Presented by Melonie Gallegos at Social Media Camp 2011. Creating engaging social media marketing promotions and campaigns to captivate your audience.

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Presented by: Melonie Gallegos

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3. * In 2010 social media ranked in top 3 marketing
tactics, just behind email and edging ahead of SEO.
* Spending is rising - social media ranked third among
planned focus for online marketing budgets in 2011,
after search and their own website.
* eMarketer predicts 80% of U.S. Companies will use
social media marketing in 2011 (it was just 58% in
„09)
*
Source: Interactive Marketing Tactics Used by Marketers March 2010, eMarketer
Focus of Online Marketing Budgets in 2011 % Senior level marketers worldwide, eMarketer

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5. 1. Of changing outdated marketing traditions
2. Legal & liability
3. Challenging executive brand perception
4. Playing it safe and straying from “brand
guidelines”
5. Of losing control
6. Of offending people‟s sensibilities
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6. *
* Marketers need updated skill sets to compete
in today‟s digital environment.
* It‟s our job to understand why our customers
use it, not whether or not we would personally.
* Make it an initiative to test new tactics in your
marketing mix solely for learning purposes.

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* Legal and regulations are outdated.
* Proactively work with legal to help define
application to the social web.
* Define employee social media policy.
* Develop moderation guideline.

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* Customers define brands.
* Logos and taglines hold little meaning.
* Many brands continue to push messages.
* Be a message receiver instead.
* Report findings & stats up to executives and let it
guide marketing.

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* Break through the noise.
* Accept the possibility of failure as a learning
experience.
* Embrace pop culture.
* Humanize the brand.

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* People are already talking about brands
whether or not the brand chooses to
participate.
* The concept of control is a myth.
* If you only talk about your brand, people won‟t
talk about your brand.

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* If you try to be everything to everyone, you end
up being nothing to nobody.
* Stop being boring at the expense of your entire
audience to not offend one person.

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14. http://www.youtube.com/watch?v=-oElH6M_5i4&feature=youtu.be
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15. http://www.youtube.com/coachella
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16. http://www.harley-davidson.com/en_US/Content/Pages/harlistas.html
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17. http://www.5react.com/
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18. https://www.facebook.com/feelyourboobies
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20. http://twitterparty.mozilla.org/en-US
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23. What makes it social?
Audience Goal • Two-Way Communication
• User Generated Content
(UGC)
• Engagement
Big Idea • Social Platform
Integration
• Social Platform
Was it Optimization (SPO)
Tactics • Sharing
successful?
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24. Social media campaigns are best supported by an
integrated communications plan:
* PR
* Email
* Website
* Mobile
* All relevant social channels
* In venue
*

25. Leading Metrics Used by Companies
1. Engagement
2. Awareness
3. Site traffic metrics
4. Customer advocacy
5. Click through rate
6. Leads
7. Conversion rate
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Leading Metrics Used By Companies Worldwide To Measure Success Of Social Media Marketing March 2011, eMarketer

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InteractiveMarketingCafe.com
@melonie Q&A #Fandom140
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