1. Social Media Breakfast
SELLING
The
Extreme Social Media Marketing
October 25, 2012 Big
Pitch!
@giovanni
1

2. Creative Exercise Social Media Breakfast
This will be different than any presentation I’ve ever given. ...except for the
last time I gave it...
Today we are going to walk thru a creative brief for a campaign which
involves multiple online marketing channels.
Why?
What if you don’t sell social media?
@giovanni
2

3. Assumptions Social Media Breakfast
Our prospect will hereafter be referred to as “The Client” and their project
will be “The Campaign.” The Client my be a third-party or someone within
your own organization who is part of the decision-making process.
This exercise is based upon getting youth involved in a campaign to raise
awareness and funds re: combatting hunger in the Horn of Africa.
The firm I am representing in this fictional pitch will be referred to as “The
Agency”
@giovanni
3

4. One More Thing Social Media Breakfast
We’ve been given 4 business days to pull this together.
Notified in Dallas on Thursday - we have to present this on Wednesday in
Seattle.
@giovanni
4

5. Social Media Breakfast
The
Big
Pitch!
@giovanni
5

6. Setting Expectations Social Media Breakfast
Passion
• If you are not passionate about what you’re doing, stop. I’m serious. Just
stop.
• “I have never had a job I was not passionate about.” – Kurt Podeszwa
(Camp for All)
Understanding the landscape
We need to reset:
Anyone who says social media is free and easy doesn’t know squat about
running an effective social media campaign.
@giovanni
6

7. Restate What You Know Social Media Breakfast
The Current State of the Proposed Campaign
• Ongoing decline in participation
• Ongoing decline in revenue
• Peak giving year $9 million - Last year giving $5 million
• The Agency believes that at least part of the decline of the campaign can be
attributed to not being as relevant as it could be to this new generation of
youth.
@giovanni
7

8. Define Key Points Social Media Breakfast
Our approach - We Have To Agree On These Things
• Determine the mission, value proposition, and objective: What is the message?
• Define the context as it relates to the organization: What is the context?
• Decide on the voice(s) of the organization: Who is the messenger?
• Discover where your existing supporters already are: Where are your digital natives?
• Determine where your potential supporters might be: Who else might be interested?
• Decide which technologies could reach them: Where are they engaged?
• Listen to what is already taking place in the space: How receptive will they be?
• Figure out how you can add value to what they do: Do you have beneficial content?
• Decide what your expected outcomes might be: What is the expected outcome?
• Train local group facilitators and leaders in social media: How can they participate?
@giovanni
8

9. Identifying Your Target Social Media Breakfast
Youth Profile - Building Our Persona
• Gen Z is constantly connected… both digitally and emotionally… to their
social networks.
• Next to talking in person, the top two ways Gen Z stays connected is
through text messaging and talking on social networks.
• 84% are on Facebook and 37% use Twitter.
• Pinterest, Foursquare and Instagram are growing rapidly in popularity.
• Gen Z is more willing to give up allowance, buying clothes and going to the
movies than giving up their internet connection or mobile phone.
• Gen Z is concerned… about today and tomorrow.
@giovanni
9

10. Identifying Your Target Social Media Breakfast
Youth Profile
• They are more socially responsible.
• They are more concerned about the economy than terrorism or wars.
• They are generally pessimistic about the future, believing the world will
stay the same or get worse.
• Gen Z is closer to people who are distant geographically than previous
generations, which makes them more globally oriented.
• Gen Z is, “coming up in a world shaped by 9/11, Columbine and the War on
Terror. They have a sense of social justice, philanthropy and maturity that
comes with growing up during one of the most severe economic recessions
in history.” (howstuffworks.com/culture)
@giovanni
10

11. Mood Boards Social Media Breakfast
@giovanni
11

12. Defining The Plan Social Media Breakfast
The Plan – What will a local group facilitator experience
once they sign up for the Famine Event?
• It begins with The Agency-recommended messaging platform that is built
off the Gen Z passion for social justice…
“It’s just not fair”
• A positioning that is designed to appeal to Gen Z’s sense of social justice.
• It expresses what Gen Z feels about those who they believe are victims of
injustice.
• It implies that the individual empathizes with the person who is the subject
of injustice.
@giovanni
12

13. Defining The Plan Social Media Breakfast
The Plan – What will a local group facilitator experience
once they sign up for the Famine Action Event?
• It continues with The Agency-recommended Famine Action Event
repositioning to make the Famine event a challenge… not just an event…
with a clearly stated national goal.
• A challenge that begins for the group the moment the local group facilitator
signs up for the Famine
• A challenge that connects his/her group with like groups across the nation,
groups they can not only connect with, but compete against to achieve the
stated goal
• A challenge that is energized and catalyzed by Famine Central
@giovanni
13

14. Eye Candy! Social Media Breakfast
@giovanni
14

15. Sell Your Solution Social Media Breakfast
The Top 10 “Whys” for Famine Central
• Connecting opportunities, informational and educational content.
• Enabling, participating, and encouraging that engagement.
• Driving attendance to Famine Action Event event
• Mobilize registered attendees to reach out to their social networks to invite their
friends/peers
• Target the ideal digital natives based on their interests
• Allow digital natives to communicate and collaborate before and after the Famine
Action Event
• Mobile applications = feeding frenzy
• Local Group Facilitators and pastors will be better prepared to tailor their message
to their local audience
• Create evangelists, encourage press coverage, and answer critics of the Famine
Action Event
• Reposition the Famine Action Event
• Drive Funding For The Famine Action Event
@giovanni
15

16. Get the Client Level-Set Social Media Breakfast
October, 2012
Facebook 1 Billion
Google+200 Million
Twitter +200 Million
@giovanni
16

17. Introducing Search Social Media Breakfast
Some very basic seo basics
• click thrus | humans
• keywords & phrases | humans
• backlinks | search engines
• anchor text | search engines
• Give some logistical examples
• Make sure the search engines can crawl your site
• Find the right keywords
• Using these words the same way youth culture
uses them
@giovanni
17

18. Show Some Stats Social Media Breakfast
Where Should Our Attention Be?
43% increase in time
28% decrease in time
@giovanni
18

19. Show Some More Stats Social Media Breakfast
Who Should We Be Paying Attention To?
Where Are They Spending Time Online?
@giovanni
19

20. Introduce The Platforms Social Media Breakfast
@giovanni
20

21. Tool Time Social Media Breakfast
Recommend the tools of the trade for this campaign
Facebook
Flickr
Foursquare
Google+
Instagram
Kickstarter
LinkedIn
Pinterest
SMS/TXT
StumbleUpon
Tumblr
Twitter
YouTube
@giovanni
21

22. Tool Time Social Media Breakfast
How do you manage & measure?
While we’re platform agnostic...
HootSuite
Klout
Mutual Mind
Raven Tools
•Facebook Insights
•Google Analytics
•YouTube Insights
@giovanni
22

23. Show How It Works Social Media Breakfast
An Example That Differentiates!
@giovanni
23

24. Show The Results Social Media Breakfast
@giovanni
24

25. Introduce The Plan Social Media Breakfast
Yes - We’re giving away the milk...kind of...
The Plan – What will a local group leader experience
once they sign up for the Famine Event?
• Now, The Agency’s recommended communication flow…
• It begins with the initial auto-responder when a local group
leader signs up…
@giovanni
25

26. Integrate Email Marketing Social Media Breakfast
Make them feel comfortable with a
platform they already use and have a
favorable opinion of.
Thank-you auto-responder (Day 0)
@giovanni
26

27. Integrate Direct Mail Social Media Breakfast
Next is the Famine Central direct mail piece (within one week) which
includes…
• A cover letter that:
• Lets local group facilitator know that the challenge starts
now
• Gives directions on how to get his/her group onto Famine
Central, and
• Encourages the group to start fundraising as soon as
possible
• Includes the Leader’s Guide and poster
• Possible additional components: decals and temporary
tattoos
• Social Media platforms promoted throughout all
physical pieces
@giovanni
27

28. Integrate Video Into Email Social Media Breakfast
Next is an encouragement
email with video component
that is sent within 30 days of
sign-up…
@giovanni
28

29. Full Email Campaign Concept Social Media Breakfast
Introduce Streaming
We then recommend monthly emails with new and repurposed video
content encouraging the teams on and pushing them to sign up for the
national simulcast.
• These emails will feature cultural leaders (i.e., celebrity spokesperson),
artists and video from the field.
• Includes an email promoting the nationwide simulcast
@giovanni
29

30. Follow Up Email Social Media Breakfast
Mocked up sample email from campaign
with social embedded
Reinforce the goals of the campaign
Reset expectations
Keep the leaders energized and engaged
@giovanni
30

31. Pitching the Live Event Social Media Breakfast
The Event – Making the national date a national event
• The Agency-recommended revamp of the national date is to make the
Famine Action Event a live, national, 3-hour event that connects Famine
groups across the country in real time:
• National simulcast connecting groups across the country
• Broadcast live from Famine Central, providing real-time Twitter feeds
and instagram posts
• Provide live reports from Famine groups around the nation
• Feature entertainment/info with top musical artist(s)/band(s)
• Feature spokesperson for teaching segment, using this to promote
the Famine group small group study
• Provide live feeds or recorded video from location where Famine
funds are being used
@giovanni
31

32. Following The Big Event Social Media Breakfast
Post-Event – Keeping Famine Action alive
• Use social media to keep groups informed and connected with the
results of what they’ve raised through video reports from the field
• Post awards on Famine Central on May 31
• Confirm participation in Famine 2014
• Communicate the launch date for the Famine 2014 challenge
• Promote Supporting Website as a resource for the youth group to
sponsor a local event
@giovanni
32

33. Post Event Social Media Breakfast
Building a youth-driven worldview of serving the poor
• Use Famine Central to promote small group curriculum with celebrity
spokesperson (produced on UStreamTV)
• Do a special push of curriculum to Famine local group facilitators
• Do a special promotion to UStreamTV participating local groups
(128,000) of the Famine Action Event youth curriculum with celebrity
spokesperson… use it to gain new local groups for 2014
@giovanni
33

34. Go Back Over The Big Points Social Media Breakfast
Summary
• Reposition Famine Action Event messaging around “It’s not fair” to
speak to Gen Z’s passion for social justice
• Reposition Famine Action Event as a national campaign rather than an
event, using Famine Central as a key focal point
• Drive group participation in a nationwide simulcast, connecting groups
together on a live feed Famine Action weekend
• Heavily engage social media to address Gen Z’s desire to connect, driving
participants to Famine Central
• Conduct a Famine Action weekend live simulcast from Famine Central
• Engage in a stream of cultivation that will demonstrate to the local group
facilitator and the youth group the impact of their contributions
• Introduce a Famine Action Event small group curriculum with Bluefish
TV/Right Now Ministries to retain current groups and attract new groups
@giovanni
34

35. Social Media Breakfast
Get a check
• Start the work...
• Questions?
@giovanni
35

36. Thank You Social Media Breakfast
Download this presentation!
http://LiveLoudTexas.com/preso
Giovanni Gallucci
giovanni@LiveLoudTexas.com
469.682.6978
http://LiveLoudTexas.com
google+: http://LiveLoudTexas.com/plus
facebook: http://www.facebook.com/LiveLoudTexas
twitter: http://twitter.com/giovanni
youtube: http://youtube.com/LiveLoudTX
@giovanni
36