Increase Fan Engagement through Social Promotions

Increasing Fan Engagement Through

Social Media Campaigns

#SocialPromo

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

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.


ABOUT DIGITAL SHERPA

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


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

Agenda

• Facebook Landscape in 2013• Wildfire and Social Media Campaign

Platforms• Managing a Successful Social

Promotion• Key Takeaways• Q + A

Tweet away! Share questions and comments with @DigitalSherpas and @WildfireApp using #socialpromo


FACEBOOK LANDSCAPE IN 2013

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


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


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


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

Types of Content

• Posts– Photos– Videos– Links – Status

• Questions• Ads• Promotions


Tweetable: #Facebook posts that include a picture generate about 120% more engagement. #socialpromo

Why Social Campaigns?

• Engage and attract fans• Grow your online audience• Increase brand awareness• Encourage fan feedback• Generate leads• Drive sales


WILDFIRE AND SOCIAL MEDIA CAMPAIGN PLATFORMS

Wildfire Enables Brand Marketing Across Social

NetworksYour Brand


Wildfire at a Glance• 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

Serve 30 of World’s Top 50 Brands


Wildfire Social Marketing Platform

• World leader in social promotions• Beautiful and engaging Facebook

page management• Efficient Social Messaging• Advanced Analytics


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


Easily Create Engaging Content at Scale


CASE STUDY

LiveJamz Holiday Giveaway


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


SOCIAL MEDIA CAMPAIGNS 101

Types of Social Promotions

• Signup Form• Sweepstakes• Coupons• Photo/Video/Essay

Contests• Quizzes• Trivia


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


Develop Your Campaign

• Give yourself a realistic timeline• Clear and concise copy• Strong visual elements• Enticing offer/prize/benefit• Ease of entry• Platform agnostic


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


Follow Up

• Integrate promotion data into your marketing– Lead capture

• E-mail nurturing• Direct mail• Other marketing efforts

• Convert leads to sales• Be consistent!


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

Campaign Sherpa

• DigitalSherpa can work with you to:– Execute and manage your campaign– Show real, measurable results– Increase engagement

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

Let’s Stay In Touch

If you have any questions or would like a copy of this presentation, please e-mail Lauren at [email protected]

If you're interesting in receiving a consultation about your own social media strategies, visit: http://digitalsherpa.com/social-media-consultation/ /

digitalsherpas

/digitalsherpas

mailto:[email protected]

http://digitalsherpa.com/social-media-consultation/



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Increase Fan Engagement through Social Promotions