Figaro Social Media Seminar: Social Media as an activation channel - Laura Crimmons

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We all know social media is a powerful marketing tool in itself, however this session will look at how Social Media can be used to activate PR and SEO campaigns online and fuel engagement. Using case studies including a content-led campaign for Ladbrokes; Laura highlights the various ways that Social media can be used to amplify a digital campaign.

Social Media Technology Health & Medicine

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Social Media as an Activation Channel

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Putting You at the centre of
THECONVERSATION
PR
CONTENT
SOCIAL
CREATIVE CONTENT
You
Feeds the

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SOCIAL SHARES = MORE TRAFFIC = MORE SHARES

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MORESHARES=MOREPEOPLESEECONTENT
=MORECHANCEOFPEOPLECOVERING/LINKINGTOCONTENT

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Getting the basics right
 Think about what stats/data people might want to
share
 Make it easy for them to share – include the stats/data
in the pre-filled share message
 Feature share buttons prominently to encourage
sharing

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PAID
MEDIA
Facebook
Twitter
StumbleUpon
Reddit
Taboola
LinkedIn

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Top-line Results:
46.5K plays
4:25 Avg time on site
60 links
2K social shares

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Forum Seeding
By seeding the quiz on relevant fan
forums we were able to drive traffic to
the quiz and increase the number of
plays against different teams to ensure
we had enough data to use for
journalists.
It also stimulated conversation on the
forums with people posting their own
scores and commenting on how rival
teams were performing.

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Social Influencers
The quiz was shared by various social influencers including football presenters
and commentators.

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Top-line Results:
27 bloggers entered the
competition
3K page views
4.4K social votes

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Top-line Results:
Over 27K visits
Second most viewed
landing page (homepage
first)
3:15 Avg time on site
14 links
4K social shares

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Social Influencers
The game was shared by numerous influential tweeters including the
following.

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Thanks!
Laura Crimmons
Social & PR Manager
@lauracrimmons
laura.crimmons@branded3.com

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