StepChange Planning an Effective Social Media Campaign October 14 2008

About StepChange Social Media & Marketing Agency Work with Clients and Agencies on: Founded in 2006 in Portland, Oregon. Distributed Widget Applications Social Networking Applications Optimized Landing Pages Social Marketing Campaigns Strategy Design Development Engagement

Social Media & Marketing Agency

Work with Clients and Agencies on:

Founded in 2006 in Portland, Oregon.

Distributed Widget Applications

Social Networking Applications

Optimized Landing Pages

Social Marketing Campaigns

Today’s Topic: Social Marketing Campaigns Strategy & Planning Budgeting Promotion Measurement & Management

Strategy & Planning

Budgeting

Promotion

Measurement & Management

Strategy & Planning Princess Bride (1987)

Strategy & Planning: The Forrester “POST” Method Source: “Groundswell” www.forrester.com/groundswell

Strategy & Planning Example of a Good Social Media Campaign Strategy : I want to engage my brand enthusiasts with something better than a monthly email I’m going to publish up-to-date content and special offers in a widget & feed that they can access easily I’ll even provide an incentive for them to share it with friends And I’ll promote it on my main site and the email newsletter And sometimes I’ll even use it to ask for their opinion & input on products ( create a dialog )

Example of a Good Social Media Campaign Strategy :

I want to engage my brand enthusiasts with something better than a monthly email

I’m going to publish up-to-date content and special offers in a widget & feed that they can access easily

I’ll even provide an incentive for them to share it with friends

And I’ll promote it on my main site and the email newsletter

And sometimes I’ll even use it to ask for their opinion & input on products ( create a dialog )

Budgeting Deadwood (2007)

Budgeting: How are these typically categorized? Social Marketing as it’s own Campaign Create something to go after a specific market segment via a discreet Social Marketing effort Social Marketing as part of a larger Campaign Already spending on online/offline media – use Social Media to amplify it and “give megaphones to your evangelists” Distributed Applications as a Platform Extension Creating a ongoing “channel” to reach customers/prospects off of your existing Destination Site, by putting products & services into external contexts

Social Marketing as it’s own Campaign

Create something to go after a specific market segment via a discreet Social Marketing effort

Social Marketing as part of a larger Campaign

Already spending on online/offline media – use Social Media to amplify it and “give megaphones to your evangelists”

Distributed Applications as a Platform Extension

Creating a ongoing “channel” to reach customers/prospects off of your existing Destination Site, by putting products & services into external contexts

Budgeting: How much should all this cost? Strategy/Planning : Included Design & Development : Widget Application: $5K – $15K Facebook/SN App: $5K – $25K Optimized Landing Page: $5K – $15K Ongoing Management & Hosting : $100 - $200/month Promotion/Advertising : Depends $10,000 – $30,000 and 3-5 weeks is a good design & development estimate for many Social Marketing efforts * ★  * Can’t promise anything ★ Lots of ways to skin a cat  My CFO doesn’t know I put this in here

Strategy/Planning : Included

Design & Development :

Widget Application: $5K – $15K

Facebook/SN App: $5K – $25K

Optimized Landing Page: $5K – $15K

Ongoing Management & Hosting :

$100 - $200/month

Promotion/Advertising : Depends

Promotion Mad Men (2008)

Promotion: “Content vs. Ad” is in the Eye of the Beholder Treated as Content Treated as an Advertisement Deal-focused Customers Loyal Customers Small/Med Green Blogs Green-living Facebook Groups Relevant Community Sites General Sites & anywhere else online CleanHouze.com Widget Special: 20% off all natural cleaners 10 tips to Winterize your home Green cleaning: the season’s best new products

Promotion & Advertising for a Social Marketing Application Best Opportunities for Leverage Market directly to existing customers, members, etc. Hitch to an existing online campaign Pitch bloggers/sites at the “content” end of the spectrum for placement Pursue deals with affiliates and partner sites These are Free, So Might as Well Do Them List it in all the Widget/Gadget Galleries Post it to del.icio.us, Digg, etc. bookmarking sites Paid Promotion Options Place as a “rich media” app in traditional Ad Networks Use a widget ad network (Clearspring, RockYou, etc.) Buy ads directly on a Social Networking Site (Facebook)

Best Opportunities for Leverage

Market directly to existing customers, members, etc.

Hitch to an existing online campaign

Pitch bloggers/sites at the “content” end of the spectrum for placement

Pursue deals with affiliates and partner sites

These are Free, So Might as Well Do Them

List it in all the Widget/Gadget Galleries

Post it to del.icio.us, Digg, etc. bookmarking sites

Paid Promotion Options

Place as a “rich media” app in traditional Ad Networks

Use a widget ad network (Clearspring, RockYou, etc.)

Buy ads directly on a Social Networking Site (Facebook)

Measure & Manage Twin Peaks (1990)

Measurement: What Metrics to Capture? Distribution: Reach & Visibility # of Views and Visitors Installs, by environment Virality Sharing rates Adoption rates Engagement Clicks/paths/usage Specific actions (conversions) Insights (learning) These are typically custom…

Distribution: Reach & Visibility

# of Views and Visitors

Installs, by environment

Virality

Sharing rates

Adoption rates

Engagement

Clicks/paths/usage

Specific actions (conversions)

Insights (learning)

These are typically custom…

Ongoing Management Content Manage articles, feeds, syndication Change creative & copy Update by season & promotion Offers Create & change promotions Target & optimize by audience Centralized Control Change an element (such as an offer) and have it update all your Distributed Marketing properties (widget, landing page, SN App, etc.)

Content

Manage articles, feeds, syndication

Change creative & copy

Update by season & promotion

Offers

Create & change promotions

Target & optimize by audience

Centralized Control

Change an element (such as an offer) and have it update all your Distributed Marketing properties (widget, landing page, SN App, etc.)

For further information… Changelog (StepChange Blog) stepchange.typepad.com/blog/ Groundswell www.forrester.com/groundswell ReadWriteWeb www.readwriteweb.com SexyWidget www.sexywidget. com 310 SW 4 th Portland, OR 503.224.3188 [email_address] www.StepChangeGroup.com Contact Us

Changelog (StepChange Blog) stepchange.typepad.com/blog/

Groundswell www.forrester.com/groundswell

ReadWriteWeb www.readwriteweb.com

SexyWidget www.sexywidget. com