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How to Build a Social Campaign

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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

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  • 1. @crowdfactory #socialcampaign @bolsocial Webinar: How to Build a Social Campaign Getting Value from Social Media
  • 2. @crowdfactory #socialcampaign @bolsocial Expert Panelists Michael Weisfeld Director of Social Media "Unless you try to do something beyond what you have already mastered, you will never grow." Ronald E. Osborn Thanh Nguyen Senior Usability Engineer "There is no need for temples, no need for complicated philosophies. My brain and my heart are my temples; my philosophy is kindness." The Dalai Lama Alexander Mouldovan Founder, VP Business Development Follow the Crowd Factory and BusinessOnLine Social Media team on Twitter at: @BOLTeamu @mrweisfeld @BOLSocial Sanjay Dholakia CEO @crowdfactory www.facebook.com/BOLOptimized www.facebook.com/crowdfactory @sdholakia
  • 3. @crowdfactory #socialcampaign @bolsocial Housekeeping … Video of the webinar will be available following the event. Sign up for a Crowd Factory Executive Briefing http://pop.to/76b Request a 1-on-1 Strategy Lab http://www.businessol.com/labs 1 2 3
  • 4. @crowdfactory #socialcampaign @bolsocial Make this session interactive … if Tweeting about this session, please use this hashtag: #socialcampaign
  • 5. @crowdfactory #socialcampaign @bolsocial 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 Optimize It Conclusion QUESTIONS ??? please submit questions during the webinar. We will attempt to answer or address at the end ... there will be time.
  • 6. @crowdfactory #socialcampaign @bolsocial KEYNOTE THOUGHTS Social Is An Essential Boost To All Your Campaigns
  • 7. @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
  • 8. #socialmediamarketing @bolsocial#socialmediamarketing @bolsocial Poll: Do you have social features on your website?
  • 9. @crowdfactory #socialcampaign @bolsocial Challenge is the Ability Track ROI “While interaction is high [with social media], it’s been difficult to tie back to commerce.” - Altimeter Group “The problem in the market is that people can’t attribute results to social.” - Responsys 0% 10% 20% 30% 40% 50% 60% 70% 80% Believe It is Important to Measure ROI of Online Activities Marketers That Say They Can Effectively Measure It
  • 10. @crowdfactory #socialcampaign @bolsocial Monetization vs. ROI 10 ROI Focused on a return on investments via conversions as a result of channeling marketing promotions and participation on Facebook Monetization Focused on developing a revenue model via affiliate marketing and third party advertisements on the Facebook platform
  • 11. @crowdfactory #socialcampaign @bolsocial Monetization vs. ROI 11 ROI Focused on a return on investments via conversions as a result of channeling marketing promotions and participation on Facebook Monetization Focused on developing a revenue model via affiliate marketing and third party advertisements on the Facebook platform
  • 12. @crowdfactory #socialcampaign @bolsocial Achieve ROI with Earned Media 12 ROI = News feed impressions (#) x Cost of Ad ($) – Cost of Implementation ($) Earned Media Paid Media
  • 13. @crowdfactory #socialcampaign @bolsocial Source: Neilsen BrandLift Survey Earned Media Adds a Boost! 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% Ad Recall Awareness Purchase Intent Ads - No Social Context Ads - With Social Context
  • 14. @crowdfactory #socialcampaign @bolsocial 5x Amplification on sharing activity 11x Amplification on sharing activity 4x Amplification on sharing activity Amplify AND track campaigns
  • 15. @crowdfactory #socialcampaign @bolsocial Track Social Directly to Conversion ROI= Conversions(#)xValuePer($)–Cost ofimplementation($)
  • 16. @crowdfactory #socialcampaign @bolsocial STEP 1: DEFINE YOUR BUSINESS OBJECTIVES How to Build a Social Campaign
  • 17. @crowdfactory #socialcampaign @bolsocial Marketing Landscape: Online & Offline Online MarketingOffline Marketing traffic Website traffic
  • 18. @crowdfactory #socialcampaign @bolsocial AIDAEA Model for Online Marketing 18 a i d a a Activity Search Engine Marketing, Advertising, Off-line Campaigns, Word-of-Mouth Visit Website and Browse Beyond 2 min, Returning Visitor Call to Action, Engagement Interaction, Visit Blog, On- Site Search Login, Purchase, Contact, Chat, Watch, Comment, Submit Form, Other Activities Goals Phase Promote, Publish, Bookmark, Post, e.g. 80% e.g. 40% e.g. 20% e.g. 10% e e.g. 30%
  • 19. @crowdfactory #socialcampaign @bolsocial Capture “Situational Interest” First Visit / Anonymous User Activity 1 Activity 2 Repeat Visit / Authenticated User Activity 3 Activity 4 Authenticated Customer Activity 5 Activity 6
  • 20. @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.
  • 21. @crowdfactory #socialcampaign @bolsocial STEP 2: UNDERSTANDING ONLINE USER NEEDS, BEHAVIORS, & PATTERNS How to Build a Social Campaign
  • 22. @crowdfactory #socialcampaign @bolsocial User Centered Design User Needs Business Needs Synergy & Results Marketing Tip: True innovation can occur when there is a deep mutual understanding of both sides. understand to be understood
  • 23. #socialmediamarketing @bolsocial#socialmediamarketing @bolsocial Assess Target Personas Source: Molecular
  • 24. @crowdfactory #socialcampaign @bolsocial Joiners Creators Spectators Inactives Critics Collectors Publish a blog Publish own web pages Write and post articles Upload self-created videos Comment on a blog Comment on a forum Rate/review products Contribute to a wiki Add tags to web pages/photos Vote for web sites online Use RSS feeds Visit social networking sites Maintain profile on social networking sites Read blogs Watch videos Read online forums Read ratings/reviews None of the above Social Media Profiles Conversationalists Updates status on social networking site Updates on micro-blogs
  • 25. @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!
  • 26. @crowdfactory #socialcampaign @bolsocial Map actions to Personae Contextual based on the situation / information that currently exists Relevant related to the content consumed Personas Role? Content Focus? Calls to Action?
  • 27. @crowdfactory #socialcampaign @bolsocial Best Practices for adding Social Features Follow best practices & learned conventions for publishing content Identify user objectives and engagement opportunities Make calls-to-actions obvious and intuitive Most important content ABOVE the fold
  • 28. @crowdfactory #socialcampaign @bolsocial STEP 3: PLAN AND IMPLEMENT CAMPAIGNS How to Build a Social Campaign
  • 29. @crowdfactory #socialcampaign @bolsocial RCB.org – Crowd Factory Campaigns • Scheduled Appointment Campaign 1 • Submit Donor Story Campaign 2 • Other Social Gestures Campaign 3 • Mobile Check-in Campaign 4 www.redcrossblood.org
  • 30. @crowdfactory #socialcampaign @bolsocial Schedule Appointment Process Search for a blood drive Select Preferred Location Confirm Prompt to Share • Scheduled Appointment Campaign 1
  • 31. @crowdfactory #socialcampaign @bolsocial Broadcasting Awareness! Earned Media Campaign 1: Schedule Appointment
  • 32. @crowdfactory #socialcampaign @bolsocial Make Donation Appt (offline attribution) RSVP button
  • 33. @crowdfactory #socialcampaign @bolsocial Submit Donor Story Select Story Type Complete Story Form Thank You Prompt to Share • Submit Donor Story Campaign 2
  • 34. @crowdfactory #socialcampaign @bolsocial Broadcasting Advocacy! Earned Media Campaign 2: Submit Donor Stories
  • 35. @crowdfactory #socialcampaign @bolsocial Gestures throughout the Website Badges Resources Games • Other Social Gestures Campaign 3
  • 36. @crowdfactory #socialcampaign @bolsocial Blood Drive Mobile Check-in Visit mobile website Check-in Thank You Prompt to Share • Mobile Check-in Campaign 4
  • 37. American Red Cross – Give Blood m.redcrossblood.org/ Google [Marketing Banner] Gave Blood Today? Find a Blood Donation Opportunity Near You: Enter Zip Code: Find 1-800-RED CROSS (1-800-733-2767) 10:35 PM > American Red Cross – Give Blood m.redcrossblood.org/ Google [Marketing Banner] Gave Blood Today? Find a Blood Donation Opportunity Near You: Enter Zip Code: Find 1-800-RED CROSS (1-800-733-2767) 10:35 PM > [Social Gesture - Before] Check in here and let your friends know! [Social Gesture - Before] You Rock! Tell your friends American Red Cross – Give Blood m.redcrossblood.org/ Google [Marketing Banner] Gave Blood Today? Find a Blood Donation Opportunity Near You: Enter Zip Code: Find 1-800-RED CROSS (1-800-733-2767) 10:35 PM > [Social Gesture - Before] American Red Cross – Give Blood m.redcrossblood.org/ Google [Marketing Banner] Gave Blood Today? Find a Blood Donation Opportunity Near You: Enter Zip Code: Find 1-800-RED CROSS (1-800-733-2767) 10:35 PM > [Social Gesture - Before] American Red Cross – Give Blood m.redcrossblood.org/ Google [Marketing Banner] Gave Blood Today? Find a Blood Donation Opportunity Near You: Enter Zip Code: Find 1-800-RED CROSS (1-800-733-2767) 10:35 PM > [Social Gesture - Before] You Rock! Thank You
  • 38. @crowdfactory #socialcampaign @bolsocial POLL - Which campaign will perform best? • Scheduled Appointment Campaign 1 • Submit Donor Story Campaign 2 • Other Social Gestures Campaign 3 • Mobile Check-in Campaign 4 www.redcrossblood.org
  • 39. @crowdfactory #socialcampaign @bolsocial STEP 4: ANALYZE & OPTIMIZE How to Build a Social Campaign
  • 40. @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
  • 41. @crowdfactory #socialcampaign @bolsocial Conversations Buzz Monitoring The science of determining the mentions occurring on the social web. KPI: conversations Sentiment Topic Trends Volume
  • 42. Campaign Dashboard
  • 43. Define a segment Engagement Influence
  • 44. @crowdfactory #socialcampaign @bolsocial WRAP UP Conclusion & Questions
  • 45. @crowdfactory #socialcampaign @bolsocial Operation: Boost Traffic Flow Poll: How should we follow up?
  • 46. @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
  • 47. @crowdfactory #socialcampaign @bolsocial Thank You! Questions? Thanh Nguyen Michael Weisfeld @mrweisfeld Alexander Mouldovan Sanjay Dholakia @sdholakia Sign up for a Crowd Factory Demo http://pop.to/76b Request a 1-on-1 Strategy Lab http://www.businessol.com/labs
  • 48. businessol.com/labs

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