Social Media marketing is not all about Facebook, Twitter and Youtube. With today’s technology you are able to add many features to your website to make it social and help generate buzz. However, it takes careful planning and a centralized platform to properly manage all the social features. We will explore how social gestures will help make the American Red Cross Blood Services website (www.redcrossblood.org) even more engaging for visitors.
Key Points of Interest:
•What does it mean to add social features to existing websites?
•How to leverage user-centered design to enhance your website with social features
•How to implement and track social features to impact website performance
2. @crowdfactory #socialcampaign @bolsocial
Expert Panelists
Michael Weisfeld
Director of Social Media
"Unless you try to do something beyond what you
have already mastered, you will never grow."
Ronald E. Osborn
Thanh Nguyen
Senior Usability Engineer
"There is no need for temples, no need for complicated
philosophies. My brain and my heart are my temples;
my philosophy is kindness." The Dalai Lama
Alexander Mouldovan
Founder, VP Business Development
Follow the Crowd Factory
and BusinessOnLine
Social Media team on
Twitter at:
@BOLTeamu
@mrweisfeld
@BOLSocial
Sanjay Dholakia
CEO
@crowdfactory
www.facebook.com/BOLOptimized
www.facebook.com/crowdfactory
@sdholakia
3. @crowdfactory #socialcampaign @bolsocial
Housekeeping …
Video of the webinar will be available
following the event.
Sign up for a Crowd Factory Executive Briefing
http://pop.to/76b
Request a 1-on-1 Strategy Lab
http://www.businessol.com/labs
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5. @crowdfactory #socialcampaign @bolsocial
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
Optimize It
Conclusion
QUESTIONS ???
please submit questions during
the webinar. We will attempt to
answer or address at the end ...
there will be time.
7. @crowdfactory #socialcampaign @bolsocial
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
9. @crowdfactory #socialcampaign @bolsocial
Challenge is the Ability Track ROI
“While interaction is high
[with social media], it’s
been difficult to tie back to
commerce.”
- Altimeter Group
“The problem in the
market is that people can’t
attribute results to social.”
- Responsys
0%
10%
20%
30%
40%
50%
60%
70%
80%
Believe It is
Important to
Measure ROI of
Online Activities
Marketers That
Say They Can
Effectively
Measure It
10. @crowdfactory #socialcampaign @bolsocial
Monetization vs. ROI
10
ROI
Focused on a return on
investments via conversions as
a result of channeling
marketing promotions and
participation on Facebook
Monetization
Focused on developing a revenue
model via affiliate marketing and third
party advertisements on the Facebook
platform
11. @crowdfactory #socialcampaign @bolsocial
Monetization vs. ROI
11
ROI
Focused on a return on
investments via conversions as
a result of channeling
marketing promotions and
participation on Facebook
Monetization
Focused on developing a revenue
model via affiliate marketing and third
party advertisements on the Facebook
platform
18. @crowdfactory #socialcampaign @bolsocial
AIDAEA Model for Online Marketing
18
a
i
d
a
a
Activity
Search Engine Marketing,
Advertising, Off-line
Campaigns, Word-of-Mouth
Visit Website and Browse
Beyond 2 min, Returning
Visitor
Call to Action, Engagement
Interaction, Visit Blog, On-
Site Search
Login, Purchase, Contact,
Chat, Watch, Comment,
Submit Form, Other
Activities
Goals Phase
Promote, Publish,
Bookmark, Post,
e.g. 80%
e.g. 40%
e.g. 20%
e.g. 10%
e
e.g. 30%
22. @crowdfactory #socialcampaign @bolsocial
User Centered Design
User
Needs
Business
Needs
Synergy
&
Results
Marketing Tip:
True innovation
can occur when
there is a deep
mutual
understanding of
both sides.
understand to be understood
24. @crowdfactory #socialcampaign @bolsocial
Joiners
Creators
Spectators
Inactives
Critics
Collectors
Publish a blog
Publish own web pages
Write and post articles
Upload self-created videos
Comment on a blog
Comment on a forum
Rate/review products
Contribute to a wiki
Add tags to web pages/photos
Vote for web sites online
Use RSS feeds
Visit social networking sites
Maintain profile on social
networking sites
Read blogs
Watch videos
Read online forums
Read ratings/reviews
None of the above
Social Media Profiles
Conversationalists
Updates status on social
networking site
Updates on micro-blogs
25. @crowdfactory #socialcampaign @bolsocial
Empower everyone to be an Influencer
Definition:
Enthusiastic individuals equipped with the
resources to reach and impact others in a
related market.
Key point:
Provides resources to every
visitor to become an influencer!
26. @crowdfactory #socialcampaign @bolsocial
Map actions to Personae
Contextual
based on the situation /
information that currently
exists
Relevant
related to the content
consumed
Personas
Role?
Content
Focus?
Calls to
Action?
27. @crowdfactory #socialcampaign @bolsocial
Best Practices for adding Social Features
Follow best practices &
learned conventions for
publishing content
Identify user objectives
and engagement
opportunities
Make calls-to-actions
obvious and intuitive
Most
important
content
ABOVE
the fold
51. American Red Cross – Give Blood
m.redcrossblood.org/ Google
[Marketing Banner]
Gave Blood Today?
Find a Blood Donation Opportunity Near You:
Enter Zip Code: Find
1-800-RED CROSS (1-800-733-2767)
10:35 PM
>
American Red Cross – Give Blood
m.redcrossblood.org/ Google
[Marketing Banner]
Gave Blood Today?
Find a Blood Donation Opportunity Near You:
Enter Zip Code: Find
1-800-RED CROSS (1-800-733-2767)
10:35 PM
>
[Social Gesture - Before]
Check in here
and let your
friends
know!
[Social Gesture - Before]
You Rock!
Tell your
friends
American Red Cross – Give Blood
m.redcrossblood.org/ Google
[Marketing Banner]
Gave Blood Today?
Find a Blood Donation Opportunity Near You:
Enter Zip Code: Find
1-800-RED CROSS (1-800-733-2767)
10:35 PM
>
[Social Gesture - Before]
American Red Cross – Give Blood
m.redcrossblood.org/ Google
[Marketing Banner]
Gave Blood Today?
Find a Blood Donation Opportunity Near You:
Enter Zip Code: Find
1-800-RED CROSS (1-800-733-2767)
10:35 PM
>
[Social Gesture - Before]
American Red Cross – Give Blood
m.redcrossblood.org/ Google
[Marketing Banner]
Gave Blood Today?
Find a Blood Donation Opportunity Near You:
Enter Zip Code: Find
1-800-RED CROSS (1-800-733-2767)
10:35 PM
>
[Social Gesture - Before]
You Rock!
Thank You
52. @crowdfactory #socialcampaign @bolsocial
POLL - Which campaign will perform best?
• Scheduled
Appointment
Campaign 1
• Submit Donor
Story
Campaign 2
• Other Social
Gestures
Campaign 3
• Mobile
Check-in
Campaign 4
www.redcrossblood.org
61. @crowdfactory #socialcampaign @bolsocial
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
62. @crowdfactory #socialcampaign @bolsocial
Thank You! Questions?
Thanh Nguyen
Michael Weisfeld
@mrweisfeld
Alexander Mouldovan
Sanjay Dholakia
@sdholakia
Sign up for a Crowd Factory Demo
http://pop.to/76b
Request a 1-on-1 Strategy Lab
http://www.businessol.com/labs