How to Build Social Campaigns into your Website (FULL DECK)

Webinar:
How to Build a Social Campaign
Getting Value from Social Media

@crowdfactory #socialcampaign @bolsocial

Housekeeping …

1 Content shared in this webinar will
be available following the event.

2 Request a 1-on-1 Strategy Lab
http://www.businessol.com/labs


Make this session interactive …

if Tweeting about this session,
please use this hashtag:

#socialcampaign

QUESTIONS ???
please submit questions throughout today's
session and they will be address in the final
15 min of the webinar.


Today’s Presenters

Michael Weisfeld Adam Corey
Director, Social Media Director, Customer Success
"Unless you try to do something beyond what you acorey@crowdfactory.com
have already mastered, you will never grow."
Ronald E. Osborn
@crowdfactory
@mrweisfeld
http://www.linkedin.com/in/michaelweisfeld

Follow Crowd Factory and @crowdfactory
@BOLSocial
BusinessOnLine Social
www.facebook.com/crowdfactory
Media team on www.facebook.com/BOLOptimized


Agenda: Developing an Earned Media Strategy

Keynote: value of social media
Step 1: How do you plan and implement social campaigns?
Step 2: How do you measure and optimize?
Wrap-up / Q&A


We all know 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


Poll:
Who has optimized their
website with social features?
#socialmediamarketing @bolsocial

Boosting the performance of your website

LEVERAGING YOUR MOST VALUABLE
ONLINE ASSET


Think about your website like is your Country …


… which attracts visitors from far and wide …


… who want to share their experiences …


… with their network of contacts …


… of like minded people who also come to visit ….


… and want to share their experiences …


Social Media Marketing Helps!
Results from one of our client’s efforts (B2B software company):

Visitors arriving via
Social media traffic are …

10% more likely to convert into a lead
than non-social media traffic.


Overview of digital word of mouth marketing

WHAT IS “EARNED MEDIA”?


Goal: Drive website visitors

Offline Marketing Online Marketing

traffic
traffic

Website

Goal: Motivate Visitors to be Influencers

Definition:
Enthusiastic individuals equipped with the
resources to reach and impact others in a
related market.

Key point:
Mobilize your crowd to
power your marketing.


How: Capture “Situational Interest”
Understand your visitors needs & wants …

First Visit / Anonymous User

Activity Repeat Visit / Authenticated User
1
Activity 3 Authenticated Customer
Activity Activity 5 Activity 6
2 Activity 4


How: Inspire people to “Share”
Inspire to People to share via Role?

publishing GOOD CONTENT

Contextual & Relevant Personas
based on the situational interest or
Calls to Content
timing of the user’s visit. Action? Focus?
Appropriate action or response
relevant to the content and based
on the users goal.
Make calls-to-actions
obvious and intuitive


What: Each “Share” is Earned Media

Definition: Earned media is an impression created by
a user who “shared” content on their social networks.


Earned Media can help measure ROI

Paid Media

Earned Media

ROI =
News feed impressions (#) x Cost of Ad ($) – Cost of Implementation ($)

22

… and create a swell of impressions …

5 million tweets
The average number of Tweets per day on Twitter.com alone
Source: MarketingProfs, LLC

1 billion posts
Number of content (web links, news stories, blog posts, notes, photos, etc.) shared each week on Facebook
Digital Buzz Blog, Social Media Has Grown Up: Stats One Year On, 8.03.09

13 hours every minute
Hours of video is uploaded to YouTube
Source: youtube.com


… that will amplify once shared …

3-5x
Amplification on
sharing content

5-15x
Amplification on
sharing a comment,
viewpoint, vote


… and can be tracked to conversion

of implementation ($)
Conversions (#) x Value Per ($) – Cost
ROI =


STEP 1: HOW DO YOU PLAN AND IMPLEMENT
CAMPAIGNS?


Social Campaigns: Best-Practices

Use social to drive awareness and conversion
Give visitors something to do and something worth sharing
Integrate social interactions in all marketing channels
Pay attention to the user’s voice and give them the ability
to express opinion
Must be easy to create and change messaging based on
feedback and performance


Social Campaigns Integration
Engagement in many modes… …across many channels
Website Facebook
Reviews Contests Offers Pages

Social Shopping UGC Video Landing
Email Pages

Voting Badging Wishlists Mobile In Ad
units


Social Campaigns: Contextual Sharing

Red Cross wanted to inspire
people to give blood based
on word of mouth referral.

The Ask:
“Get your friends involved in
the winter storm recovery.”

The Reward:
“Claim this badge on your
Facebook page or blog.”


Social Campaigns: Engineering the Share

1

2

4

4


Social Campaigns: Motivated Sharing

BookRenter.com allows
students to rent college
textbooks instead of buying
them to save over $500.

The Ask:
“How will YOU use the $500
you’ll save with
BookRenter.com”

The Reward:
Discounts for friends and initial
sharer


Social Campaigns: Action Sharing

Make it easy for your
audience to participate and
interact
Who has time to think of a
reason or formulate a “share”
that will benefit your website?
Offer your audience the ability
to select or vote instead of
writing a story.


Social Campaigns: Action Sharing
http://www.bookrenter.com/


Social Campaigns: Referral Marketing
http://www.bookrenter.com/


Social Campaigns: Sharing Experiences
B2C Example:

Give your audience something
to DO and something to SHARE
applies to B2B, B2C & Non-profit
websites.
Map social campaigns to actions B2B Example:

on your website
 Surveys
 Product feedback
 Events (registration, download
whitepaper, etc.)


Social Offers & Group Buying: Best-Practices

Provide group offers and promotions .
Get everyone involved in crowd deal selection and
product feedback.
Reward your influential customers, but also their
friends and network.
Measure performance and listen for opportunities to
optimize accordingly.


Social Campaigns: Referral Marketing
B2C Example:

Provide the ability for your
website visitors to trigger
group offers and promotions
Build good will and foster
customer loyalty

Reach wide, friendly audience

Avoid having your offer / promo
code “scraped” on other sites


Social Campaign: Group Offer
B2C Example:


Social Campaign: Deal Selection

Entry selection
Voting capability
Selection period
Winning deal
Promotion
Build social DB
Customers invest emotion



STEP 2: HOW DO YOU MEASURE & OPTIMIZE?


Track Conversions
Attribution Analytics
Measuring social
campaign performance

KPI: conversion
Lead Request
Purchase
Call / Inquiry


Social Dashboard & Analytics

Key metrics to watch:
Interaction rate
Shares-to-resulting visits
Resulting visits-to-
conversions


Social Dashboard & Analytics

Improve your
interactions rate:
Look at creative elements
and placement on page
Is the call-to-action clear?
Is the offer compelling to
the audience?


Social Campaigns: A/B Testing

Testing to improve
performance:
Placement
Messaging
Creative elements
Offer / Reward


Social Campaigns: A/B Testing

Media company wanted to boost
referral visits through social media
Tested multiple versions including a
single “Recommend” button versus
three network-specific buttons

Through testing, found that
network-specific options Option A:
improved interaction rate which
resulted in almost 4X referral visits

Option B:


Building a Social Database


Conclusion & Questions

WRAP UP


In Conclusion

Look to add social sharing
campaign to high value assets on
your website.
Let the crowd help you boost ROI
Map your goals to theirs

Now, you can track ROI
Now, you can move quickly


Thank You! Questions?

Michael Weisfeld Adam Corey
@mrweisfeld @crowdfactory
http://www.linkedin.com/in/michaelweisfeld acorey@crowdfactory.com

QUESTIONS ???
Note: Slides from today’s webinar will be sent to all attendees.

@crowdfactory
@BOLSocial Request a 1-on-1 Strategy Lab
http://www.businessol.com/labs


Handout: Social Media Whitepaper
For all those who
have attended,
BusinessOnLine will
be sending out
latest whitepaper

Also available here:
http://www.businessol.com/resour
ces/whitepapers/premium/is-your-
company-social


APPENDIX
Additional Information and Resources


User Centered Design Methodology

Workshop #3:
Wireframes

Workshop #2:
Information Paths

Workshop #1:
Personas / Scenarios


How to Build Social Campaigns into your Website (FULL DECK)

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