• Like

The Gift that Keeps on Giving: Extending Your Holiday Campaign into the New Year

  • 145 views
Uploaded on

Download this December 2012 Shoutlet webinar to learn how to successfully apply holiday campaign momentum to create future social marketing opportunities. …

Download this December 2012 Shoutlet webinar to learn how to successfully apply holiday campaign momentum to create future social marketing opportunities.

We cover:

- Examples of creative campaigns that are delivering long-term value
- Tips to leverage contests and designed Facebook apps
- Four practical ways to get the most out of your campaign
- A metrics checklist you can use to analyze your success

More in: Business , Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
145
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
1
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. 1! Welcome  to  Today’s  Shoutlet  Webinar   Presented  by:   Jason  Weaver,  CEO   Shoutlet,  Inc.   Tweet  with  us  during  this  presenta=on  #Shoutlet     The  Gi:  That  Keeps  on  Giving   Extending  Your  Holiday  Campaigns  Into  the  New  Year  
  • 2. 2! What  We  Do   Shoutlet  is  the  industry’s  most  comprehensive  Enterprise  Social  Marke8ng  Pla;orm   to  publish,  engage,  and  measure  custom  social  marke8ng  campaigns  
  • 3. 3! Connect  with  Shoutlet  
  • 4. 4! Guess  the  Movie!     “It's  a  membership  to  the  Jelly  of  the   Month  Club.”   “Clark,  that's  the  giK  that  keeps  on   giving  throughout  the  en=re  year.”   Tweet  your  answer  with  #Shoutlet.   We’ll  select  one  random  tweet  to   win  a  Shoutlet  t-­‐shirt.  
  • 5. 5! What  You’ll  Learn  In  This  Webinar   • Holiday campaign opportunities • Examples of campaigns that are delivering long-term value • Four practical ways to get the most out of your campaign • A metrics checklist to analyze your success We’ll  cover:  
  • 6. 6! December  25  is  Only  The  Beginning   Short-­‐term  opportunity   Keep  fans  engaged  –     current  and  new   AKer  all,  more  than  two-­‐third     of  consumers  take  advantage   of  post-­‐holiday  sales  1   Long-­‐term  opportunity   Brand  awareness   BeTer  rela=onships   Sales  liK   The  list  goes  on…   1  hTp://www.mediapost.com/publica=ons/ar=cle/119740   JANUARY 2013
  • 7. 7! Social  CRM:  The  Real  Gi:  That  Keeps  On  Giving   MEANINGFUL RELATIONSHIPS CONTESTS CONTENT NEW INFORMATION NEW FOLLOWERS Is  your  campaign  a  one-­‐off  or  part  of  an  ongoing  strategy?    
  • 8. 8! Torrid  Women  Pin  to  Win   The  campaign   An  easy-­‐to-­‐navigate  app  +  Pinterest  campaign   encourages  Torrid  girls  to  Pin  to  Win  
  • 9. 9! Why  It  Will  Keep  Delivering     Gets  people  excited  about  Torrid  fashions     Leverages  Facebook  app  and  contest   Builds  relaQonships  with  bloggers     Will  con=nue  to  pay  off   Uses  mulQple  networks   Cross-­‐plaaorm  integra=on  reaches     fans  from  both  communi=es   REAL WOMEN PINSPIRATION Powerful Connection
  • 10. 10! Why  It  Will  Keep  Delivering     We  want  to  grow  our  Pinterest  community  because     we  know  it  has  consistently  been  one  of  our  top  site     referrals,  plus  the  Torrid  girl  is  all  about  fashion  so  she   is  already  on  Pinterest...plus  there's  the  amplifica=on   effect  of  having  them  share  their  favorite  Torrid  items   and  get  those  re-­‐pinned  by  their  followers  and  purchased     as  a  holiday  giK  by  their  friends  and  family.”     Katherine  Hernandez,  Torrid  Social  Media  Specialist  
  • 11. 11! Seven  Steps  to  Facebook  Contests   Facebook  Contests:  A  Step-­‐by-­‐Step  Guide  for  Marketers:  hVp://shout.lt/Ypb   STEP ONE STEP FIVE STEP EIGHT STEP FOUR STEP SEVEN STEP THREE STEP SIX STEP TWO TACKLING YOUR CONTEST: A STEP-BY-STEP GUIDE Set Goals Define the DetailsBegin the Real Work: Engage Get Legal (and Facebook Compliant) Analyze The Results Prepare to Promote and Converse Manage Your Contest Launch!
  • 12. 12! 135  shares     500  likes   Heifer  InternaQonal  Gets  Humorous   Heifer  at  Hanukkah  uses  app,     viral  video  and  meme-­‐like  updates     to  encourage  Heifer  giKing       The  campaign  
  • 13. 13! Why  It  Will  Keep  On  Delivering     A  powerful  connecQon  between     the  organiza=on  and  holiday  tradi=ons   Uses  viral  video  &  humor  to  s=mulate     sharing  and  conversa=on     HUMOR RELEVANCE Brand Affinity
  • 14. 14! Best  PracQces  For  Pictures   Align  images  with  your  campaign   Be  a  curator  (but  aTribute!)   Play  off  memes  and  Internet  trends   OpQmize  for  size   Include  a  call  to  acQon  in  the  image   Photos  are  power  on  Facebook.     A  Roundup  of  Resources  For  Maximizing  Visual  Content:  hVp://shout.lt/YpB  
  • 15. 15! Sandals  T.W.  Elves  Offers  An  Opportunity  to  Give   The  campaign   Facebook  app  encourages  a  small     dona=on  to  become  an  T.W.  Elf,     help  a  child  in  the  Caribbean  
  • 16. 16! Why  It  Keeps  On  Delivering   Opt-­‐in  list  builds  community   Ties  into  annual  giving     Easy  to  repeat  and  build  on  each  year   TIMELY OPPORTUNITY EASE OF USE Return donors
  • 17. 17! Best  PracQces  For  Facebook  Apps     Naviga=on:  K.I.S.S.     Think  810  and  11x74   Visual  >  text     Don’t  forgot  to  focus  on  good     content  to  drive  traffic   OpQmize  for  mobile  (50%  of  Facebook  traffic  from  mobile1)   1hTp://searchengineland.com/10-­‐op=miza=on-­‐secrets-­‐to-­‐drive-­‐more-­‐mobile-­‐traffic-­‐from-­‐facebook-­‐114316  
  • 18. 18! Four  pracQcal  ways  to  get  the     most  from  your  holiday  campaign  
  • 19. 19! “Thank  you”  and  “Welcome”     Say  “Thank  you”    •  Reward  your  power  users/ac=ve  par=cipants    •  Showcase  non-­‐winning  contest  submissions    •  Consider  special  reward  to  other  entrants     Welcome  and  engage  new  fans  and  followers      •  Conduct  a  survey  –  ask  what  types  of  content                    they  prefer        •  Line  up  great  content  in  advance      •  Run  email  campaign  with  new  opt-­‐ins,  including        a  special  deal  or  message    
  • 20. 20! “Thank  you”  and  “Welcome”     hTp://www.emarketer.com/Ar=cle.aspx?R=1008630  
  • 21. 21! Look  Back  &  Take  Stock   Look  back  and  take  stock      •  Look  at  sales,  consumer  feedback  and  engagement    •  Ask:  Were  logis=cs  easy?  What  did  we  learn  about                          the  process  to  make  it  beTer?    •  Assign  teams  to  address  issues/find  solu=ons      •  Consider  an  innova=on  budget  for  your  next  campaign    •  Funnel  learned  insights  to  other  teams  –  sales,  customer  service,  etc  
  • 22. 22! Repurpose  The  Campaign   •   Re=re  your  holiday  imagery   •   Use  successful  elements  again  for  further  campaigns   •   Repurpose  mul=media  submissions   •   Re-­‐skin  successful  contests  and  re-­‐use   Re-­‐use  and  repurpose  
  • 23. 23!  •  Prep  a  few  great  pieces  of            content  to  go  live    •  Play  off  New  Year’s  resolu=ons      •  Run  a  Facebook  offer  (58%  of  Facebook            users  expect  to  receive  discounts  or            promote  when  they  like  a  business  page1)   Prep  a  post-­‐holiday  content  plan   1hTp://www.emarketer.com/Ar=cle.aspx?R=1008630  
  • 24. 24! Next  Stop,  Data:  RevisiQng  the  CRM  Cycle   MEANINGFUL RELATIONSHIPS CONTESTS CONTENT NEW INFORMATION NEW FOLLOWERS
  • 25. 25! Next  Stop,  Data:  RevisiQng  the  CRM  Cycle   Learn  From  Your  Social  Customer  Data:  3  Ways  How:  hTp://shout.lt/sqm  
  • 26. 26! Next  Stop,  Data:  RevisiQng  the  CRM  Cycle    Shoutlet  Social  Profiles  
  • 27. 27! Your  Results  Checklist     ConversaQon    Men=ons            Retweets      Hashtag  use      Blog  men=ons     Engagement    Likes    Shares    Comments    Men=ons     Conversion    What’s  actually  conver=ng  to  sales    Follow  the  trail    
  • 28. 28! Extending  Your  Campaigns:  Recap   Plan  for  value  from  the  beginning   Leverage  Facebook  apps   Contests  create  interest   Don’t  forget  pictures  and  video   Say  “thanks”  and  welcome  newbies   Plan  post-­‐holiday  content   Measure  &  analyze    
  • 29. 29! Q  &  A  
  • 30. 30! Connect  With  Shoutlet   Like  us  on  Facebook   To  request  a  demonstra=on  of  Shoutlet,     email  sales@shoutlet.com  or  go  to   Shoutlet.com  and  click  this  buTon.   Read  the  webinar  recap     on  our  blog.    
  • 31. 31!