!"#$%&()*+%,%-&.&%-)(&)%,%#&-$/&%+&-%,%0/)(&%+)*1!%,%)*11)&%2)32&.&*%            !"#"$%&(%)*+$",#-.$)%$+#/$0$1+(%2-(%/345677
We started with!listening!•  "89:;<=9>?@AB:9=C8:8;D   –  (@9=@=<C?E<@=@;?FE<C?9F?C=?G:8;=@;C=8@HICJ=<?@K;<B@LE?:ICM      E...
The Offer!
Campaign Objectives!•  X?:AF?GD%IYK:9:H@8Z[@8PC?9:@8   –  "8I?CF9CFLF?C8C99@>X.XF9FQ?F8J=<?@K;<=<C9LCCE9=FRC9   –  !?:PCFI...
Campaign Goals/ KPIs!•  FICQ@@R&:RC9   –  ]F9CB:8CD57^   –  ,CL;@FBD366•  FICQ@@R+8;F;CAC8=M[@AAC8=9F8J"8=C?FIH@89   –  ]F...
Campaign Toolkit!
Channel!Roadmap! X%"!(+!"%   +2X+)"(+,$%&
Creative Brief!245%678%98%:6;<=>?%:5@%,CL/@?RC?9:8=<C3Q@?@K;<9L<@L:BBI@AC=@FJA:?CXFA’9@L8K8:YKCE<@=@;?FE<:II<F?A`$<CGF?CI@...
Creative Brief!246:%678%98%C75D=E=>?@%a:8 F >?CC4 E?@>C99:@8FB E<@=@ 9<@@= L:=< XFA L<C8 G@K &:RC  F8J EF?HI:EF=C :8 =<C I...
Need States -!
Need States -!
Need States -!
Message Matrix!
The Main Offer!       +!The Landing Page
Advocate + WOM
Classic Social Media
Twitter – Content Strategy!+:6>B67B%D8EE6?8%=>J=K>?%:48D%:5%L5=>%:48%H6CK5>%H5>:8E:%                                      ...
Twitter – Optimization!    %88@K8ICJ                 TEbCJ=<C    (:8:A:eCJ       =<C                 >?CYKC8IG    =<C9FBC9...
Results : Twitter!•  5aCCRXC?:@J•  ,KAQC?@>>@BB@LC?9                ]F9CB:8C    _f                +8J)C9KB=    77f•  33g"8...
Tumblr!•  .KEE@?=EBFc@?A>@?   FICQ@@R<KQ•  "8:HFB@BB@LC?9D^i•  :8FB@BB@LC?9D767•  [B:IR9=@]D76
Experimental!   Media
forums!•  +N@?=9D    •  .CF?I<>@?>@?KA99KI<F9EC=b9>@?KA94LCJJ:8;>@?KA94FI=@?O       A@JCB>@?KAF8JA@Ab9>@?KA    •  "8=C??KE...
forums – content strategy!
Craigslist!
Model Mayhem!
Results : Experimental media!•  5aCCRXC?:@J•  .@K?IC9   –  @?KA9VaCJJ:8;]CC4[@AAK8:=GXC@EBCXC=94(@JCB(FG<CAW   –  [?F:;9B:...
Paid Media
Facebook Ads!•  &FK8I<!F=CDlO5f•  $<?CCJ:NC?C8==<CACJFJ9BF8J:8;   @8[FEH@8[@8=C9=<@ACEF;C   –  XC=9   –  %I=@?9Z(@JCB9   –...
FB Ad Results - Pets!•  [B:IR9D_^    –  (@9=IB:IR9OJFG@8BFK8I<LCCRC8J•  %P;`[X[Dm6`nf    –  "8:HFBAFU[X[Q:JF=m7`i6    –  0...
FB Ad Results – Actors/Models!•  [B:IR9D3f      –  (@9=IB:IR9OJFG@8BFK8I<LCCRC8J•  %P;`[X[Dm6`3^      –  "8:HFBAFU[X[Q:JF=...
FB Ad Results - Couples!•  [B:IR9Dl•  %P;`[X[Dm7`nl•  ]KJ;C=    –  "8:HFBIFEmi•  &:RC9D6•  0EHA:eCJQF9CJ@8?C9KB=9    –  !C...
Google Adwords!•  &FK8I<!F=CDlO5l•  $<?CCJ:NC?C8==<CACJFJ9BF8J:8;@8   [FEH@8[@8=C9=<@ACEF;C   –  XC=9   –  %I=@?9Z(@JCB9  ...
Google Adwords Results - Pets!•  [B:IR9VQC>@?ClO5nWD6•  [B:IR9VFoC?lO5nWDi   –  0EHA:eFH@8D)CP:9CJ%J[@EG@8lO5n   –  0EHA:e...
Google Adwords Results – !Actors/Models!•  [B:IR9VQC>@?ClO5nWD6•  [B:IR9VFoC?lO5nWD5    –  0EHA:eFH@8D)CP:9CJ%J[@EG@8lO5n ...
Google Adwords Results -couples!•  [B:IR9VQC>@?ClO5nWD6•  [B:IR9VFoC?lO5nWD3    –  0EHA:eFH@8D)CP:9CJ%J[@EG@8lO5n    –  0E...
Results : Facebook!5aCCRXC?:@J,KAQC?@>>F89     ]F9CB:8C        57i                                                        ...
Key Metrics Dashboard! Channel                   "       "       "       "       "       "           "       " Clicks!•   ...
Key Learnings![1%,,+&.•  $L:SC?:9FQFJEBFIC=@<F?J9CBB•  .<@KBJ<FPC>@IK9CJ@8$KAQB?:89=CFJ@>$L:SC?•  @?KA9F?CF<@=QCJ>@??CFI<:...
And The Winner Is…!
Social Media Project 2
Social Media Project 2
Social Media Project 2
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Social Media Project 2

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Another social media group presentation we gave in my Digital Marketing class during my spring semester 2011 at NYU.

We set up a social media campaign on a topic/business we were involved in, in this case a friend's photography business, monitored metrics, learned, adjusted our strategies, and presented what was done and what was learned.

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Social Media Project 2

  1. 1. !"#$%&()*+%,%-&.&%-)(&)%,%#&-$/&%+&-%,%0/)(&%+)*1!%,%)*11)&%2)32&.&*% !"#"$%&(%)*+$",#-.$)%$+#/$0$1+(%2-(%/345677
  2. 2. We started with!listening!•  "89:;<=9>?@AB:9=C8:8;D –  (@9=@=<C?E<@=@;?FE<C?9F?C=?G:8;=@;C=8@HICJ=<?@K;<B@LE?:ICM E@:8=@NC?:8;9OJ:9I@K8==GECA@JCB9=@;F:8FLF?C8C99 –  !CPFBKC9=<CQ?F8J –  ,CCJCJ=@I@ACKEL:=<FLFG=@Q?CFR=<?@K;<=<CIBKSC?L:=<@K= I@AE?@A:9:8;Q?F8J:AF;C•  !CI:9:@89QF9CJ@8B:9=C8:8;D –  !?:P:8;>@?IC@>=<CE?@;?FAL@KBJQCQF9CJ@8F$)T+PFBKCM CUI<F8;CQC=LCC8=<CQ?F8JF8JIK9=@AC?9VIK??C8=F8JE@=C8HFBW
  3. 3. The Offer!
  4. 4. Campaign Objectives!•  X?:AF?GD%IYK:9:H@8Z[@8PC?9:@8 –  "8I?CF9CFLF?C8C99@>X.XF9FQ?F8J=<?@K;<=<C9LCCE9=FRC9 –  !?:PCFIYK:9:H@8@>8CLIK9=@AC?94=<?@K;<FICQ@@R•  .CI@8JF?GD)C=C8H@8Z+8;F;CAC8= –  !?:PC>K?=<C?C8;F;CAC8=FA@8;9=IK??C8=>F89=@IFE=K?C>K?=<C? 9<F?C@><CF?=F8JA:8J
  5. 5. Campaign Goals/ KPIs!•  FICQ@@R&:RC9 –  ]F9CB:8CD57^ –  ,CL;@FBD366•  FICQ@@R+8;F;CAC8=M[@AAC8=9F8J"8=C?FIH@89 –  ]F9CB:8CD_I@AAC8=9CPC?G=L@LCCR9 –  ,CL;@FBD566I@AAC8=9@PC?=<C=L@LCCRE?@A@EC?:@J
  6. 6. Campaign Toolkit!
  7. 7. Channel!Roadmap! X%"!(+!"% +2X+)"(+,$%&
  8. 8. Creative Brief!245%678%98%:6;<=>?%:5@%,CL/@?RC?9:8=<C3Q@?@K;<9L<@L:BBI@AC=@FJA:?CXFA’9@L8K8:YKCE<@=@;?FE<:II<F?A`$<CGF?CI@KEBC94:8J:P:JKFB94FI=@?94@?A@JCB9L<@<FPCF8F?I:99:9HI9:JC=@=<CA`1@LCPC?4FI=@?9F8JA@JCB9F?CFIHPCBGB@@R:8;>@?4@?I@89=F8=BG:8=C?C9=CJ:848CLE<@=@;?FE<C?9>@?E?@>C99:@8FBEK?E@9C9`$<CG F?C FB9@ EC= @L8C?9 L<@ F?C E?@KJ EC= EF?C8=9 F8J F?C B@@R:8;4 @? F?C :8=C?C9=CJ :84 IFE=K?:8; FA@AC8=:8HACL:=<=<C:?EC=`246:%678%:48A%B5=>?@%$<CGF?C?C9CF?I<:8;@8B:8C@?FIHPCBGFLF?C@>@EE@?=K8:HC9>@?FN@?JFQBC4E?@>C99:@8FBE<@=@;?FE<C?9:8,/[P:F9CF?I<@?9@I:FBI<F88CB9`%B9@4=<CGAFGQCFB?CFJGFJA:?:8;XFA’9E<@=@;?FE<G@8<C?LCQ9:=C@?:8<C?9@I:FB8C=L@?R9`246:%678%:48A%:4=><=>?@%[@KEBC9O"8J:P:JKFB9OXC=0L8C?9D a@KBJ8’=:=QC;?CF==@=?G@K=F?CFBE?@>C99:@8FBE<@=@9<@@=9@=<F="IF8<FPCE:I9=<F=IFE=K?C@K?B@PCOACOAGFJ@?FQBCEC=` %I=@?9OA@JCB9D "bAFBLFG9B@@R:8;>@?8CLFN@?JFQBCE<@=@;?FE<C?9=@KEJF=CAG<CFJ9<@=E@?c@B:@`
  9. 9. Creative Brief!246:%678%98%C75D=E=>?@%a:8 F >?CC4 E?@>C99:@8FB E<@=@ 9<@@= L:=< XFA L<C8 G@K &:RC F8J EF?HI:EF=C :8 =<C IFEH@8I@8=C9=`246:%B5%98%96>:%:48D%:5%B5@%$@FJA:?CF8J=<C8C8;F;CL:=<L<F=CPC?9ECFR9=@=<CA:8XFA’9E<@=@9`!59%9=;;%98%EFCC57:%=:@%X?@A@=C=<CI@8=C9=:8>@?KA94@8[?F:;9B:9=4K9:8;]Z#@@;BC%J94F8J=@>@BB@LC?9Z8@8M>@BB@LC?9@8@K?@=<C?9@I:FBACJ:FEBFc@?A9=@J?:PC=?FdI=@@K?]I@8=C9=BF8J:8;EF;C`
  10. 10. Need States -!
  11. 11. Need States -!
  12. 12. Need States -!
  13. 13. Message Matrix!
  14. 14. The Main Offer! +!The Landing Page
  15. 15. Advocate + WOM
  16. 16. Classic Social Media
  17. 17. Twitter – Content Strategy!+:6>B67B%D8EE6?8%=>J=K>?%:48D%:5%L5=>%:48%H6CK5>%H5>:8E:% &G6H48B%C=H:F78E%:5%E459%#6DIE%957<% % MD8>K5>%C85C;8%:5%E:67:%H5>J87E6K5>% C6DIE%78?F;67%C45:5%:988:E%
  18. 18. Twitter – Optimization! %88@K8ICJ TEbCJ=<C (:8:A:eCJ =<C >?CYKC8IG =<C9FBC9 I@AECHH@8 @>=LCC=9 E:=I<
  19. 19. Results : Twitter!•  5aCCRXC?:@J•  ,KAQC?@>>@BB@LC?9 ]F9CB:8C _f +8J)C9KB= 77f•  33g"8I?CF9C:8>@BB@LC?9•  +N@?=9=@;F:8>@BB@LC?9 –  @BB@LCJEC@EBC=<F=>@BB@L,CL/@?RXC=9OaCJJ:8;OX@?=?F:=9 X<@=@;?FE<C? –  @BB@LCJEC@EBCh8CF?K9bL:=<=LCC=99KI<F9hC8;F;CJb4hFKJ:H@8b4hJ@; ?K8bC=I %
  20. 20. Tumblr!•  .KEE@?=EBFc@?A>@? FICQ@@R<KQ•  "8:HFB@BB@LC?9D^i•  :8FB@BB@LC?9D767•  [B:IR9=@]D76
  21. 21. Experimental! Media
  22. 22. forums!•  +N@?=9D •  .CF?I<>@?>@?KA99KI<F9EC=b9>@?KA94LCJJ:8;>@?KA94FI=@?O A@JCB>@?KAF8JA@Ab9>@?KA •  "8=C??KE==<CI@8PC?9FH@8=@:8=?@JKICXFAF9FE<@=@;?FE<C? F8J:8P:=C=<CA=@j@:8=<CIFEH@8I@8=C9= •  k@:8J:9IK99:@8@877>@?KA9•  :8FB)C9KB=9D77IB:IRM=<?@K;<>?@Al>@?KA9
  23. 23. forums – content strategy!
  24. 24. Craigslist!
  25. 25. Model Mayhem!
  26. 26. Results : Experimental media!•  5aCCRXC?:@J•  .@K?IC9 –  @?KA9VaCJJ:8;]CC4[@AAK8:=GXC@EBCXC=94(@JCB(FG<CAW –  [?F:;9B:9=•  )CE?C9C8=CJFQ@K=3g@>=<CIB:IR9•  1F?J=@ACF9K?CI@8PC?9:@8>?@ACUEC?:AC8=FBACJ:F %
  27. 27. Paid Media
  28. 28. Facebook Ads!•  &FK8I<!F=CDlO5f•  $<?CCJ:NC?C8==<CACJFJ9BF8J:8; @8[FEH@8[@8=C9=<@ACEF;C –  XC=9 –  %I=@?9Z(@JCB9 –  [@KEBC9•  &F9C?=F?;C=CJQF9CJ@8B@IFH@84 F;C4?CBFH@89<:E9=F=K94B:RC9Z :8=C?C9=94F8JI@88CIH@89•  "8:HFBJF:BGQKJ;C=IFEEC?FJmiMm^
  29. 29. FB Ad Results - Pets!•  [B:IR9D_^ –  (@9=IB:IR9OJFG@8BFK8I<LCCRC8J•  %P;`[X[Dm6`nf –  "8:HFBAFU[X[Q:JF=m7`i6 –  0EHA:eCJQF9CJ@8?C9KB=94B@LC?CJAFUQ:J =@m7•  ]KJ;C= –  "8:HFBIFEm^ –  0EHA:eCJQF9CJ@8?C9KB=94B@LC?CJ=@mn•  &:RC9Dlf•  [@8PC?9:@8)F=CD3l`lg
  30. 30. FB Ad Results – Actors/Models!•  [B:IR9D3f –  (@9=IB:IR9OJFG@8BFK8I<LCCRC8J•  %P;`[X[Dm6`3^ –  "8:HFBAFU[X[Q:JF=m7`36 –  0EHA:eCJQF9CJ@8?C9KB=94B@LC?CJAFU Q:J=@m7•  ]KJ;C= –  "8:HFBIFEmi –  0EHA:eCJQF9CJ@8?C9KB=94B@LC?CJ=@ml•  &:RC9D5f•  [@8PC?9:@8)F=CDlf`lg
  31. 31. FB Ad Results - Couples!•  [B:IR9Dl•  %P;`[X[Dm7`nl•  ]KJ;C= –  "8:HFBIFEmi•  &:RC9D6•  0EHA:eCJQF9CJ@8?C9KB=9 –  !CBC=CJ@8lO5n
  32. 32. Google Adwords!•  &FK8I<!F=CDlO5l•  $<?CCJ:NC?C8==<CACJFJ9BF8J:8;@8 [FEH@8[@8=C9=<@ACEF;C –  XC=9 –  %I=@?9Z(@JCB9 –  [@KEBC9•  #C@M=F?;C=CJFJ99C?PCJ@89CF?I< 8C=L@?R@8BG=@=<C,CL/@?RF?CF•  "8:HFBJF:BGQKJ;C=IFE>@?!"##!FJ;?@KE9 m53
  33. 33. Google Adwords Results - Pets!•  [B:IR9VQC>@?ClO5nWD6•  [B:IR9VFoC?lO5nWDi –  0EHA:eFH@8D)CP:9CJ%J[@EG@8lO5n –  0EHA:eFH@8D%JJCJi^8CL*a9VQF9C75W•  %P;`[X[Dm7`_^ –  0EHA:eFH@8D)F:9CJAFU[X[Q:J=@m3`66 JKC=@B@LYKFB:=G9I@?C>@?<:;<P@BKAC ;C8C?:I*a9•  [@8PC?9:@89D6
  34. 34. Google Adwords Results – !Actors/Models!•  [B:IR9VQC>@?ClO5nWD6•  [B:IR9VFoC?lO5nWD5 –  0EHA:eFH@8D)CP:9CJ%J[@EG@8lO5n –  0EHA:eFH@8D%JJCJ76^8CL*a9VQF9C75W•  %P;`[X[Dm7`in –  0EHA:eFH@8D)F:9CJAFU[X[Q:J=@m3`66 JKC=@B@LYKFB:=G9I@?C>@?<:;<P@BKAC ;C8C?:I*a9•  [@8PC?9:@89D6
  35. 35. Google Adwords Results -couples!•  [B:IR9VQC>@?ClO5nWD6•  [B:IR9VFoC?lO5nWD3 –  0EHA:eFH@8D)CP:9CJ%J[@EG@8lO5n –  0EHA:eFH@8D%JJCJ75l8CL*a9VQF9C76W•  %P;`[X[Dm7`i5 –  )F:9CJAFU[X[Q:J=@m3`66JKC=@B@L YKFB:=G9I@?C>@?<:;<P@BKAC;C8C?:I*a9•  [@8PC?9:@89D6
  36. 36. Results : Facebook!5aCCRXC?:@J,KAQC?@>>F89 ]F9CB:8C 57i +8J)C9KB= f7lllg:8I?CF9C:8>F89 %.@I:FB(CJ:FO+UEC?:AC8=FBf7g XF:Jn^g [@9=EC?IK9=@AC?FIYK:9:H@8 m7`57 NON%5:6;%P5DD8>:E% l6 f3 &FK8I<@>[FAEF:;8 +8J@>[FAEF:;8 f6 X:IRCJKE=?FIH@8 &FK8I<]%J9 53 56 73 76 3 6 7^M%E? 56M%E? 57M%E? 55M%E? 5fM%E? 5lM%E? 53M%E? 5nM%E? 5_M%E? 5iM%E? 5^M%E? f6M%E? 7M(FG
  37. 37. Key Metrics Dashboard! Channel " " " " " " " " Clicks!•  FICQ@@R QRN%•  !:?CI= NSR%•  @?KA9 NN%•  $KAQB? NT%•  [?F:;9B:9= NS%•  $L:SC? NU%•  0=<C?9 UQ% Total" " " " " " " " " " 548! W6H8X55<% $@=FB,CL&:RC9p^n%9=G87%OV% RRV% $@=FBT8:YKC[@AAC8=C?9p5_% ":487E% % NNV% W57FDE%OV% 3=78H:%%ORV% FDX;7%QV%P76=?E;=E:% 0;KD6:8%P5>J87E=5>%Y6:8%Z%QSV% OV%
  38. 38. Key Learnings![1%,,+&.•  $L:SC?:9FQFJEBFIC=@<F?J9CBB•  .<@KBJ<FPC>@IK9CJ@8$KAQB?:89=CFJ@>$L:SC?•  @?KA9F?CF<@=QCJ>@??CFI<:8;FEF99:@8F=CFKJ:C8IC•  XF:J9CF?I<:98@=F9K:=FQBCACJ:KA>@?=<:99@?=@>@NC?0q+)%&&•  %S?:QKH@8:9J:dIKB=L:=<@K=F=@@BB:RC0A8:=K?C•  r!:NC?C8==F?;C=99<@KBJQC?CFI<CJ@EHAFBBG=<?@K;< J:NC?C8=I<F88CB9
  39. 39. And The Winner Is…!

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