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Foundations of a successful campaign

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Webivia
Webivia

This document provides guidance on developing a successful social media marketing campaign. It discusses defining success both financially and through metrics like website traffic and brand awareness. Sample social media posts and strategies for platforms like Facebook, Twitter, LinkedIn and Pinterest are presented. The importance of measuring campaign results and integrating social media with the company website is emphasized. Overall strategies covered include developing content, growing followers, tracking analytics and standing out among competitors through innovative tactics.

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Foundation of a successful campaign Social Media Marketing
What is Success ? $ $$ financial action reaction non-financial financial impact investment impact • Website visitors • Click Through • Retweets • Followers or Fans • Visitors to store • Complaints or reviews
Typical social media language Direct Mail Person/List ReTweet/Forward “Private” DM @stew_b, RT if you’re looking for great organic chinese food #sanramon, try http://tiny.treasure . The flaming swordfish can also be found at #walmart. #in #fb hashtag Crosspost to Linkedin and Facebook Search #idol #thevoice #sanramon #measure123
The playing field March 5, San Ramon Patch
• National organization The challenge • Full complement of Social Media Tools • Website has appropriate SEO/Metadata • is not 14 pages, but >500 pages
Example 2 of 3 We need to stand out from the clutter, and not add to the already busy barrage of emails sent to our clients March 9, WSJ Business
Example 3 of 3
Social Media Marketing does it help? Visibility Be a mentor Brand yourself as a resource Improve sales Easily get speaking gigs Develop better ideas Build a community Network faster Decrease time to conversion Find partners Highlight your products/services Get answers Find new clients Create a resource depository Hang out with influencers Research Tell your company’s story Better hires
Top reasons to Social Media better measurements
Which App?
$ $$ financial action reaction non-financial financial impact investment impact Links Weekly Craft Tip of the Highlight week ProBono Work in community Social media
Example of an innovative Facebook Campaign Results • Brand awareness targeting women between 20 and 50 • 620% increase in referring page views • 52% increase in branded search Tactics • Facebook Ads • Google Ads • TV Ads • Deployed Point of Sale terminals for consumer engagement • Prize was a trek trip to Indonesia’s volcano with a full production crew • Blog entries by winner every day she was there
Where do we start? Sites Links Tools Team Website Chamber listing dlvr.it IT Pro Facebook Bus. Google Places Google Alerts Writer Linkedin Bing Business Google Adwords SMM G. Analytics Sites Links Tools Team Blog Yahoo Business Crowdbooster Graphics Twitter Yelp ZooShia Photographer Specialty List Facebook Ads
Sites Links Tools Team Website Website Chamber listing dlvr.it IT Pro Facebook Bus. Google Places Google Alerts Writer Linkedin Bing Business Google Adwords SMM G. Analytics • Meta Data Title • Adequate Content Page Link Description • Appropriate Images IMG_2107.JPG vs Daycare-safety-procedure.jpg • Submit sitemaps to Google and Bing • Inbound Links & Social Media mentions
March 30 - Facebook Timeline for Business Work with your graphics person, rethink your landing page, work on your apps.
Why use Facebook Business? • Main difference – Business pages are indexed, unlike personal profiles • High user traffic • Great interaction – like, share, comment • Great integration with your website • A word of caution - you don’t own your facebook page. A facebook page should always work in conjunction with your website, not a replacement
Facebook Website Integration 500 friends
Linkedin • Get a nice URL - linkedin.com/in/yourname http://www.linkedin.com/pub/name/b/376/a7b • Your profile should be 100% * • Use niche words (keywords) in profile • Update your status/profile regularly • Answer questions, ask questions • Join in group discussions • Grow contacts • Use Linkedin widgets • *Give and get recommendations
Profile with keywords
Search for yourself!
How to rank higher? • Headline • Current Work Experience • Past Work Experience • Summary • Specialties
Your online presence Sites Links Tools Team Website Chamber listing dlvr.it IT Pro Facebook Bus. Google Places Google Alerts Writer Linkedin Bing Business Google Adwords SMM G. Analytics Sites Links Tools Team Blog Yahoo Business Crowdbooster Graphics Twitter Yelp ZooShia Photographer Specialty List Facebook Ads
Sites Links Tools Team Links & Mentions Website Chamber listing dlvr.it IT Pro Facebook Bus. Google Places Google Alerts Writer Linkedin Bing Business Google Adwords SMM G. Analytics Domain Authority Factors Domain: http://www.sanramon.org
Recommended Links • San Ramon Chamber • Shop San Ramon First • Google Places • Bing Business • Merchant Circle • RelyLocal (disclaimer - we operate this)
Sites Links Tools Team Domain Authority Website Chamber listing dlvr.it IT Pro Facebook Bus. Google Places Google Alerts Writer Linkedin Bing Business Google Adwords SMM G. Analytics
Inbound Links Chamber website offers GREAT links back to your website Every page can be Indexed!
Sites Links Tools Team Website Chamber listing dlvr.it IT Pro Facebook Bus. Google Places Google Alerts Writer Linkedin Bing Business Google Adwords SMM G. Analytics
Sites Links Tools Team Bing Business Website Chamber listing dlvr.it IT Pro Facebook Bus. Google Places Google Alerts Writer Portal BETA Linkedin Bing Business Google Adwords SMM G. Analytics
Your online presence Sites Links Tools Team Website Chamber listing dlvr.it IT Pro Facebook Bus. Google Places Google Alerts Writer Linkedin Bing Business Google Adwords SMM G. Analytics Sites Links Tools Team Blog Yahoo Business Crowdbooster Graphics Twitter Yelp ZooShia Photographer Specialty List Facebook Ads
Sites Links Tools Team dlvr.it Website Chamber listing dlvr.it IT Pro Facebook Bus. Google Places Google Alerts Writer automation Linkedin Bing Business Google Adwords SMM G. Analytics
Google Analytics
Facebook Ads
Crowdbooster Learning and understanding which post has the most impact
Zooshia Embedding iframe feeds in a widget from YouTube, Facebook and Twitter
Notable: • Pinterest • Twitter • Google+
Pintrest Food Apparel Fashion Childcare Real Estate Cars 68% Females 89 mins/mth 12M users
Twitter • City officials can benefit from Twitter without ever sending a tweet. Twitter can be used to: • Find out what people are saying about your city; • Discover breaking news as it’s happening; • Locate useful articles; and • Research topics and issues. • Popular search operators • #hashtag #sanramon #thevoice #linsanity • traffic :( contains “traffic” with negative attitude • near:”san ramon”
Google+
Closing • Develop and execute appropriate old school marketing plan • Use Social Media (tools) to • promote • multiply the exposure • measure • suggest tweaks • Integrate progress on own site, like a blog or website
Questions ? Contact Us Simon@webivia.com Lorra@webivia.com Webivia.com/blog

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Foundations of a successful campaign

  • 1. Foundation of a successful campaign Social Media Marketing
  • 2. What is Success ? $ $$ financial action reaction non-financial financial impact investment impact • Website visitors • Click Through • Retweets • Followers or Fans • Visitors to store • Complaints or reviews
  • 3. Typical social media language Direct Mail Person/List ReTweet/Forward “Private” DM @stew_b, RT if you’re looking for great organic chinese food #sanramon, try http://tiny.treasure . The flaming swordfish can also be found at #walmart. #in #fb hashtag Crosspost to Linkedin and Facebook Search #idol #thevoice #sanramon #measure123
  • 4. The playing field March 5, San Ramon Patch
  • 5. • National organization The challenge • Full complement of Social Media Tools • Website has appropriate SEO/Metadata • is not 14 pages, but >500 pages
  • 6. Example 2 of 3 We need to stand out from the clutter, and not add to the already busy barrage of emails sent to our clients March 9, WSJ Business
  • 8. Social Media Marketing does it help? Visibility Be a mentor Brand yourself as a resource Improve sales Easily get speaking gigs Develop better ideas Build a community Network faster Decrease time to conversion Find partners Highlight your products/services Get answers Find new clients Create a resource depository Hang out with influencers Research Tell your company’s story Better hires
  • 9. Top reasons to Social Media better measurements
  • 11. $ $$ financial action reaction non-financial financial impact investment impact Links Weekly Craft Tip of the Highlight week ProBono Work in community Social media
  • 12. Example of an innovative Facebook Campaign Results • Brand awareness targeting women between 20 and 50 • 620% increase in referring page views • 52% increase in branded search Tactics • Facebook Ads • Google Ads • TV Ads • Deployed Point of Sale terminals for consumer engagement • Prize was a trek trip to Indonesia’s volcano with a full production crew • Blog entries by winner every day she was there
  • 13. Where do we start? Sites Links Tools Team Website Chamber listing dlvr.it IT Pro Facebook Bus. Google Places Google Alerts Writer Linkedin Bing Business Google Adwords SMM G. Analytics Sites Links Tools Team Blog Yahoo Business Crowdbooster Graphics Twitter Yelp ZooShia Photographer Specialty List Facebook Ads
  • 14. Sites Links Tools Team Website Website Chamber listing dlvr.it IT Pro Facebook Bus. Google Places Google Alerts Writer Linkedin Bing Business Google Adwords SMM G. Analytics • Meta Data Title • Adequate Content Page Link Description • Appropriate Images IMG_2107.JPG vs Daycare-safety-procedure.jpg • Submit sitemaps to Google and Bing • Inbound Links & Social Media mentions
  • 15. March 30 - Facebook Timeline for Business Work with your graphics person, rethink your landing page, work on your apps.
  • 16. Why use Facebook Business? • Main difference – Business pages are indexed, unlike personal profiles • High user traffic • Great interaction – like, share, comment • Great integration with your website • A word of caution - you don’t own your facebook page. A facebook page should always work in conjunction with your website, not a replacement
  • 18. Linkedin • Get a nice URL - linkedin.com/in/yourname http://www.linkedin.com/pub/name/b/376/a7b • Your profile should be 100% * • Use niche words (keywords) in profile • Update your status/profile regularly • Answer questions, ask questions • Join in group discussions • Grow contacts • Use Linkedin widgets • *Give and get recommendations
  • 21. How to rank higher? • Headline • Current Work Experience • Past Work Experience • Summary • Specialties
  • 22. Your online presence Sites Links Tools Team Website Chamber listing dlvr.it IT Pro Facebook Bus. Google Places Google Alerts Writer Linkedin Bing Business Google Adwords SMM G. Analytics Sites Links Tools Team Blog Yahoo Business Crowdbooster Graphics Twitter Yelp ZooShia Photographer Specialty List Facebook Ads
  • 23. Sites Links Tools Team Links & Mentions Website Chamber listing dlvr.it IT Pro Facebook Bus. Google Places Google Alerts Writer Linkedin Bing Business Google Adwords SMM G. Analytics Domain Authority Factors Domain: http://www.sanramon.org
  • 24. Recommended Links • San Ramon Chamber • Shop San Ramon First • Google Places • Bing Business • Merchant Circle • RelyLocal (disclaimer - we operate this)
  • 25. Sites Links Tools Team Domain Authority Website Chamber listing dlvr.it IT Pro Facebook Bus. Google Places Google Alerts Writer Linkedin Bing Business Google Adwords SMM G. Analytics
  • 26. Inbound Links Chamber website offers GREAT links back to your website Every page can be Indexed!
  • 27. Sites Links Tools Team Website Chamber listing dlvr.it IT Pro Facebook Bus. Google Places Google Alerts Writer Linkedin Bing Business Google Adwords SMM G. Analytics
  • 28. Sites Links Tools Team Bing Business Website Chamber listing dlvr.it IT Pro Facebook Bus. Google Places Google Alerts Writer Portal BETA Linkedin Bing Business Google Adwords SMM G. Analytics
  • 29. Your online presence Sites Links Tools Team Website Chamber listing dlvr.it IT Pro Facebook Bus. Google Places Google Alerts Writer Linkedin Bing Business Google Adwords SMM G. Analytics Sites Links Tools Team Blog Yahoo Business Crowdbooster Graphics Twitter Yelp ZooShia Photographer Specialty List Facebook Ads
  • 30. Sites Links Tools Team dlvr.it Website Chamber listing dlvr.it IT Pro Facebook Bus. Google Places Google Alerts Writer automation Linkedin Bing Business Google Adwords SMM G. Analytics
  • 33. Crowdbooster Learning and understanding which post has the most impact
  • 34. Zooshia Embedding iframe feeds in a widget from YouTube, Facebook and Twitter
  • 36. Pintrest Food Apparel Fashion Childcare Real Estate Cars 68% Females 89 mins/mth 12M users
  • 37. Twitter • City officials can benefit from Twitter without ever sending a tweet. Twitter can be used to: • Find out what people are saying about your city; • Discover breaking news as it’s happening; • Locate useful articles; and • Research topics and issues. • Popular search operators • #hashtag #sanramon #thevoice #linsanity • traffic :( contains “traffic” with negative attitude • near:”san ramon”
  • 39. Closing • Develop and execute appropriate old school marketing plan • Use Social Media (tools) to • promote • multiply the exposure • measure • suggest tweaks • Integrate progress on own site, like a blog or website