“From Concept to Outcomes:Effectives Strategies, Tactics and Tools for Social Media Success” Lisa Qualls, VP of Interactive...
Agenda   Preparing campaign strategy        Campaign ideation     Viral probability analysis        Outreach approach     ...
Preparing campaign strategyWhat are the business goals?Identify constraints and opportunitiesDefine timeframe and budgetEs...
Preparing campaign strategy  New	  Brand	       Minimal	  social	  assets	   Market	  Share	          Repeat	  Traffic	  
Campaign ideation•  Bring the   exclusive to   the masses•  Enable   people to   share•  Capture   information
Campaign ideation             •  Competition &                interaction             •  Coupon and                prize i...
Campaign ideation•  Webisodes•  Online media   kit•  Influencer   outreach•  The big event•  Offline   participation
Viral probability analysis    Readers, backlinks, other assets,   commenting, post schedule, post   content, author public...
Outreach options•    Leverage networks•    Identify like minds with new audiences•    Big blast vs. wave approach•    Mixe...
Monitoring Tools
Measure results•    Revenue•    Costs•    Market share•    Mentions, reach, and views•    Activity comparison•    Clicks/c...
Communicate Success
THANK YOU!About LISA QUALLSCompany: Summit MarketingLocation: Lenexa, KSPhone: 913.562.3400Email: lisa.qualls@summitmarket...
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KC IABC Keynote

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KC IABC keynote presented by Lisa Qualls, VP Interactive Strategy at Summit Marketing. Three case studies showcasing how John Deere, Sporting KC and Applebee's are using social media and mobile solutions to engage, build brand awareness and increase revenues.

Published in: Business, Technology
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KC IABC Keynote

  1. 1. “From Concept to Outcomes:Effectives Strategies, Tactics and Tools for Social Media Success” Lisa Qualls, VP of Interactive Strategy at Summit Marketing and SMCKC Chairwoman of the Board
  2. 2. Agenda Preparing campaign strategy Campaign ideation Viral probability analysis Outreach approach Monitoring tools Measure results
  3. 3. Preparing campaign strategyWhat are the business goals?Identify constraints and opportunitiesDefine timeframe and budgetEstablish success metrics
  4. 4. Preparing campaign strategy New  Brand   Minimal  social  assets   Market  Share   Repeat  Traffic  
  5. 5. Campaign ideation•  Bring the exclusive to the masses•  Enable people to share•  Capture information
  6. 6. Campaign ideation •  Competition & interaction •  Coupon and prize incentive •  Integrated touch points
  7. 7. Campaign ideation•  Webisodes•  Online media kit•  Influencer outreach•  The big event•  Offline participation
  8. 8. Viral probability analysis Readers, backlinks, other assets, commenting, post schedule, post content, author publications, etc.
  9. 9. Outreach options•  Leverage networks•  Identify like minds with new audiences•  Big blast vs. wave approach•  Mixed organic vs. paid•  Incentives•  Risk mitigation plans•  Follow-up plans
  10. 10. Monitoring Tools
  11. 11. Measure results•  Revenue•  Costs•  Market share•  Mentions, reach, and views•  Activity comparison•  Clicks/conversions•  Entries, coupons, contact information
  12. 12. Communicate Success
  13. 13. THANK YOU!About LISA QUALLSCompany: Summit MarketingLocation: Lenexa, KSPhone: 913.562.3400Email: lisa.qualls@summitmarketing.comTwitter: @lqualls4444, @summitsocialSite: http://summitmarketing.comQuick Bio: Ambitious high-energy woman who lovesfamily, fun and fighting for the win. VP of InteractiveStrategy at Summit Marketing. SMCKC Chairwoman of theBoard.

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