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StepChange Webinar - Planning An Effective Social Media Campaign

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Best practices and lessons learned from our experience helping clients and agencies plan & execute Social Marketing campaigns

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StepChange Webinar - Planning An Effective Social Media Campaign

  1. 1. StepChange Planning an Effective Social Media Campaign October 14 2008
  2. 2. About StepChange <ul><li>Social Media & Marketing Agency </li></ul><ul><li>Work with Clients and Agencies on: </li></ul><ul><li>Founded in 2006 in Portland, Oregon. </li></ul><ul><li>Distributed Widget Applications </li></ul><ul><li>Social Networking Applications </li></ul><ul><li>Optimized Landing Pages </li></ul><ul><li>Social Marketing Campaigns </li></ul>Strategy Design Development Engagement
  3. 3. Today’s Topic: Social Marketing Campaigns <ul><li>Strategy & Planning </li></ul><ul><li>Budgeting </li></ul><ul><li>Promotion </li></ul><ul><li>Measurement & Management </li></ul>Today’s Theme: Inspirational Characters
  4. 4. Strategy & Planning Princess Bride (1987)
  5. 5. Strategy & Planning: The Forrester “POST” Method Source: “Groundswell” www.forrester.com/groundswell
  6. 6. Strategy & Planning <ul><li>Example of a Good Social Media Campaign Strategy : </li></ul><ul><li>I want to engage my brand enthusiasts with something better than a monthly email </li></ul><ul><li>I’m going to publish up-to-date content and special offers in a widget & feed that they can access easily </li></ul><ul><li>I’ll even provide an incentive for them to share it with friends </li></ul><ul><li>And I’ll promote it on my main site and the email newsletter </li></ul><ul><li>And sometimes I’ll even use it to ask for their opinion & input on products ( create a dialog ) </li></ul>
  7. 7. Budgeting Deadwood (2007)
  8. 8. Budgeting: How are these typically categorized? <ul><li>Social Marketing as it’s own Campaign </li></ul><ul><ul><li>Create something to go after a specific market segment via a discreet Social Marketing effort </li></ul></ul><ul><li>Social Marketing as part of a larger Campaign </li></ul><ul><ul><li>Already spending on online/offline media – use Social Media to amplify it and “give megaphones to your evangelists” </li></ul></ul><ul><li>Distributed Applications as a Platform Extension </li></ul><ul><ul><li>Creating an ongoing “channel” to reach customers/prospects off of your existing Destination Site, by putting products & services into external contexts </li></ul></ul>
  9. 9. Budgeting: How much should all this cost? <ul><li>Strategy/Planning : Included </li></ul><ul><li>Design & Development : </li></ul><ul><li>Widget Application: $5K – $15K </li></ul><ul><li>Facebook/SN App: $5K – $25K </li></ul><ul><li>Optimized Landing Page: $5K – $15K </li></ul><ul><li>Ongoing Management & Hosting : </li></ul><ul><li>$100 - $200/month </li></ul><ul><li>Promotion/Advertising : Depends </li></ul>$10,000 – $30,000 and 3-5 weeks is a good design & development estimate for many Social Marketing efforts * ★  ∞ * Can’t promise anything ★ Lots of ways to skin a cat  ∞ My CFO doesn’t know I put this in here
  10. 10. Promotion Mad Men (2008)
  11. 11. Promotion: “Content vs. Ad” is in the Eye of the Beholder Treated as Content Treated as an Advertisement Deal-focused Customers Loyal Customers Small/Med Green Blogs Green-living Facebook Groups Relevant Community Sites General Sites & anywhere else online CleanHouze.com Widget Special: 20% off all natural cleaners 10 tips to Winterize your home Green cleaning: the season’s best new products
  12. 12. Promotion & Advertising for a Social Marketing Application <ul><li>Best Opportunities for Leverage </li></ul><ul><li>Market directly to existing customers, members, etc. </li></ul><ul><li>Hitch to an existing online campaign </li></ul><ul><li>Pitch bloggers/sites at the “content” end of the spectrum for placement </li></ul><ul><li>Pursue deals with affiliates and partner sites </li></ul><ul><li>These are Free, So Might as Well Do Them </li></ul><ul><li>List it in all the Widget/Gadget Galleries </li></ul><ul><li>Post it to del.icio.us, Digg, etc. bookmarking sites </li></ul><ul><li>Enlist all your friends, family co-worker to push it in Facebook, etc. </li></ul><ul><li>Paid Promotion Options </li></ul><ul><li>Place as a “rich media” app in traditional Ad Networks </li></ul><ul><li>Use a widget ad network (Clearspring, RockYou, etc.) </li></ul><ul><li>Buy ads directly on a Social Networking Site (Facebook) </li></ul>
  13. 13. Measure & Manage Twin Peaks (1990)
  14. 14. Measurement: What Metrics to Capture? <ul><li>Distribution: Reach & Visibility </li></ul><ul><li># of Views and Visitors </li></ul><ul><li>Installs, by environment </li></ul><ul><li>Virality </li></ul><ul><li>Sharing rates </li></ul><ul><li>Adoption rates </li></ul><ul><li>Engagement </li></ul><ul><li>Clicks/paths/usage </li></ul><ul><li>Specific actions (conversions) </li></ul><ul><li>Insights (learning) </li></ul><ul><li>These are typically custom… </li></ul>
  15. 15. Ongoing Management <ul><li>Content </li></ul><ul><li>Manage articles, feeds, syndication </li></ul><ul><li>Change creative & copy </li></ul><ul><li>Update by season & promotion </li></ul><ul><li>Offers </li></ul><ul><li>Create & change promotions </li></ul><ul><li>Target & optimize by audience </li></ul><ul><li>Centralized Control </li></ul><ul><li>Change an element (such as an offer) and have it update all your Distributed Marketing properties (widget, landing page, SN App, etc.) </li></ul>
  16. 16. For further information… <ul><li>Changelog (StepChange Blog) stepchange.typepad.com/blog/ </li></ul><ul><li>Groundswell www.forrester.com/groundswell </li></ul><ul><li>ReadWriteWeb www.readwriteweb.com </li></ul><ul><li>SexyWidget www.sexywidget.com </li></ul>310 SW 4 th Portland, OR 503.224.3188 [email_address] www.StepChangeGroup.com Contact Us

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