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WEDNESDAY, FEBRUARY 12, 2014 AT 11AM PT/2PM ET
7 ELEMENTS OF THE PERFECT
SOCIAL MEDIA CAMPAIGN
Presented	
  by	
  Kira	
  ...
Follow	
  Us	
  
#socialelements
Shoutlet	
  
Follow	
  Shoutlet	
  
@Shoutlet facebook.com/shoutlet youtube.com/shoutlet
plus.google.com/+shoutlet linkedin.com/company...
Today’s	
  Presenters	
  
Kira	
  Sparks	
  
@kksparks	
  
Senior	
  Content	
  Manager	
  	
  
Marcus	
  Whitney	
  
@mar...
Social	
  Rich	
  Media	
  Adver9sing	
  Pla<orm	
  	
  
Moontoast	
  helps	
  brands	
  deliver	
  engaging	
  Social	
  ...
Who	
  Moontoast	
  Has	
  Worked	
  With	
  
@Moontoast	
  
Connect	
  with	
  Moontoast	
  
Facebook.com/Moontoast	
  
linkedin.com/company/moontoast-­‐inc	
   Gplus....
The	
  Agenda	
  	
  
What	
  we’ll	
  cover	
  today	
  
• 	
  Why	
  campaigns	
  are	
  vital	
  to	
  your	
  social	
...
Why Social
Campaigns
Matter
Why	
  Run	
  a	
  Social	
  Campaign?	
  	
  
EXTEND reach
DRIVE deep engagement
EXPAND marketing objectives
COLLECT data...
Audience:	
  Who	
  Are	
  You	
  Trying	
  To	
  Reach?	
  	
  
DEMOGRAPHICS INFLUENCERS
LOCATION
PAST
ENGAGEMENT
NICHE
I...
ObjecOves:	
  What	
  Do	
  You	
  Want	
  Them	
  to	
  Do?	
  	
  
Increase brand
awareness
Decrease call
center traffic...
ObjecOves:	
  Think	
  Big,	
  and	
  Break	
  Them	
  Into	
  Baby	
  Steps	
  
INCREASE
BRAND
AWARENESS
Build email
data...
ObjecOves:	
  Think	
  Big,	
  and	
  Break	
  Them	
  Into	
  Baby	
  Steps	
  
DECREASE
CALL CENTER
TRAFFIC
Quickly
find...
Ballard	
  Leads	
  with	
  Strong	
  ObjecOves	
  
Objec9ve	
  
Reward	
  loyal	
  fans,	
  drive	
  sales,	
  
gather	
 ...
Budget	
  Planning	
  
Content	
  Crea9on	
  
Allocate	
  a	
  porOon	
  of	
  spend	
  to	
  creaOng	
  original	
  conte...
Budget	
  Planning	
  
Targe9ng	
  
•	
  Determine	
  KPIs	
  &	
  allocate	
  spend	
  accordingly	
  
•	
  AdverOsing	
 ...
Budget	
  Planning	
  
Platform Share
of U.S. Brands
Social Ad Budgets
FACEBOOK YOUTUBE TWITTER PINTEREST OTHER
57%
15%2%
...
Budget	
  Planning	
  
Minimal	
  Budget?	
  
•	
  Know	
  exactly	
  what	
  you	
  are	
  looking	
  for	
  
	
  •	
  En...
Great	
  Engagement	
  is	
  Made	
  of	
  This	
  
Three	
  Parts	
  Relevance	
  
C
R E
E
S
R
I
R
Great	
  Engagement	
  is	
  Made	
  of	
  This	
  
One	
  Part	
  Incen9ve	
  	
  |	
  	
  One	
  Part	
  Convenience	
  ...
Great	
  Engagement	
  is	
  Made	
  of	
  This	
  
Two	
  Parts	
  Entertainment
C
R E
E
S
R
I
R
Great	
  Engagement	
  is	
  Made	
  of	
  This	
  
One	
  Part	
  Shareability	
  
• 	
  	
  Add	
  social	
  sharing	
  ...
FantasOc	
  CreaOve	
  
•	
  Create	
  engaging,	
  relevant	
  content	
  
•	
  Be	
  aware	
  of	
  consumers	
  on	
  m...
FantasOc	
  CreaOve	
  
4	
  Best	
  Prac9ces
1.  Create	
  an	
  awesome	
  “Share”	
  image	
  
with	
  prominent	
  CTA...
FantasOc	
  CreaOve	
  
Nestlé	
  Invests	
  in	
  Social	
  Rich	
  Media	
  Ads	
  
Five	
  Ways	
  to	
  BeMer	
  Promote	
  Your	
  Campaigns	
  
Target	
  your	
  updates	
  	
  
Showcase	
  	
  
user-­‐...
Five	
  Ways	
  to	
  BeMer	
  Promote	
  Your	
  Campaigns	
  
Put	
  $$	
  behind	
  it	
  
Five	
  Ways	
  to	
  BeMer	
  Promote	
  Your	
  Campaigns	
  
Measure	
  everything	
  
IntegraOon	
  
Add	
  social	
  to	
  the	
  markeOng	
  campaigns	
  you	
  already	
  have	
  planned	
  
IntegraOon	
  
1.19B
540M
259M
50
M
232M
MONTHLY ACTIVE
USERS BY NETWORK
Hours of a consumer’s day
are spent on their smar...
IntegraOon	
  
of US ad professionals
used Twitter ads in
conjunction with
a TV ad campaign
22%
Cougar	
  Town	
  TBS	
  
• 	
  Trackable	
  URLs	
  	
  
• 	
  Sharing	
  widgets	
  
• 	
  Web	
  AnalyOcs	
  
• 	
  Customized	
  forms	
  
• 	
 ...
Three	
  Kinds	
  of	
  Data	
  
1. 	
  Enterprise	
  Data	
  
Processes	
  and	
  transacOonal	
  data	
  
•	
  Rewards	
...
The	
  Power	
  of	
  Data	
  
Measure
Brand
Advocacy
Programs
Ads
Customer
Service
Email
Marketing
• 	
  Target	
  Media	...
1.	
  	
  Goals	
  &	
  benchmarks	
  	
  
2.	
  	
  Budget	
  Planning	
  	
  
3.	
  	
  Engagement	
  	
  
4.	
  	
  Fan...
Tweet	
  to	
  Win	
  
Tweet your answer with #socialelements
TWEET ONE OF YOUR
TAKEAWAYS FOR A
CHANCE TO WIN!
QuesOons?	
  
Want	
  to	
  find	
  out	
  more	
  about	
  Moontoast?	
  	
  
Contact	
  Hello@Moontoast.com	
  
Join	
  us	
  for	
  ou...
The 7 Elements of a Perfect Social Media Campaign
The 7 Elements of a Perfect Social Media Campaign
The 7 Elements of a Perfect Social Media Campaign
The 7 Elements of a Perfect Social Media Campaign
The 7 Elements of a Perfect Social Media Campaign
The 7 Elements of a Perfect Social Media Campaign
The 7 Elements of a Perfect Social Media Campaign
The 7 Elements of a Perfect Social Media Campaign
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The 7 Elements of a Perfect Social Media Campaign

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The 7 Elements of a Perfect Social Media Campaign was a webinar hosted by Marcus Whitney, Co-founder of Moontoast, and Shoutlet's Kira Sparks. Learn the essential elements that go into creating a perfect campaign, along with compelling examples from real brands.

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The 7 Elements of a Perfect Social Media Campaign

  1. 1. WEDNESDAY, FEBRUARY 12, 2014 AT 11AM PT/2PM ET 7 ELEMENTS OF THE PERFECT SOCIAL MEDIA CAMPAIGN Presented  by  Kira  Sparks,  Shoutlet,     and  Marcus  Whitney,  Moontoast   Thursday,  April  10,  2014  
  2. 2. Follow  Us   #socialelements
  3. 3. Shoutlet  
  4. 4. Follow  Shoutlet   @Shoutlet facebook.com/shoutlet youtube.com/shoutlet plus.google.com/+shoutlet linkedin.com/company/shoutlet pinterest.com/shoutlet
  5. 5. Today’s  Presenters   Kira  Sparks   @kksparks   Senior  Content  Manager     Marcus  Whitney   @marcuswhitney   Co-­‐Founder  
  6. 6. Social  Rich  Media  Adver9sing  Pla<orm     Moontoast  helps  brands  deliver  engaging  Social     experiences  across  all  social  channels  and  device  types.   Awareness Consideration Intent Lead Generation Conversion Brand Loyalty
  7. 7. Who  Moontoast  Has  Worked  With  
  8. 8. @Moontoast   Connect  with  Moontoast   Facebook.com/Moontoast   linkedin.com/company/moontoast-­‐inc   Gplus.to/Moontoast   pinterest.com/MoontoastPins/   Youtube.com/moontoasMv  
  9. 9. The  Agenda     What  we’ll  cover  today   •   Why  campaigns  are  vital  to  your  social        markeOng  strategy   •   7  elements  of  the  perfect  social        campaign  –  from  planning  to  results   •   Giveaway  &  Q&A  
  10. 10. Why Social Campaigns Matter
  11. 11. Why  Run  a  Social  Campaign?     EXTEND reach DRIVE deep engagement EXPAND marketing objectives COLLECT data and feedback
  12. 12. Audience:  Who  Are  You  Trying  To  Reach?     DEMOGRAPHICS INFLUENCERS LOCATION PAST ENGAGEMENT NICHE INTERESTS
  13. 13. ObjecOves:  What  Do  You  Want  Them  to  Do?     Increase brand awareness Decrease call center traffic Increase sales Build customer relationships
  14. 14. ObjecOves:  Think  Big,  and  Break  Them  Into  Baby  Steps   INCREASE BRAND AWARENESS Build email database Land media mentions Increase brand mentions on Twitter
  15. 15. ObjecOves:  Think  Big,  and  Break  Them  Into  Baby  Steps   DECREASE CALL CENTER TRAFFIC Quickly find customer mentions Lower Twitter response times Create videos to answer questions
  16. 16. Ballard  Leads  with  Strong  ObjecOves   Objec9ve   Reward  loyal  fans,  drive  sales,   gather  social  data  and  track  ROI   Campaign   Ran  2-­‐part  promoOonal   giveaway  offering  20%  off  all   products  and  a  chance  to  win   Ballard  Bucks   Results   Drove  over  $400,000  in  sales,   72%  increase  in  fans  and   31,000  new  names  added     to  the  database  
  17. 17. Budget  Planning   Content  Crea9on   Allocate  a  porOon  of  spend  to  creaOng  original  content:   •  Blog  posts   •  Infographics   •  Videos   •  Whitepapers   •  Reports   •  Podcasts   •  ArOcles   •  Webinars  
  18. 18. Budget  Planning   Targe9ng   •  Determine  KPIs  &  allocate  spend  accordingly   •  AdverOsing  opOons  on  social:   Promoted  Accounts   Tweets   Trends   Page  Posts   Right-­‐Hand  Rail   Sponsored  InMail   Sponsored  Updates   Banner  Display  
  19. 19. Budget  Planning   Platform Share of U.S. Brands Social Ad Budgets FACEBOOK YOUTUBE TWITTER PINTEREST OTHER 57% 15%2% 13% 13% Source: Technorati Media, 2013 Digital Influence Report, U.S.
  20. 20. Budget  Planning   Minimal  Budget?   •  Know  exactly  what  you  are  looking  for    •  Engagement  vs.  clicks   •  Cap  your  spend   •  Target  without  spend  
  21. 21. Great  Engagement  is  Made  of  This   Three  Parts  Relevance   C R E E S R I R
  22. 22. Great  Engagement  is  Made  of  This   One  Part  Incen9ve    |    One  Part  Convenience   C R E E S R I R
  23. 23. Great  Engagement  is  Made  of  This   Two  Parts  Entertainment C R E E S R I R
  24. 24. Great  Engagement  is  Made  of  This   One  Part  Shareability   •     Add  social  sharing  icons  to  all  live  content   •     Encourage  sharing  in  CTAs   •     Build  sharing  into  the  entry  process   •     Promote  the  campaign  across  all  channels   •     Invest  in  shareable  content   C R E E S R I R
  25. 25. FantasOc  CreaOve   •  Create  engaging,  relevant  content   •  Be  aware  of  consumers  on  mobile   •  Build  in  interacOve  features/call-­‐outs  
  26. 26. FantasOc  CreaOve   4  Best  Prac9ces 1.  Create  an  awesome  “Share”  image   with  prominent  CTA   2.  Use  the  right  amount  of  copy   3.  Choose  the  right  font  size   4.  Incorporate  consistent  branding  
  27. 27. FantasOc  CreaOve  
  28. 28. Nestlé  Invests  in  Social  Rich  Media  Ads  
  29. 29. Five  Ways  to  BeMer  Promote  Your  Campaigns   Target  your  updates     Showcase     user-­‐generated     content   Display  promoOons     across  channels  
  30. 30. Five  Ways  to  BeMer  Promote  Your  Campaigns   Put  $$  behind  it  
  31. 31. Five  Ways  to  BeMer  Promote  Your  Campaigns   Measure  everything  
  32. 32. IntegraOon   Add  social  to  the  markeOng  campaigns  you  already  have  planned  
  33. 33. IntegraOon   1.19B 540M 259M 50 M 232M MONTHLY ACTIVE USERS BY NETWORK Hours of a consumer’s day are spent on their smartphones 3.3
  34. 34. IntegraOon   of US ad professionals used Twitter ads in conjunction with a TV ad campaign 22%
  35. 35. Cougar  Town  TBS  
  36. 36. •   Trackable  URLs     •   Sharing  widgets   •   Web  AnalyOcs   •   Customized  forms   •   Social  CRM     Tracking  Mechanisms  Must  Be  In  Place  
  37. 37. Three  Kinds  of  Data   1.   Enterprise  Data   Processes  and  transacOonal  data   •  Rewards  informaOon   •  Products  purchased   •  Dollars  spent     2.  Social  Data   Collected  affinity  data  through  social     networks  and  social  analyOcs    •  ConversaOons   •  Interests   •  Like   •  Brands  they  follow   3.  3rd  Party  Data   Public  data  from  other  systems  that  furthers   understanding  of  customer  lifestyles   Enterprise   Data   Social   Data   3rd  Party   Data  
  38. 38. The  Power  of  Data   Measure Brand Advocacy Programs Ads Customer Service Email Marketing •   Target  Media  Buys   •   Strategically  placed  ads   •   Create  custom  and  look-­‐a-­‐like          Facebook  audiences     •   Provide  more  personalized          and  Omely  service   •   Have  a  complete  customer          communicaOon  history   •   ProacOvely  engage  your  customers        with  personalized  content   Create  customized  and    targeted  email  campaigns      with  your  exisOng  provider     • IdenOfy  the  most          socially  acOve  rewards          members   •   Target  these  members          with  easily  shareable          content   • Detect  acOonable  insights   •   Track  campaigns  across          other  markeOng  channels   •   IdenOfy  direct  path  to          revenue  conversions  
  39. 39. 1.    Goals  &  benchmarks     2.    Budget  Planning     3.    Engagement     4.    FantasOc  creaOve     5.    PromoOon     6.    IntegraOon     7.    Results   Let’s  Review…  
  40. 40. Tweet  to  Win   Tweet your answer with #socialelements TWEET ONE OF YOUR TAKEAWAYS FOR A CHANCE TO WIN!
  41. 41. QuesOons?  
  42. 42. Want  to  find  out  more  about  Moontoast?     Contact  Hello@Moontoast.com   Join  us  for  our  webinars  each  month:   Go  to  moontoast.com/webinar  to  find  out  what’s  coming  up  

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