Social Media Project 2
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Social Media Project 2

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Another social media group presentation we gave in my Digital Marketing class during my spring semester 2011 at NYU. ...

Another social media group presentation we gave in my Digital Marketing class during my spring semester 2011 at NYU.

We set up a social media campaign on a topic/business we were involved in, in this case a friend's photography business, monitored metrics, learned, adjusted our strategies, and presented what was done and what was learned.

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Social Media Project 2 Presentation Transcript

  • 1. !"#$%&()*+%,%-&.&%-)(&)%,%#&-$/&%+&-%,%0/)(&%+)*1!%,%)*11)&%2)32&.&*% !"#"$%&(%)*+$",#-.$)%$+#/$0$1+(%2-(%/345677
  • 2. We started with!listening!•  "89:;<=9>?@AB:9=C8:8;D –  (@9=@=<C?E<@=@;?FE<C?9F?C=?G:8;=@;C=8@HICJ=<?@K;<B@LE?:ICM E@:8=@NC?:8;9OJ:9I@K8==GECA@JCB9=@;F:8FLF?C8C99 –  !CPFBKC9=<CQ?F8J –  ,CCJCJ=@I@ACKEL:=<FLFG=@Q?CFR=<?@K;<=<CIBKSC?L:=<@K= I@AE?@A:9:8;Q?F8J:AF;C•  !CI:9:@89QF9CJ@8B:9=C8:8;D –  !?:P:8;>@?IC@>=<CE?@;?FAL@KBJQCQF9CJ@8F$)T+PFBKCM CUI<F8;CQC=LCC8=<CQ?F8JF8JIK9=@AC?9VIK??C8=F8JE@=C8HFBW
  • 3. The Offer!
  • 4. Campaign Objectives!•  X?:AF?GD%IYK:9:H@8Z[@8PC?9:@8 –  "8I?CF9CFLF?C8C99@>X.XF9FQ?F8J=<?@K;<=<C9LCCE9=FRC9 –  !?:PCFIYK:9:H@8@>8CLIK9=@AC?94=<?@K;<FICQ@@R•  .CI@8JF?GD)C=C8H@8Z+8;F;CAC8= –  !?:PC>K?=<C?C8;F;CAC8=FA@8;9=IK??C8=>F89=@IFE=K?C>K?=<C? 9<F?C@><CF?=F8JA:8J
  • 5. Campaign Goals/ KPIs!•  FICQ@@R&:RC9 –  ]F9CB:8CD57^ –  ,CL;@FBD366•  FICQ@@R+8;F;CAC8=M[@AAC8=9F8J"8=C?FIH@89 –  ]F9CB:8CD_I@AAC8=9CPC?G=L@LCCR9 –  ,CL;@FBD566I@AAC8=9@PC?=<C=L@LCCRE?@A@EC?:@J
  • 6. Campaign Toolkit!
  • 7. Channel!Roadmap! X%"!(+!"% +2X+)"(+,$%&
  • 8. Creative Brief!245%678%98%:6;<=>?%:5@%,CL/@?RC?9:8=<C3Q@?@K;<9L<@L:BBI@AC=@FJA:?CXFA’9@L8K8:YKCE<@=@;?FE<:II<F?A`$<CGF?CI@KEBC94:8J:P:JKFB94FI=@?94@?A@JCB9L<@<FPCF8F?I:99:9HI9:JC=@=<CA`1@LCPC?4FI=@?9F8JA@JCB9F?CFIHPCBGB@@R:8;>@?4@?I@89=F8=BG:8=C?C9=CJ:848CLE<@=@;?FE<C?9>@?E?@>C99:@8FBEK?E@9C9`$<CG F?C FB9@ EC= @L8C?9 L<@ F?C E?@KJ EC= EF?C8=9 F8J F?C B@@R:8;4 @? F?C :8=C?C9=CJ :84 IFE=K?:8; FA@AC8=:8HACL:=<=<C:?EC=`246:%678%:48A%B5=>?@%$<CGF?C?C9CF?I<:8;@8B:8C@?FIHPCBGFLF?C@>@EE@?=K8:HC9>@?FN@?JFQBC4E?@>C99:@8FBE<@=@;?FE<C?9:8,/[P:F9CF?I<@?9@I:FBI<F88CB9`%B9@4=<CGAFGQCFB?CFJGFJA:?:8;XFA’9E<@=@;?FE<G@8<C?LCQ9:=C@?:8<C?9@I:FB8C=L@?R9`246:%678%:48A%:4=><=>?@%[@KEBC9O"8J:P:JKFB9OXC=0L8C?9D a@KBJ8’=:=QC;?CF==@=?G@K=F?CFBE?@>C99:@8FBE<@=@9<@@=9@=<F="IF8<FPCE:I9=<F=IFE=K?C@K?B@PCOACOAGFJ@?FQBCEC=` %I=@?9OA@JCB9D "bAFBLFG9B@@R:8;>@?8CLFN@?JFQBCE<@=@;?FE<C?9=@KEJF=CAG<CFJ9<@=E@?c@B:@`
  • 9. Creative Brief!246:%678%98%C75D=E=>?@%a:8 F >?CC4 E?@>C99:@8FB E<@=@ 9<@@= L:=< XFA L<C8 G@K &:RC F8J EF?HI:EF=C :8 =<C IFEH@8I@8=C9=`246:%B5%98%96>:%:48D%:5%B5@%$@FJA:?CF8J=<C8C8;F;CL:=<L<F=CPC?9ECFR9=@=<CA:8XFA’9E<@=@9`!59%9=;;%98%EFCC57:%=:@%X?@A@=C=<CI@8=C9=:8>@?KA94@8[?F:;9B:9=4K9:8;]Z#@@;BC%J94F8J=@>@BB@LC?9Z8@8M>@BB@LC?9@8@K?@=<C?9@I:FBACJ:FEBFc@?A9=@J?:PC=?FdI=@@K?]I@8=C9=BF8J:8;EF;C`
  • 10. Need States -!
  • 11. Need States -!
  • 12. Need States -!
  • 13. Message Matrix!
  • 14. The Main Offer! +!The Landing Page
  • 15. Advocate + WOM
  • 16. Classic Social Media
  • 17. Twitter – Content Strategy!+:6>B67B%D8EE6?8%=>J=K>?%:48D%:5%L5=>%:48%H6CK5>%H5>:8E:% &G6H48B%C=H:F78E%:5%E459%#6DIE%957<% % MD8>K5>%C85C;8%:5%E:67:%H5>J87E6K5>% C6DIE%78?F;67%C45:5%:988:E%
  • 18. Twitter – Optimization! %88@K8ICJ TEbCJ=<C (:8:A:eCJ =<C >?CYKC8IG =<C9FBC9 I@AECHH@8 @>=LCC=9 E:=I<
  • 19. Results : Twitter!•  5aCCRXC?:@J•  ,KAQC?@>>@BB@LC?9 ]F9CB:8C _f +8J)C9KB= 77f•  33g"8I?CF9C:8>@BB@LC?9•  +N@?=9=@;F:8>@BB@LC?9 –  @BB@LCJEC@EBC=<F=>@BB@L,CL/@?RXC=9OaCJJ:8;OX@?=?F:=9 X<@=@;?FE<C? –  @BB@LCJEC@EBCh8CF?K9bL:=<=LCC=99KI<F9hC8;F;CJb4hFKJ:H@8b4hJ@; ?K8bC=I %
  • 20. Tumblr!•  .KEE@?=EBFc@?A>@? FICQ@@R<KQ•  "8:HFB@BB@LC?9D^i•  :8FB@BB@LC?9D767•  [B:IR9=@]D76
  • 21. Experimental! Media
  • 22. forums!•  +N@?=9D •  .CF?I<>@?>@?KA99KI<F9EC=b9>@?KA94LCJJ:8;>@?KA94FI=@?O A@JCB>@?KAF8JA@Ab9>@?KA •  "8=C??KE==<CI@8PC?9FH@8=@:8=?@JKICXFAF9FE<@=@;?FE<C? F8J:8P:=C=<CA=@j@:8=<CIFEH@8I@8=C9= •  k@:8J:9IK99:@8@877>@?KA9•  :8FB)C9KB=9D77IB:IRM=<?@K;<>?@Al>@?KA9
  • 23. forums – content strategy!
  • 24. Craigslist!
  • 25. Model Mayhem!
  • 26. Results : Experimental media!•  5aCCRXC?:@J•  .@K?IC9 –  @?KA9VaCJJ:8;]CC4[@AAK8:=GXC@EBCXC=94(@JCB(FG<CAW –  [?F:;9B:9=•  )CE?C9C8=CJFQ@K=3g@>=<CIB:IR9•  1F?J=@ACF9K?CI@8PC?9:@8>?@ACUEC?:AC8=FBACJ:F %
  • 27. Paid Media
  • 28. Facebook Ads!•  &FK8I<!F=CDlO5f•  $<?CCJ:NC?C8==<CACJFJ9BF8J:8; @8[FEH@8[@8=C9=<@ACEF;C –  XC=9 –  %I=@?9Z(@JCB9 –  [@KEBC9•  &F9C?=F?;C=CJQF9CJ@8B@IFH@84 F;C4?CBFH@89<:E9=F=K94B:RC9Z :8=C?C9=94F8JI@88CIH@89•  "8:HFBJF:BGQKJ;C=IFEEC?FJmiMm^
  • 29. FB Ad Results - Pets!•  [B:IR9D_^ –  (@9=IB:IR9OJFG@8BFK8I<LCCRC8J•  %P;`[X[Dm6`nf –  "8:HFBAFU[X[Q:JF=m7`i6 –  0EHA:eCJQF9CJ@8?C9KB=94B@LC?CJAFUQ:J =@m7•  ]KJ;C= –  "8:HFBIFEm^ –  0EHA:eCJQF9CJ@8?C9KB=94B@LC?CJ=@mn•  &:RC9Dlf•  [@8PC?9:@8)F=CD3l`lg
  • 30. FB Ad Results – Actors/Models!•  [B:IR9D3f –  (@9=IB:IR9OJFG@8BFK8I<LCCRC8J•  %P;`[X[Dm6`3^ –  "8:HFBAFU[X[Q:JF=m7`36 –  0EHA:eCJQF9CJ@8?C9KB=94B@LC?CJAFU Q:J=@m7•  ]KJ;C= –  "8:HFBIFEmi –  0EHA:eCJQF9CJ@8?C9KB=94B@LC?CJ=@ml•  &:RC9D5f•  [@8PC?9:@8)F=CDlf`lg
  • 31. FB Ad Results - Couples!•  [B:IR9Dl•  %P;`[X[Dm7`nl•  ]KJ;C= –  "8:HFBIFEmi•  &:RC9D6•  0EHA:eCJQF9CJ@8?C9KB=9 –  !CBC=CJ@8lO5n
  • 32. Google Adwords!•  &FK8I<!F=CDlO5l•  $<?CCJ:NC?C8==<CACJFJ9BF8J:8;@8 [FEH@8[@8=C9=<@ACEF;C –  XC=9 –  %I=@?9Z(@JCB9 –  [@KEBC9•  #C@M=F?;C=CJFJ99C?PCJ@89CF?I< 8C=L@?R@8BG=@=<C,CL/@?RF?CF•  "8:HFBJF:BGQKJ;C=IFE>@?!"##!FJ;?@KE9 m53
  • 33. Google Adwords Results - Pets!•  [B:IR9VQC>@?ClO5nWD6•  [B:IR9VFoC?lO5nWDi –  0EHA:eFH@8D)CP:9CJ%J[@EG@8lO5n –  0EHA:eFH@8D%JJCJi^8CL*a9VQF9C75W•  %P;`[X[Dm7`_^ –  0EHA:eFH@8D)F:9CJAFU[X[Q:J=@m3`66 JKC=@B@LYKFB:=G9I@?C>@?<:;<P@BKAC ;C8C?:I*a9•  [@8PC?9:@89D6
  • 34. Google Adwords Results – !Actors/Models!•  [B:IR9VQC>@?ClO5nWD6•  [B:IR9VFoC?lO5nWD5 –  0EHA:eFH@8D)CP:9CJ%J[@EG@8lO5n –  0EHA:eFH@8D%JJCJ76^8CL*a9VQF9C75W•  %P;`[X[Dm7`in –  0EHA:eFH@8D)F:9CJAFU[X[Q:J=@m3`66 JKC=@B@LYKFB:=G9I@?C>@?<:;<P@BKAC ;C8C?:I*a9•  [@8PC?9:@89D6
  • 35. Google Adwords Results -couples!•  [B:IR9VQC>@?ClO5nWD6•  [B:IR9VFoC?lO5nWD3 –  0EHA:eFH@8D)CP:9CJ%J[@EG@8lO5n –  0EHA:eFH@8D%JJCJ75l8CL*a9VQF9C76W•  %P;`[X[Dm7`i5 –  )F:9CJAFU[X[Q:J=@m3`66JKC=@B@L YKFB:=G9I@?C>@?<:;<P@BKAC;C8C?:I*a9•  [@8PC?9:@89D6
  • 36. Results : Facebook!5aCCRXC?:@J,KAQC?@>>F89 ]F9CB:8C 57i +8J)C9KB= f7lllg:8I?CF9C:8>F89 %.@I:FB(CJ:FO+UEC?:AC8=FBf7g XF:Jn^g [@9=EC?IK9=@AC?FIYK:9:H@8 m7`57 NON%5:6;%P5DD8>:E% l6 f3 &FK8I<@>[FAEF:;8 +8J@>[FAEF:;8 f6 X:IRCJKE=?FIH@8 &FK8I<]%J9 53 56 73 76 3 6 7^M%E? 56M%E? 57M%E? 55M%E? 5fM%E? 5lM%E? 53M%E? 5nM%E? 5_M%E? 5iM%E? 5^M%E? f6M%E? 7M(FG
  • 37. Key Metrics Dashboard! Channel " " " " " " " " Clicks!•  FICQ@@R QRN%•  !:?CI= NSR%•  @?KA9 NN%•  $KAQB? NT%•  [?F:;9B:9= NS%•  $L:SC? NU%•  0=<C?9 UQ% Total" " " " " " " " " " 548! W6H8X55<% $@=FB,CL&:RC9p^n%9=G87%OV% RRV% $@=FBT8:YKC[@AAC8=C?9p5_% ":487E% % NNV% W57FDE%OV% 3=78H:%%ORV% FDX;7%QV%P76=?E;=E:% 0;KD6:8%P5>J87E=5>%Y6:8%Z%QSV% OV%
  • 38. Key Learnings![1%,,+&.•  $L:SC?:9FQFJEBFIC=@<F?J9CBB•  .<@KBJ<FPC>@IK9CJ@8$KAQB?:89=CFJ@>$L:SC?•  @?KA9F?CF<@=QCJ>@??CFI<:8;FEF99:@8F=CFKJ:C8IC•  XF:J9CF?I<:98@=F9K:=FQBCACJ:KA>@?=<:99@?=@>@NC?0q+)%&&•  %S?:QKH@8:9J:dIKB=L:=<@K=F=@@BB:RC0A8:=K?C•  r!:NC?C8==F?;C=99<@KBJQC?CFI<CJ@EHAFBBG=<?@K;< J:NC?C8=I<F88CB9
  • 39. And The Winner Is…!