University of Central Missouri Guest Lecture
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Guest lecture presented to UCM graduate communication students. Lisa Qualls, VP Interactive Strategy at Summit Marketing presented the lecture. Three case studies showcasing how John Deere, Sporting KC and Applebee's are using social media and mobile solutions to engage, build brand awareness and increase revenues.
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University of Central Missouri Guest Lecture
- 1. “From Concept to Outcomes: Effectives Strategies, Tactics and Tools for Social Media Success” Lisa Qualls, VP of Interactive Strategy at Summit Marketing and SMCKC Chairwoman of the Board
- 2. Agenda Preparing campaign strategy Campaign ideation Viral probability analysis Outreach approach Monitoring tools Measure results
- 3. Preparing campaign strategy What are the business goals? Identify constraints and opportunities Define timeframe and budget Establish success metrics
- 4. Preparing campaign strategy New Brand Minimal social assets Market Share Repeat Traffic
- 5. Campaign ideation • Bring the exclusive to the masses • Enable people to share • Capture information
- 6. Campaign ideation • Competition & interaction • Coupon and prize incentive • Integrated touch points
- 7. Campaign ideation • Webisodes • Online media kit • Influencer outreach • The big event • Offline participation
- 8. Viral probability analysis Readers, backlinks, other assets, commenting, post schedule, post content, author publications, etc.
- 9. Outreach options • Leverage networks • Identify like minds with new audiences • Big blast vs. wave approach • Mixed organic vs. paid • Incentives • Risk mitigation plans • Follow-up plans
- 10. Monitoring Tools
- 11. Measure results • Revenue • Costs • Market share • Mentions, reach, and views • Activity comparison • Clicks/conversions • Entries, coupons, contact information
- 13. Your Success Transition from “may I” to initiative You are globally & technically aware Difference between awareness & wisdom Seek what you don’t know that you don’t know Be patient & listen
- 14. THANK YOU! About LISA QUALLS Company: Summit Marketing Location: Lenexa, KS Phone: 913.562.3400 Email: lisa.qualls@summitmarketing.com Twitter: @lqualls4444, @summitsocial Site: http://summitmarketing.com Quick Bio: Ambitious high-energy woman who loves family, fun and fighting for the win. VP of Interactive Strategy at Summit Marketing. SMCKC Chairwoman of the Board.