How social media is crucial for an Integrated Campaign
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Why Integrated? Context: With all major social media channels becoming content publishers, the organic growth of any form of content is becoming limited. Users are more finicky Its a highly cluttered with grocery shops and grandmas having social media presence Case Study: We would share a case study on how to plan an integrated campaign, using multiple tools like PR, social media, digital and marcomm The approach, thought processes behind etc.
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How social media is crucial for an Integrated Campaign
- 1. Why social is key to integrated?
- 2. 5 core objectives of any integrated campaign… Reach (amplified) Targeted Engagement Cost-effective Measurable xavier@businesshubindia.in
- 3. 5 most viewed videos & highest grossing movies of all time… Ganganam Style – Psy – 225+ million views Baby – Justin Bieber – 114 million views Dark Horse – Kate Perry – 84 million views Party Rock Anthem – LMFAO – 82.4 million views Love the way you lie – Eminem (Rihanna) – 81.6 million views Avtar - 500 million views Titanic – 400 million views The Avengers – 276 million views Harry Potter and the Dealthly Hollows Part 2 – 244 mn views Frozen – 232 million views
- 4. Social if you get it right gets you the widest reach possible. xavier@businesshubindia.in
- 5. Social allows you to… Talk one to one Talk and respond real-time Be fresh, trendy In some cases even deliver or do closure real-time Tell me one more medium or channel that can do all of these and if these are not going to drive engagement, what else will? xavier@businesshubindia.in
- 6. Targeted… Google: Adwords, Retargeting, Cookies, Goal Conversions Facebook: Responder demographics, Age wise ad display, conversion pixels, video actions Linkedin: Seniority, functions, Social and digital by nature allow for the most accurate targeting possible across channels with less spillover xavier@businesshubindia.in
- 7. Cost –effective (Ah!- this one is a no-brainer) How much does it cost to do a viral video? How much does it cost to do an infographic? How much does it cost to a designer post or update? Ofcourse, with most platforms turning content publishers, social is not free and is increasingly expensive. But even with all of that it still is the most cost-effective option around by miles. Budget (INR) Age Age set working well Gender Location Interests Estimate d Reach Reach Photo clicks Post Likes Total Actions From Mobile Cost/ Like CTR (indusry standard 2-3%) CPM (is 420) 200 24-55 25-34 (male) All Bangalor e Social/ digital 1500- 3900 808 14 59 72 63 3.29 6.01% 197300 24-55 25-34 (male) All Bangalor e DO 2200- 5700 1782 31 65 79 77
- 8. Measurement… Measure clikcs, clickthroughs and even post CTR action Know geography, time, which was of interest, how long you stayed, where did you go thereafter etc.? Mine for even deeper metrics like which sex, what age group Do far more pattern building real-time Another no-brainer – social/digital is among the most measurable channels and platforms. xavier@businesshubindia.in
- 9. Why integrated? – the big bang question… We believe and everyone we know and follow is shouting from the rooftop and their blogs that “Integrated” is the way to communicate, reach and engage today Integrated allows for amplification, reach, message consistency and higher RoI xavier@businesshubindia.in
- 10. Shoot questions from your hip or wherever else. @xavierprabhu xavier@businesshubindia.in xavier@businesshubindia.in