Integrated social media marketing campaigns concept


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  • Your brand is not defined by you Edelman trust baramoter
  • Your brand is not defined by you Edelman trust baramoter
  • Research Phase
  • Ask not what the community can do for you, but what you can do for the community, my apologies to JFK
  • Scott Abelman and some friends decorated hos fried Walt’s Jaguar with 14,000 post it notes in 2006 It became an online phenomenon
  • Scott Abelman and some friends decorated hos fried Walt’s Jaguar with 14,000 post it notes in 2006 It became an online phenomenon
  • Scott Abelman and some friends decorated hos fried Walt’s Jaguar with 14,000 post it notes in 2006 It became an online phenomenon
  • We’ll Cover each of these in detail and the tools you can use to get at each one Traffic, downloads, views, mentions Conversation index, tonality, relationship measurement Financial cost analysis to other tools, revenue, subscribers, funds raised, books sold, click throughs
  • Integrated social media marketing campaigns concept

    1. 1. Integrated Social Media Campaigns Kami Watson Huyse, APR “ Integration ” by Certified Su, Flickr
    2. 2. The Evolution of Mass Communication
    3. 3. Social Media: <ul><li>Powerful tools + Easy to use = </li></ul><ul><li>Everyone can create content </li></ul>
    4. 4. Social Anthropology
    5. 5. Listen (Research) <ul><li>Free tools: Technorati, Google Blogs, RSS feeds loaded into Google Reader, FeedDemon, etc. </li></ul><ul><li>Paid Tools: Radian 6, DIY Dashboard and others </li></ul>
    6. 6. Participate (Planning) <ul><li>Join </li></ul><ul><li>Comment </li></ul><ul><li>Cross link </li></ul><ul><li>Build relationships </li></ul>
    7. 7. Contribute (Implement) <ul><li>Content </li></ul><ul><li>Values/Culture </li></ul><ul><li>Experiences </li></ul><ul><li>Resources </li></ul>
    8. 11. <ul><li>“ This Target ad is senselessly subversive on so many levels that it begs pointing out this article in the U.K. Telegraph headlined, Girls Being Brainwashed to Be Promiscuous featuring Carol Platt Liebau’s new book about how our sex-obsessed culture damages girls.” </li></ul><ul><li>Amy Jussel, Founder Executive Director, Shaping Youth </li></ul>
    9. 12. Off Target <ul><li>Target’s e-mail response: </li></ul><ul><li>“ Unfortunately we are unable to respond to your inquiry because Target does not participate with nontraditional media outlets. This practice is in place to allow us to focus on publications that reach our core guest.” </li></ul>
    10. 13. Social Etiquette <ul><li>1. Transparency </li></ul><ul><li>2. Privacy </li></ul><ul><li>3. Disclosure </li></ul><ul><li>4. Truthfulness </li></ul><ul><li>5. Credit </li></ul>David Scott Meerman, The New Rules of Marketing and PR
    11. 14. GOAL POST
    12. 16. P eople Image by Samantha Campbell, Flickr
    13. 17. Communities <ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>LinkedIn </li></ul><ul><li>Forums </li></ul><ul><li>Ning </li></ul><ul><li>BlogHer </li></ul><ul><li>Specialized </li></ul>
    14. 18. Technographics Technographics, from Groundswell,
    15. 19. The Long Tail Chris Anderson, “The Long Tail”
    16. 20. The Short Tail of Influence Hugh McLeod
    17. 21. Finding Influentials <ul><li>AllTop Blogs </li></ul><ul><li>Top Blog Lists </li></ul><ul><li>Twitterholic </li></ul><ul><li>Technorati Authority </li></ul><ul><li>aideRSS </li></ul><ul><li>Blogrolls </li></ul><ul><li>Analyzing links </li></ul>
    18. 22. O bjectives
    19. 23. S trategies
    20. 24. Common Strategies <ul><li>Thought leadership </li></ul><ul><li>Find-ability </li></ul><ul><li>Exclusive Access </li></ul><ul><li>Provide Resources </li></ul><ul><li>Entertain </li></ul>
    21. 25. T actics Image by Brian Solis,, Flickr
    22. 27. The Blog
    23. 30. Social Outreach
    24. 31. NetSol Goals <ul><ul><li>Address and improve Network Solutions negative online reputation </li></ul></ul><ul><ul><li>Improving and building lasting relationships with the developer and design communities </li></ul></ul><ul><ul><li>Better serve unhappy customers that choose to vent online with the goal of retaining them as customers when possible, and if not, leaving them with a positive impression </li></ul></ul><ul><ul><li>Enhancing and develop the new Network Solutions brand in online communities </li></ul></ul>
    25. 32. NetSol People <ul><li>Web-savvy developers and designers who serve primarily small businesses </li></ul>
    26. 33. NetSol Objectives <ul><li>To reduce negative tone of comments and increase positive comments by more than 10 percent by the end of 2008 </li></ul>
    27. 34. NetSol Strategies <ul><li>To listen and respond to customer complaints </li></ul><ul><li>To reach out to critics of the company </li></ul><ul><li>To contribute to the community with value-added services and resources </li></ul>
    28. 35. NetSol Tactics <ul><li>Solutions are Power : Network Solutions official blog </li></ul><ul><li>  Twitter : netsolcares team listens and responds to customers backed up by a customer service SWOT team. </li></ul><ul><li>Ideas are Power: Allow customers to submit, vote and talk about their ideas. </li></ul><ul><li>My Solution Spot : MySolutionSpot is a Facebook-like professional networking Web site. </li></ul><ul><li>Facebook </li></ul><ul><li>Solutions Stars Video Conference –October 29, 2008. </li></ul>
    29. 36. NetSol Evaluation <ul><li>Since June 2008, there has been a 10 percent drop in negative comments and posts </li></ul><ul><li>Since June 2008, there has been a 22 percent increase in positive mentions </li></ul><ul><li>32 influential web design and social media stars participated in the professional development video </li></ul><ul><li>A advisory board of web designers and developers is currently being recruited </li></ul>
    30. 37. Other Common Tactics <ul><li>Viral video </li></ul><ul><li>Specialized communities </li></ul><ul><li>Advisory groups </li></ul><ul><li>Ratings tools </li></ul><ul><li>Existing communities </li></ul><ul><li>The tie in </li></ul><ul><li>The event </li></ul>
    31. 38. Tie In: Mentos and Diet Coke Photos by Robert Price and Gizmodo
    32. 39. The Results <ul><li>“ Who would have guessed that Mentos sales would go up 15 to 20%, that traffic to would double, and that we'd be doing Diet Coke & Mentos twenty-four hours a day, seven days a week! Now the friendly folks at Coke and Mentos provide us with the soda and candy for our new projects, which is great since we've been through almost 4,000 bottles of Diet Coke and over 24,000 Mentos so far.” – Eppy Bird </li></ul>
    33. 40. Tactical Ethics <ul><li>Astroturfing </li></ul><ul><li>Misrepresentation </li></ul><ul><li>Intellectual Property </li></ul>
    34. 41. The Post-It Note Prank
    35. 42. The 3M Copycat Photos by Scott Abelman
    36. 43. It Might Be Legal, But… “ Oh my, it doesn't die. Links to some sites discussing 3M's marketing misstep…Now as a marketer, I'm sort of feeling sorry for those guys. Lesson learned. Don't mess with social media unless you know what you're doing. ” – Scott Abelman VG (Norway) Noticias Automotivas (Brasil) Pocacola (Italy) Hans-Wurst (Germany) binte (Germany) Deu Vos Guard (Spain) Outono (Spain) La Gatera Digital (Spain) Think Wasabi (Spain) Caradisiac (France) Le Blog Auto (France) Gigazine (Japan) 秋元 ( Japan) Metrashka (Singapore) SPBCar (Russia) Kadriks (Sweden) Londonist (England) Veloce Automotive News (England) Info Overload (Scotland) Damien Mulley (Ireland) A Welsh View (Wales) TBIT (Canada) AJQKW (Chinese) Autoblog (Chinese) Limk (Turkey) Jaggle (Netherlands) ExoticsOnRoad (Netherlands) VK Mag (Netherlands) Autoblog (Netherlands) Yahoo! Pick of the Day Dave Barry’s Blog Digg Home Page Autoblog BoingBoing Minneapolis Star Tribune Free Thought Forum Her Media Conversation Agent (a good read!) and more... Drivers Drive Good Magazine EBaumsWorld Eponymous NeatORama Daily Buzzer UneasySilence The Blog Dark Roasted Blend Dream Chaser The Car Showroom Beyond Cars Gangstas & Hugs Skoopy Clipmarks StumbleUpon Public Forum My Single Mom Life Euro RSCG 4D About Miche Elkit in Wonderland Boboroshi Tweedler Tihea The Daily Drip Eszter's Tony Rocha Post-it Notes Rock Blog David Thompson The Finer Things Vault The Cash Box Inspire: Unexpectedly Bart! : FlickrCentral Flickr Top-V Admin's Blog Flickr Blog Between 0 and 1 All About Content: 3M Carjacks The Post-it Note Jaguar Popular Photography The Consumerist MicroExplosion Media AdRants The Worst SEO Blog Ever Can someone please explain...? Autoblog (again) A Photo Editor What's Next Blog Aper(cul)ture AutoENews UK Dorkaliciou5 Ogilvy PR molt:n core Social Media Revolution The New Marketing Wheels Weekly WOMMA WebInkNow
    37. 44. The Event
    38. 45. Objectives <ul><li>Launch of roller coaster/water ride, Journey to Atlantis </li></ul><ul><li>Build relationships with the online coaster community </li></ul><ul><li>Build awareness for the early opening of Journey to Atlantis </li></ul><ul><li>Drive visitation to SeaWorld San Antonio by pass holders to try Journey to Atlantis </li></ul>
    39. 46. JTA Strategies <ul><li>Provide information </li></ul><ul><li>Make assests available to coaster enthusiasts </li></ul><ul><li>Build long-term relationships with coaster enthusiast influentials </li></ul>
    40. 47. JTA Tactics <ul><li>Launch a purpose-built, multi-media web site to highlight the coaster </li></ul><ul><li>Outreach through Flickr, YouTube and Veoh to provide assets to coaster enthusiasts </li></ul><ul><li>Build relationships with a short list of coaster enthusiasts with influential web sites, blogs, podcasts and videocasts </li></ul><ul><li>Invite the American Coaster Enthusiasts to be VIP partners in opening the ride </li></ul>
    41. 48. Triad of Measurement (Evaluation)
    42. 49. JTA Results: Interest <ul><li>The Website received 78,264 visits and 170,644 page views from May through August 2007. </li></ul><ul><li>The YouTube videos have received 165,335 to date with the favorite being the virtual ride video with 74,748 views to date. </li></ul><ul><li>  Flickr photos have been viewed 102,101 times to date. </li></ul><ul><li>Of the initial 22 sites identified, 12 covered the ride, including, which was a high-value since its reach was target audience Theme Park Insider . </li></ul><ul><li>The campaign received 50 links from unique Web sites, 30 of which were from coaster enthusiast sites. </li></ul>
    43. 50. JTA Results: Attitudes <ul><li>The coverage was largely positive in tone, with some expected negativity about ride intensity </li></ul><ul><li>The American Coaster Enthusiasts group brought 30 of its members to ride Journey to Atlantis on media day. </li></ul><ul><li>These riders later left positive comments on YouTube videos </li></ul><ul><li>ACE invited SeaWorld San Antonio to attend its annual meeting in 2008 </li></ul><ul><li>Robert Niles, Theme Park Insider </li></ul>
    44. 51. JTA Results: Actions <ul><li>In guest exit surveys, more said they were made aware of the new coaster from the Internet than from television. </li></ul><ul><li>With a budget of $44,000, the overall cost per impression for the social media campaign was $0.22 versus $1.00 for television. </li></ul><ul><li>Using the survey to determine who came to ride Journey to Atlantis and also heard about it on the Internet, it was estimated that the visitors who were impacted by the project represented over $2.6 million in revenue. </li></ul>Link to Full Case Study:
    45. 52. Super Six Steps to Measurement <ul><li>Set your objectives </li></ul><ul><li>Define your stakeholders </li></ul><ul><li>Determine which metrics to use </li></ul><ul><li>Benchmark against yourself over time or your competition </li></ul><ul><li>Pick your measurement tool/technology </li></ul><ul><li>Analyze the results and start over </li></ul><ul><li>by Katie Paine </li></ul>
    46. 53. Free Measurement Tools <ul><li>Technorati (number of links, “authority”) </li></ul><ul><li> (quality and type of coverage) </li></ul><ul><li>Google Analytics (site statistics) </li></ul><ul><li>Veoh (video views on all platforms) </li></ul><ul><li>Flickr (photo views) </li></ul><ul><li>Feedburner (subscribers) </li></ul><ul><li>Google Blog Search (Poor man’s clipping service) </li></ul><ul><li>Yahoo Pipes (manage RSS) </li></ul><ul><li>Compete , Alexa (traffic) </li></ul><ul><li>Quantcast (ratings and demographics) </li></ul>
    47. 54. Paid Measurement Tools <ul><li>The DIY Dashboard ( link ) </li></ul><ul><li>Radian6 ( link ) </li></ul><ul><li>BuzzLogic ( link ) </li></ul><ul><li>Jeremiah’s List ( link ) </li></ul>
    48. 55. More Measurement Resources <ul><li>Kami’s Measurement Tag </li></ul><ul><li>Jeremiah’s list of monitoring tools </li></ul><ul><li>Free and Low-Cost Ways to Measure </li></ul><ul><li>Book: Measuring Public Relationships , Katie Paine </li></ul><ul><li>Calculating the ROI of Blogging , Charlene Li </li></ul><ul><li>Constantin Basturea’s ROI tag </li></ul><ul><li>Jeremiah Owyang’s Social Media Tag </li></ul><ul><li>Trinity of Analytics , Avinash Kaushik </li></ul><ul><li>Institute for Public Relations , Measurement </li></ul>
    49. 56. Resources <ul><li> </li></ul>
    50. 57. <ul><li>Kami Watson Huyse, APR </li></ul><ul><li>Phone: (713) 568-5750 </li></ul><ul><li>E-mail: [email_address] </li></ul><ul><li>Blog: Communication Overtones </li></ul><ul><li>Web site: </li></ul>