NCWIT Summit: Why You Should Never Raffle Off an iPad (Unless You're Apple)

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My presentation slides from the NCWIT Summit in May 2014. "Learn from cold, hard case studies as we explore the best (and worst!) practices when creating a social media campaign. We'll explore everything from ideation to how to choose the right platform(s), incentives, timing (launch and length of the campaign), how to choose and achieve your specific goals, marketing the campaign, and much more. Leave with a solid checklist that will guide you through building a valuable social media campaign from start to finish, no matter how big or small your brand is."

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NCWIT Summit: Why You Should Never Raffle Off an iPad (Unless You're Apple)

  1. 1. 1 WHY YOU SHOULD NEVER RAFFLE OFF AN IPAD (UNLESS YOU’RE APPLE) Social Media Campaigns: How to Do Them Right, Wrong, and Sideways
  2. 2. 2 RACHAEL KING Head of Communications, DogVacay @rachaelgking
  3. 3. 3 SOCIAL CAMPAIGNS But why? GET THE WORD OUT TO A WHOLE NEW GROUP OF PEOPLE Brand Awareness Growth Lead Gen User acquisition
  4. 4. 4 WHAT KIND of campaigns? INSPIRED CONTENT REAL TIMEGIVEAWAY PARTNER SHIPS RESEARCH 1. 2. 3. 4. 5.
  5. 5. DOGVACAY: CESAR MILLAN Giveaway 5
  6. 6. SMITHSONIAN ZOO: #ENDANGEREDSONG Partnership 6
  7. 7. 7 LAYS: Do us a flavor Research
  8. 8. 8 DOVE: REAL BEAUTY SKETCHES Inspired Content
  9. 9. 9 OREO: THE SUPERBOWL TWEET Real Time
  10. 10. 10 A1 “CONSCIOUSLY UNCOUPLES” from steak Real Time Bonus
  11. 11. KEY COMPONENTS Goals Prep Execution 11 1 2 3
  12. 12. 12 HOW TO CREATE Brilliant ideas come from… MIND MAP CROWDSOURCE PARTNER COLLABORATIONS HACKATHON “BORROW” & TWEAK
  13. 13. 13 HOW TO MARKET Shout it from the top of a mountain! LIST BUIlding Cross- promotion MEDIA outreach Awesome assets CONSISTENT MESSAGing FOLLOW UP AND THROUGH REPEAT?
  14. 14. 14 How to measure It’s all about the GOAL Track twice, report once. Sign ups CONVERSATIONS USER ACQUISITION FAN GROWTH User- Generated content SALES
  15. 15. 15 FANTASTIC TOOLS Mostly free, too!
  16. 16. 16 Campaign blooper reel Doing it wrong…
  17. 17. 17 Campaign blooper reel, Pt. 2 Still doing it wrong…
  18. 18. Campaign blooper reel, Pt. 3 Doing it the wrong-est. 18
  19. 19. 19 TAKEAWAYS Guiding principles be CREATIVE 1 2 3 be SMART be TIMELY
  20. 20. 20 Questions? Bring ‘em on Thanks!
  21. 21. 21 Get in touch: @rachaelgking

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