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Back to Basics | Social Media Marketing Strategy

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Back to Basics | Social Media Marketing Strategy

  1. 1. @mab397 Start@ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
  2. 2. Soci aSocia “med l l Central ia social ” com muni idea catio ns @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
  3. 3. SOCIAL COMMUNICATIONS@ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
  4. 4. • Who will see the campaign?• How many people will see the campaign?• Why will they believe it?• What will they do about it?• Who will they tell?• What will they say?• How will it end? @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
  5. 5. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
  6. 6. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
  7. 7. 6. LEADERSHIP Idea post ratio 5. COMMUNITY Authority 1. VOLUME TrafficDefining influenceover popularity 4. ENGAGEMENT 2. SEARCH RANKING Comments, shares Search & Social engine ranking 3. RELEVANCE Ratio of posts on relevant client topic @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
  8. 8. ChallengeTo launch a new product to time-poor, healthconscious Australians.ApproachMindshare qualified 11 influential bloggersand organised bespoke outreach programsto appeal to their audience.ResultsReviews reached an audience of 330,000+with over 900 responses including recipes,videos and post-purchase comments.Of these responses, there were 273mentions of the word LOVE to describe theproduct.Reporting gave insight into what featuresexcited consumers most. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
  9. 9. Use social communications to use thecollective voice to tell your story for you#OMXSYD2012About 2 minutes ago via OMX Sydney 2012@ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
  10. 10. CENTRAL SOCIAL IDEA@ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
  11. 11. Create/developCreate/develop Share content and Share content and Build communities Build communities identities identities interact interact @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
  12. 12. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
  13. 13. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
  14. 14. TV advertising used to work like this: you sat on your sofa while creativesTV advertising used to work like this: you sat on your sofa while creativeswere paid to throw a bucket of shit in your face.were paid to throw a bucket of shit in your face.Today youre expected to sit on the bucket, fill it with your own shit, and tip it Today youre expected to sit on the bucket, fill it with your own shit, and tip itover your head while filming yourself on your mobile. over your head while filming yourself on your mobile.Then you upload the video to the creatives.Then you upload the video to the creatives. --Charlie Brooker Charlie Brooker @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
  15. 15. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
  16. 16. An inherently social idea gives the consumeran identity, facilitates communities andmotivates the audience to share and interact#OMXSYD2012About 2 minutes ago via OMX Sydney 2012@ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
  17. 17. SOCIAL MEDIA@ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
  18. 18. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
  19. 19. I want to grow my audience Direct call to action, social contextI want people to see my content News feed visibility, visual formatI want to retarget recent website Plugins and exchangevisitors @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
  20. 20. DISCUSS | DISCOVER | DEEPEN@ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
  21. 21. Is it effective? Is it efficient? @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
  22. 22. If you’re going to pay to play, make the mostof your investment by setting objectives andoptimising efficiently. #OMXSYD2012About 2 minutes ago via OMX Sydney2012@ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
  23. 23. Connect with me @mab397 mandibateson Sydney, Australia (+61) 2 9287 8400 Mindshare Australia mab397.wordpress.com@ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia

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