Loading…

Flash Player 9 (or above) is needed to view presentations.
We have detected that you do not have it on your computer. To install it, go here.

Like this presentation? Why not share!

How to Build a Social Campaign

on

  • 3,077 views

Social Media marketing is not all about Facebook, Twitter and Youtube. With today’s technology you are able to add many features to your website to make it social and help generate buzz. However, it ...

Social Media marketing is not all about Facebook, Twitter and Youtube. 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. We will explore how social gestures will help make the American Red Cross Blood Services website (www.redcrossblood.org) even more engaging for visitors.

Key Points of Interest:
•What does it mean to add social features to existing websites?
•How to leverage user-centered design to enhance your website with social features
•How to implement and track social features to impact website performance

Statistics

Views

Total Views
3,077
Views on SlideShare
3,076
Embed Views
1

Actions

Likes
5
Downloads
48
Comments
0

1 Embed 1

file:// 1

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

How to Build a Social Campaign How to Build a Social Campaign Presentation Transcript

  • Webinar: How to Build a Social Campaign Getting Value from Social Media @crowdfactory #socialcampaign @bolsocial
  • Expert Panelists Sanjay Dholakia Alexander Mouldovan CEO Founder, VP Business Development @sdholakia Michael Weisfeld Thanh Nguyen Director of Social Media Senior Usability Engineer "Unless you try to do something beyond what you "There is no need for temples, no need for complicated have already mastered, you will never grow." philosophies. My brain and my heart are my temples; Ronald E. Osborn my philosophy is kindness." The Dalai Lama @mrweisfeld Follow the Crowd Factory @BOLSocial and BusinessOnLine @crowdfactory Social Media team on www.facebook.com/crowdfactory @BOLTeamu Twitter at: www.facebook.com/BOLOptimized @crowdfactory #socialcampaign @bolsocial
  • Housekeeping … 1 Video of the webinar will be available following the event. 2 Sign up for a Crowd Factory Executive Briefing http://pop.to/76b 3 Request a 1-on-1 Strategy Lab http://www.businessol.com/labs @crowdfactory #socialcampaign @bolsocial View slide
  • Make this session interactive … if Tweeting about this session, please use this hashtag: #socialcampaign @crowdfactory #socialcampaign @bolsocial View slide
  • Agenda: Developing an Earned Media Strategy Keynote: value of social media discussion Step 1: define your business objectives Step 2: understand your target audience Step 3: integrating social media Earned media strategy Mapping social gestures and site experience Implement social elements QUESTIONS ??? Optimize It please submit questions during the webinar. We will attempt to answer or address at the end ... Conclusion there will be time. @crowdfactory #socialcampaign @bolsocial
  • Social Is An Essential Boost To All Your Campaigns KEYNOTE THOUGHTS @crowdfactory #socialcampaign @bolsocial
  • Why 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
  • Poll: Do you have social features on your website? #socialmediamarketing @bolsocial
  • Challenge is the Ability Track ROI “While interaction is high [with social media], it’s 80% been difficult to tie back to 70% commerce.” 60% - Altimeter Group 50% 40% 30% “The problem in the 20% market is that people can’t 10% attribute results to social.” 0% - Responsys Believe It is Important to Marketers That Measure ROI of Say They Can Online Activities Effectively Measure It @crowdfactory #socialcampaign @bolsocial
  • Monetization vs. ROI Monetization ROI Focused on developing a revenue Focused on a return on model via affiliate marketing and third party advertisements on the Facebook investments via conversions as platform a result of channeling marketing promotions and participation on Facebook 10 @crowdfactory #socialcampaign @bolsocial
  • Monetization vs. ROI Monetization ROI Focused on developing a revenue Focused on a return on model via affiliate marketing and third party advertisements on the Facebook investments via conversions as platform a result of channeling marketing promotions and participation on Facebook 11 @crowdfactory #socialcampaign @bolsocial
  • Achieve ROI with Earned Media Paid Media Earned Media ROI = News feed impressions (#) x Cost of Ad ($) – Cost of Implementation ($) 12 @crowdfactory #socialcampaign @bolsocial
  • Earned Media Adds a Boost! 18% 16% 14% 12% 10% 8% 6% 4% 2% 0% Ad Recall Awareness Purchase Intent Ads - No Social Context Ads - With Social Context Source: Neilsen BrandLift Survey @crowdfactory #socialcampaign @bolsocial
  • Amplify AND track campaigns 5x Amplification on sharing activity 11x Amplification on sharing activity 4x Amplification on sharing activity @crowdfactory #socialcampaign @bolsocial
  • Track Social Directly to Conversion of implementation ($) Conversions (#) x Value Per ($) – Cost ROI = @crowdfactory #socialcampaign @bolsocial
  • How to Build a Social Campaign STEP 1: DEFINE YOUR BUSINESS OBJECTIVES @crowdfactory #socialcampaign @bolsocial
  • Marketing Landscape: Online & Offline Offline Marketing Online Marketing traffic traffic Website @crowdfactory #socialcampaign @bolsocial
  • AIDAEA Model for Online Marketing Goals Phase Activity a Search Engine Marketing, Advertising, Off-line i Campaigns, Word-of-Mouth Visit Website and Browse e.g. 80% Beyond 2 min, Returning e.g. 40% d Visitor Call to Action, Engagement e.g. 30% a Interaction, Visit Blog, On- Site Search e.g. 20% e Login, Purchase, Contact, Chat, Watch, Comment, Submit Form, Other e.g. 10% a Activities Promote, Publish, Bookmark, Post, 18 @crowdfactory #socialcampaign @bolsocial
  • Capture “Situational Interest” 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
  • AIDA Model for Web pages Map content to the appropriate area of the web page based on the user mindset and learned conventions. @crowdfactory #socialcampaign @bolsocial
  • How to Build a Social Campaign STEP 2: UNDERSTANDING ONLINE USER NEEDS, BEHAVIORS, & PATTERNS @crowdfactory #socialcampaign @bolsocial
  • User Centered Design Marketing Tip: understand to be understood True innovation User can occur when Needs there is a deep Synergy mutual & understanding of Results Business both sides. Needs @crowdfactory #socialcampaign @bolsocial
  • Assess Target Personas Source: Molecular #socialmediamarketing @bolsocial
  • Social Media Profiles Creators Collectors Publish a blog Add tags to web pages/photos Publish own web pages Vote for web sites online Write and post articles Use RSS feeds Upload self-created videos Joiners Visit social networking sites Conversationalists Maintain profile on social Updates status on social networking sites networking site Updates on micro-blogs Spectators Read blogs Critics Watch videos Read online forums Comment on a blog Read ratings/reviews Comment on a forum Rate/review products Contribute to a wiki Inactives None of the above @crowdfactory #socialcampaign @bolsocial
  • Empower everyone to be an Influencer Definition: Enthusiastic individuals equipped with the resources to reach and impact others in a related market. Key point: Provides resources to every visitor to become an influencer! @crowdfactory #socialcampaign @bolsocial
  • Map actions to Personae Contextual Role? based on the situation / information that currently exists Relevant Personas related to the content consumed Calls to Content Action? Focus? @crowdfactory #socialcampaign @bolsocial
  • Best Practices for adding Social Features Follow best practices & learned conventions for publishing content Most important content Identify user objectives ABOVE the fold and engagement opportunities Make calls-to-actions obvious and intuitive @crowdfactory #socialcampaign @bolsocial
  • How to Build a Social Campaign STEP 3: PLAN AND IMPLEMENT CAMPAIGNS @crowdfactory #socialcampaign @bolsocial
  • RCB.org – Crowd Factory Campaigns Campaign 1 • Scheduled Appointment Campaign 2 • Submit Donor Story Campaign 3 • Other Social Gestures Campaign 4 • Mobile Check-in www.redcrossblood.org @crowdfactory #socialcampaign @bolsocial
  • Schedule Appointment Process Campaign 1 • Scheduled Appointment Select Search for a Preferred blood drive Confirm Location Prompt to Share @crowdfactory #socialcampaign @bolsocial
  • Campaign 1: Schedule Appointment Broadcasting Awareness! Earned Media @crowdfactory #socialcampaign @bolsocial
  • Make Donation Appt (offline attribution) RSVP button @crowdfactory #socialcampaign @bolsocial
  • Submit Donor Story Campaign 2 • Submit Donor Story Select Story Complete Thank Type Story Form You Prompt to Share @crowdfactory #socialcampaign @bolsocial
  • Campaign 2: Submit Donor Stories Broadcasting Advocacy! Earned Media @crowdfactory #socialcampaign @bolsocial
  • Gestures throughout the Website Campaign 3 • Other Social Gestures Games Resources Badges @crowdfactory #socialcampaign @bolsocial
  • Blood Drive Mobile Check-in Campaign 4 • Mobile Check-in Visit mobile Check-in Thank website You Prompt to Share @crowdfactory #socialcampaign @bolsocial
  • 10:35 PM 10:35 PM 10:35 PM 10:35 PM 10:35 PM American Red Cross – Give Blood American Red Cross – Give Blood American Red Cross – Give Blood American Red Cross – Give Blood American Red Cross – Give Blood m.redcrossblood.org/ Google m.redcrossblood.org/ Google m.redcrossblood.org/ Google m.redcrossblood.org/ Google m.redcrossblood.org/ Google 1-800-RED CROSS (1-800-733-2767) 1-800-RED CROSS (1-800-733-2767) 1-800-RED CROSS (1-800-733-2767) 1-800-RED CROSS (1-800-733-2767) 1-800-RED CROSS (1-800-733-2767) [Marketing Banner] [Marketing Banner] [Marketing Banner] [Marketing Banner] [Marketing Banner] Find a Blood Donation Opportunity Near You: Find a Blood Donation Opportunity Near You: Find a Blood Donation Opportunity Near You: Find a Blood Donation Opportunity Near You: Find a Blood Donation Opportunity Near You: Enter Zip Code: Find Enter Zip Code: Find Enter Zip Code: Find Enter Zip Code: Find Enter Zip Code: Find Gave Blood Today? Gave Blood Today? Gave Blood Today? Gave Blood Today? Gave Blood Today? [Social Gesture - Before] [Social Gesture - Before] [Social Gesture - Before] [Social Gesture - Before] [Social Gesture - Before] Check in here You Rock! and let your > > > > You Rock! > friends Tell your Thank You know! friends
  • POLL - Which campaign will perform best? Campaign 1 • Scheduled Appointment Campaign 2 • Submit Donor Story Campaign 3 • Other Social Gestures Campaign 4 • Mobile Check-in www.redcrossblood.org @crowdfactory #socialcampaign @bolsocial
  • How to Build a Social Campaign STEP 4: ANALYZE & OPTIMIZE @crowdfactory #socialcampaign @bolsocial
  • Conversions Attribution Analytics The science of determining performance of each marketing and/or advertising initiative. KPI: conversion Lead Request Purchase Call / Inquiry @crowdfactory #socialcampaign @bolsocial
  • Conversations Buzz Monitoring The science of determining the mentions occurring on the social web. KPI: conversations Sentiment Topic Trends Volume @crowdfactory #socialcampaign @bolsocial
  • Campaign Dashboard
  • Define a segment Engagement Influence
  • Conclusion & Questions WRAP UP @crowdfactory #socialcampaign @bolsocial
  • Operation: Boost Traffic Flow Poll: How should we follow up? @crowdfactory #socialcampaign @bolsocial
  • In Conclusion You are running campaigns today 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
  • Thank You! Questions? Sanjay Dholakia Sign up for a Crowd Factory Demo @sdholakia http://pop.to/76b Michael Weisfeld @mrweisfeld Request a 1-on-1 Strategy Lab http://www.businessol.com/labs Alexander Mouldovan Thanh Nguyen @crowdfactory #socialcampaign @bolsocial
  • businessol.com/labs