How to launch a B2B social marketing campaign with a leaderboard

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Using learnings from the AdParlor Cannes Pride and Zoopla Property Power 100 I explain how anyone can reach and engage their audience with a simple social media leaderboard tracking influence. Key marketing benefits include driving SEO inbound links, community building and engagement, brand awareness and viral sharing of brand messages, building a CRM database of contact details.

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How to launch a B2B social marketing campaign with a leaderboard

  1. 1. How to launch a powerful B2B social marketing campaign based on a single leaderboard Learnings from AdParlor Cannes Pride and Zoopla Property Power 100 Toby Beresford - @tobyberesford
  2. 2. Marketing with a leaderboard •  Why market with just a leaderboard? –  Instantly engage players in a game –  Players share their position and ranks and change in rank on social media –  Players do more of the behaviours that are being measured in order to move up the ranks –  Players engage with other members of the community being leaderboarded –  Players feel recognised for their actions •  What marketing results can I expect? –  Drives SEO uplift – massive increase in inbound links –  Drives Brand Awareness – sharing of brand on social media –  Drives Conversation and Engagement – community engaged –  Build CRM database – collect player contact details
  3. 3. 3 questions to answer when planning your next leaderboarded marketing campaign •  Social Design –  How are you enhancing your players’ presented view of themselves? –  •  Community Building –  You are creating a community –  How will people respond to being part of this community? –  Do they care who’s company they keep? •  Leaderboard focus –  Will you focus on individual performance or that of a team?
  4. 4. AdParlor Cannes Pride
  5. 5. Social Design •  The Cannes Pride 100 are the top social influencers among a highly influential 11,000 advertising execs engaging in the Cannes Lions conference over 7 days •  Being in the Cannes Pride top 100 is worth bragging about because being a top influencer in advertising shows you know your business and will increase client confidence in using you and your agency. •  It’s worth changing your profile picture to reflect your inclusion (with a twibbon).
  6. 6. Community Building •  Is the rivalry between members of the leaderboard good natured? –  –  –  –  You are creating a community How will people respond to being part of this community? Do they care who’s company they keep? e.g. 3 Coca Cola V-Ps were playing in the top 30, cross tweeting with each other
  7. 7. Leaderboard Focus •  Will people enjoy competing as individuals (as in the Cannes Pride) or would a team v team format have been more engaging? –  E.g. we could have done Cannes Pride as top Agency with everyone from each Agency contributing to the overall team score
  8. 8. Marketing Results •  Great engagement from HNW influencers –  Retweets sent out to 10’s of thousands of followers •  Drove Brand Awareness – sharing of brand on social media •  Drove Conversation and Engagement – community engaged with brand •  This was applied to an event, what if you apply it to a permanent community. E.g. Estate Agents …. … enter the ZPP100…
  9. 9. Zoopla Property Power 100
  10. 10. Results •  Drove massive uplift in SEO –  Over 4,000 shares •  Drove conversation around Zoopla brand –  200 tweets on #ZPP100 every week •  Drove community engagement –  Huge growth in registered players
  11. 11. What next? •  Once you’ve decided who you are going to leaderboard and how head over to http://www.leaderboarded.com •  Pick one of our Marketing Templates –  Hashtag leaderboard – as used by AdParlor Cannes Pride –  Power leaderboard – as used by Zoopla Property Power 100 •  Create your leaderboard and embed it on your site. Now you just have to tweet out to players and see the results!

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