Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Conference Board Nov19

648 views

Published on

An overview of social media best practice including some key actions to enhance social media strategies

  • Be the first to comment

  • Be the first to like this

Conference Board Nov19

  1. 1. A Perspective On Social Media Campaigns<br />David Hargreaves<br />Founder Project Metal, Next Fifteen Communications<br />Global Director, Digital, Bite Communications<br />
  2. 2. All media(almost)<br />All audiences(almost)<br />All employees &all functions<br />The Three Recurring Questions<br />Q1<br />What is<br />social media?<br />Q2<br />How much<br />does it matter?<br />Q3<br />Who owns it?<br />
  3. 3. Global Differences<br />Social Media Landscape<br />Cultural<br />Technological<br />
  4. 4. Social Networking Leaders Globally<br />
  5. 5. Social Networking Penetration<br />
  6. 6. Defining a Clear Social Media Communications Framework<br />Measurement<br />Sales Process<br />Purchase<br />Brand.com<br />Business<br />Action<br />Preference<br />CAMPAIGN<br />DESTINATION<br />BRAND<br />CHANNEL<br />Campaign <br />Microsite/Blog<br />Brand.com Landing page<br />Social<br />Action<br />Consideration<br />Conferences<br />Content Sharing Networks<br />Micromedia<br />Blogs<br />Crowdsourced Content<br />Business Press<br />Share of Conversation<br />Awareness<br />Social Networks<br />Specialist Communities<br />Lifestyle Media<br />Analysts<br />Online Media<br />Niche Media<br />
  7. 7. Defining a Clear Social Media Communications Framework<br />Measurement<br />Sales Process<br />Purchase<br />Brand.com<br />Business<br />Action<br />Preference<br />CAMPAIGN<br />DESTINATION<br />BRAND<br />CHANNEL<br />Campaign <br />Microsite/Blog<br />Brand.com Landing page<br />Social<br />Action<br />Consideration<br />Conferences<br />Content Sharing Networks<br />Micromedia<br />Blogs<br />Crowdsourced Content<br />Business Press<br />Engaging <br />third- party properties<br />Share of Conversation<br />Awareness<br />Social Networks<br />Specialist Communities<br />Lifestyle Media<br />Analysts<br />Online Media<br />Niche Media<br />
  8. 8. Best Practice Engagement<br />From influencers ………influencers + direct to customer<br />
  9. 9. Leverage Existing Influencers<br />
  10. 10. Go Direct To The Customer<br />
  11. 11. Moonfruit Competition<br />
  12. 12. Moonfruit Competition<br />
  13. 13. Three Takeaways On Engagement<br />Process<br />Leverage The Long Tail<br />Realtime<br />
  14. 14. Defining a Clear Social Media Communications Framework<br />Measurement<br />Sales Process<br />Purchase<br />Brand.com<br />Business<br />Action<br />Preference<br />CAMPAIGN<br />DESTINATION<br />BRAND<br />CHANNEL<br />Campaign <br />Microsite/Blog<br />Brand.com Landing page<br />Creating brilliant content<br />Social<br />Action<br />Consideration<br />Conferences<br />Content Sharing Networks<br />Micromedia<br />Blogs<br />Crowdsourced Content<br />Business Press<br />Share of Conversation<br />Awareness<br />Social Networks<br />Specialist Communities<br />Lifestyle Media<br />Analysts<br />Online Media<br />Niche Media<br />
  15. 15. From text/image/video to technology-enabled content<br />Best Practice Content<br />
  16. 16. Vodafone Mash-Up<br />#ukhols<br />41 M M33 California<br />
  17. 17. Zappos Mash-UP<br />
  18. 18. Burger King Facebook App<br />
  19. 19. Three Content Takeaways<br />Need Technologists<br />Applications<br />Customer Content Is King<br />
  20. 20. Defining a Clear Social Media Communications Framework<br />Measurement<br />Sales Process<br />Purchase<br />Brand.com<br />Business<br />Action<br />Create engaging branded channels<br />Preference<br />CAMPAIGN<br />DESTINATION<br />BRAND<br />CHANNEL<br />Campaign <br />Microsite/Blog<br />Brand.com Landing page<br />Social<br />Action<br />Consideration<br />Conferences<br />Content Sharing Networks<br />Micromedia<br />Blogs<br />Crowdsourced Content<br />Business Press<br />Share of Conversation<br />Awareness<br />Social Networks<br />Specialist Communities<br />Lifestyle Media<br />Analysts<br />Online Media<br />Niche Media<br />
  21. 21. From web site to living community<br />Best Practice Branded Channels<br />
  22. 22. My Starbucks Idea<br />
  23. 23. Sun Blog Network<br />
  24. 24. Twelpforce Channel: social media concierge<br />
  25. 25. Three Channel Takeaways<br />Focus The Conversation<br />Aggregate On The Right Platform<br />Create Organic Presence<br />
  26. 26. Defining a Clear Social Media Communications Framework<br />Measurement<br />Sales Process<br />Purchase<br />Brand.com<br />Business<br />Action<br />Preference<br />CAMPAIGN<br />DESTINATION<br />BRAND<br />CHANNEL<br />Campaign <br />Microsite/Blog<br />Brand.com Landing page<br />Measurement<br />Social<br />Action<br />Consideration<br />Conferences<br />Content Sharing Networks<br />Micromedia<br />Blogs<br />Crowdsourced Content<br />Business Press<br />Share of Conversation<br />Awareness<br />Social Networks<br />Specialist Communities<br />Lifestyle Media<br />Analysts<br />Online Media<br />Niche Media<br />
  27. 27. From perception to perception + sales<br />Best Practice Measurement<br />
  28. 28. Data Integration and Analysis<br />Audience Data<br />Site-Level Attributes: Site type, site content, audience, traffic, number of posts, etc.<br />Unpaid Referral Data From Web Analytics<br />Integrated Data<br />Integrated, Causal Model<br />Post-Level Attributes: Sentiment, product mentions, messages, story length, etc.<br />Online Media Content<br />
  29. 29. What Types of Websites Produce the Most Visitors To Brand Website?<br />29<br />Total Visitors by Site Audience<br />Average Number of Visitors by Site Content<br />
  30. 30. Four Best Practice Takeaways<br />Create Clear Campaign Framework<br />Engage The Customer in Content<br />Leverage Creative, Technical and PR<br />Integrate Analytics Into Comms<br />
  31. 31. Email: David.hargreaves@nextfifteen.com<br />Twitter: /davidhargreaves<br />Linked in: /davidhargreaves<br />Facebook: /davidhargreaves<br />Cell: 415 260 7814<br />

×