Building The Perfect Social Media Campaign

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Todd Leiser, Director of Franchise Sales for Valpak presented "Building The Perfect Social Media Campaign" at FranCamp in Atlanta.

What REALLY makes social media work? These days, engaging customers and franchise candidates takes more than just having an online presence on popular social networks. It takes the perfect social media campaign.

Published in: Business, Economy & Finance
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  • 113,215
  • We are: Zors Zees Suppliers We want: Consumer Engagement/Customer Service/Sales Franchise Prospects
  • A. 6 in 10 users don’t follow or like any brands on any social networks. – Insites Consulting 78.6% don’t like any brands on Facebook. – Econsultancy 75% don’t follow any brands on Twitter. Of those users who do follow brands, 64% only follow between one and four. – Constant Contact 78% of consumers who “Like” brands on Facebook said they “Like” fewer than ten brands. – Constant Contact 57.8% of US Facebook users had not mentioned a single brand in their status updates as of October 2011. 61.3% of Twitter users saying they have not tweeted about a brand. – eMarketer Only 16% expect companies to use social media to interact with them. 46% of kids, ages 12 to 17, told Forrester in a recent survey that they don’t expect companies to have a presence using social tools. – Forrester 25% disagree that Likes mean that they are fans or advocates of the brand. Only 42% of consumers agreed that marketers could interpret a Like as such. — Exact Target 1% of fans of the biggest brands on Facebook engage with the brands on the site. – Ehrenberg-Bass Institute 71% of consumers report being more selective about “liking” a company on Facebook than they were last year. –Exact Target C. 39% of Facebook users do not interpret their own “likes” of a company to equate to permission for that company to deliver marketing messages to the news feed. – Exact Target 81% of consumers have either “unliked” or removed a company’s posts from their Facebook news feed. – Exact Target 58% of respondents indicated that they liked or followed brands in order to receive special news and deals. – Insight Strategy Group Over 50% of people feel overwhelmed by brand messages on social media. 75% of people think one or two Facebook messages a day is too much to receive from a brand. – Content & Motion D. 60% find it annoying when brands communicate with them via Facebook or Twitter. – Insight Strategy Group 64% said they hate when they are targeted via their social network profiles. – Insight Strategy Group 58% find marketing via social media to be invasive. – Insight Strategy Group Starbucks: Nearly 30 million likes Red Bull: Nearly 28 million likes Coca-Cola Over 41 million likes $2 billion in profit last quarter Apple: Over 6 million likes - Millions of fans of their products Delta Airlines 307,059 likes Delta Assist – 50,015 Twitter Followers Delta serves over 160 million customers per year. Pepto Bismol 295,000 likes & 2,435 Twitter Followers After that all interactions take place on THEIR wall Where attention is granted Access to their friends is provided A recent study on social media conducted by Relevation Research found that 52 percent of US online consumers, 16 years+ have liked, followed or subscribed to a company/brand via social networking. But close to a third of these later turn around and dump the companies/brands with which they initially forged a relationship. After distancing themselves from the brand on social media, many report they then view the brand more negatively, shop/visit it less often and wind up spending less. Males are quicker to make the break than females and to regard the brand more negatively after the break.
  • Human Careful No promotion w/o benefit Post stuff that will go viral Don’t forget Google+
  • Content
  • Be Human Know What You Want Listen & Respond “Social Listening” Be Visual
  • 1. It’s not just about you (retweet etc) Interesting 2. Exclusive & Inside (Nascar – Brad K (65,000 Feb 28 th – over 200,000 that night) 3. Create a conversation 4. Act & React 5. Consumer generated stories Don’t create noise. Stay focused Sharable
  • 90% of life is just showing up - Woody Allen 90% of social media is just showing up and being there – Scott Monty
  • Building The Perfect Social Media Campaign

    1. 1. Building the PerfectSocial Media CampaignTodd Leiser, CFE@ValpakTodd
    2. 2. Zors ZeesSuppliers 2
    3. 3. Agenda 3
    4. 4. 3 Truths 4
    5. 5. 3 Truths 5
    6. 6. 6
    7. 7. 3 Truths 7
    8. 8. People don’t want brands in their stream 8
    9. 9. Facts 9
    10. 10. Why Should You beamong the <10brands? 10
    11. 11. 11
    12. 12. Let’s build the impossible 12
    13. 13. Components 13
    14. 14. Emerging Clues 14
    15. 15. 15
    16. 16. 16
    17. 17. 17
    18. 18. Background & Goals 18
    19. 19. It’s the Content, Not the Channel 19
    20. 20. 20
    21. 21. 21
    22. 22. Influence 22
    23. 23. 23
    24. 24. The Campaign 24
    25. 25. 25
    26. 26. 26
    27. 27. 27
    28. 28. 28
    29. 29. 29
    30. 30. 30
    31. 31. In Closing 31
    32. 32. Discussion! 32toddleiser

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