Adding Social Campaigns to your Website

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See how brands like the American Red Cross have leverages social media technology to add engagement features to redcrossblood.org. This webinar highlight technology provided by Crowdfactory.

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Adding Social Campaigns to your Website

  1. 1. Webinar:How to Build a Social CampaignGetting Value from Social Media @crowdfactory #socialcampaign @bolsocial
  2. 2. Expert Panelists Sanjay Dholakia Alexander Mouldovan CEO Founder, VP Business Development @sdholakia Michael Weisfeld Thanh Nguyen Director of Social Media Senior Usability Engineer "Unless you try to do something beyond what you "There is no need for temples, no need for complicated have already mastered, you will never grow." philosophies. My brain and my heart are my temples; Ronald E. Osborn my philosophy is kindness." The Dalai Lama @mrweisfeldFollow the Crowd Factory @BOLSocial and BusinessOnLine @crowdfactory Social Media team on www.facebook.com/crowdfactory @BOLTeamu Twitter at: www.facebook.com/BOLOptimized @crowdfactory #socialcampaign @bolsocial
  3. 3. Housekeeping …1 Video of the webinar will be available following the event.2 Sign up for a Crowd Factory Executive Briefing http://pop.to/76b3 Request a 1-on-1 Strategy Lab http://www.businessol.com/labs @crowdfactory #socialcampaign @bolsocial
  4. 4. Make this session interactive … if Tweeting about this session, please use this hashtag: #socialcampaign @crowdfactory #socialcampaign @bolsocial
  5. 5. Agenda: Developing an Earned Media Strategy Keynote: value of social media discussion Step 1: define your business objectives Step 2: understand your target audience Step 3: integrating social media Earned media strategy Mapping social gestures and site experience Implement social elements QUESTIONS ??? Optimize It please submit questions during the webinar. We will attempt to answer or address at the end ... Conclusion there will be time. @crowdfactory #socialcampaign @bolsocial
  6. 6. Social Is An Essential Boost To All Your CampaignsKEYNOTE THOUGHTS @crowdfactory #socialcampaign @bolsocial
  7. 7. Why Social Media is Important “85% of Americans believe a company should not only be present but also interact with its consumers via social media” - Omnicom “25% of top search results for world’s 20 largest brands is consumer-generated” - Jupiter “78% of consumers trust peer recommendations” - Nielsen “...But only 14% trust ads” - Wiley @crowdfactory #socialcampaign @bolsocial
  8. 8. Poll:Do you have social features onyour website? #socialmediamarketing @bolsocial
  9. 9. Challenge is the Ability Track ROI “While interaction is high [with social media], it’s 80% been difficult to tie back to 70% commerce.” 60% - Altimeter Group 50% 40% 30% “The problem in the 20% market is that people can’t 10% attribute results to social.” 0% - Responsys Believe It is Important to Marketers That Measure ROI of Say They Can Online Activities Effectively Measure It @crowdfactory #socialcampaign @bolsocial
  10. 10. Monetization vs. ROI Monetization ROI Focused on developing a revenue Focused on a return on model via affiliate marketing and thirdparty advertisements on the Facebook investments via conversions as platform a result of channeling marketing promotions and participation on Facebook 10 @crowdfactory #socialcampaign @bolsocial
  11. 11. Monetization vs. ROI Monetization ROI Focused on developing a revenue Focused on a return on model via affiliate marketing and thirdparty advertisements on the Facebook investments via conversions as platform a result of channeling marketing promotions and participation on Facebook 11 @crowdfactory #socialcampaign @bolsocial
  12. 12. Achieve ROI with Earned Media Paid MediaEarned MediaROI =News feed impressions (#) x Cost of Ad ($) – Cost of Implementation ($) 12 @crowdfactory #socialcampaign @bolsocial
  13. 13. Earned Media Adds a Boost! 18% 16% 14% 12% 10% 8% 6% 4% 2% 0% Ad Recall Awareness Purchase Intent Ads - No Social Context Ads - With Social Context Source: Neilsen BrandLift Survey @crowdfactory #socialcampaign @bolsocial
  14. 14. Amplify AND track campaigns 5x Amplification on sharing activity 11x Amplification on sharing activity 4x Amplification on sharing activity @crowdfactory #socialcampaign @bolsocial
  15. 15. Track Social Directly to Conversion of implementation ($) Conversions (#) x Value Per ($) – Cost ROI = @crowdfactory #socialcampaign @bolsocial
  16. 16. How to Build a Social CampaignSTEP 1: DEFINE YOUR BUSINESS OBJECTIVES @crowdfactory #socialcampaign @bolsocial
  17. 17. Marketing Landscape: Online & Offline Offline Marketing Online Marketing traffic traffic Website @crowdfactory #socialcampaign @bolsocial
  18. 18. AIDAEA Model for Online Marketing Goals Phase Activity a Search Engine Marketing, Advertising, Off-line i Campaigns, Word-of-Mouth Visit Website and Browsee.g. 80% Beyond 2 min, Returning e.g. 40% d Visitor Call to Action, Engagement e.g. 30% a Interaction, Visit Blog, On- Site Search e.g. 20% e Login, Purchase, Contact, Chat, Watch, Comment, Submit Form, Other e.g. 10% a Activities Promote, Publish, Bookmark, Post, 18 @crowdfactory #socialcampaign @bolsocial
  19. 19. Capture “Situational Interest”First Visit / Anonymous User Activity Repeat Visit / Authenticated User 1 Activity 3 Authenticated Customer Activity Activity 5 Activity 6 2 Activity 4 @crowdfactory #socialcampaign @bolsocial
  20. 20. AIDA Model for Web pages Map content to the appropriate area of the web page based on the user mindset and learned conventions. @crowdfactory #socialcampaign @bolsocial
  21. 21. How to Build a Social CampaignSTEP 2: UNDERSTANDING ONLINE USER NEEDS,BEHAVIORS, & PATTERNS @crowdfactory #socialcampaign @bolsocial
  22. 22. User Centered Design Marketing Tip: understand to be understood True innovation User can occur when Needs there is a deep Synergy mutual & understanding of Results Business both sides. Needs @crowdfactory #socialcampaign @bolsocial
  23. 23. Assess Target Personas Source: Molecular #socialmediamarketing @bolsocial
  24. 24. Social Media Profiles Creators Collectors Publish a blog Add tags to web pages/photos Publish own web pages Vote for web sites online Write and post articles Use RSS feedsUpload self-created videos Joiners Visit social networking sites Conversationalists Maintain profile on social Updates status on social networking sites networking site Updates on micro-blogs Spectators Read blogs Critics Watch videos Read online forums Comment on a blog Read ratings/reviews Comment on a forum Rate/review products Contribute to a wiki Inactives None of the above @crowdfactory #socialcampaign @bolsocial
  25. 25. Empower everyone to be an InfluencerDefinition: Enthusiastic individuals equipped with the resources to reach and impact others in a related market.Key point:Provides resources to everyvisitor to become an influencer! @crowdfactory #socialcampaign @bolsocial
  26. 26. Map actions to Personae Contextual Role? based on the situation / information that currently exists Relevant Personas related to the content consumed Calls to Content Action? Focus? @crowdfactory #socialcampaign @bolsocial
  27. 27. Best Practices for adding Social Features Follow best practices & learned conventions for publishing content Most important content Identify user objectives ABOVE the fold and engagement opportunities Make calls-to-actions obvious and intuitive @crowdfactory #socialcampaign @bolsocial
  28. 28. How to Build a Social CampaignSTEP 3: PLAN AND IMPLEMENT CAMPAIGNS @crowdfactory #socialcampaign @bolsocial
  29. 29. RCB.org – Crowd Factory Campaigns Campaign 1 • Scheduled Appointment Campaign 2 • Submit Donor Story Campaign 3 • Other Social Gestures Campaign 4 • Mobile Check-in www.redcrossblood.org @crowdfactory #socialcampaign @bolsocial
  30. 30. Schedule Appointment Process Campaign 1 • Scheduled Appointment Select Search for a Preferred blood drive Confirm Location Prompt to Share @crowdfactory #socialcampaign @bolsocial
  31. 31. Campaign 1: Schedule Appointment Broadcasting Awareness! Earned Media @crowdfactory #socialcampaign @bolsocial
  32. 32. Make Donation Appt (offlineattribution) RSVP button @crowdfactory #socialcampaign @bolsocial
  33. 33. Submit Donor Story Campaign 2 • Submit Donor Story Select Story Complete Thank Type Story Form You Prompt to Share @crowdfactory #socialcampaign @bolsocial
  34. 34. Campaign 2: Submit Donor Stories Broadcasting Advocacy! Earned Media @crowdfactory #socialcampaign @bolsocial
  35. 35. Gestures throughout the WebsiteCampaign 3 • Other Social Gestures Games Resources Badges @crowdfactory #socialcampaign @bolsocial
  36. 36. Blood Drive Mobile Check-in Campaign 4 • Mobile Check-in Visit mobile Check-in Thank website You Prompt to Share @crowdfactory #socialcampaign @bolsocial
  37. 37. 10:35 PM 10:35 PM 10:35 PM 10:35 PM 10:35 PM American Red Cross – Give Blood American Red Cross – Give Blood American Red Cross – Give Blood American Red Cross – Give Blood American Red Cross – Give Bloodm.redcrossblood.org/ Google m.redcrossblood.org/ Google m.redcrossblood.org/ Google m.redcrossblood.org/ Google m.redcrossblood.org/ Google 1-800-RED CROSS (1-800-733-2767) 1-800-RED CROSS (1-800-733-2767) 1-800-RED CROSS (1-800-733-2767) 1-800-RED CROSS (1-800-733-2767) 1-800-RED CROSS (1-800-733-2767) [Marketing Banner] [Marketing Banner] [Marketing Banner] [Marketing Banner] [Marketing Banner] Find a Blood Donation Opportunity Near You: Find a Blood Donation Opportunity Near You: Find a Blood Donation Opportunity Near You: Find a Blood Donation Opportunity Near You: Find a Blood Donation Opportunity Near You: Enter Zip Code: Find Enter Zip Code: Find Enter Zip Code: Find Enter Zip Code: Find Enter Zip Code: FindGave Blood Today? Gave Blood Today? Gave Blood Today? Gave Blood Today? Gave Blood Today? [Social Gesture - Before] [Social Gesture - Before] [Social Gesture - Before] [Social Gesture - Before] [Social Gesture - Before] Check in here You Rock! and let your > > > > You Rock! > friends Tell your Thank You know! friends
  38. 38. POLL - Which campaign will perform best? Campaign 1 • Scheduled Appointment Campaign 2 • Submit Donor Story Campaign 3 • Other Social Gestures Campaign 4 • Mobile Check-in www.redcrossblood.org @crowdfactory #socialcampaign @bolsocial
  39. 39. How to Build a Social CampaignSTEP 4: ANALYZE & OPTIMIZE @crowdfactory #socialcampaign @bolsocial
  40. 40. Conversions Attribution Analytics The science of determining performance of each marketing and/or advertising initiative. KPI: conversion Lead Request Purchase Call / Inquiry @crowdfactory #socialcampaign @bolsocial
  41. 41. Conversations Buzz Monitoring The science of determining the mentions occurring on the social web. KPI: conversations Sentiment Topic Trends Volume @crowdfactory #socialcampaign @bolsocial
  42. 42. Campaign Dashboard
  43. 43. Define a segment Engagement Influence
  44. 44. Conclusion & QuestionsWRAP UP @crowdfactory #socialcampaign @bolsocial
  45. 45. Operation: Boost Traffic Flow Poll: How should we follow up? @crowdfactory #socialcampaign @bolsocial
  46. 46. In Conclusion You are running campaigns today Let the crowd help you boost ROI Map your goals to theirs Now, you can track ROI Now, you can move quickly @crowdfactory #socialcampaign @bolsocial
  47. 47. Thank You! Questions? Sanjay Dholakia Sign up for a Crowd Factory Demo @sdholakia http://pop.to/76b Michael Weisfeld @mrweisfeld Request a 1-on-1 Strategy Lab http://www.businessol.com/labs Alexander Mouldovan Thanh Nguyen @crowdfactory #socialcampaign @bolsocial
  48. 48. businessol.com/labs

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