The 7 Elements of a Perfect Social Media Campaign

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The 7 Elements of a Perfect Social Media Campaign was a webinar hosted by Marcus Whitney, Co-founder of Moontoast, and Shoutlet's Kira Sparks. Learn the essential elements that go into creating a perfect campaign, along with compelling examples from real brands.

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The 7 Elements of a Perfect Social Media Campaign

  1. 1. WEDNESDAY, FEBRUARY 12, 2014 AT 11AM PT/2PM ET 7 ELEMENTS OF THE PERFECT SOCIAL MEDIA CAMPAIGN Presented  by  Kira  Sparks,  Shoutlet,     and  Marcus  Whitney,  Moontoast   Thursday,  April  10,  2014  
  2. 2. Follow  Us   #socialelements
  3. 3. Shoutlet  
  4. 4. Follow  Shoutlet   @Shoutlet facebook.com/shoutlet youtube.com/shoutlet plus.google.com/+shoutlet linkedin.com/company/shoutlet pinterest.com/shoutlet
  5. 5. Today’s  Presenters   Kira  Sparks   @kksparks   Senior  Content  Manager     Marcus  Whitney   @marcuswhitney   Co-­‐Founder  
  6. 6. Social  Rich  Media  Adver9sing  Pla<orm     Moontoast  helps  brands  deliver  engaging  Social     experiences  across  all  social  channels  and  device  types.   Awareness Consideration Intent Lead Generation Conversion Brand Loyalty
  7. 7. Who  Moontoast  Has  Worked  With  
  8. 8. @Moontoast   Connect  with  Moontoast   Facebook.com/Moontoast   linkedin.com/company/moontoast-­‐inc   Gplus.to/Moontoast   pinterest.com/MoontoastPins/   Youtube.com/moontoasMv  
  9. 9. The  Agenda     What  we’ll  cover  today   •   Why  campaigns  are  vital  to  your  social        markeOng  strategy   •   7  elements  of  the  perfect  social        campaign  –  from  planning  to  results   •   Giveaway  &  Q&A  
  10. 10. Why Social Campaigns Matter
  11. 11. Why  Run  a  Social  Campaign?     EXTEND reach DRIVE deep engagement EXPAND marketing objectives COLLECT data and feedback
  12. 12. Audience:  Who  Are  You  Trying  To  Reach?     DEMOGRAPHICS INFLUENCERS LOCATION PAST ENGAGEMENT NICHE INTERESTS
  13. 13. ObjecOves:  What  Do  You  Want  Them  to  Do?     Increase brand awareness Decrease call center traffic Increase sales Build customer relationships
  14. 14. ObjecOves:  Think  Big,  and  Break  Them  Into  Baby  Steps   INCREASE BRAND AWARENESS Build email database Land media mentions Increase brand mentions on Twitter
  15. 15. ObjecOves:  Think  Big,  and  Break  Them  Into  Baby  Steps   DECREASE CALL CENTER TRAFFIC Quickly find customer mentions Lower Twitter response times Create videos to answer questions
  16. 16. Ballard  Leads  with  Strong  ObjecOves   Objec9ve   Reward  loyal  fans,  drive  sales,   gather  social  data  and  track  ROI   Campaign   Ran  2-­‐part  promoOonal   giveaway  offering  20%  off  all   products  and  a  chance  to  win   Ballard  Bucks   Results   Drove  over  $400,000  in  sales,   72%  increase  in  fans  and   31,000  new  names  added     to  the  database  
  17. 17. Budget  Planning   Content  Crea9on   Allocate  a  porOon  of  spend  to  creaOng  original  content:   •  Blog  posts   •  Infographics   •  Videos   •  Whitepapers   •  Reports   •  Podcasts   •  ArOcles   •  Webinars  
  18. 18. Budget  Planning   Targe9ng   •  Determine  KPIs  &  allocate  spend  accordingly   •  AdverOsing  opOons  on  social:   Promoted  Accounts   Tweets   Trends   Page  Posts   Right-­‐Hand  Rail   Sponsored  InMail   Sponsored  Updates   Banner  Display  
  19. 19. Budget  Planning   Platform Share of U.S. Brands Social Ad Budgets FACEBOOK YOUTUBE TWITTER PINTEREST OTHER 57% 15%2% 13% 13% Source: Technorati Media, 2013 Digital Influence Report, U.S.
  20. 20. Budget  Planning   Minimal  Budget?   •  Know  exactly  what  you  are  looking  for    •  Engagement  vs.  clicks   •  Cap  your  spend   •  Target  without  spend  
  21. 21. Great  Engagement  is  Made  of  This   Three  Parts  Relevance   C R E E S R I R
  22. 22. Great  Engagement  is  Made  of  This   One  Part  Incen9ve    |    One  Part  Convenience   C R E E S R I R
  23. 23. Great  Engagement  is  Made  of  This   Two  Parts  Entertainment C R E E S R I R
  24. 24. Great  Engagement  is  Made  of  This   One  Part  Shareability   •     Add  social  sharing  icons  to  all  live  content   •     Encourage  sharing  in  CTAs   •     Build  sharing  into  the  entry  process   •     Promote  the  campaign  across  all  channels   •     Invest  in  shareable  content   C R E E S R I R
  25. 25. FantasOc  CreaOve   •  Create  engaging,  relevant  content   •  Be  aware  of  consumers  on  mobile   •  Build  in  interacOve  features/call-­‐outs  
  26. 26. FantasOc  CreaOve   4  Best  Prac9ces 1.  Create  an  awesome  “Share”  image   with  prominent  CTA   2.  Use  the  right  amount  of  copy   3.  Choose  the  right  font  size   4.  Incorporate  consistent  branding  
  27. 27. FantasOc  CreaOve  
  28. 28. Nestlé  Invests  in  Social  Rich  Media  Ads  
  29. 29. Five  Ways  to  BeMer  Promote  Your  Campaigns   Target  your  updates     Showcase     user-­‐generated     content   Display  promoOons     across  channels  
  30. 30. Five  Ways  to  BeMer  Promote  Your  Campaigns   Put  $$  behind  it  
  31. 31. Five  Ways  to  BeMer  Promote  Your  Campaigns   Measure  everything  
  32. 32. IntegraOon   Add  social  to  the  markeOng  campaigns  you  already  have  planned  
  33. 33. IntegraOon   1.19B 540M 259M 50 M 232M MONTHLY ACTIVE USERS BY NETWORK Hours of a consumer’s day are spent on their smartphones 3.3
  34. 34. IntegraOon   of US ad professionals used Twitter ads in conjunction with a TV ad campaign 22%
  35. 35. Cougar  Town  TBS  
  36. 36. •   Trackable  URLs     •   Sharing  widgets   •   Web  AnalyOcs   •   Customized  forms   •   Social  CRM     Tracking  Mechanisms  Must  Be  In  Place  
  37. 37. Three  Kinds  of  Data   1.   Enterprise  Data   Processes  and  transacOonal  data   •  Rewards  informaOon   •  Products  purchased   •  Dollars  spent     2.  Social  Data   Collected  affinity  data  through  social     networks  and  social  analyOcs    •  ConversaOons   •  Interests   •  Like   •  Brands  they  follow   3.  3rd  Party  Data   Public  data  from  other  systems  that  furthers   understanding  of  customer  lifestyles   Enterprise   Data   Social   Data   3rd  Party   Data  
  38. 38. The  Power  of  Data   Measure Brand Advocacy Programs Ads Customer Service Email Marketing •   Target  Media  Buys   •   Strategically  placed  ads   •   Create  custom  and  look-­‐a-­‐like          Facebook  audiences     •   Provide  more  personalized          and  Omely  service   •   Have  a  complete  customer          communicaOon  history   •   ProacOvely  engage  your  customers        with  personalized  content   Create  customized  and    targeted  email  campaigns      with  your  exisOng  provider     • IdenOfy  the  most          socially  acOve  rewards          members   •   Target  these  members          with  easily  shareable          content   • Detect  acOonable  insights   •   Track  campaigns  across          other  markeOng  channels   •   IdenOfy  direct  path  to          revenue  conversions  
  39. 39. 1.    Goals  &  benchmarks     2.    Budget  Planning     3.    Engagement     4.    FantasOc  creaOve     5.    PromoOon     6.    IntegraOon     7.    Results   Let’s  Review…  
  40. 40. Tweet  to  Win   Tweet your answer with #socialelements TWEET ONE OF YOUR TAKEAWAYS FOR A CHANCE TO WIN!
  41. 41. QuesOons?  
  42. 42. Want  to  find  out  more  about  Moontoast?     Contact  Hello@Moontoast.com   Join  us  for  our  webinars  each  month:   Go  to  moontoast.com/webinar  to  find  out  what’s  coming  up  

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