10 Lessons Learned from Social Media Campaigns

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?

Your Marketing Spend
“ 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

1. Be Yourself
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

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

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

5. Don’t Reinvent the Wheel
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

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

8. Quality, not Quantity
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

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

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

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10 Lessons Learned from Social Media Campaigns

by Mike Stopforth on Mar 28, 2008

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10 Lessons Learned from Social Media Campaigns — Presentation Transcript