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How to Plan a Social Media Campaign that Delivers ROI

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ROI doesn't have to be complicated or scary. Martha McCarthy Krueger (Co-Founder & CEO of The Social Lights) and Drew Gneiser (Training Manager) will discuss how to develop and manage integrated marketing campaigns that drive business results. This presentation will explore The Social Lights' work with Zombie Pub Crawl and emerging retail brands—uncovering how the social media strategy was developed to support specific business goals.

Three Key Takeaways

Learn the important questions to ask before a social media campaign even starts
See how to prioritize and keep track of all elements of a large campaign
Find out which strategies yielded the biggest ROI

Published in: Social Media
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How to Plan a Social Media Campaign that Delivers ROI

  1. 1. © 2016 The Social Lights® LLC 1 O C T O B E R 2 5 , 2 0 1 6 HOW TO PLAN A SOCIAL MEDIA CAMPAIGN THAT DELIVERS ROI © 2016 The Social Lights® LLC 1
  2. 2. 2© 2016 The Social Lights® LLC • Learn the important questions to ask before a social media campaign even starts
 • See how to prioritize and keep track of all elements of a large campaign 
 • Find out which strategies yielded the biggest ROI AGENDA
  3. 3. 3 INTRODUCTIONS © 2016 The Social Lights® LLC
  4. 4. 4© 2016 The Social Lights® LLC DREW GNEISER Training Manager & Social Strategist
 @DrewGneiser MARTHA MCCARTHY KRUEGER Co-Founder & CEO
 @MarthaKrueges
  5. 5. 5 T HE SOCIAL LIGHTS INTRODUCTIONS S O C I A L - O N LY F O C U S T E C H N I C A L E X P E R T I S E R E A L B U S I N E S S I M P A C T
  6. 6. 6 INTEGRATED MARKETING CAMPAIGNS © 2016 The Social Lights® LLC
  7. 7. 7© 2016 The Social Lights® LLC • What are they? • Why are they important? • How are IMCs different than “doing social media?” INTEGRATED MARKETING CAMPAIGNS
  8. 8. 8© 2016 The Social Lights® LLC ASK: GETTING STARTED • What are we trying to accomplish? • What do the past numbers tell us? • What tried-and-true strategies will we use? • Which brand new strategies? • What do we have to work with?
  9. 9. 9 FACEBOOK LOCAL MEDIA PR TWITTER INSTAGRAM SNAPCHAT ARTISTS BARS ECOMMERCE EMAIL SPONSORS TICKET FLY PR BILLBOARDS ZOMBIE PUB CRAWL © 2016 The Social Lights® LLC
  10. 10. 10 EYEBOBS © 2016 The Social Lights® LLC FACEBOOK BRAND ADVOCATES INFLUENCERS AGENCY PARTNERS INSTAGRAM TWITTER PR EVENTS ECOMMERCE EMAIL LINKEDIN CELEBRITIES RETAILERS PINTEREST BLOG
  11. 11. 11 EYEBOBS X SU2C © 2016 The Social Lights® LLC
  12. 12. 1212 “THE ASK” Partnering with Katie Couric’s Stand Up 2 Cancer Foundation (SU2C) A CAUSE MARKETING CAMPAIGN CUSTOM DESIGNED FRAMES By Katie called Take A Stand and 8 influencers recruited to serve as brand ambassadors of the campaign 20% of proceeds from each purchase of Take A Stand frames between August 2016-December 2017 will be donated to SU2C DONATIONS TO SU2C For every mention of the #standwitheyebobs hashtag, $2 will be donated to SU2C (up to $50,000) #STANDWITHEYEBOBS
  13. 13. 13 RAISE BRAND AWARENESS FOR KATIE COURIC’S CUSTOM 
 TAKE A STAND EYEBOBS FRAMES B R A N D A W A R E N E S S EVENT MARKETING DETAILS SOCIAL ADVERTISING SOCIAL MEDIA STRATEGY COMMUNITY MANAGEMENT © 2016 The Social Lights® LLC
  14. 14. 14 OVERVIEW SOCIAL MEDIA STRATEGY GOALS + KPIS TIMELINE
 
 AUDIENCE
 SOCIAL CHANNELS
 
 CREATIVE ASSETS © 2016 The Social Lights® LLC
  15. 15. 15 Raise brand awareness for the eyebobs brand — leading with Take A Stand frames B R A N D A W A R E N E S S Promote the campaign hashtag #standwitheyebobs across social platforms and during event activation H A S H TA G P R O M O T I O N OBJE CT IVES EYEBOBS TAKE A STAND CAMPAI GN Drive customer conversion both online and in-store at select retail partners C U S T O M E R C O N V E R S I O N
  16. 16. 16 GOALS + KPIS WHICH P ERFORM ANCE M ETRICS MATTER TH E MOST? SOCIAL IMPRESSIONS
 CLICKS TO MICROSITE
 PURCHASE CONVERSIONS EMAIL SUBSCRIBERS FAN GROWTH FOLLOWER GROWTH HASHTAG USE BRAND MENTIONS SNAPCHAT FILTER USE © 2016 The Social Lights® LLC
  17. 17. 17 EXECUTION © 2016 The Social Lights® LLC
  18. 18. 181818 ORIGINAL CONTENT 
 CREATION
  19. 19. 1919 RETAIL PARTNERSHIPS PILOT WITH NEIMAN MARCUS + ALLEN EDMONDS CUSTOM DIGITAL TOOLKITS FOR RETAILERS TRANSFORM ONLINE ENGAGEMENT TO OFFLINE SALES
  20. 20. 2020 KEY INFLUENCERS + CELEBRITY PARTNERS CUSTOM DIGITAL TOOLKITS FOR SU2C KEY INFLUENCERS CUSTOM DIGITAL TOOLKITS FOR CELEB CUSTOMERS TRANSFORM ONLINE ENGAGEMENT TO SALES 20© 2016 The Social Lights® LLC
  21. 21. 21 ROI? © 2016 The Social Lights® LLC
  22. 22. 22 SOCIAL’S CONTRIBUTION TO ECOMMERCE Social contributed to 5.15% of new users. During this timeframe last year, it was 3.35%. Social contributed to 3.78% of website sessions. During this timeframe last year, it was 2.41%. Social contributed to 370% more revenue than during this same timeframe one year ago. © 2016 The Social Lights® LLC
  23. 23. 23 WHAT’S
 WORKING? 01 SOCIAL ADVERTISING 02 PARTNERSHIPS 03 ENGAGED + LOYAL AUDIENCE 04 QUALITY CONTENT © 2016 The Social Lights® LLC
  24. 24. 24 ZOMBIE PUB CRAWL © 2016 The Social Lights® LLC
  25. 25. © 2016 The Social Lights® LLC OVERVIEW 25 • The Zombie Pub Crawl is the world’s first and largest festival of the crawling, partying dead
 • Thousands of undead souls gather in the Warehouse District of downtown Minneapolis for a night of pub crawling, dancing, world-class live entertainment
 • ZPC is certified by the Guinness Book of World Records as the “World’s Largest Gathering of Zombies”
 • 2016 marked the 12th year of ZPC
  26. 26. 26© 2016 The Social Lights® LLC • Goals + KPIs • Setting Our Strategy • Audience(s) • Social Channels • Creative Assets • Day-Of SOCIAL MEDIA STRATEGY
  27. 27. 27 SOCIAL MEDIA STRATEGY © 2016 The Social Lights® LLC
  28. 28. © 2016 The Social Lights® LLC GOALS + KPIS 28 • Sell Tickets • Answer Questions Quickly and Accurately • Amplify ZPC’s Brand
 

  29. 29. 29 ZOMBIE PUB CRAWL Setting Goals & Strategy DailyPageEngagement:ThenumberofpeoplewhoengagedwithyourPage.Engagementincludesanyclickorstorycreated. (UniqueUsers) 0.0 1750.0 3500.0 5250.0 7000.0 7/1/15 7/5/15 7/9/15 7/13/15 7/17/15 7/21/15 7/25/15 7/29/15 8/2/15 8/6/15 8/10/15 8/14/15 8/18/15 8/22/15 8/26/15 8/30/15 9/3/15 9/7/15 9/11/15 9/15/15 9/19/15 9/23/15 9/27/15 10/1/15 10/5/15 10/9/15 10/13/15 10/17/15 10/21/15 10/25/15 10/29/15 Zombie Night @ Canterbury Phil has risen New Website Line up Announcement Countdown Lil Dicky Added Price Jump ZPC 2015 Facebook Engagement © 2016 The Social Lights® LLC
  30. 30. 30 EXECUTION © 2016 The Social Lights® LLC
  31. 31. 31 Content & Ads © 2016 The Social Lights® LLC ZOMBIE PUB CRAWL
  32. 32. 32 ZOMBIE PUB CRAWL Community Management © 2016 The Social Lights® LLC
  33. 33. 33 ZOMBIE PUB CRAWL Day-Of Social Media © 2016 The Social Lights® LLC
  34. 34. 3434© 2016 The Social Lights® LLC ARTIST INVOLVEMENT
  35. 35. 35 ROI? © 2016 The Social Lights® LLC
  36. 36. 3636 BY THE NUMBERS SOC IAL’S CONT RIBUT ION 87.5% increase in Facebook Impressions on day-of event. 129% increase in Facebook reactions. 138% increase in impressions on lineup announcement post on Facebook. 34,645 minutes of video watched. People watched 9,319 minutes of video on Facebook and 5,500 minutes of video on Snapchat during day-of event. Over 800% growth on Snapchat. 40K opens on Snapchat © 2016 The Social Lights® LLC Sent 15K clicks to ticket page through Facebook (over 163% increase).
  37. 37. 3737 WHAT WORKED? • Video! • Targeting of ads and managing the spend • Directly engaging with people • Content showing the experience • Meet & Greets on Snapchat © 2016 The Social Lights® LLC
  38. 38. 38 KEY TAKEAWAYS © 2016 The Social Lights® LLC
  39. 39. 3939 PLANNING AND EXECUTING SOCIAL MEDIA CAMPAIGNS • Start early • Dedicate a team • Ask good questions • Outline the phases • Work across departments and organization • Keep track of goals and objectives • Tried and true + new things • How will you know if you’re winning? • Be hard on yourself • Be easy on yourself © 2016 The Social Lights® LLC
  40. 40. 40 DISCUSSION © 2016 The Social Lights® LLC
  41. 41. 4141 THANK 
 YOU WWW.THESOCIAL-LIGHTS.COM 41© 2016 The Social Lights® LLC

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