FranCamp 2012 "Building the Perfect Social Media Campaign"


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  • 113,215
  • We are:ZorsZeesSuppliersWe want:Consumer Engagement/Customer Service/SalesFranchise Prospects
  • A. 6 in 10 users don’t follow or like any brands on any social networks.– Insites Consulting 78.6% don’t like any brands on Facebook.– Econsultancy75% don’t follow any brands on Twitter. Of those users who do follow brands, 64% only follow between one and four.– Constant Contact78% of consumers who “Like” brands on Facebook said they “Like” fewer than ten brands.– Constant Contact 57.8% of US Facebook users had not mentioned a single brand in their status updates as of October 2011. 61.3% of Twitter users saying they have not tweeted about a brand.– eMarketerOnly 16% expect companies to use social media to interact with them. 46% of kids, ages 12 to 17, told Forrester in a recent survey that they don’t expect companies to have a presence using social tools.– Forrester25% disagree that Likes mean that they are fans or advocates of the brand. Only 42% of consumers agreed that marketers could interpret a Like as such.— Exact Target1% of fans of the biggest brands on Facebook engage with the brands on the site.– Ehrenberg-Bass Institute71% of consumers report being more selective about “liking” a company on Facebook than they were last year.–Exact TargetC. 39% of Facebook users do not interpret their own “likes” of a company to equate to permission for that company to deliver marketing messages to the news feed.– Exact Target81% of consumers have either “unliked” or removed a company’s posts from their Facebook news feed.– Exact Target58% of respondents indicated that they liked or followed brands in order to receive special news and deals.– Insight Strategy GroupOver 50% of people feel overwhelmed by brand messages on social media. 75% of people think one or two Facebook messages a day is too much to receive from a brand.– Content & Motion D. 60% find it annoying when brands communicate with them via Facebook or Twitter.– Insight Strategy Group64% said they hate when they are targeted via their social network profiles.– Insight Strategy Group58% find marketing via social media to be invasive.– Insight Strategy GroupStarbucks: Nearly 30 million likesRed Bull: Nearly 28 million likesCoca-Cola Over 41 million likes $2 billion in profit last quarterApple: Over 6 million likes - Millions of fans of their productsDelta Airlines 307,059 likes Delta Assist – 50,015 Twitter Followers Delta serves over 160 million customers per year.PeptoBismol 295,000 likes & 2,435 Twitter FollowersAfter that all interactions take place on THEIR wallWhere attention is grantedAccess to their friends is providedA recent study on social media conducted by Relevation Research found that 52 percent of US online consumers, 16 years+ have liked, followed or subscribed to a company/brand via social networking. But close to a third of these later turn around and dump the companies/brands with which they initially forged a relationship. After distancing themselves from the brand on social media, many report they then view the brand more negatively, shop/visit it less often and wind up spending less. Males are quicker to make the break than females and to regard the brand more negatively after the break.
  • HumanCareful No promotion w/o benefitPost stuff that will go viralDon’t forget Google+
  • Content
  • Be HumanKnow What You WantListen & Respond “Social Listening”Be Visual
  • 1. It’s not just about you (retweetetc) Interesting2. Exclusive & Inside (Nascar – Brad K (65,000 Feb 28th – over 200,000 that night)3. Create a conversation4. Act & React5. Consumer generated storiesDon’t create noise. Stay focusedSharable
  • 90% of life is just showing up - Woody Allen90% of social media is just showing up and being there – Scott Monty
  • FranCamp 2012 "Building the Perfect Social Media Campaign"

    1. 1. Building the PerfectSocial Media CampaignTodd Leiser, CFE@ValpakTodd
    2. 2. Zors ZeesSuppliers 2
    3. 3. Agenda Data PerfectSocial Media Campaign Discussion 3
    4. 4. 3 TruthsPeople really don’t want brandsbeing overly promotional in theirsocial media channels or do they? 4
    5. 5. 3 TruthsPeople really don’t want brands beingoverly promotional in their social mediachannels…or do they?!Social Media channels need to generaterevenue so they aren’t going to make iteasy for brands to be promotional withoutspending money. 5
    6. 6. 6
    7. 7. 3 TruthsPeople really don’t want brands being overlypromotional in their social media channelsSocial Media channels need to generate revenue sothey aren’t going to make it easy for brands to bepromotional without spending money.There is no such thing as a perfect Social MediaCampaign 7
    8. 8. People don’t want brands in their stream 8
    9. 9. Facts60% of users have not followed or liked a •Only 1% engage with brand pages brand78% of those who likebrands, friend fewer •Only 16% expect companies to use social media to than 10 brand pages interact with them39% don’t think their • Most fans come to a branded page just once to like you or sign-up“like” is an opt-in for • 1/3 of those who friend brands subsequently drop the friendship marketing messages and the brand 60% are annoyed bybrand communication on Facebook 9
    10. 10. Why Should You beamong the <10brands? 10
    11. 11. 11
    12. 12. Let’s build the impossible 12
    13. 13. Components Goals Resources Audience Channel Calendar Measurement 13
    14. 14. Emerging CluesPhotographsgenerate the mostengagement • Posts before Noon get 65% more likes, comments and re-Earlier the posts than those after noon better • For mobile, after 7pm is prime time 14
    15. 15. Day of the Shorter isweek matters better Friday is the <240 characters biggest day for re- with a photo posts and mobile prompt the most comments engagement Posts with links Saturday draws drive likes and the most shares reposts at a much higher rate Wednesday is the big engagement day for QSRs and CPG brands 15
    16. 16. Punctuation reducesengagement Word choice affects readership and• Avoid frequent use of question interaction marks and exclamation points 16
    17. 17. The average Facebook posthas a shelf life of 3.2 hoursThe average Twitter post =2.8 hoursThe average YouTube post= 7 hours 17
    18. 18. Background & Goals Only 3-7% of fans see any Only 2% chance given status of viral pass- update posted along to a brand page Brands with a million fans or more generally see 1.1% of fans clicking or sharing 18
    19. 19. It’s the Content,Not the Channel 19
    20. 20. 20
    21. 21. 21
    22. 22. Influence 22
    23. 23. 23
    24. 24. The Campaign 24
    25. 25. •DemosWho? •Activity •Influence 25
    26. 26. • DeskWhere • Mobile & • Home/Work/On the Go • Time of DayWhen • Day of Week 26
    27. 27. How? 27
    28. 28. What? 28
    29. 29. 29
    30. 30. 30
    31. 31. In Closing Realistic Test & Show Up ListenExpectations Iterate 31
    32. 32. Discussion!todd_leiser@valpak.com727-399-3091@ValpakTodd+toddleiserTodd Leisertoddleiser 32