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Social Media Promotions - Realtime Media

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  • “Early birds get the worm on Facebook. For all brands, Vitrue says that posts made before noon get 65 percent more engagement than ones authored in the afternoon. CPGs get 21 percent more engagement in the morning, while QSRs reap 12 percent more. – Clickz-9/2010”
  • What has changed is the immediate ability for the consumer to communicate back with the brand or out to their network of friends and coworkers.
  • The Viral Loop is the outward expanding spiral of influence that occurs within the social media space. Similar to how word-of-mouth influence grows, the viral loop is a trackable spiral that works out from individuals through their networks, reinforcing and growing larger at every step. The viral loop moves out from the initial media through additional media outlets and social networks, especially if you provide the tools to make it easy for the distribution.
  • All of the rules of traditional promotions compliance still apply in the social media space, plus several new rules. For instance, when you run a sweepstakes or instant win game in Facebook there are mandatory media spending commitments that apply [$25k]. Likewise, caveats of what can and can’t be used for prizing [Like you can’t give away dairy products on Facebook] and what can and can’t be leveraged as part of the entry fields or incentivizations are changing so its more important than ever before to cover these things – working with a sweepstakes administration or promotions provider to make sure that your promotion’s rules and entry methods are up-to-date.
  • Just as with any promotion, for it to be successful, you need to target it to a specific audience and not try to be everything to everyone. This is especially true in the social media space where relevance translates to communications. Make sure that this targeting follows through to the messaging, and the prizes or offer your deliver. You still need to provide some level of acquisition, whether it is for promotions compliance and so you can notify your winners or so that you can qualify your results and begin to build on later communications. Also, providing easy tools to extend the communications and monitoring of the social channels is mission critical to your promotions success.
  • Social Media has caused media to segment into 3 distinct pieces. Paid Media, or the advertising you buy to create the initial push to your promotion. Owned Media: the content that you as a brand create and can distribute. And then finally Earned Media- the media that is created by the distribution of your content and the conversation that happens around your content or brand by participants and fans as part of the viral loop. Creating tools that help extend your messaging by making it easy for people to share the promotional experience and you to track the social media spread and penetration of the sharing will increase the amount of earned media.
  • Social Media is far beyond the context of the internet. The social networking sites were created to mimic our interactions in the real world, and are evolving beyond the confines of the web page to mobile devices, SMS, and back into the real world. It’s important to bring the social media experience into your integrated marketing strategy at every touch point you can- event, in-store, print, TV, radio, traditional media, and online so that it can gain the maximum penetration and extension of its benefits from the social media space.

Transcript

  • 1. Effective Use of Promotions in Social Media
    November 9, 2010
  • 2.
  • 3. Social Media & Promotions Landscape
    Over 500 mm Facebook users globally
    Over 50,000 Applications utilize Twitter
    Liking and Following are the new acquisition
    Couponing and Offers are big trends
    Advertising Integration is key for big brands
    © 2010 RealTime Media, Inc. | www.rtm.com | info@rtm.com | 610.337.3600
    3
  • 4. Engagement is the Key to Outcome
    Can be improved by following proven tactics
    Can be hurt if compliance, disclosures not covered
    Promotions need to generate buzz in order to be successful
    Strong Engagement generates synergy in a Social Media- driven program
    © 2010 RealTime Media, Inc. | www.rtm.com | info@rtm.com | 610.337.3600
    4
  • 5. Traditional Marketing Practices
    Still Apply
    • Sweepstakes acquire new Likes or Follows
    • 6. Instant Win Games bring people back day after day
    • 7. Loyalty Programs build relationships over time
    • 8. Coupons and Discounts drive trial
    © 2010 RealTime Media, Inc. | www.rtm.com | info@rtm.com | 610.337.3600
    5
  • 9. Creating the Viral Loop
    Social Media
    © 2010 RealTime Media, Inc. | www.rtm.com | info@rtm.com | 610.337.3600
    6
  • 10. Promotions Compliance
    All the Traditional Laws apply
    Limit your entrants based on your market and target audience
    Social Networks have their own Promotion Rules
    Some have Mandatory Advertising Commitments
    © 2010 RealTime Media, Inc. | www.rtm.com | info@rtm.com | 610.337.3600
    7
  • 11. What Does EverySocial Promotion Need?
    Compelling & Relevant Prize or Offer
    Form of Name Capture: eMail or @Name
    Media Support
    Tools for Letting Consumers Extendthe Communication
    Monitoring
    Measurement and Analytics
    © 2010 RealTime Media, Inc. | www.rtm.com | info@rtm.com | 610.337.3600
    8
  • 12. Extending Your Messaging
    © 2010 RealTime Media, Inc. | www.rtm.com | info@rtm.com | 610.337.3600
    9
  • 13. Social Media is more than Online
    © 2010 RealTime Media, Inc. | www.rtm.com | info@rtm.com | 610.337.3600
    10
  • 14. Summary
    Traditional Tactics Apply
    There are New Rules for each Outlet
    Media Planning is Necessary
    Still Look for Acquisition
    Provide Tools & Content to Extend the Promotion
    Monitor and Measure
    © 2010 RealTime Media, Inc. | www.rtm.com | info@rtm.com | 610.337.3600
    11
  • 15. Case Studies
    Social Media Promotion Successes
    © 2010 RealTime Media, Inc. | www.rtm.com | info@rtm.com | 610.337.3600
    12
  • 16. What’s Your Dream Wedding Style?
    Facebook Tab & Application
    Interactive Quiz
    Saw significant increase in ‘Likes’
    © 2010 RealTime Media, Inc. | www.rtm.com | info@rtm.com | 610.337.3600
    13
  • 17. “Get Your Veet On”
    Facebook Tab & App
    User Generated Contest featuring video, photo, essay upload
    Charitable Contribution
    Digital Coupon Tab
    Likes increased by 21,000
    © 2010 RealTime Media, Inc. | www.rtm.com | info@rtm.com | 610.337.3600
    14
  • 18. “Raise the Rate”
    User Generated Contest & Sweepstakes
    Custom Facebook Tab & Application
    2 suggestions per Participant
    © 2010 RealTime Media, Inc. | www.rtm.com | info@rtm.com | 610.337.3600
    15
  • 19. “Office Tailgate Party”
    Twitter-driven Sweepstakes
    Daily Prizes
    2,400 Entrants
    Players tweeted their opinions to sports-themed questions to enter
    © 2010 RealTime Media, Inc. | www.rtm.com | info@rtm.com | 610.337.3600
    16
  • 20. “Give the Gift of Touch”
    Sweepstakes
    Facebook Connect
    Engage via Facebook sharing or traditional email
    © 2010 RealTime Media, Inc. | www.rtm.com | info@rtm.com | 610.337.3600
    17
  • 21. Thank You
    sales@rtm.com
    610.337.3600