Nine Tips on How to Run
     (and Not Run)
Social Media Campaigns

        Auren Hoffman
         Rapleaf CEO
Quick Rapleaf Background

• Social data provider that helps
  companies better understand
  their customers
• Works with l...
Rapleaf’s data: the four Ws
          • Who: demographics (age,
            gender, income, location, etc)
          • Whe...
#1: DO engage on existing social networks

 • Don’t wait for customers to
   talk/share feedback
 • Pay attention to your
...
#2: DON’T reinvent the wheel

            • Don’t create your own social
              network
            • Build and est...
#3: DO tie in email marketing
• Efficient, effective, and
  repetitive
• Easy to drive current
  customers (your biggest
 ...
#4: DON’T send everyone the same email

                • Personalized emails can
                  provide immediate lift...
#5: DO track and measure responses

• Make sure you build in
  data collection and
  measurement
• Includes: clicks, opens...
#6: DON’T treat everyone the same

              • Determine who your
                influencers are
              • Rewa...
#7: DO get as much customer data as possible

• Fill in voids in CRM by
  asking customers or using
  3rd party services
•...
#8: DON’T expect immediate results
                • Campaigns take time
                • Company-wide effort
           ...
#9: DO socialize the entire experience
• Including:
   –   Emails
   –   Twitter updates
   –   Facebook Connect
   –   Fa...
#10: DON’T: Hesitate to ask questions
#10: DON’T: Hesitate to ask questions
• Wouldn’t a private social network be better
  for marketing communication when all...
#10: DON’T: Hesitate to ask questions
• We have 30,000 fans on MySpace but we want
  to take down our MySpace presence. Wh...
#10: DON’T: Hesitate to ask questions
• Can you provide an example of a company
  that implemented an influencer program?
...
#10: DON’T: Hesitate to ask questions
• What would you say to companies wanting to
  bring customers to their own online
 ...
#10: DON’T: Hesitate to ask questions
• Can you provide a specific example of a brand
  that is using Twitter really well?
#10: DON’T: Hesitate to ask questions
• What are some “must have” rules and policies
  for the new social media team?
#10: DON’T: Hesitate to ask questions
• In the market research industry, the trend is
  building communities to engage for...
#10: DON’T: Hesitate to ask questions
• What are you thoughts on using social media
  to shift brand perceptions? Is it th...
#10: DON’T: Hesitate to ask questions
• Do you have any tips on running a super-
  localized social media campaign?
#10: DON’T: Hesitate to ask questions
 Thank you.

 Auren Hoffman
 Twitter: http://twitter.com/auren

 Rapleaf
 667 Missio...
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9 Tips on How To Run (And Not Run) Social Media Campaigns

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9 Tips on How To Run (And Not Run) Social Media Campaigns

  1. 1. Nine Tips on How to Run (and Not Run) Social Media Campaigns Auren Hoffman Rapleaf CEO
  2. 2. Quick Rapleaf Background • Social data provider that helps companies better understand their customers • Works with leading retailers, ad agencies, automakers, hotels, banks, airlines and more • Fresh data on over 350 million consumers – biggest social database in the world
  3. 3. Rapleaf’s data: the four Ws • Who: demographics (age, gender, income, location, etc) • Where: web sites they are involved in • What: interests, sports, movies, music, products, brands • With Whom: friends and associates
  4. 4. #1: DO engage on existing social networks • Don’t wait for customers to talk/share feedback • Pay attention to your customers’ wants • What matters most to your audience?
  5. 5. #2: DON’T reinvent the wheel • Don’t create your own social network • Build and establish online presence at where your customers are online
  6. 6. #3: DO tie in email marketing • Efficient, effective, and repetitive • Easy to drive current customers (your biggest advocate) to action • Great way to measure activity and interest of audience on social media
  7. 7. #4: DON’T send everyone the same email • Personalized emails can provide immediate lift • To avoid reader fatigue, segment emails by interests, demographics, and more
  8. 8. #5: DO track and measure responses • Make sure you build in data collection and measurement • Includes: clicks, opens, re-tweets, growth of fans, coupon codes redeemed, number of mentions
  9. 9. #6: DON’T treat everyone the same • Determine who your influencers are • Reward loyal, high-spending, customers with VIP customer service, promotions • Setup CRM flags for influencers • “Total Referral Value”
  10. 10. #7: DO get as much customer data as possible • Fill in voids in CRM by asking customers or using 3rd party services • Increase effectiveness by learning about customers: – Demographics – Interests – Social network behavior – And more..
  11. 11. #8: DON’T expect immediate results • Campaigns take time • Company-wide effort • Don’t be afraid to make mistakes
  12. 12. #9: DO socialize the entire experience • Including: – Emails – Twitter updates – Facebook Connect – Facebook Ads – Blogs and videos – Status updates, favorites items, etc • Measure and make sure efforts improve customer experience and engagement
  13. 13. #10: DON’T: Hesitate to ask questions
  14. 14. #10: DON’T: Hesitate to ask questions • Wouldn’t a private social network be better for marketing communication when all the members are not on Facebook?
  15. 15. #10: DON’T: Hesitate to ask questions • We have 30,000 fans on MySpace but we want to take down our MySpace presence. What do you suggest?
  16. 16. #10: DON’T: Hesitate to ask questions • Can you provide an example of a company that implemented an influencer program? What were some of their initiatives?
  17. 17. #10: DON’T: Hesitate to ask questions • What would you say to companies wanting to bring customers to their own online properties rather than starting at Facebook or MySpace?
  18. 18. #10: DON’T: Hesitate to ask questions • Can you provide a specific example of a brand that is using Twitter really well?
  19. 19. #10: DON’T: Hesitate to ask questions • What are some “must have” rules and policies for the new social media team?
  20. 20. #10: DON’T: Hesitate to ask questions • In the market research industry, the trend is building communities to engage for more open responses. Do you believe insight can be gained by using already-existing platforms like Facebook and Twitter?
  21. 21. #10: DON’T: Hesitate to ask questions • What are you thoughts on using social media to shift brand perceptions? Is it the right medium?
  22. 22. #10: DON’T: Hesitate to ask questions • Do you have any tips on running a super- localized social media campaign?
  23. 23. #10: DON’T: Hesitate to ask questions Thank you. Auren Hoffman Twitter: http://twitter.com/auren Rapleaf 667 Mission St, FL 4 San Francisco, CA 94105 www.rapleaf.com info@rapleaf.com 415-886-7270 Twitter: http://twitter.com/rapleaf
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