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Conference Board Nov19

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An overview of social media best practice including some key actions to enhance social media strategies

An overview of social media best practice including some key actions to enhance social media strategies


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  • Long term effects and value:Ongoing Traffic:We’ve stabilised at 50% increase on traffic, 300% increase from US. (Peaked at 1300% up, 1000% US)Product use:People building sites are up 3.5 timesNew subscribersNew subs this month are up 20%SEO: Moved from 4th page Google to 1st page on ‘website builder’ and ‘free website builder’Visits from natural search both brand (terms including moonfruit) and non brand up 100%Brand Awareness:550,000 tweets worldwide over 7 days55 per minute on average2.5% of all tweets at peak even after pulled (average 1% over 7 days)Trending at number 1 for 60 hours (until pulled)Additional brand searches on search engines resulting in visits to Moonfruit400,000+ extra visits.Brand Affinity and Content Creation:Campaign engaged users to be creative rather than jump straight in with product features. Consequence was people were tweeting to each other, discussing what Moonfruit was and it’s products in a humorous or factual way. Unlike a traditional campaign where you have one shot at the message the twitter conversations evolved from humourous tweets to factual tweets to content creation about our campaign , products and services. Giveaway turned into a creative competition and then best Moonfruit website competition. Critical you stay on top of the campaign.600+ youtube videos500+ pictures200+ moonfruit ‘competition’ websites http://www.youtube.com/results?search_query=moonfruit&search_type=&aq=fhttp://picfog.com/search/moonfruitWe have stabilised at 30k+ Twitter followers up from 400.Newsletter opt in increase x2 daily.PR:Global broadsheet, vertical and blog press, predominantly UK and USCost: 10 macbookpro’s and 10 iPod Touches - £9,000Better than expected: Twitterers engagement and ongoing creativity with brand.Our speed of response to campaign as it changed and adapting to the needs of the twitter audience. Volume of tweets, number of new followers,  SEO impact, increase in global traffic, in particular US.Global press/blog coverage.Unexpected Issues: Got bigger faster than we expected. Campaign had to keep changing to respond in real time. Time intensive. Someone senior in the business needs to stay on top of campaign to make decisions.Spam. Some tweeters, weren’t being creative and just throwing out the hashtag. Because the Moonfruit topic was trending spam bots were being used to follow people who sent out the #moonfruit. Resolved by unfollowing people or blocking spambots. Twitter also removed from trends list. We also reduced length of competition to respect Twitter and Twitterers.Be interesting to cost up the campaign if we had tried to get these results from Google adwords, traditional PR and traditional marketing channels?Hope that helps.Wendy
  • Transcript

    • 1. A Perspective On Social Media Campaigns
      David Hargreaves
      Founder Project Metal, Next Fifteen Communications
      Global Director, Digital, Bite Communications
    • 2. All media(almost)
      All audiences(almost)
      All employees &all functions
      The Three Recurring Questions
      Q1
      What is
      social media?
      Q2
      How much
      does it matter?
      Q3
      Who owns it?
    • 3. Global Differences
      Social Media Landscape
      Cultural
      Technological
    • 4. Social Networking Leaders Globally
    • 5. Social Networking Penetration
    • 6. Defining a Clear Social Media Communications Framework
      Measurement
      Sales Process
      Purchase
      Brand.com
      Business
      Action
      Preference
      CAMPAIGN
      DESTINATION
      BRAND
      CHANNEL
      Campaign
      Microsite/Blog
      Brand.com Landing page
      Social
      Action
      Consideration
      Conferences
      Content Sharing Networks
      Micromedia
      Blogs
      Crowdsourced Content
      Business Press
      Share of Conversation
      Awareness
      Social Networks
      Specialist Communities
      Lifestyle Media
      Analysts
      Online Media
      Niche Media
    • 7. Defining a Clear Social Media Communications Framework
      Measurement
      Sales Process
      Purchase
      Brand.com
      Business
      Action
      Preference
      CAMPAIGN
      DESTINATION
      BRAND
      CHANNEL
      Campaign
      Microsite/Blog
      Brand.com Landing page
      Social
      Action
      Consideration
      Conferences
      Content Sharing Networks
      Micromedia
      Blogs
      Crowdsourced Content
      Business Press
      Engaging
      third- party properties
      Share of Conversation
      Awareness
      Social Networks
      Specialist Communities
      Lifestyle Media
      Analysts
      Online Media
      Niche Media
    • 8. Best Practice Engagement
      From influencers ………influencers + direct to customer
    • 9. Leverage Existing Influencers
    • 10. Go Direct To The Customer
    • 11. Moonfruit Competition
    • 12. Moonfruit Competition
    • 13. Three Takeaways On Engagement
      Process
      Leverage The Long Tail
      Realtime
    • 14. Defining a Clear Social Media Communications Framework
      Measurement
      Sales Process
      Purchase
      Brand.com
      Business
      Action
      Preference
      CAMPAIGN
      DESTINATION
      BRAND
      CHANNEL
      Campaign
      Microsite/Blog
      Brand.com Landing page
      Creating brilliant content
      Social
      Action
      Consideration
      Conferences
      Content Sharing Networks
      Micromedia
      Blogs
      Crowdsourced Content
      Business Press
      Share of Conversation
      Awareness
      Social Networks
      Specialist Communities
      Lifestyle Media
      Analysts
      Online Media
      Niche Media
    • 15. From text/image/video to technology-enabled content
      Best Practice Content
    • 16. Vodafone Mash-Up
      #ukhols
      41 M M33 California
    • 17. Zappos Mash-UP
    • 18. Burger King Facebook App
    • 19. Three Content Takeaways
      Need Technologists
      Applications
      Customer Content Is King
    • 20. Defining a Clear Social Media Communications Framework
      Measurement
      Sales Process
      Purchase
      Brand.com
      Business
      Action
      Create engaging branded channels
      Preference
      CAMPAIGN
      DESTINATION
      BRAND
      CHANNEL
      Campaign
      Microsite/Blog
      Brand.com Landing page
      Social
      Action
      Consideration
      Conferences
      Content Sharing Networks
      Micromedia
      Blogs
      Crowdsourced Content
      Business Press
      Share of Conversation
      Awareness
      Social Networks
      Specialist Communities
      Lifestyle Media
      Analysts
      Online Media
      Niche Media
    • 21. From web site to living community
      Best Practice Branded Channels
    • 22. My Starbucks Idea
    • 23. Sun Blog Network
    • 24. Twelpforce Channel: social media concierge
    • 25. Three Channel Takeaways
      Focus The Conversation
      Aggregate On The Right Platform
      Create Organic Presence
    • 26. Defining a Clear Social Media Communications Framework
      Measurement
      Sales Process
      Purchase
      Brand.com
      Business
      Action
      Preference
      CAMPAIGN
      DESTINATION
      BRAND
      CHANNEL
      Campaign
      Microsite/Blog
      Brand.com Landing page
      Measurement
      Social
      Action
      Consideration
      Conferences
      Content Sharing Networks
      Micromedia
      Blogs
      Crowdsourced Content
      Business Press
      Share of Conversation
      Awareness
      Social Networks
      Specialist Communities
      Lifestyle Media
      Analysts
      Online Media
      Niche Media
    • 27. From perception to perception + sales
      Best Practice Measurement
    • 28. Data Integration and Analysis
      Audience Data
      Site-Level Attributes: Site type, site content, audience, traffic, number of posts, etc.
      Unpaid Referral Data From Web Analytics
      Integrated Data
      Integrated, Causal Model
      Post-Level Attributes: Sentiment, product mentions, messages, story length, etc.
      Online Media Content
    • 29. What Types of Websites Produce the Most Visitors To Brand Website?
      29
      Total Visitors by Site Audience
      Average Number of Visitors by Site Content
    • 30. Four Best Practice Takeaways
      Create Clear Campaign Framework
      Engage The Customer in Content
      Leverage Creative, Technical and PR
      Integrate Analytics Into Comms
    • 31. Email: David.hargreaves@nextfifteen.com
      Twitter: /davidhargreaves
      Linked in: /davidhargreaves
      Facebook: /davidhargreaves
      Cell: 415 260 7814

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