Increase Fan Engagement through Social Promotions
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This document discusses increasing fan engagement through social media campaigns. It summarizes a webinar presented by Bethany Tsui of Wildfire and Lauren Thomas of DigitalSherpa. The webinar covered the Facebook landscape in 2013, managing social promotions with Wildfire and other platforms, and key tips for running a successful social media campaign. A case study was presented on a successful holiday giveaway campaign by LiveJamz that generated over 1,300 views and a 954% increase in Facebook fans.
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Increase Fan Engagement through Social Promotions
- 1. Increasing Fan Engagement Through Social Media Campaigns #SocialPromo
- 2. Today’s Presenters Bethany Tsui Bethany Tsui has been with Wildfire by Google for over a year. She first joined Wildfire's Sales team, working strategically with big brands, and initiating early efforts to expand growth into France. In early 2012, she became a part of Wildfire's Business Development group as a Partner Advisor for small business growth. Currently, Bethany manages all Channel Partnerships at Wildfire by Google. Twitter Hashtag: #SocialPromo
- 3. Today’s Presenters Lauren Thomas Lauren Thomas is the Campaign Manager at DigitalSherpa. Lauren has been an active Facebook user since 2004 and has worked for several marketing firms including two social media marketing startups and a global interactive marketing agency. Along the way, Lauren has worked with a variety of clients, ranging from local businesses to Fortune 500 companies. Connect with Lauren on Twitter @HelloLT. Twitter Hashtag: #SocialPromo
- 5. About Digital Sherpa • Our mission is to run your internet marketing so you can run your business • Our solutions help clients attract and engage prospects, create leads, and drive new Web traffic. • Services include: – Content Marketing – Custom Web Design – Social Media Marketing Twitter Hashtag: #SocialPromo
- 6. Who is Digital Sherpa? • 70+ employees • 1400+ clients • Create 10,000+ blog posts per month • Attract 4+ million visitors • Generate 8+ million pageviews Tweetable: The @DigitalSherpas team creates over 10k blog posts per month. #socialpromo Twitter Hashtag: #SocialPromo
- 7. Agenda • Facebook Landscape in 2013 • Wildfire and Social Media Campaign Platforms • Managing a Successful Social Promotion • Key Takeaways • Q + A away! Share questions and comments with @DigitalSherpas Tweet and @WildfireApp using #socialpromo Twitter Hashtag: #SocialPromo
- 9. Benefits of Facebook Marketing • 1 billion+ monthly active users • Low-cost marketing channel – Raise brand awareness – Connect with customers and prospects – Drive traffic to your website – Offer deals and promotions – Provide online customer support Tweetable: 77% of B2C companies & 43% of B2B companies acquired customers from #Facebook in 2012. #socialpromo Twitter Hashtag: #SocialPromo
- 10. Facebook in 2013 • Multimedia content is crucial • Users have more control • Updates only reach a fraction of fans • EdgeRank determines your impact Tweetable: 80% of social network users prefer to connect with brands through #Facebook. #socialpromo Twitter Hashtag: #SocialPromo
- 11. What is EdgeRank? • EdgeRank determines the reach and placement of every item published to the Newsfeed • EdgeRank is optimized daily to filter the signal from the noise Tweetable: #Facebook users spend 40% of their time on the news feed. #socialpromo Twitter Hashtag: #SocialPromo
- 12. What Influences EdgeRank? • EdgeRank consists of three main factors – Affinity – Weight – Time • Increase Engagement Increase Reach Tweetable: In #Facebook #marketing, increased engagement leads to greater reach and higher sales potential. #socialpromo Twitter Hashtag: #SocialPromo
- 13. Types of Content • Posts • Questions – Photos • Ads – Videos • Promotions – Links – Status Tweetable: #Facebook posts that include a picture generate about 120% more engagement. #socialpromo Twitter Hashtag: #SocialPromo
- 14. Why Social Campaigns? • Engage and attract fans • Grow your online audience • Increase brand awareness • Encourage fan feedback • Generate leads • Drive sales Twitter Hashtag: #SocialPromo
- 15. WILDFIRE AND SOCIAL MEDIA CAMPAIGN PLATFORMS
- 16. Wildfire Enables Brand Marketing Across Social Networks Your Brand Twitter Hashtag: #SocialPromo
- 17. Wildfire at a Glance Serve 30 of World’s Top 50 Brands • Leading provider of social marketing software • Founded 2008 – acquired by Google in 2012 • Powered 300K+ campaigns in over 130 countries • Integrates with all major social networks Twitter Hashtag: #SocialPromo
- 18. Wildfire Social Marketing Platform • World leader in social promotions • Beautiful and engaging Facebook page management • Efficient Social Messaging • Advanced Analytics Twitter Hashtag: #SocialPromo
- 19. Create, Run, and Manage Engaging Promotions • Six-step wizard to launch engaging promotions • Widest selection of promotion formats in the industry • Powerful data: – Collect lead data – Referral sources – know how users got to your app – Advanced demographics – Likes and followers gained • Design flexibility: – Operate within standard templates or modify templates with CSS • Publish to Facebook, Twitter, YouTube and Microsite Twitter Hashtag: #SocialPromo
- 20. Easily Create Engaging Content at Scale Twitter Hashtag: #SocialPromo
- 21. CASE STUDY
- 22. LiveJamz Holiday Giveaway Twitter Hashtag: #SocialPromo
- 23. LiveJamz Holiday Giveaway • Campaign Results – Generated over 1,300 views and 430 entries – Facebook fans increased 954% • Success Factors – Offer a prize that resonates with fans – Offer multiple prizes to encourage more entries – Promote across a variety of social networks – Conduct outreach to online groups of Phish fans – Connect with a key moment in time Twitter Hashtag: #SocialPromo
- 25. Types of Social Promotions • Signup Form • Sweepstakes • Coupons • Photo/Video/Essay Contests • Quizzes • Trivia Twitter Hashtag: #SocialPromo
- 26. Facebook Promotions Guidelines • DO Use a third-party app • DO Keep it legal • DO NOT Associate your promotion with Facebook • Do NOT Use Facebook features or functionality • Do NOT Notify winners through Facebook Twitter Hashtag: #SocialPromo
- 27. Develop Your Campaign • Give yourself a realistic timeline • Clear and concise copy • Strong visual elements • Enticing offer/prize/benefit • Ease of entry • Platform agnostic Twitter Hashtag: #SocialPromo
- 28. Spread the Word • Promote your campaign across digital channels – Social networks (i.e.; Twitter, Pinterest, etc.) – Website / Blog – E-newsletter • Integrate offline and online social promotions – Word of mouth – In-store signage Twitter Hashtag: #SocialPromo
- 29. Follow Up • Integrate promotion data into your marketing – Lead capture • E-mail nurturing • Direct mail • Other marketing efforts • Convert leads to sales • Be consistent! Twitter Hashtag: #SocialPromo
- 30. Key Takeaways • Craft a campaign that abides by rules and legal guidelines • Align your offer with your audience • Use a variety of tactics and platforms to market your campaign • Stay connected with your audience Tweetable: Align your offer w/ your audience to create a compelling #socialmedia campaign. #socialpromo Twitter Hashtag: #SocialPromo
- 31. Campaign Sherpa • DigitalSherpa can work with you to: – Execute and manage your campaign – Show real, measurable results – Increase engagement
- 32. What’s Next • Every webinar attendee will receive – A recording of the presentation – An exclusive offer from DigitalSherpa • The first 3 people to sign up for CampaignSherpa will receive a 10% discount Q+A Tweet your questions using #SocialPromo Twitter Hashtag: #SocialPromo
- 33. Let’s Stay In Touch If you have any questions or would like a copy of this presentation, please e-mail Lauren at lthomas@digitalsherpa.com If you're interesting in receiving a consultation about your own social media strategies, visit: http ://digitalsherpa.com/social-media-consultation/ /digitalsherpas /digitalsherpas
Editor's Notes
- Bethany please introduce yourself! Feel free to add a Twitter handle where people can connect w/ you personally
- Lauren introduce herself
- Source: HubSpot’s State of Inbound Marketing 2012
- Source: HubSpot’s State of Inbound Marketing 2012
- According to Facebook, “News feed is where people – one billion of them – spend their time on Facebook – in fact, 40% of their time. This is an incredible amount of time where people go to share the most important parts of their lives and to receive updates on the things they care most about – whether friends, family, or businesses.” Facebook’s news feed makes the most of the time a person spends on Facebook by serving up information that is most meaningful to them. It ranks information from people, apps, and Pages based on what that person interacts with the most
- Increase reach Increased Visibility Increased sales potential
- Tweetable Source: Facebook Lauren speak to posts, questions and touches on ads Bethany speak to Promotions (brief intro on what promotions are and let them know we’ll be doing a deeper dive)
- When you build an engaged and active fan base: 41% of your FB fans are more likely to recommend your brand to others Increases spending among fan base w/ your business Promotes brand loyalty Increases referrals and traffic to your main website
- Bethany speaks to Wildfire
- Bethany speaks to Wildfire
- Bethany speaks to Wildfire
- Bethany Speaks to Wildfire Key Message Wildfire provides the industry-leading promotions solution, allowing you to create, run, and manage high-impact promotions that drive business results. ******************** Wildfire provides the industry-leading promotions solution, allowing you to create, run, and manage high-impact promotions that drive business results. Use audience data to create and run engaging promotions -- understanding your social audience helps drive the kind of promotion to run and its content Choose from the industry’s widest selection of promotion formats – contests, sweepstakes, coupons, giveaways, quizzes, and more Wildfire lets you build and launch a promotion in a matter of minutes, with no technical skills whatsoever Wildfire also gives you access to powerful promotion data including: Referral sources Third party tracking Advanced demographics Likes and followers gained And Wildfire gives you total flexibility to fully brand and customize your promotion content, look, and feel
- Bethany speaks to Wildfire
- Lauren speaks to this case study
- Lauren speaks to this case study
- Bethany speaks to this slide Sign up form - Consumers complete a signup form or survey & you can collect their info. Sweepstakes - Consumers enter a sweepstakes. Winners are randomly selected. Coupons - Coupon, voucher or giveaway that consumers can print or redeem electronically. Photo/Video/Essay Contest - Contest whereby winner(s) are selected based on judging and/or voting. Quiz - Quiz enabling consumers to share their personality with friends. Trivia - Multiple choice question trivia where consumers can measure their knowledge.
- Bethany – covers the importance of using a third-party app Lauren covers the rules… - Keep it Legal : Provide clear rules, terms and eligibility requirements // Ensure that your campaign abides by all state and federal laws (examples: age and residency restrictions) - Do not associate your promotion w/ Facebook… Facebook does not want to be liable or in any way responsible for your promotion… Acknowledge the promotion is not sponsored, endorsed, administered by or associated with Facebook - Do not use FB features or funcationality - Do not notify contest winners through Facebook. You can announce winners through FB but must officially notify them via another channel (ex: phone or e-mail) Lauren speaks to additional bullet points
- Lauren speaks to: - Give yourself a realistic timeline - Clear and concise copy - Strong visual elements Enticing offer/prize/benefit Platform Agnostic Bethany speaks to: - Ease of entry - Social sharing integration - Platform agnostic
- Lauren speaks to this