A Playbook for Effective Social Media Marketing Campaigns

Offerpop WebinarA Playbook for Effective Social Media Marketing Campaigns
WOMMA Wednesday Webinar
Allen Bonde, Offerpop co-founder
Twitter.com/abonde
July 6, 2011

Welcome!
Today’s session covers:
1. Traditional vs. social media
2. The role of storytelling, experiences and social gestures
3. Three stages of social campaigns
4. The opportunity on Facebook
5. A few examples and a word on metrics
6. Our checklist for getting started
7. The vendor landscape
About Offerpop
Offerpopis the FanMarketing Platform for Facebook and Twitter.
Leading brands, retailers, and agencies use Offerpop to create engaging, participatory campaigns that spark authentic interactions and reach the friends of their fans – to recruit new fans, build awareness and drive sales.
Page 2Offerpop Webinar

The more things change…
Traditional Media
Social Media
Format
1-way communication
2-way conversation
broadcast/push
permission/pull
Opt-in
journalists/advertisers
consumers/brands
Contributors
demographic/geographic
demographic/psychographic
Targeting
Yet it’s still about:
Reach
Delivering great content
Finding ways to engage

A new perspective
Traditional Media
Reach and Frequency
Engagement
Social Media
Reach and Participation
Word of Mouth

Driving engagement
Storytelling
Experiences
Social gestures
Expert/curated content
User-generated stories
Themes and ‘episodes’
Trans-media
Contests/games
Video
Mobile
Lower barriers
Speak the language
Enable sharing
The Language of Social
Facebook
Like
Comment
Message
Share
Follow
Retweet
Share
Hashtags
Twitter
SEE: Social Gestures Drive Reach of Social Media Campaigns , Allen Bonde, All Things WOM, April 5, 2011

Twitter and Viral Loops
While the language of Facebook is tied to its original mission – viewing, sharing, commenting on photos (remember The Facebook), Twitter is more about ‘the feed’ and sharing links and hashtags.
Case Study: Audi ‘Progress Is’ Campaign
Multi-media campaign unveiled during Super Bowl 2011. TV spots included hashtag, and viewers were encouraged to tweet what progress means to them. 10 best tweets were awarded prizes. Campaign reached more than 6 million users on Twitter.
‘Follow and Tweet’ contest model is inherently viral, since it combines sharing and participation to create ‘viral loops’ (see Penenberg).

3 stages of social campaigns
Shared Experiences
Word of Mouth
Engagement
Content
Connections
Participation +
Influence
= Reach/Conversion/Awareness

The opportunity on Facebook
A fan is worth $136*
Fans spend $72 more per yr. vs. non-fans
28% more likely to continue using the brand
41% more likely to recommend
Each fan has 130 friends**
Starbucks has 20 million fans, and 530 million friends of fans (April 2011)
Friends of Fans
Discovery &Awareness
Your Fans
Recruit, Engageand Convert
OfferpopCampaigns
* Syncapse, June 2010http://syncapse.com/media/syncapse-value-of-a-facebook-fan.pdf
** Facebook, March 2011http://www.facebook.com/press/info.php?statistics

Example: 2-way showdowns
Page 9 Offerpop Webinar
Tug of War app
Fun, participatory showdowns
Photos or YouTube videos
Easy to vote for a side + share
Options: fan-gate, email capture, links to web site/offer
Easy to participate
Great WOM via sharing
Reach new fans

Example: invite a friend
Fans recruit their friends to signup using a unique referral link
Friends see the signup page, where they can signup too
Tie incentives/rewards to completing signup and/or getting friends to signup
Page 10 Offerpop Confidential
Referral app
Easy to sign up
Fans recruit friends
Build-in virality

A Word on Metrics
What should we be measuring?
Clicks
Likes
Engagement
+
Shared Experiences
+
Word of Mouth
=
Results
Comments
Sends
Shares
Votes
Referrals
Signups
Redemptions

Checklist
Find your audience – and their passion (Listen!)
Where are social discussions taking place?
What’s the tone/persona of that channel? If in B2B, who are influencers?
What are goals – more fans/followers? reward fans/members? more sign-ups? in-store traffic? online conversions?
How can you leverage/amplify other media channels?
SEE: Campaign Mindset Drives Social Media Success, Allen Bonde, Social Times, Feb 4, 2011

Checklist – part 2
What is the offer? If Facebook, pick contest/game/offer app
Which social gestures can you tap to drive participation?
Create/launch test campaign
Measure, refine creative/offer, experiment with fan-gating, other custom features
Iterate and scale into repeatable program – regular + themed campaigns, daily use of tool, social media dashboard
SEE: Campaign Mindset Drives Social Media Success, Allen Bonde, Social Times, Feb 4, 2011

Vendor landscape
social publishing platforms
promotion builders
SOURCE: Take Control of Your Social Marketing Program, Melissa Parrish, Forrester, April 14, 2011

Recap
Social media changes the game…yet social marketing is still about reach, delivering great content and creating engagement
User participation is the new frequency! Driven by engagement (and WOM) it also creates reach and ROI for social campaigns
Promotion Builders like Offerpop make it easy to create fun, shared experiences on Facebook and Twitter, and allow brands to reach friends of fans, creating viral loops, awareness + conversions

Learn More
Phone: 646.435.0555
Web: www.offerpop.com
Twitter: @offerpop
@abonde
Blog: http://blog.offerpop.com
Email:contact@offerpop.com
media@offerpop.com
Thank You!
Sign up online to run a free campaign

http://www.frontiering.com.au	84
http://paper.li	6
http://www.slideshare.net	2
https://twitter.com	1
http://twitter.com	1

A Playbook for Effective Social Media Marketing Campaigns

by Word of Mouth Marketing Association on Jul 06, 2011

Accessibility

Categories

Tags

Upload Details

Usage Rights

5 Embeds 94

Statistics

A Playbook for Effective Social Media Marketing Campaigns — Presentation Transcript