Selling Social Media - Social Media Breakfast


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Selling Social Media - Social Media Breakfast

  1. 1. Social Media Breakfast SELLING The Extreme Social Media Marketing October 25, 2012 Big Pitch! @giovanni1
  2. 2. Creative Exercise Social Media Breakfast This will be different than any presentation I’ve ever given. ...except for the last time I gave it... Today we are going to walk thru a creative brief for a campaign which involves multiple online marketing channels. Why? What if you don’t sell social media? @giovanni2
  3. 3. Assumptions Social Media Breakfast Our prospect will hereafter be referred to as “The Client” and their project will be “The Campaign.” The Client my be a third-party or someone within your own organization who is part of the decision-making process. This exercise is based upon getting youth involved in a campaign to raise awareness and funds re: combatting hunger in the Horn of Africa. The firm I am representing in this fictional pitch will be referred to as “The Agency” @giovanni3
  4. 4. One More Thing Social Media Breakfast We’ve been given 4 business days to pull this together. Notified in Dallas on Thursday - we have to present this on Wednesday in Seattle. @giovanni4
  5. 5. Social Media Breakfast The Big Pitch! @giovanni5
  6. 6. Setting Expectations Social Media Breakfast Passion • If you are not passionate about what you’re doing, stop. I’m serious. Just stop. • “I have never had a job I was not passionate about.” – Kurt Podeszwa (Camp for All) Understanding the landscape We need to reset: Anyone who says social media is free and easy doesn’t know squat about running an effective social media campaign. @giovanni6
  7. 7. Restate What You Know Social Media Breakfast The Current State of the Proposed Campaign • Ongoing decline in participation • Ongoing decline in revenue • Peak giving year $9 million - Last year giving $5 million • The Agency believes that at least part of the decline of the campaign can be attributed to not being as relevant as it could be to this new generation of youth. @giovanni7
  8. 8. Define Key Points Social Media Breakfast Our approach - We Have To Agree On These Things • Determine the mission, value proposition, and objective: What is the message? • Define the context as it relates to the organization: What is the context? • Decide on the voice(s) of the organization: Who is the messenger? • Discover where your existing supporters already are: Where are your digital natives? • Determine where your potential supporters might be: Who else might be interested? • Decide which technologies could reach them: Where are they engaged? • Listen to what is already taking place in the space: How receptive will they be? • Figure out how you can add value to what they do: Do you have beneficial content? • Decide what your expected outcomes might be: What is the expected outcome? • Train local group facilitators and leaders in social media: How can they participate? @giovanni8
  9. 9. Identifying Your Target Social Media Breakfast Youth Profile - Building Our Persona • Gen Z is constantly connected… both digitally and emotionally… to their social networks. • Next to talking in person, the top two ways Gen Z stays connected is through text messaging and talking on social networks. • 84% are on Facebook and 37% use Twitter. • Pinterest, Foursquare and Instagram are growing rapidly in popularity. • Gen Z is more willing to give up allowance, buying clothes and going to the movies than giving up their internet connection or mobile phone. • Gen Z is concerned… about today and tomorrow. @giovanni9
  10. 10. Identifying Your Target Social Media Breakfast Youth Profile • They are more socially responsible. • They are more concerned about the economy than terrorism or wars. • They are generally pessimistic about the future, believing the world will stay the same or get worse. • Gen Z is closer to people who are distant geographically than previous generations, which makes them more globally oriented. • Gen Z is, “coming up in a world shaped by 9/11, Columbine and the War on Terror. They have a sense of social justice, philanthropy and maturity that comes with growing up during one of the most severe economic recessions in history.” ( @giovanni10
  11. 11. Mood Boards Social Media Breakfast @giovanni11
  12. 12. Defining The Plan Social Media Breakfast The Plan – What will a local group facilitator experience once they sign up for the Famine Event? • It begins with The Agency-recommended messaging platform that is built off the Gen Z passion for social justice… “It’s just not fair” • A positioning that is designed to appeal to Gen Z’s sense of social justice. • It expresses what Gen Z feels about those who they believe are victims of injustice. • It implies that the individual empathizes with the person who is the subject of injustice. @giovanni12
  13. 13. Defining The Plan Social Media Breakfast The Plan – What will a local group facilitator experience once they sign up for the Famine Action Event? • It continues with The Agency-recommended Famine Action Event repositioning to make the Famine event a challenge… not just an event… with a clearly stated national goal. • A challenge that begins for the group the moment the local group facilitator signs up for the Famine • A challenge that connects his/her group with like groups across the nation, groups they can not only connect with, but compete against to achieve the stated goal • A challenge that is energized and catalyzed by Famine Central @giovanni13
  14. 14. Eye Candy! Social Media Breakfast @giovanni14
  15. 15. Sell Your Solution Social Media Breakfast The Top 10 “Whys” for Famine Central • Connecting opportunities, informational and educational content. • Enabling, participating, and encouraging that engagement.  • Driving attendance to Famine Action Event event • Mobilize registered attendees to reach out to their social networks to invite their friends/peers • Target the ideal digital natives based on their interests • Allow digital natives to communicate and collaborate before and after the Famine Action Event • Mobile applications = feeding frenzy • Local Group Facilitators and pastors will be better prepared to tailor their message to their local audience • Create evangelists, encourage press coverage, and answer critics of the Famine Action Event • Reposition the Famine Action Event • Drive Funding For The Famine Action Event @giovanni15
  16. 16. Get the Client Level-Set Social Media Breakfast October, 2012 Facebook 1 Billion Google+200 Million Twitter +200 Million @giovanni16
  17. 17. Introducing Search Social Media Breakfast Some very basic seo basics • click thrus | humans • keywords & phrases | humans • backlinks | search engines • anchor text | search engines • Give some logistical examples • Make sure the search engines can crawl your site • Find the right keywords • Using these words the same way youth culture uses them @giovanni17
  18. 18. Show Some Stats Social Media Breakfast Where Should Our Attention Be? 43% increase in time 28% decrease in time @giovanni18
  19. 19. Show Some More Stats Social Media Breakfast Who Should We Be Paying Attention To? Where Are They Spending Time Online? @giovanni19
  20. 20. Introduce The Platforms Social Media Breakfast @giovanni20
  21. 21. Tool Time Social Media Breakfast Recommend the tools of the trade for this campaign Facebook Flickr Foursquare Google+ Instagram Kickstarter LinkedIn Pinterest SMS/TXT StumbleUpon Tumblr Twitter YouTube @giovanni21
  22. 22. Tool Time Social Media Breakfast How do you manage & measure? While we’re platform agnostic... HootSuite Klout Mutual Mind Raven Tools •Facebook Insights •Google Analytics •YouTube Insights @giovanni22
  23. 23. Show How It Works Social Media Breakfast An Example That Differentiates! @giovanni23
  24. 24. Show The Results Social Media Breakfast @giovanni24
  25. 25. Introduce The Plan Social Media Breakfast Yes - We’re giving away the milk...kind of... The Plan – What will a local group leader experience once they sign up for the Famine Event? • Now, The Agency’s recommended communication flow… • It begins with the initial auto-responder when a local group leader signs up… @giovanni25
  26. 26. Integrate Email Marketing Social Media Breakfast Make them feel comfortable with a platform they already use and have a favorable opinion of. Thank-you auto-responder (Day 0) @giovanni26
  27. 27. Integrate Direct Mail Social Media Breakfast Next is the Famine Central direct mail piece (within one week) which includes… • A cover letter that: • Lets local group facilitator know that the challenge starts now • Gives directions on how to get his/her group onto Famine Central, and • Encourages the group to start fundraising as soon as possible • Includes the Leader’s Guide and poster • Possible additional components: decals and temporary tattoos • Social Media platforms promoted throughout all physical pieces @giovanni27
  28. 28. Integrate Video Into Email Social Media Breakfast Next is an encouragement email with video component that is sent within 30 days of sign-up… @giovanni28
  29. 29. Full Email Campaign Concept Social Media Breakfast Introduce Streaming We then recommend monthly emails with new and repurposed video content encouraging the teams on and pushing them to sign up for the national simulcast. • These emails will feature cultural leaders (i.e., celebrity spokesperson), artists and video from the field. • Includes an email promoting the nationwide simulcast @giovanni29
  30. 30. Follow Up Email Social Media Breakfast Mocked up sample email from campaign with social embedded Reinforce the goals of the campaign Reset expectations Keep the leaders energized and engaged @giovanni30
  31. 31. Pitching the Live Event Social Media Breakfast The Event – Making the national date a national event • The Agency-recommended revamp of the national date is to make the Famine Action Event a live, national, 3-hour event that connects Famine groups across the country in real time: • National simulcast connecting groups across the country • Broadcast live from Famine Central, providing real-time Twitter feeds and instagram posts • Provide live reports from Famine groups around the nation • Feature entertainment/info with top musical artist(s)/band(s) • Feature spokesperson for teaching segment, using this to promote the Famine group small group study • Provide live feeds or recorded video from location where Famine funds are being used @giovanni31
  32. 32. Following The Big Event Social Media Breakfast Post-Event – Keeping Famine Action alive • Use social media to keep groups informed and connected with the results of what they’ve raised through video reports from the field • Post awards on Famine Central on May 31 • Confirm participation in Famine 2014 • Communicate the launch date for the Famine 2014 challenge • Promote Supporting Website as a resource for the youth group to sponsor a local event @giovanni32
  33. 33. Post Event Social Media Breakfast Building a youth-driven worldview of serving the poor • Use Famine Central to promote small group curriculum with celebrity spokesperson (produced on UStreamTV) • Do a special push of curriculum to Famine local group facilitators • Do a special promotion to UStreamTV participating local groups (128,000) of the Famine Action Event youth curriculum with celebrity spokesperson… use it to gain new local groups for 2014 @giovanni33
  34. 34. Go Back Over The Big Points Social Media Breakfast Summary • Reposition Famine Action Event messaging around “It’s not fair” to speak to Gen Z’s passion for social justice • Reposition Famine Action Event as a national campaign rather than an event, using Famine Central as a key focal point • Drive group participation in a nationwide simulcast, connecting groups together on a live feed Famine Action weekend • Heavily engage social media to address Gen Z’s desire to connect, driving participants to Famine Central • Conduct a Famine Action weekend live simulcast from Famine Central • Engage in a stream of cultivation that will demonstrate to the local group facilitator and the youth group the impact of their contributions • Introduce a Famine Action Event small group curriculum with Bluefish TV/Right Now Ministries to retain current groups and attract new groups @giovanni34
  35. 35. Social Media Breakfast Get a check • Start the work... • Questions? @giovanni35
  36. 36. Thank You Social Media Breakfast Download this presentation! Giovanni Gallucci 469.682.6978 google+: facebook: twitter: youtube: @giovanni36