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@crowdfactory #socialcampaign @bolsocial
Webinar: How to Build a Social Campaign Getting Value from Social Media
@crowdfactory #socialcampaign @bolsocial
Housekeeping …
Content shared in this webinar will be available following the event.
Request a 1-on-1 Strategy Lab http://www.businessol.com/labs
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2
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Make this session interactive …
if Tweeting about this session, please use this hashtag:
#socialcampaign
QUESTIONS ??? please submit questions throughout today's session and they will be address in the final 15 min of the webinar.
@crowdfactory #socialcampaign @bolsocial
Today’s Presenters
Michael Weisfeld Director, Social Media "Unless you try to do something beyond what you have already mastered, you will never grow." Ronald E. Osborn
@mrweisfeld
@BOLSocial @crowdfactory
www.facebook.com/BOLOptimized www.facebook.com/crowdfactory
Follow Crowd Factory and BusinessOnLine Social
Media team on
Adam Corey Director, Customer Success acorey@crowdfactory.com
@crowdfactory
http://www.linkedin.com/in/michaelweisfeld
@crowdfactory #socialcampaign @bolsocial
Agenda: Developing an Earned Media Strategy
Keynote: value of social media
Step 1: How do you plan and implement social campaigns?
Step 2: How do you measure and optimize?
Wrap-up / Q&A
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We all know Social Media is important …
“85% of Americans believe a
company should not only be present but also interact with its consumers via social media” - Omnicom
“25% of top search results for
world’s 20 largest brands is consumer-generated” - Jupiter
“78% of consumers trust peer
recommendations” - Nielsen
“...But only 14% trust ads” - Wiley
#socialmediamarketing @bolsocial #socialmediamarketing @bolsocial
Poll: Who has optimized their website with social features?
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LEVERAGING YOUR MOST VALUABLE ONLINE ASSET
Boosting the performance of your website
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Think about your website like is your Country …
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… which attracts visitors from far and wide …
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… who want to share their experiences …
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… with their network of contacts …
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… of like minded people who also come to visit ….
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… and want to share their experiences …
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Visitors arriving via Social media traffic are …
Social Media Marketing Helps!
more likely to convert into a lead than non-social media traffic. 10%
Results from one of our client’s efforts (B2B software company):
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WHAT IS “EARNED MEDIA”?
Overview of digital word of mouth marketing
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Goal: Drive website visitors
Online Marketing Offline Marketing
traf
fic
Website
traf
fic
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Goal: Motivate Visitors to be Influencers
Definition:
Enthusiastic individuals equipped with the resources to reach and impact others in a related market.
Key point:
Mobilize your crowd to power your marketing.
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How: Capture “Situational Interest”
First Visit / Anonymous User
Activity 1
Activity 2
Repeat Visit / Authenticated User
Activity 3
Activity 4
Authenticated Customer
Activity 5 Activity 6
Understand your visitors needs & wants …
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How: Inspire people to “Share”
Personas
Role?
Content Focus?
Calls to Action?
Contextual & Relevant based on the situational interest or timing of the user’s visit.
Appropriate action or response relevant to the content and based on the users goal.
Make calls-to-actions obvious and intuitive
Inspire to People to share via publishing GOOD CONTENT
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What: Each “Share” is Earned Media
Definition: Earned media is an impression created by a user who “shared” content on their social networks.
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Earned Media can help measure ROI
22
ROI = News feed impressions (#) x Cost of Ad ($) – Cost of Implementation ($)
Earned Media
Paid Media
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The average number of Tweets per day on Twitter.com alone
5 million tweets Source: MarketingProfs, LLC
1 billion posts
Hours of video is uploaded to YouTube
13 hours every minute Source: youtube.com
Digital Buzz Blog, Social Media Has Grown Up: Stats One Year On, 8.03.09
Number of content (web links, news stories, blog posts, notes, photos, etc.) shared each week on Facebook
… and create a swell of impressions …
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3-5x Amplification on sharing content
5-15x Amplification on sharing a comment, viewpoint, vote
… that will amplify once shared …
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… and can be tracked to conversion R
OI =
C
onvers
ions (#
) x V
alu
e P
er ($
) – C
ost
of im
ple
menta
tion ($
)
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STEP 1: HOW DO YOU PLAN AND IMPLEMENT
CAMPAIGNS?
How to Build a Social Campaign
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Social Campaigns: Best-Practices
Use social to drive awareness and conversion
Give visitors something to do and something worth sharing
Integrate social interactions in all marketing channels
Pay attention to the user’s voice and give them the ability to express opinion
Must be easy to create and change messaging based on feedback and performance
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Social Campaigns Integration
Social Shopping
Contests Offers Reviews
Video UGC Email
Facebook Pages
In Ad units
Voting Badging Wishlists
…across many channels
Website
Landing Pages
Mobile
Engagement in many modes…
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Social Campaigns: Contextual Sharing
Red Cross wanted to inspire people to give blood based on word of mouth referral.
The Ask: “Get your friends involved in the winter storm recovery.”
The Reward: “Claim this badge on your Facebook page or blog.”
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Social Campaigns: Engineering the Share
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Social Campaigns: Motivated Sharing
BookRenter.com allows students to rent college textbooks instead of buying them to save over $500.
The Ask: “How will YOU use the $500 you’ll save with BookRenter.com”
The Reward: Discounts for friends and initial sharer
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Social Campaigns: Action Sharing
Make it easy for your audience to participate and interact
Who has time to think of a reason or formulate a “share” that will benefit your website?
Offer your audience the ability to select or vote instead of writing a story.
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Social Campaigns: Action Sharing
http://www.bookrenter.com/
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Social Campaigns: Action Sharing http://www.bookrenter.com/
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Social Campaigns: Referral Marketing
http://www.bookrenter.com/
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Social Campaigns: Sharing Experiences
Give your audience something to DO and something to SHARE
applies to B2B, B2C & Non-profit websites.
Map social campaigns to actions on your website
Surveys
Product feedback
Events (registration, download whitepaper, etc.)
B2C Example:
B2B Example:
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Social Offers & Group Buying: Best-Practices
Provide group offers and promotions .
Get everyone involved in crowd deal selection and product feedback.
Reward your influential customers, but also their friends and network.
Measure performance and listen for opportunities to optimize accordingly.
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Social Campaigns: Referral Marketing
Provide the ability for your website visitors to trigger group offers and promotions
Build good will and foster customer loyalty
Reach wide, friendly audience
Avoid having your offer / promo code “scraped” on other sites
B2C Example:
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Social Campaign: Group Offer B2C Example:
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Social Campaign: Deal Selection
Entry selection
Voting capability
Selection period
Winning deal
Promotion
Build social DB
Customers invest emotion
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STEP 2: HOW DO YOU MEASURE & OPTIMIZE?
How to Build a Social Campaign
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Track Conversions
Attribution Analytics
Measuring social campaign performance
KPI: conversion
Lead Request
Purchase
Call / Inquiry
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Social Dashboard & Analytics
Key metrics to watch:
Interaction rate
Shares-to-resulting visits
Resulting visits-to-conversions
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Social Dashboard & Analytics
Improve your interactions rate:
Look at creative elements and placement on page
Is the call-to-action clear?
Is the offer compelling to the audience?
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Social Campaigns: A/B Testing
Testing to improve performance:
Placement
Messaging
Creative elements
Offer / Reward
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Social Campaigns: A/B Testing
Media company wanted to boost referral visits through social media
Tested multiple versions including a single “Recommend” button versus three network-specific buttons
Through testing, found that network-specific options improved interaction rate which resulted in almost 4X referral visits
Option A: Option B:
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In Conclusion
Look to add social sharing campaign to high value assets on your website.
Let the crowd help you boost ROI
Map your goals to theirs
Now, you can track ROI
Now, you can move quickly
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Thank You! Questions?
Michael Weisfeld
@mrweisfeld
Adam Corey
Request a 1-on-1 Strategy Lab http://www.businessol.com/labs
@crowdfactory acorey@crowdfactory.com
@BOLSocial
@crowdfactory
QUESTIONS ??? Note: Slides from today’s webinar will be sent to all attendees.
http://www.linkedin.com/in/michaelweisfeld
bu
sin
esso
l.co
m/l
abs
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Handout: Social Media Whitepaper
For all those who have attended, BusinessOnLine will be sending out latest whitepaper
Also available here: http://www.businessol.com/resources/whitepapers/premium/is-your-company-social
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APPENDIX Additional Information and Resources
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Workshop #3:
Wireframes
User Centered Design Methodology
Workshop #1:
Personas / Scenarios
Workshop #2:
Information Paths
Recommended