Social Media marketing is not all about Facebook, Twitter and Youtube. A major contributor to the success of a social media marketing program is how well you leverage your website visitors to engage and share information on their social networks.
With today’s technology you are able to add many features to your website to make it social and help generate buzz. However, it takes careful planning and a centralized platform to properly manage all the social features. In this webinar we will cover the strategy and planning process for adding social features to websites and the capabilities provided by the CrowdFactory platform to make the implementation and performance reporting much easier.
Key Points of Interest:
• Importance of the Earned Media in Social Media Marketing
• Finding ways to integrate social features into your website
• Measuring engagement and identifying influencers
08448380779 Call Girls In Greater Kailash - I Women Seeking Men
How to Build Social Campaigns into your Website (FULL DECK)
1. Webinar:
How to Build a Social Campaign
Getting Value from Social Media
@crowdfactory #socialcampaign @bolsocial
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. Make this session interactive …
if Tweeting about this session,
please use this hashtag:
#socialcampaign
QUESTIONS ???
please submit questions throughout today's
session and they will be address in the final
15 min of the webinar.
@crowdfactory #socialcampaign @bolsocial
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/michaelweisfeld
Follow Crowd Factory and @crowdfactory
@BOLSocial
BusinessOnLine Social
www.facebook.com/crowdfactory
Media team on www.facebook.com/BOLOptimized
@crowdfactory #socialcampaign @bolsocial
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. 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
8. Boosting the performance of your website
LEVERAGING YOUR MOST VALUABLE
ONLINE ASSET
@crowdfactory #socialcampaign @bolsocial
9. Think about your website like is your Country …
@crowdfactory #socialcampaign @bolsocial
10. … which attracts visitors from far and wide …
@crowdfactory #socialcampaign @bolsocial
11. … who want to share their experiences …
@crowdfactory #socialcampaign @bolsocial
12. … with their network of contacts …
@crowdfactory #socialcampaign @bolsocial
13. … of like minded people who also come to visit ….
@crowdfactory #socialcampaign @bolsocial
14. … and want to share their experiences …
@crowdfactory #socialcampaign @bolsocial
15. Social Media Marketing Helps!
Results from one of our client’s efforts (B2B software company):
Visitors arriving via
Social media traffic are …
10% more likely to convert into a lead
than non-social media traffic.
@crowdfactory #socialcampaign @bolsocial
16. Overview of digital word of mouth marketing
WHAT IS “EARNED MEDIA”?
@crowdfactory #socialcampaign @bolsocial
18. Goal: Motivate Visitors to be Influencers
Definition:
Enthusiastic individuals equipped with the
resources to reach and impact others in a
related market.
Key point:
Mobilize your crowd to
power your marketing.
@crowdfactory #socialcampaign @bolsocial
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. 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. 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. Earned Media can help measure ROI
Paid Media
Earned Media
ROI =
News feed impressions (#) x Cost of Ad ($) – Cost of Implementation ($)
22
@crowdfactory #socialcampaign @bolsocial
23. … and create a swell of impressions …
5 million tweets
The average number of Tweets per day on Twitter.com alone
Source: MarketingProfs, LLC
1 billion posts
Number of content (web links, news stories, blog posts, notes, photos, etc.) shared each week on Facebook
Digital Buzz Blog, Social Media Has Grown Up: Stats One Year On, 8.03.09
13 hours every minute
Hours of video is uploaded to YouTube
Source: youtube.com
@crowdfactory #socialcampaign @bolsocial
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. … and can be tracked to conversion
of implementation ($)
Conversions (#) x Value Per ($) – Cost
ROI =
@crowdfactory #socialcampaign @bolsocial
26. How to Build a Social Campaign
STEP 1: HOW DO YOU PLAN AND IMPLEMENT
CAMPAIGNS?
@crowdfactory #socialcampaign @bolsocial
27. Social Campaigns: Best-Practices
Use 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. Social Campaigns Integration
Engagement in many modes… …across many channels
Website Facebook
Reviews Contests Offers Pages
Social Shopping UGC Video Landing
Email Pages
Voting Badging Wishlists Mobile In Ad
units
@crowdfactory #socialcampaign @bolsocial
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
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. 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. Social Campaigns: Action Sharing
http://www.bookrenter.com/
@crowdfactory #socialcampaign @bolsocial
34. Social Campaigns: Action Sharing
http://www.bookrenter.com/
@crowdfactory #socialcampaign @bolsocial
35. Social Campaigns: Referral Marketing
http://www.bookrenter.com/
@crowdfactory #socialcampaign @bolsocial
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. 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. 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
40. Social Campaign: Deal Selection
Entry selection
Voting capability
Selection period
Winning deal
Promotion
Build social DB
Customers invest emotion
@crowdfactory #socialcampaign @bolsocial
41. How to Build a Social Campaign
STEP 2: HOW DO YOU MEASURE & OPTIMIZE?
@crowdfactory #socialcampaign @bolsocial
42. Track Conversions
Attribution Analytics
Measuring social
campaign performance
KPI: conversion
Lead Request
Purchase
Call / Inquiry
@crowdfactory #socialcampaign @bolsocial
43. Social Dashboard & Analytics
Key metrics to watch:
Interaction rate
Shares-to-resulting visits
Resulting visits-to-
conversions
@crowdfactory #socialcampaign @bolsocial
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. Social Campaigns: A/B Testing
Testing to improve
performance:
Placement
Messaging
Creative elements
Offer / Reward
@crowdfactory #socialcampaign @bolsocial
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
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. Thank You! Questions?
Michael Weisfeld Adam Corey
@mrweisfeld @crowdfactory
http://www.linkedin.com/in/michaelweisfeld acorey@crowdfactory.com
QUESTIONS ???
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
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