…                             …across many channels                ...
Social Campaigns: Contextual Sharing Red Cross wanted to inspire people to give blood based on word of mouth referral.    ...
Social Campaigns: Engineering the Share       1                        2           4       4           @crowdfactory #soci...
Social Campaigns: Motivated Sharing BookRenter.com allows students to rent college textbooks instead of buying them to sav...
Social Campaigns: Action Sharing Make it easy for your audience to participate and interact    Who has time to think of a ...
Social Campaigns: Action Sharinghttp://www.bookrenter.com/                     @crowdfactory #socialcampaign @bolsocial
Social Campaigns: Action Sharinghttp://www.bookrenter.com/                     @crowdfactory #socialcampaign @bolsocial
Social Campaigns: Referral Marketinghttp://www.bookrenter.com/                     @crowdfactory #socialcampaign @bolsocial
Social Campaigns: Sharing Experiences                                                    B2C Example: Give your audience s...
Social Offers & Group Buying: Best-Practices Provide group offers and promotions . Get everyone involved in crowd deal sel...
Social Campaigns: Referral Marketing                                       B2C Example: Provide the ability for your websi...
Social Campaign: Group OfferB2C Example:               @crowdfactory #socialcampaign @bolsocial
Social Campaign: Deal Selection Entry selection Voting capability Selection period Winning deal Promotion Build social DB ...
How to Build a Social CampaignSTEP 2: HOW DO YOU MEASURE & OPTIMIZE?                @crowdfactory #socialcampaign @bolsocial
Track Conversions Attribution Analytics   Measuring social   campaign performance KPI: conversion   Lead Request   Purchas...
Social Dashboard & Analytics Key metrics to watch:   Interaction rate   Shares-to-resulting visits   Resulting visits-to- ...
Social Dashboard & Analytics Improve your interactions rate:   Look at creative elements   and placement on page   Is the ...
Social Campaigns: A/B Testing Testing to improve performance:    Placement    Messaging    Creative elements    Offer / Re...
Social Campaigns: A/B Testing Media company wanted to boost referral visits through social media    Tested multiple versio...
Building a Social Database          @crowdfactory #socialcampaign @bolsocial
Conclusion & QuestionsWRAP UP               @crowdfactory #socialcampaign @bolsocial
In Conclusion Look to add social sharing campaign to high value assets on your website.   Let the crowd help you boost ROI...
Thank You! Questions?                 Michael Weisfeld                                               Adam Corey           ...
businessol.com/labs
Handout: Social Media Whitepaper For all those who have attended, BusinessOnLine will be sending out latest whitepaper Als...
@crowdfactory #socialcampaign @bolsocial
APPENDIXAdditional Information and Resources              @crowdfactory #socialcampaign @bolsocial
User Centered Design Methodology                                                                  Workshop #3:            ...
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BusinessOnline & Crowd factory - Creating Social Campaigns on Your Website

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Sponsored by ReadyTalk webinar series, see how BusinessOnline and Crowdfactory have partnered to add social media features to your most valuable online asset ... your website. This presentation provides inspiration for how to add social features to generate earned media and boost your website performance.

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BusinessOnline & Crowd factory - Creating Social Campaigns on Your Website

  1. 1. Webinar:How to Build a Social CampaignGetting Value from Social Media @crowdfactory #socialcampaign @bolsocial
  2. 2. Housekeeping …1 Content shared in this webinar will be available following the event.2 Request a 1-on-1 Strategy Lab http://www.businessol.com/labs @crowdfactory #socialcampaign @bolsocial
  3. 3. Make this session interactive … if Tweeting about this session, please use this hashtag: #socialcampaignQUESTIONS ???please submit questions throughout todayssession and they will be address in the final15 min of the webinar. @crowdfactory #socialcampaign @bolsocial
  4. 4. Today’s Presenters Michael Weisfeld Adam Corey Director, Social Media Director, Customer Success "Unless you try to do something beyond what you acorey@crowdfactory.com have already mastered, you will never grow." Ronald E. Osborn @crowdfactory @mrweisfeld http://www.linkedin.com/in/michaelweisfeldFollow Crowd Factory and @crowdfactory @BOLSocial BusinessOnLine Social www.facebook.com/crowdfactory Media team on www.facebook.com/BOLOptimized @crowdfactory #socialcampaign @bolsocial
  5. 5. Agenda: Developing an Earned Media Strategy Keynote: value of social media Step 1: How do you plan and implement social campaigns? Step 2: How do you measure and optimize? Wrap-up / Q&A @crowdfactory #socialcampaign @bolsocial
  6. 6. We all know Social Media is important … “85% of Americans believe a company should not only be present but also interact with its consumers via social media” - Omnicom “25% of top search results for world’s 20 largest brands is consumer-generated” - Jupiter “78% of consumers trust peer recommendations” - Nielsen “...But only 14% trust ads” - Wiley @crowdfactory #socialcampaign @bolsocial
  7. 7. Poll:Who has optimized theirwebsite with social features? #socialmediamarketing @bolsocial
  8. 8. Boosting the performance of your websiteLEVERAGING YOUR MOST VALUABLEONLINE ASSET @crowdfactory #socialcampaign @bolsocial
  9. 9. Think about your website like is your Country … @crowdfactory #socialcampaign @bolsocial
  10. 10. … which attracts visitors from far and wide … @crowdfactory #socialcampaign @bolsocial
  11. 11. … who want to share their experiences … @crowdfactory #socialcampaign @bolsocial
  12. 12. … with their network of contacts … @crowdfactory #socialcampaign @bolsocial
  13. 13. … of like minded people who also come to visit …. @crowdfactory #socialcampaign @bolsocial
  14. 14. … and want to share their experiences … @crowdfactory #socialcampaign @bolsocial
  15. 15. Social Media Marketing Helps!Results from one of our client’s efforts (B2B software company):Visitors arriving viaSocial media traffic are … 10% more likely to convert into a lead than non-social media traffic. @crowdfactory #socialcampaign @bolsocial
  16. 16. Overview of digital word of mouth marketingWHAT IS “EARNED MEDIA”? @crowdfactory #socialcampaign @bolsocial
  17. 17. Goal: Drive website visitors Offline Marketing Online Marketing traffic traffic Website @crowdfactory #socialcampaign @bolsocial
  18. 18. Goal: Motivate Visitors to be InfluencersDefinition: Enthusiastic individuals equipped with the resources to reach and impact others in a related market.Key point:Mobilize your crowd topower your marketing. @crowdfactory #socialcampaign @bolsocial
  19. 19. How: Capture “Situational Interest” Understand your visitors needs & wants …First Visit / Anonymous User Activity Repeat Visit / Authenticated User 1 Activity 3 Authenticated Customer Activity Activity 5 Activity 6 2 Activity 4 @crowdfactory #socialcampaign @bolsocial
  20. 20. How: Inspire people to “Share” Inspire to People to share via Role? publishing GOOD CONTENT Contextual & Relevant Personas based on the situational interest or Calls to Content timing of the user’s visit. Action? Focus? Appropriate action or response relevant to the content and based on the users goal. Make calls-to-actions obvious and intuitive @crowdfactory #socialcampaign @bolsocial
  21. 21. What: Each “Share” is Earned Media Definition: Earned media is an impression created by a user who “shared” content on their social networks. @crowdfactory #socialcampaign @bolsocial
  22. 22. Earned Media can help measure ROI Paid MediaEarned MediaROI =News feed impressions (#) x Cost of Ad ($) – Cost of Implementation ($) 22 @crowdfactory #socialcampaign @bolsocial
  23. 23. … and create a swell of impressions …5 million tweetsThe average number of Tweets per day on Twitter.com aloneSource: MarketingProfs, LLC1 billion postsNumber of content (web links, news stories, blog posts, notes, photos, etc.) shared each week on FacebookDigital Buzz Blog, Social Media Has Grown Up: Stats One Year On, 8.03.0913 hours every minuteHours of video is uploaded to YouTubeSource: youtube.com @crowdfactory #socialcampaign @bolsocial
  24. 24. … that will amplify once shared … 3-5x Amplification on sharing content 5-15x Amplification on sharing a comment, viewpoint, vote @crowdfactory #socialcampaign @bolsocial
  25. 25. … and can be tracked to conversion of implementation ($) Conversions (#) x Value Per ($) – Cost ROI = @crowdfactory #socialcampaign @bolsocial
  26. 26. How to Build a Social CampaignSTEP 1: HOW DO YOU PLAN AND IMPLEMENTCAMPAIGNS? @crowdfactory #socialcampaign @bolsocial
  27. 27. Social Campaigns: Best-PracticesUse social to drive awareness and conversion Give visitors something to do and something worth sharing Integrate social interactions in all marketing channels Pay attention to the user’s voice and give them the ability to express opinion Must be easy to create and change messaging based on feedback and performance @crowdfactory #socialcampaign @bolsocial
  28. 28. Social Campaigns Integration Engagement in many modes… …across many channels Website Facebook Reviews Contests Offers PagesSocial Shopping UGC Video Landing Email Pages Voting Badging Wishlists Mobile In Ad units @crowdfactory #socialcampaign @bolsocial
  29. 29. Social Campaigns: Contextual Sharing Red Cross wanted to inspire people to give blood based on word of mouth referral. The Ask: “Get your friends involved in the winter storm recovery.” The Reward: “Claim this badge on your Facebook page or blog.” @crowdfactory #socialcampaign @bolsocial
  30. 30. Social Campaigns: Engineering the Share 1 2 4 4 @crowdfactory #socialcampaign @bolsocial
  31. 31. Social Campaigns: Motivated Sharing BookRenter.com allows students to rent college textbooks instead of buying them to save over $500. The Ask: “How will YOU use the $500 you’ll save with BookRenter.com” The Reward: Discounts for friends and initial sharer @crowdfactory #socialcampaign @bolsocial
  32. 32. Social Campaigns: Action Sharing Make it easy for your audience to participate and interact Who has time to think of a reason or formulate a “share” that will benefit your website? Offer your audience the ability to select or vote instead of writing a story. @crowdfactory #socialcampaign @bolsocial
  33. 33. Social Campaigns: Action Sharinghttp://www.bookrenter.com/ @crowdfactory #socialcampaign @bolsocial
  34. 34. Social Campaigns: Action Sharinghttp://www.bookrenter.com/ @crowdfactory #socialcampaign @bolsocial
  35. 35. Social Campaigns: Referral Marketinghttp://www.bookrenter.com/ @crowdfactory #socialcampaign @bolsocial
  36. 36. Social Campaigns: Sharing Experiences B2C Example: Give your audience something to DO and something to SHARE applies to B2B, B2C & Non-profit websites. Map social campaigns to actions B2B Example: on your website  Surveys  Product feedback  Events (registration, download whitepaper, etc.) @crowdfactory #socialcampaign @bolsocial
  37. 37. Social Offers & Group Buying: Best-Practices Provide group offers and promotions . Get everyone involved in crowd deal selection and product feedback. Reward your influential customers, but also their friends and network. Measure performance and listen for opportunities to optimize accordingly. @crowdfactory #socialcampaign @bolsocial
  38. 38. Social Campaigns: Referral Marketing B2C Example: Provide the ability for your website visitors to trigger group offers and promotions Build good will and foster customer loyalty Reach wide, friendly audience Avoid having your offer / promo code “scraped” on other sites @crowdfactory #socialcampaign @bolsocial
  39. 39. Social Campaign: Group OfferB2C Example: @crowdfactory #socialcampaign @bolsocial
  40. 40. Social Campaign: Deal Selection Entry selection Voting capability Selection period Winning deal Promotion Build social DB Customers invest emotion @crowdfactory #socialcampaign @bolsocial
  41. 41. How to Build a Social CampaignSTEP 2: HOW DO YOU MEASURE & OPTIMIZE? @crowdfactory #socialcampaign @bolsocial
  42. 42. Track Conversions Attribution Analytics Measuring social campaign performance KPI: conversion Lead Request Purchase Call / Inquiry @crowdfactory #socialcampaign @bolsocial
  43. 43. Social Dashboard & Analytics Key metrics to watch: Interaction rate Shares-to-resulting visits Resulting visits-to- conversions @crowdfactory #socialcampaign @bolsocial
  44. 44. Social Dashboard & Analytics Improve your interactions rate: Look at creative elements and placement on page Is the call-to-action clear? Is the offer compelling to the audience? @crowdfactory #socialcampaign @bolsocial
  45. 45. Social Campaigns: A/B Testing Testing to improve performance: Placement Messaging Creative elements Offer / Reward @crowdfactory #socialcampaign @bolsocial
  46. 46. Social Campaigns: A/B Testing Media company wanted to boost referral visits through social media Tested multiple versions including a single “Recommend” button versus three network-specific buttons Through testing, found that network-specific options Option A: improved interaction rate which resulted in almost 4X referral visits Option B: @crowdfactory #socialcampaign @bolsocial
  47. 47. Building a Social Database @crowdfactory #socialcampaign @bolsocial
  48. 48. Conclusion & QuestionsWRAP UP @crowdfactory #socialcampaign @bolsocial
  49. 49. In Conclusion Look to add social sharing campaign to high value assets on your website. Let the crowd help you boost ROI Map your goals to theirs Now, you can track ROI Now, you can move quickly @crowdfactory #socialcampaign @bolsocial
  50. 50. Thank You! Questions? Michael Weisfeld Adam Corey @mrweisfeld @crowdfactory http://www.linkedin.com/in/michaelweisfeld acorey@crowdfactory.comQUESTIONS ???Note: Slides from today’s webinar will be sent to all attendees. @crowdfactory @BOLSocial Request a 1-on-1 Strategy Lab http://www.businessol.com/labs @crowdfactory #socialcampaign @bolsocial
  51. 51. businessol.com/labs
  52. 52. Handout: Social Media Whitepaper For all those who have attended, BusinessOnLine will be sending out latest whitepaper Also available here: http://www.businessol.com/resour ces/whitepapers/premium/is-your- company-social @crowdfactory #socialcampaign @bolsocial
  53. 53. @crowdfactory #socialcampaign @bolsocial
  54. 54. APPENDIXAdditional Information and Resources @crowdfactory #socialcampaign @bolsocial
  55. 55. User Centered Design Methodology Workshop #3: Wireframes Workshop #2: Information Paths Workshop #1: Personas / Scenarios @crowdfactory #socialcampaign @bolsocial

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