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Brand Reputation & Sentiment
Audience Conversations
Real-time Engagement
Brand Consumer Reward
Valuable Data
Social media...
⏎
How can brands capture audiences to
leverage the power of social media?
Multi-Channel:
sometimes called Omni-channel, cross-channel
The process of building social media
campaigns that utilize mo...
Multi-Channel Toolkit:
The need-to-know terms
User-Generated Content:
Photos, videos, testimonials, comments, reviews, dem...
Step 1: Plan
Establish a goal: What do you want to
accomplish?
• Increase Engagement
Conversation, sentiment, content, int...
Step 2: Strategize
Who is your consumer?
-Millennial in town for Burning Man?
- Head of family booking a vacation?
- Confe...
Step 2: Strategize
Where are they at in their journey?
- Research & Planning Online?
- Post-ticket purchase?
- Passing thr...
Step 2: Strategize
What do they want from brands?
- Discounts?
- Two-Way Conversation?
- Hear about a brand/product/offeri...
Step 2: Strategize
How do they interact and gather
information?
- Mobile?
- Desktop?
- Tablet?
Step 3: Build & Launch
ALL ABOUT BRAND EXPERIENCES
• Use data & personas to determine networks
• Include Hashtags to track...
Social Media + Storytelling:
The Essential Component
of Campaigns
Encourage storytelling
Social is all about individual experiences, enrichment via
experiences, and capturing and sharing t...
Authentic Storytelling
Authentic Storytelling
Human Powered Sports: A Case
Study in Multi-Channel
eBook
Total Likes: 1,263 Total Views: 893
Total Shares: 76 Total Impressions: 21,237
Images for Social Media
• Total Graphics: 8
• Total Likes: 424
• Total Comments: 30
• Total Shares: 19
• Total Impressions...
How-To Video:
Paddle Boarding
Views: 16, 406
Impressions: 28,324
Minutes Watched: 24,518
Infographic
• Total Likes: 530
• Total Comments: 6
• Total Shares: 40
• Total Impressions: 6,206
Instagram Post Examples
Campaign Results
TOTAL IMPRESSIONS: 5 MILLION
FACEBOOK
24 Facebook Posts:
• On average each post
resulted in 1,200 likes a...
Tips!
• Use content across all platforms
• Repurpose UGC
• Understand your audiences
• Integrate social media components w...
Questions? Comments?
Thank you!
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A Guide to Approaching Multi-Channel Social Media Engagement Strategy

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This is a Guide for Marketers to Understand and Begin Strategizing for Multi-Channel Social Media Engagement Campaigns. It Focuses on the Power of the Consumer Journey, and How Storytelling and Authentic, Cross-Channel Content can Impact a Buyers Digital Journey

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A Guide to Approaching Multi-Channel Social Media Engagement Strategy

  1. 1. Brand Reputation & Sentiment Audience Conversations Real-time Engagement Brand Consumer Reward Valuable Data Social media allows brands to reach consumers in early stages and guide them through the decision, purchase, and ambassador processes The Social Journey: What it can do.
  2. 2.
  3. 3. How can brands capture audiences to leverage the power of social media?
  4. 4. Multi-Channel: sometimes called Omni-channel, cross-channel The process of building social media campaigns that utilize more than one platform/network/medium to reach new and existing audiences.
  5. 5. Multi-Channel Toolkit: The need-to-know terms User-Generated Content: Photos, videos, testimonials, comments, reviews, demos, etc., built by an audience on behalf of a brand Hashtags: A symbol used to group content across platforms into metadata tagged & searchable categories Social Tools: Software and platforms used to build, manage, curate, capture and measure/report multi-channel digital campaigns
  6. 6. Step 1: Plan Establish a goal: What do you want to accomplish? • Increase Engagement Conversation, sentiment, content, interactions • Drive Business Growth Bookings, conversions, discounts, in-store or online sales Always keep in mind: DATA
  7. 7. Step 2: Strategize Who is your consumer? -Millennial in town for Burning Man? - Head of family booking a vacation? - Conference attendee looking for the perfect hotel?
  8. 8. Step 2: Strategize Where are they at in their journey? - Research & Planning Online? - Post-ticket purchase? - Passing through town on a road trip?
  9. 9. Step 2: Strategize What do they want from brands? - Discounts? - Two-Way Conversation? - Hear about a brand/product/offering from second-party sources? - Content? - Educated?
  10. 10. Step 2: Strategize How do they interact and gather information? - Mobile? - Desktop? - Tablet?
  11. 11. Step 3: Build & Launch ALL ABOUT BRAND EXPERIENCES • Use data & personas to determine networks • Include Hashtags to track and gather content • Use software to collect information from participants • Budget for social media ads to promote • Offer rewards and incentives to participants
  12. 12. Social Media + Storytelling: The Essential Component of Campaigns
  13. 13. Encourage storytelling Social is all about individual experiences, enrichment via experiences, and capturing and sharing those moments with friends and family. Allow your audience to take control to tell their story on behalf of your brand.
  14. 14. Authentic Storytelling
  15. 15. Authentic Storytelling
  16. 16. Human Powered Sports: A Case Study in Multi-Channel
  17. 17. eBook Total Likes: 1,263 Total Views: 893 Total Shares: 76 Total Impressions: 21,237
  18. 18. Images for Social Media • Total Graphics: 8 • Total Likes: 424 • Total Comments: 30 • Total Shares: 19 • Total Impressions: 6,906
  19. 19. How-To Video: Paddle Boarding Views: 16, 406 Impressions: 28,324 Minutes Watched: 24,518
  20. 20. Infographic • Total Likes: 530 • Total Comments: 6 • Total Shares: 40 • Total Impressions: 6,206
  21. 21. Instagram Post Examples
  22. 22. Campaign Results TOTAL IMPRESSIONS: 5 MILLION FACEBOOK 24 Facebook Posts: • On average each post resulted in 1,200 likes and 26 comments, 90% of which were positive • Total Likes: 29,952 • Total Shares: 2,256 • Total Comments: 624 PUBLIC RELATIONS 15 Placements: • Markets: Local; Regional; Bay Area; National • Reach: 230,000 • Total Advertising Value: $20,100 YOUTUBE 4 Videos: • Total Views: 56,513 • Total Impressions: 85,772 CONTENT • 1 Press Release • 7 Blog Posts • 2 Newsletters INSTAGRAM 21 Posts: • Total Likes: 2,199 • Total Impressions: 52,713
  23. 23. Tips! • Use content across all platforms • Repurpose UGC • Understand your audiences • Integrate social media components with on-ground efforts • Let campaigns express personalities of consumers and trigger emotional sentiment among their networks • Analyze data and use it to power future consumer connections
  24. 24. Questions? Comments? Thank you!

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