Beyond Engagement: Creating Social Media Programs that Move People to Act
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Beyond Engagement: Creating Social Media Programs that Move People to Act

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At the third annual PR+Social Media Summit at Marquette University, Hanson Dodge Creative's Al Krueger discussed the process for developing social media programs and content that lead people to......

At the third annual PR+Social Media Summit at Marquette University, Hanson Dodge Creative's Al Krueger discussed the process for developing social media programs and content that lead people to act, buy and share.

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  • 1. HDC / Making the world more active. SOCIAL MEDIA + PR Beyond Engagement: Creating Social Media Programs that Move People to Act©Copyright Hanson Dodge Creative. All Rights Reserved. 1 1
  • 2. HDC / Making the world more active. SOCIAL MEDIA + PR Al Krueger (@alkrueger) Hanson Dodge Creative Partner | VP Social Media + PR October 11, 2011©Copyright Hanson Dodge Creative. All Rights Reserved. 2 2
  • 3. HDC / Making the world more active. SOCIAL MEDIA + PR What has been one of the common themes today?©Copyright Hanson Dodge Creative. All Rights Reserved. 3 3
  • 4. HDC / Making the world more active. SOCIAL MEDIA + PR What has been one of BRANDS ARE USING SOCIAL MEDIA the common TO GET PEOPLE TO TAKE ACTION. themes to buy. today? to attend. to listen. to participate. to do something.©Copyright Hanson Dodge Creative. All Rights Reserved. 4 4
  • 5. HDC / Making the world more active. SOCIAL MEDIA + PR What is action? action |ˈak sh ən| noun 1 the process of doing something, typically to achieve an aim©Copyright Hanson Dodge Creative. All Rights Reserved. 5 5
  • 6. HDC / Making the world more active. SOCIAL MEDIA + PRMOVING PEOPLE TO ACTION DOESN’T HAPPEN BY ACCIDENT.©Copyright Hanson Dodge Creative. All Rights Reserved. 6 6
  • 7. HDC / Making the world more active. SOCIAL MEDIA + PR Opening Question? What social media programs have lead you to do something you might not have done on your own anyway?©Copyright Hanson Dodge Creative. All Rights Reserved. 7 7
  • 8. HDC / Making the world more active. SOCIAL MEDIA + PR Question? Did you buy anything, attend an event or share information with someone else?©Copyright Hanson Dodge Creative. All Rights Reserved. 8 8
  • 9. HDC / Making the world more active. SOCIAL MEDIA + PR Question? Have any of the programs made you FEEL anything?©Copyright Hanson Dodge Creative. All Rights Reserved. 9 9
  • 10. HDC / Making the world more active. SOCIAL MEDIA + PR How manyOF YOU FOLLOW BRANDS IN SOCIAL MEDIA?©Copyright Hanson Dodge Creative. All Rights Reserved. 10
  • 11. HDC / Making the world more active. SOCIAL MEDIA + PR How many DO YOU FOLLOW?©Copyright Hanson Dodge Creative. All Rights Reserved. 11
  • 12. HDC / Making the world more active. SOCIAL MEDIA + PR How many brands do you follow? source:  getsta,sfac,on.com©Copyright Hanson Dodge Creative. All Rights Reserved. 12 12
  • 13. HDC / Making the world more active. SOCIAL MEDIA + PR Why do youFOLLOW THESE BRANDS?©Copyright Hanson Dodge Creative. All Rights Reserved. 13
  • 14. HDC / Making the world more active. SOCIAL MEDIA + PR What makes people want to follow brands? source:  getsta,sfac,on.com©Copyright Hanson Dodge Creative. All Rights Reserved. 14 14
  • 15. HDC / Making the world more active. SOCIAL MEDIA + PR What do you DO WHEN YOU FOLLOW?©Copyright Hanson Dodge Creative. All Rights Reserved. 15
  • 16. HDC / Making the world more active. SOCIAL MEDIA + PR What do you do when you follow? source:  getsta,sfac,on.com©Copyright Hanson Dodge Creative. All Rights Reserved. 16 16
  • 17. HDC / Making the world more active. SOCIAL MEDIA + PR What do you do when you follow? source:  getsta,sfac,on.com©Copyright Hanson Dodge Creative. All Rights Reserved. 17 17
  • 18. HDC / Making the world more active. SOCIAL MEDIA + PR What do you do when you follow? source:  getsta,sfac,on.com©Copyright Hanson Dodge Creative. All Rights Reserved. 18 18
  • 19. HDC / Making the world more active. SOCIAL MEDIA + PR Every day weCONNECT THE WORLD’S LEADING BRANDS TO PEOPLE’S PASSIONS. Have you thought about what your brand needs to do every day to connect with your customers?©Copyright Hanson Dodge Creative. All Rights Reserved. 19
  • 20. HDC / Making the world more active. SOCIAL MEDIA + PR STARTING WITH STRATEGY. Everything you do must flow from a strategic brand approach. Your social media program must start with deliberate and thoughtful strategy.©Copyright Hanson Dodge Creative. All Rights Reserved. 20 20
  • 21. HDC / Making the world more active. SOCIAL MEDIA + PR CUSTOMIZED CAMPAIGNS FOR SPECIFIC OUTCOMES. Meaningful storytelling that engages.©Copyright Hanson Dodge Creative. All Rights Reserved. 21 21
  • 22. HDC / Making the world more active. SOCIAL MEDIA + PR STARTING WITH STRATEGY. What do you want your brand to mean to your customers? What do your customers need to know about your brand to believe in you? What is interesting about your brand? What one thing can you hang your hat on? Would anything happen if your brand never existed? What do you need your customers to know about your brand before you do your next event or launch a new product?©Copyright Hanson Dodge Creative. All Rights Reserved. 22 22
  • 23. HDC / Making the world more active. SOCIAL MEDIA + PR STARTING WITH STRATEGY. Now, how do you tell the right stories to your customers so they learn what you want them to learn?©Copyright Hanson Dodge Creative. All Rights Reserved. 23 23
  • 24. HDC / Making the world more active. SOCIAL MEDIA + PR TELLING Are you going beyond simple STRATEGIC “what, when, where and who” stories and digging in to share STORIES IN the “how, why and by whom?” SOCIAL MEDIA IS Craft meaningful, timely and powerful stories AN ART that impact the media as well as prospects that you desire to mobilize to purchase your products, FORM. attend your events and use your services through the right platforms.©Copyright Hanson Dodge Creative. All Rights Reserved. 24 24
  • 25. HDC / Making the world more active. SOCIAL MEDIA + PR YOUR BRAND IS A LIVING AND BREATHING THING. Foster a narrative with your consumers.©Copyright Hanson Dodge Creative. All Rights Reserved. 25 25
  • 26. HDC / Making the world more active. SOCIAL MEDIA + PR FOSTER A NARRATIVE WITH YOUR CUSTOMERS Keep it Simple.©Copyright Hanson Dodge Creative. All Rights Reserved. 26 26
  • 27. HDC / Making the world more active. SOCIAL MEDIA + PR Foundational Storytelling. Stories that will lay a solid foundation for your brand in social media. It’s a starting point.©Copyright Hanson Dodge Creative. All Rights Reserved. 27 27
  • 28. HDC / Making the world more active. SOCIAL MEDIA + PR Foundational Storytelling. Koss Videos©Copyright Hanson Dodge Creative. All Rights Reserved. 28 28
  • 29. HDC / Making the world more active. SOCIAL MEDIA + PR Foundational Storytelling.©Copyright Hanson Dodge Creative. All Rights Reserved. 29 29
  • 30. HDC / Making the world more active. SOCIAL MEDIA + PR STRATEGIC • Commitment SOCIAL • Awareness MEDIA • Engagement PROGRAMS CAN BE • Belonging BUILT TO • Recall / Action DELIVER: • Conversion • Sales • Targeted results • Promotions and campaigns©Copyright Hanson Dodge Creative. All Rights Reserved. 30 30
  • 31. HDC / Making the world more active. SOCIAL MEDIA + PRMOVING PEOPLE TO ACTION DOESN’T HAPPEN BY ACCIDENT.©Copyright Hanson Dodge Creative. All Rights Reserved. 31 31
  • 32. HDC / Making the world more active. SOCIAL MEDIA + PR MOVE PEOPLE TO ACT. - Koss Corporation social media kick off campaign includes a month-long Facebook contest supported by targeted Facebook ad campaign, fan-gated custom tab for branding and contest entries, email, video series and key design elements.©Copyright Hanson Dodge Creative. All Rights Reserved. 32 32
  • 33. HDC / Making the world more active. SOCIAL MEDIA + PR MOVE PEOPLE TO ACT.©Copyright Hanson Dodge Creative. All Rights Reserved. 33 33
  • 34. HDC / Making the world more active. SOCIAL MEDIA + PR ALL Design programs to inspire people to TOGETHER do something meaningful together. NOW. This camaraderie is based on an undeniable bond, a bond of understanding and trust between your brand and your customers. Connection + Engagement = Empowerment©Copyright Hanson Dodge Creative. All Rights Reserved. 34 34
  • 35. HDC / Making the world more active. SOCIAL MEDIA + PR PHASES? social media contests? FACEBOOK ADVERTISING? community size? ENGAGEMENT LEVEL? what happens next?©Copyright Hanson Dodge Creative. All Rights Reserved. 35 35
  • 36. HDC / Making the world more active. SOCIAL MEDIA + PR BRAND FOCUS strategic planning & messaging CLEAR BRAND CHAMPIONS build a social media community BUILD FOUNDATIONAL UNDERSTANDING launch new products propelled by an engaged audience who will act.©Copyright Hanson Dodge Creative. All Rights Reserved. 36 36
  • 37. HDC / Making the world more active. SOCIAL MEDIA + PR MAKING THE WORLD MORE ACTIVE.™ Hanson Dodge Creative is relentless about pushing the boundaries of engagement to deliver integrated solutions that work. Contact: Al Krueger, Partner | VP Social Media + PR akrueger@hansondodge.com @alkrueger facebook.com/al.krueger©Copyright Hanson Dodge Creative. All Rights Reserved. linkedin.com/in/alkrueger 37