Integrated social media campaigns


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Creating an integrated social media campaign

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  • the coordination and integration of all marketing communication tools, avenues, functions and sources within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost
  • The social Web is changing the way organizations interact with their customers, clients, donors and users. Enterprises are seeing the importance of evolving their customer service and support strategies to ensure that the voice of the social customer is heard across the organization and throughout the community. It is increasingly important that social media is integrated into the marketing ecosystem as much as it is integrated in itself.
  • Great for SEO becausre the more links that are pointing back to your social sites the higher they rank on search engines.
  • Search Gaming Websites Blogs Social networks That all feed into the ‘online’ space, that feeds back into the entire marketing ecosystem. You can see how important it is that all nodes speak to each other, make sense to each other, and can work together to help the ecosystem survive as a whole. Great for SEO becausre the more links that are pointing back to your social sites the higher they rank on search engines.
  • Brand philosophy Define the objective Audience Cycle Audience social media use Bring the brand to life Select the appropriate social networks Measure
  • Define your precise value proposition in one sentence, without using a bunch of fancy mission statement jargon. Your audience and customers need to know in laymen's terms what it IS that you do
  • Jay Bear – says there are only really three objectives you can have for SM, but you can only successfully focus on one. 1. Brand enthusiasm – turning customers into fans, to drive repeat purchases [Example: planet in focus} 2. Sales – introduce your brand to first time buyers 3. Loyalty – Improve customer service and decrease customer churn Planet in Focus has been producing Canada's preeminent international environmental film and video festival. We have been promoting environmental artistic expression in the form of film, video and new media to frame and explore environmental and ecological issues as a catalyst for awareness, discussion and engagement.
  • Where is the audience in the cycle? Are they new fans or lifetime customers? Some people have never heard of you while others cant stop talking about you. Select who you are trying to reach and create your strategy around those key people
  • Social technographics Creators 2. Critics 3. Collectors 4. Joiners 5. Spectators 6. inactives
  • Humanize the brand. Example of the pretzel company – create a mascot for National Pretzel Day. Other examples include: Salty, Tony the Tiger, Bill Gates, Donald Trump …
  • You cant be everything to everyone Based on the results of your social technographics – select the best social sites for your demographics Chose 2-3 networks/platforms where you find most of your audience and OWN those networks before considering others. Example: pick the top three Facebook, Twitter, YouTube.
  • Social mention Trackur Backtype Google alerts Sentiment tools Argyle Radian6 Alterian Sysomos Lymbix – for sentiment THREE THINGS: Engagement, new fans, revenue growth related to a coupon/promotion, video views, comments, email list growth
  • Likeable/trustworthy – people are more inclined to go into business with friends and people they like and trust. Be THAT person. Go out and network IN REAL LIFE. Find people you want to meet and ask to MEET THEM IN REAL LIFE. Guy kawasaki talks about this – and that’s how we built spark boutik – people perceive me and KNOW me as being likable, trustworthy and I do a great job. You can too.
  • Global digital marketing company catering to lifestyle brands, personalities, and startups. We launched in Dec 2010
  • Integrated social media campaigns

    1. 1. Building an Social Media Integrated Campaign Renée Warren Co-Founder Spark Boutik May 12, 2011
    2. 2. Who Am I? Co-Founder @Sparkboutik San Francisco Klout
    3. 3. Building an Integrated Social Media Campaign <ul><li>What is integrated social media? </li></ul><ul><li>Why use integrated social media? </li></ul><ul><li>How to create an integrated social media campaign? </li></ul><ul><li>- Who is really doing it best? </li></ul>
    4. 4. What is Integrated Marketing ? Destination
    5. 5. What is Integrated Social Media ? Incorporates the right social networks to provide maximum impact/exposure for your brand/cause.
    6. 6. Why use integrated social media?
    7. 7. Social Media is an ecosystem
    8. 8. <ul><li>Brand philosophy </li></ul><ul><li>Define the objective </li></ul><ul><li>Audience Cycle </li></ul><ul><li>Audience social media use </li></ul><ul><li>Bring the brand to life </li></ul><ul><li>Select the appropriate social networks </li></ul><ul><li>Measure </li></ul>Creating an integrated social media campaign in 7 steps
    9. 9. 1. Brand Philosophy
    10. 10. 2. Define Objective <ul><li>1. Brand Enthusiasm </li></ul><ul><li>2. Sales </li></ul><ul><li>3. Customer Loyalty </li></ul>
    11. 11. 3. Audience Cycle <ul><li>New fans versus lifetime fans </li></ul>
    12. 12. 4. Audience Social Media Use
    13. 13. 5. Bring the brand to life <ul><li>Put a literal or figurative face on your brand </li></ul>
    14. 15. 6. Select the appropriate social networks
    15. 16. 7. Measure <ul><li>Baseline metrics </li></ul><ul><li>Keep it simple: Three things </li></ul><ul><li>Follow the goals and metrics you originally set out to achieve </li></ul><ul><li>Assess and iterate </li></ul>
    16. 17. Social Sound Bites <ul><li>Relationships are the key to currency for non-profits (And any business) and social media is a great way to build and maintain those good relationships. </li></ul><ul><li>Be ENCHANTING : </li></ul><ul><ul><li>Likable </li></ul></ul><ul><ul><li>Trustworthy </li></ul></ul><ul><ul><li>Have a great service/product </li></ul></ul>
    17. 18. <ul><li>Social media works best when it is a part of something larger. </li></ul>
    18. 19. <ul><li>Renée Warren </li></ul><ul><li>@renee_warren </li></ul><ul><li> </li></ul>