10 Lessons Learned from Social Media Campaigns www.cerebra.co.za

Why aren’t Ad Agencies Advertising? PR firms tout themselves in releases Event planners throw their own partners E-marketers use the Internet Why should ad agencies be any different? Too expensive? They don’t need to advertise? Unsatisfactory ROI?

PR firms tout themselves in releases

Event planners throw their own partners

E-marketers use the Internet

Why should ad agencies be any different?

Too expensive?

They don’t need to advertise?

Unsatisfactory ROI?

Your Marketing Spend “ That’s the way we’ve always done it ”

“ That’s the way we’ve always done it ”

Conservatively… If 8 - 10% of South Africa is online… And that 8 - 10% is a fairly wealthy market… It follows logically and proportionately that 8-10% of your marketing budget should be spent online

If 8 - 10% of South Africa is online…

And that 8 - 10% is a fairly wealthy market…

It follows logically and proportionately that

8-10%

of your marketing budget

should be spent online

1. Be Yourself Be a bank if you’re a bank… Be a fashion brand if you’re a fashion brand…

Be a bank if you’re a bank…

Be a fashion brand if you’re a fashion brand…

2. Be Honest Personas get found out – www.samsungblog.co.za

Personas get found out – www.samsungblog.co.za

3. Be Quick Give someone the ability, power, mandate to respond on behalf of the brand The sooner you respond, the longer you extend positive mentions, and the quicker you subdue negative mentions

Give someone the ability, power, mandate to respond on behalf of the brand

The sooner you respond, the longer you extend positive mentions, and the quicker you subdue negative mentions

4. Link to Existing ATL Campaigns Calvin Klein IN2U – spending money on radio / TV? Extend the campaign with social media… Sony Bravia – release IP for remix / mashup

Calvin Klein IN2U – spending money on radio / TV? Extend the campaign with social media…

Sony Bravia – release IP for remix / mashup

5. Don’t Reinvent the Wheel Capitalise on the functionality and potency of existing platforms – Facebook classic example Standard Bank Pro20 on Twitter

Capitalise on the functionality and potency of existing platforms – Facebook classic example

Standard Bank Pro20 on Twitter

6. Find Influencers Amatomu.com Afrigator.com Conferences Blogrolls Buzzlogic.com

Amatomu.com

Afrigator.com

Conferences

Blogrolls

Buzzlogic.com

7. Involve Influencers Meet them Invite them to product launches Send them releases (with their permission) Send them unique content Send them schwag Ask them for advice Sponsor them

Meet them

Invite them to product launches

Send them releases (with their permission)

Send them unique content

Send them schwag

Ask them for advice

Sponsor them

8. Quality, not Quantity You will reach less people, but ask who you’re reaching… www.corollablog.co.za The new LSM…

You will reach less people, but ask who you’re reaching… www.corollablog.co.za

The new LSM…

9. Digital Assets can be Reused Facebook groups, Twitter followers, blog commentators, all remain post campaign Have a long term view even if social media initiatives are campaign-based

Facebook groups, Twitter followers, blog commentators, all remain post campaign

Have a long term view even if social media initiatives are campaign-based

10. It’s not about Technology It’s about changing your attitude towards consumers

It’s about changing your attitude towards consumers

Contact www.mikestopforth.com www.cerebra.co.za

www.mikestopforth.com

www.cerebra.co.za