Integrated social media marketing campaigns concept

Integrated Social Media Campaigns Kami Watson Huyse, APR “ Integration ” by Certified Su, Flickr

The Evolution of Mass Communication

Social Media:
Powerful tools + Easy to use =
Everyone can create content

Social Anthropology

Listen (Research)
Free tools: Technorati, Google Blogs, RSS feeds loaded into Google Reader, FeedDemon, etc.
Paid Tools: Radian 6, DIY Dashboard and others

Participate (Planning)
Join
Comment
Cross link
Build relationships

Contribute (Implement)
Content
Values/Culture
Experiences
Resources

“ This Target ad is senselessly subversive on so many levels that it begs pointing out this article in the U.K. Telegraph headlined, Girls Being Brainwashed to Be Promiscuous featuring Carol Platt Liebau’s new book about how our sex-obsessed culture damages girls.”
Amy Jussel, Founder Executive Director, Shaping Youth

Off Target
Target’s e-mail response:
“ Unfortunately we are unable to respond to your inquiry because Target does not participate with nontraditional media outlets. This practice is in place to allow us to focus on publications that reach our core guest.”

Social Etiquette
1. Transparency
2. Privacy
3. Disclosure
4. Truthfulness
5. Credit
David Scott Meerman, The New Rules of Marketing and PR

GOAL POST

P eople Image by Samantha Campbell, Flickr

Communities
Facebook
Twitter
LinkedIn
Forums
Ning
BlogHer
Specialized

Technographics Technographics, from Groundswell, http://tinyurl.com/2vv3dv

The Long Tail Chris Anderson, “The Long Tail”

The Short Tail of Influence Hugh McLeod

Finding Influentials
AllTop Blogs
Top Blog Lists
Twitterholic
Technorati Authority
aideRSS
Blogrolls
Analyzing links

O bjectives

S trategies

Common Strategies
Thought leadership
Find-ability
Exclusive Access
Provide Resources
Entertain

T actics Image by Brian Solis, http://tinyurl.com/6ex3fx, Flickr

The Blog

Social Outreach

NetSol Goals
Address and improve Network Solutions negative online reputation
Improving and building lasting relationships with the developer and design communities
Better serve unhappy customers that choose to vent online with the goal of retaining them as customers when possible, and if not, leaving them with a positive impression
Enhancing and develop the new Network Solutions brand in online communities

NetSol People
Web-savvy developers and designers who serve primarily small businesses

NetSol Objectives
To reduce negative tone of comments and increase positive comments by more than 10 percent by the end of 2008

NetSol Strategies
To listen and respond to customer complaints
To reach out to critics of the company
To contribute to the community with value-added services and resources

NetSol Tactics
Solutions are Power : Network Solutions official blog
Twitter : netsolcares team listens and responds to customers backed up by a customer service SWOT team.
Ideas are Power: Allow customers to submit, vote and talk about their ideas.
My Solution Spot : MySolutionSpot is a Facebook-like professional networking Web site.
Facebook
Solutions Stars Video Conference –October 29, 2008.

NetSol Evaluation
Since June 2008, there has been a 10 percent drop in negative comments and posts
Since June 2008, there has been a 22 percent increase in positive mentions
32 influential web design and social media stars participated in the professional development video
A advisory board of web designers and developers is currently being recruited

Other Common Tactics
Viral video http://www.willitblend.com
Specialized communities http://www.ning.com
Advisory groups
Ratings tools
Existing communities
The tie in
The event

Tie In: Mentos and Diet Coke Photos by Robert Price and Gizmodo http://www.eepybird.com/dcm1.html

The Results
“ Who would have guessed that Mentos sales would go up 15 to 20%, that traffic to Coke.com would double, and that we'd be doing Diet Coke & Mentos twenty-four hours a day, seven days a week! Now the friendly folks at Coke and Mentos provide us with the soda and candy for our new projects, which is great since we've been through almost 4,000 bottles of Diet Coke and over 24,000 Mentos so far.” – Eppy Bird

Tactical Ethics
Astroturfing
Misrepresentation
Intellectual Property

The Post-It Note Prank

The 3M Copycat Photos by Scott Abelman http://www.youtube.com/watch?v=UNkdbh_uiRU

It Might Be Legal, But… “ Oh my, it doesn't die. Links to some sites discussing 3M's marketing misstep…Now as a marketer, I'm sort of feeling sorry for those guys. Lesson learned. Don't mess with social media unless you know what you're doing. ” – Scott Abelman VG (Norway) Noticias Automotivas (Brasil) Pocacola (Italy) Hans-Wurst (Germany) binte (Germany) Deu Vos Guard (Spain) Outono (Spain) La Gatera Digital (Spain) Think Wasabi (Spain) Caradisiac (France) Le Blog Auto (France) Gigazine (Japan) 秋元 ( Japan) Metrashka (Singapore) SPBCar (Russia) Kadriks (Sweden) Londonist (England) Veloce Automotive News (England) Info Overload (Scotland) Damien Mulley (Ireland) A Welsh View (Wales) TBIT (Canada) AJQKW (Chinese) Autoblog (Chinese) Limk (Turkey) Jaggle (Netherlands) ExoticsOnRoad (Netherlands) VK Mag (Netherlands) Autoblog (Netherlands) Yahoo! Pick of the Day Dave Barry’s Blog Digg Home Page Autoblog BoingBoing Minneapolis Star Tribune Free Thought Forum Her Media Conversation Agent (a good read!) and more... Drivers Drive Good Magazine EBaumsWorld Eponymous NeatORama Daily Buzzer UneasySilence The Blog Dark Roasted Blend Dream Chaser The Car Showroom Beyond Cars Gangstas & Hugs Skoopy Clipmarks StumbleUpon Public Forum My Single Mom Life Euro RSCG 4D About Miche Elkit in Wonderland Boboroshi Tweedler Tihea The Daily Drip Eszter's Tony Rocha Post-it Notes Rock Blog David Thompson The Finer Things Vault The Cash Box Inspire: Unexpectedly Bart! : FlickrCentral Flickr Top-V Admin's Blog Flickr Blog Between 0 and 1 All About Content: 3M Carjacks The Post-it Note Jaguar Popular Photography The Consumerist MicroExplosion Media AdRants The Worst SEO Blog Ever Can someone please explain...? Autoblog (again) A Photo Editor What's Next Blog Aper(cul)ture AutoENews UK Dorkaliciou5 Ogilvy PR molt:n core Social Media Revolution The New Marketing Wheels Weekly WOMMA WebInkNow

The Event

Objectives
Launch of roller coaster/water ride, Journey to Atlantis
Build relationships with the online coaster community
Build awareness for the early opening of Journey to Atlantis
Drive visitation to SeaWorld San Antonio by pass holders to try Journey to Atlantis

JTA Strategies
Provide information
Make assests available to coaster enthusiasts
Build long-term relationships with coaster enthusiast influentials

JTA Tactics
Launch a purpose-built, multi-media web site to highlight the coaster
Outreach through Flickr, YouTube and Veoh to provide assets to coaster enthusiasts
Build relationships with a short list of coaster enthusiasts with influential web sites, blogs, podcasts and videocasts
Invite the American Coaster Enthusiasts to be VIP partners in opening the ride

Triad of Measurement (Evaluation)

JTA Results: Interest
The Website received 78,264 visits and 170,644 page views from May through August 2007.
The YouTube videos have received 165,335 to date with the favorite being the virtual ride video with 74,748 views to date.
Flickr photos have been viewed 102,101 times to date.
Of the initial 22 sites identified, 12 covered the ride, including, which was a high-value since its reach was target audience Theme Park Insider .
The campaign received 50 links from unique Web sites, 30 of which were from coaster enthusiast sites.

JTA Results: Attitudes
The coverage was largely positive in tone, with some expected negativity about ride intensity
The American Coaster Enthusiasts group brought 30 of its members to ride Journey to Atlantis on media day.
These riders later left positive comments on YouTube videos
ACE invited SeaWorld San Antonio to attend its annual meeting in 2008
Robert Niles, Theme Park Insider

JTA Results: Actions
In guest exit surveys, more said they were made aware of the new coaster from the Internet than from television.
With a budget of $44,000, the overall cost per impression for the social media campaign was $0.22 versus $1.00 for television.
Using the survey to determine who came to ride Journey to Atlantis and also heard about it on the Internet, it was estimated that the visitors who were impacted by the project represented over $2.6 million in revenue.
Link to Full Case Study: http://tinyurl.com/JTAROI

Super Six Steps to Measurement
Set your objectives
Define your stakeholders
Determine which metrics to use
Benchmark against yourself over time or your competition
Pick your measurement tool/technology
Analyze the results and start over
by Katie Paine

Free Measurement Tools
Technorati (number of links, “authority”)
Del.icio.us (quality and type of coverage)
Google Analytics (site statistics)
Veoh (video views on all platforms)
Flickr (photo views)
Feedburner (subscribers)
Google Blog Search (Poor man’s clipping service)
Yahoo Pipes (manage RSS)
Compete , Alexa (traffic)
Quantcast (ratings and demographics)

Paid Measurement Tools
The DIY Dashboard ( link )
Radian6 ( link )
BuzzLogic ( link )
Jeremiah’s List ( link )

More Measurement Resources
Kami’s Measurement Tag
Jeremiah’s list of monitoring tools
Free and Low-Cost Ways to Measure
Book: Measuring Public Relationships , Katie Paine
Calculating the ROI of Blogging , Charlene Li
Constantin Basturea’s ROI tag
Jeremiah Owyang’s Social Media Tag
Trinity of Analytics , Avinash Kaushik
Institute for Public Relations , Measurement

Resources
http://del.icio.us/kamichat/PRSA08

Kami Watson Huyse, APR
Phone: (713) 568-5750
E-mail: [email_address]
Blog: Communication Overtones
Web site: www.myprpro.com

Integrated social media marketing campaigns concept

by Ralph Paglia on Jan 03, 2011

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