Another social media group presentation we gave in my Digital Marketing class during my spring semester 2011 at NYU. We set up a social media campaign on a topic/business we were involved in, in this case a friend's photography business, monitored metrics, learned, adjusted our strategies, and presented what was done and what was learned.

1. !"#$%&'()*+%,%-&.&%-)(&')%,%#&-$/&%+&-%,%'0/)(&%+)*1!%,%)*11)'&%2)32&.&*%
!"#"$%&'(%)*+$",#'-'.$)%$+#/'$0'$1+'(%2'-'(%/'34'5677'

2. We started with!
listening!
• "89:;<=9'>?@A'B:9=C8:8;D'
– (@9='@=<C?'E<@=@;?FE<C?9'F?C'=?G:8;'=@';C='8@HICJ'=<?@K;<'B@L'E?:ICM
E@:8='@NC?:8;9OJ:9I@K8='=GEC'A@JCB9'=@';F:8'FLF?C8C99'
– !CPFBKC9'=<C'Q?F8J'
– ,CCJCJ'=@'I@AC'KE'L:=<'F'LFG'=@'Q?CFR'=<?@K;<'=<C'IBKSC?'L:=<@K='
I@AE?@A:9:8;'Q?F8J':AF;C'
• !CI:9:@89'QF9CJ'@8'B:9=C8:8;D'
– !?:P:8;'>@?IC'@>'=<C'E?@;?FA'L@KBJ'QC'QF9CJ'@8'F'$)T+'PFBKCM
CUI<F8;C'QC=LCC8'=<C'Q?F8J'F8J'IK9=@AC?9'VIK??C8='F8J'E@=C8HFBW'
''

3. The Offer!
'

4. Campaign Objectives!
• X?:AF?GD'%IYK:9:H@8'Z'[@8PC?9:@8'
– "8I?CF9C'FLF?C8C99'@>'X.X'F9'F'Q?F8J'=<?@K;<'=<C'9LCCE9=FRC9'
– !?:PC'FIYK:9:H@8'@>'8CL'IK9=@AC?94'=<?@K;<'FICQ@@R'
• .CI@8JF?GD')C=C8H@8'Z'+8;F;CAC8='
– !?:PC'>K?=<C?'C8;F;CAC8='FA@8;9='IK??C8='>F89'=@'IFE=K?C'>K?=<C?'
9<F?C'@>'<CF?='F8J'A:8J'

5. Campaign Goals/ KPIs!
• FICQ@@R'&:RC9'
– ]F9CB:8CD'57^'
– ,CL';@FBD'366'
• FICQ@@R'+8;F;CAC8='M'[@AAC8=9'F8J'"8=C?FIH@89'
– ]F9CB:8CD'_'I@AAC8=9'CPC?G'=L@'LCCR9'
– ,CL';@FBD'566'I@AAC8=9'@PC?'=<C'=L@'LCCR'E?@A@'EC?:@J'

6. Campaign Toolkit!

7. Channel!
Roadmap!
X%"!'(+!"%' +2X+)"(+,$%&'

8. Creative Brief!
245%678%98%:6;<=>?%:5@%
,CL'/@?RC?9':8'=<C'3'Q@?@K;<9'L<@'L:BB'I@AC'=@'FJA:?C'XFA’9'@L8'K8:YKC'E<@=@;?FE<:I'I<F?A`''
'
$<CG'F?C'I@KEBC94':8J:P:JKFB94'FI=@?94'@?'A@JCB9'L<@'<FPC'F'8F?I:99:9HI'9:JC'=@'=<CA`'1@LCPC?4'FI=@?9'F8J'
A@JCB9'F?C'FIHPCBG'B@@R:8;'>@?4'@?'I@89=F8=BG':8=C?C9=CJ':84'8CL'E<@=@;?FE<C?9'>@?'E?@>C99:@8FB'EK?E@9C9`'
'
$<CG' F?C' FB9@' EC=' @L8C?9' L<@' F?C' E?@KJ' EC=' EF?C8=9' F8J' F?C' B@@R:8;4' @?' F?C' :8=C?C9=CJ' :84' IFE=K?:8;' F'
A@AC8=':8'HAC'L:=<'=<C:?'EC=`'
246:%678%:48A%B5=>?@%
$<CG'F?C'?C9CF?I<:8;'@8B:8C'@?'FIHPCBG'FLF?C'@>'@EE@?=K8:HC9'>@?'FN@?JFQBC4'E?@>C99:@8FB'E<@=@;?FE<C?9'
:8',/['P:F'9CF?I<'@?'9@I:FB'I<F88CB9`'
'
%B9@4'=<CG'AFG'QC'FB?CFJG'FJA:?:8;'XFA’9'E<@=@;?FE<G'@8'<C?'LCQ9:=C'@?':8'<C?'9@I:FB'8C=L@?R9`''
246:%678%:48A%:4=><=>?@%
[@KEBC9O"8J:P:JKFB9OXC='0L8C?9D''
a@KBJ8’=':='QC';?CF='=@'=?G'@K='F'?CFB'E?@>C99:@8FB'E<@=@'9<@@='9@'=<F='"'IF8'<FPC'E:I9'=<F='IFE=K?C'@K?'
B@PCOACOAG'FJ@?FQBC'EC=` '
'
%I=@?9OA@JCB9D' "bA'FBLFG9'B@@R:8;'>@?'8CL'FN@?JFQBC'E<@=@;?FE<C?9'=@'KEJF=C'AG'<CFJ9<@='E@?c@B:@` '

9. Creative Brief!
246:%678%98%C75D=E=>?@%
a:8' F' >?CC4' E?@>C99:@8FB' E<@=@' 9<@@=' L:=<' XFA' L<C8' G@K' &:RC ' F8J' EF?HI:EF=C' :8' =<C' IFEH@8'
I@8=C9=`'
246:%B5%98%96>:%:48D%:5%B5@%
$@'FJA:?C'F8J'=<C8'C8;F;C'L:=<'L<F=CPC?'9ECFR9'=@'=<CA':8'XFA’9'E<@=@9`'
!59%9=;;%98%EFCC57:%=:@%
X?@A@=C'=<C'I@8=C9=':8'>@?KA94'@8'[?F:;9B:9=4'K9:8;']'Z'#@@;BC'%J94'F8J'=@'>@BB@LC?9'Z''
8@8M>@BB@LC?9'@8'@K?'@=<C?'9@I:FB'ACJ:F'EBFc@?A9'=@'J?:PC'=?FdI'=@'@K?']'I@8=C9='BF8J:8;'EF;C`'

10. Need States -!

11. Need States -!

12. Need States -!

13. Message Matrix!
'

14. '

15. The Main Offer!
+!
The Landing Page'

18. Advocate + WOM'

19. Classic Social Media'

20. Twitter – Content Strategy!
+:6>B67B%D8EE6?8%=>J=K>?%:48D%:5%L5=>%:48%H6CK5>%H5>:8E:%
&G6H48B%C=H:F78E%:5%E459%#6DIE%957<%
%
MD8>K5>%C85C;8%:5%E:67:%H5>J87E6K5>%
C6DIE%78?F;67%C45:5%:988:E%

21. Twitter – Optimization!
%88@K8ICJ'
TEbCJ'=<C' (:8:A:eCJ'
=<C'
>?CYKC8IG' =<C'9FBC9'
I@AECHH@8'
@>'=LCC=9'' E:=I<'

22. Results : Twitter!
• 5'aCCR'XC?:@J'
'
• ,KAQC?'@>'>@BB@LC?9'
'' ']F9CB:8C ' '_f ' ' ' ' ' '''+8J')C9KB= ' '77f''
'
• 33'g'"8I?CF9C':8'>@BB@LC?9'
'
• +N@?=9'=@';F:8'>@BB@LC?9'
– @BB@LCJ'EC@EBC'=<F='>@BB@L',CL'/@?R'XC=9OaCJJ:8;OX@?=?F:=9'
X<@=@;?FE<C?'
– @BB@LCJ'EC@EBC'h8CF?'K9b'L:=<'=LCC=9'9KI<'F9'hC8;F;CJb4'hFKJ:H@8b4'hJ@;'
?K8b'C=I'
'%
''
''
'

23. Tumblr!
• .KEE@?='EBFc@?A'>@?'
FICQ@@R'<KQ'
• "8:HFB'@BB@LC?9D''^i'
• :8FB'@BB@LC?9D'767'
• [B:IR9'=@']D'76'
'

24. Experimental!
Media'

25. forums!
• +N@?=9D'
• .CF?I<'>@?'>@?KA9'9KI<'F9'EC=b9'>@?KA94'LCJJ:8;'>@?KA94'FI=@?O
A@JCB'>@?KA'F8J'A@Ab9'>@?KA'
• "8=C??KE='=<C'I@8PC?9FH@8'=@':8=?@JKIC'XFA'F9'F'E<@=@;?FE<C?'
F8J':8P:=C'=<CA'=@'j@:8'=<C'IFEH@8'I@8=C9='
• k@:8'J:9IK99:@8'@8'77'>@?KA9'
• :8FB')C9KB=9D'77'IB:IRM=<?@K;<'>?@A'l'>@?KA9'

26. forums – content strategy!

27. Craigslist!

28. Model Mayhem!

29. Results : Experimental media!
• 5'aCCR'XC?:@J'
• .@K?IC9''
– @?KA9'VaCJJ:8;']CC4'[@AAK8:=G'XC@EBC'XC=94'(@JCB'(FG<CAW'
– [?F:;9B:9='
• )CE?C9C8=CJ'FQ@K='3'g'@>'=<C'IB:IR9'
• 1F?J'=@'ACF9K?C'I@8PC?9:@8'>?@A'CUEC?:AC8=FB'ACJ:F'
'%
''
''
'

30. Paid Media'

31. Facebook Ads!
• &FK8I<'!F=CD'lO5f'
• $<?CC'J:NC?C8='=<CACJ'FJ9'BF8J:8;'
@8'[FEH@8'[@8=C9='<@AC'EF;C'
– XC=9'
– %I=@?9'Z'(@JCB9'
– [@KEBC9'
• &F9C?'=F?;C=CJ'QF9CJ'@8'B@IFH@84'
F;C4'?CBFH@89<:E'9=F=K94'B:RC9'Z'
:8=C?C9=94'F8J'I@88CIH@89'
• "8:HFB'JF:BG'QKJ;C='IFE'EC?'FJ'miMm^'

32. FB Ad Results - Pets!
• [B:IR9D''_^'
– (@9='IB:IR9OJFG'@8'BFK8I<'LCCRC8J''
• %P;`'[X[D''m6`nf'
– "8:HFB'AFU'[X['Q:J'F='m7`i6'
– 0EHA:eCJ'QF9CJ'@8'?C9KB=94'B@LC?CJ''AFU'Q:J'
=@'m7'
• ]KJ;C='
– "8:HFB'IFE'm^'
– 0EHA:eCJ'QF9CJ'@8'?C9KB=94'B@LC?CJ'=@'mn'
• &:RC9D''lf'
• [@8PC?9:@8')F=CD'3l`lg'

33. FB Ad Results – Actors/Models!
• [B:IR9D''3f'
– (@9='IB:IR9OJFG'@8'BFK8I<'LCCRC8J''
• %P;`'[X[D''m6`3^'
– "8:HFB'AFU'[X['Q:J'F='m7`36'
– 0EHA:eCJ'QF9CJ'@8'?C9KB=94'B@LC?CJ'''AFU'
''''''Q:J'=@'m7'
• ]KJ;C='
– "8:HFB'IFE'mi'
– 0EHA:eCJ'QF9CJ'@8'?C9KB=94'B@LC?CJ'=@'ml'
• &:RC9D''5f'
• [@8PC?9:@8')F=CD'lf`lg'
'

34. FB Ad Results - Couples!
• [B:IR9D''l'
• %P;`'[X[D''m7`nl'
• ]KJ;C='
– "8:HFB'IFE'mi'
• &:RC9D''6'
• 0EHA:eCJ'QF9CJ'@8'?C9KB=9'
– !CBC=CJ'@8'lO5n'
'

35. Google Adwords!
• &FK8I<'!F=CD'lO5l'
• $<?CC'J:NC?C8='=<CACJ'FJ9'BF8J:8;'@8'
[FEH@8'[@8=C9='<@AC'EF;C'
– XC=9'
– %I=@?9'Z'(@JCB9'
– [@KEBC9'
• #C@M=F?;C=CJ'FJ9'9C?PCJ'@8'9CF?I<'
8C=L@?R'@8BG'=@'=<C',CL'/@?R'F?CF'
• "8:HFB'JF:BG'QKJ;C='IFE'>@?!"##!FJ';?@KE9'
m53'

36. Google Adwords Results - Pets!
• [B:IR9'VQC>@?C'lO5nWD'6'
• [B:IR9'VFoC?'lO5nWD'i'
– 0EHA:eFH@8D')CP:9CJ'%J'[@EG'@8'lO5n'
– 0EHA:eFH@8D'%JJCJ'i^'8CL'*a9'VQF9C'75W'
• %P;`'[X[D''m7`_^'
– 0EHA:eFH@8D')F:9CJ'AFU'[X['Q:J'=@'m3`66'
JKC'=@'B@L'YKFB:=G'9I@?C'>@?'<:;<'P@BKAC'
;C8C?:I'*a9'
• [@8PC?9:@89D'6'
'

37. Google Adwords Results – !
Actors/Models!
• [B:IR9'VQC>@?C'lO5nWD''6'
• [B:IR9'VFoC?'lO5nWD'5'
– 0EHA:eFH@8D')CP:9CJ'%J'[@EG'@8'lO5n'
– 0EHA:eFH@8D'%JJCJ'76^'8CL'*a9'VQF9C'75W'
• %P;`'[X[D''m7`in'
– 0EHA:eFH@8D')F:9CJ'AFU'[X['Q:J'=@'m3`66'
JKC'=@'B@L'YKFB:=G'9I@?C'>@?'<:;<'P@BKAC'
;C8C?:I'*a9'
• [@8PC?9:@89D''6'
'

38. Google Adwords Results -
couples!
• [B:IR9'VQC>@?C'lO5nWD''6'
• [B:IR9'VFoC?'lO5nWD'3'
– 0EHA:eFH@8D')CP:9CJ'%J'[@EG'@8'lO5n'
– 0EHA:eFH@8D'%JJCJ'75l'8CL'*a9'VQF9C'76W'
• %P;`'[X[D''m7`i5'
– )F:9CJ'AFU'[X['Q:J'=@'m3`66'JKC'=@'B@L'
YKFB:=G'9I@?C'>@?'<:;<'P@BKAC';C8C?:I'*a9'
• [@8PC?9:@89D''6'
'

39. Results : Facebook!
'
5'aCCR'XC?:@J'
,KAQC?'@>'>F89'
']F9CB:8C ' '57i ' ' ' ' ' '' ' ''+8J')C9KB=
' 'f7l'
ll'g':8I?CF9C':8'>F89'
'%
.@I:FB'(CJ:FO+UEC?:AC8=FB'f7g ''
''
XF:J'n^g'
''
[@9='EC?'IK9=@AC?'FIYK:9:H@8 'm7`57'
'
NON%'5:6;%P5DD8>:E%
l6'
f3'
&FK8I<'@>'[FAEF:;8'
+8J'@>'[FAEF:;8'
f6'
X:IRCJ'KE'=?FIH@8'
&FK8I<']'%J9'
53'
56'
73'
76'
3'
6'
7^M%E?' 56M%E?' 57M%E?' 55M%E?' 5fM%E?' 5lM%E?' 53M%E?' 5nM%E?' 5_M%E?' 5iM%E?' 5^M%E?' f6M%E?' 7M(FG'

40. Key Metrics Dashboard!
Channel " " " " " " " " Clicks!
• FICQ@@R' ' ' ' ' ' ' ' ' 'QRN%
• !:?CI= ' ' ' ' ' ' ' ' ' 'NSR%
• @?KA9 ' ' ' ' ' ' ' ' ' 'NN%
• $KAQB? ' ' ' ' ' ' ' ' ' 'NT%
• [?F:;9B:9= ' ' ' ' ' ' ' ' ' 'NS%
• $L:SC? ' ' ' ' ' ' ' ' ' 'NU%
• 0=<C?9 ' ' ' ' ' ' ' ' ' 'UQ%
Total" " " " " " " " " " 548!
W6H8X55<%
' $@=FB',CL'&:RC9'p'^n%
'9=G87%OV% RRV%
$@=FB'T8:YKC'[@AAC8=C?9'p'5_%
":487E% '%
NNV% W57FDE%OV%
''
3=78H:%%ORV% 'FDX;7%QV%
P76=?E;=E:% ''
0;KD6:8%P5>J87E=5>%Y6:8%Z%QSV%
OV%
'

41. Key Learnings!
[1%,,+&.'
• $L:SC?':9'F'QFJ'EBFIC'=@'<F?J'9CBB'
• .<@KBJ'<FPC'>@IK9CJ'@8'$KAQB?':89=CFJ'@>'$L:SC?'
• @?KA9'F?C'F'<@=QCJ'>@?'?CFI<:8;'F'EF99:@8F=C'FKJ:C8IC'
• XF:J'9CF?I<':9'8@='F'9K:=FQBC'ACJ:KA'>@?'=<:9'9@?='@>'@NC?'
0q+)%&&'
• %S?:QKH@8':9'J:dIKB='L:=<@K='F'=@@B'B:RC'0A8:=K?C'
• r!:NC?C8='=F?;C=9'9<@KBJ'QC'?CFI<CJ'@EHAFBBG'=<?@K;<'
J:NC?C8='I<F88CB9'

42. And The Winner Is…!