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Become "socially savvy" to take your campaigns to the next level during this valuable webinar. Attendees will gain insight into social media marketing, learn how to grow and nurture an online community and review best practices for social campaigns. Having a social media marketing strategy is critical to every brand's success in the digital age.
Citation preview
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Kailei Richardson
Social Media Marketing Best Practices
July 21, 2010
Cyndi Zaino
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Agenda
Who We Are
Social Media Marketing
Community Best Practices
Ripple6 Social Hub
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Founded 2006
A wholly-owned, independently operated subsidiary of Gannett Co., Inc. • A division of PointRoll
Provider of Social Media technologies and services.
Notable Partners and Clients:• Procter & Gamble, Kraft, Unilever and
Target
About Ripple6
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Social Media Marketing
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What is Social Media Marketing?
Overwhelming!
Complicated
Facebook and Twitter
Advertising on Social Networks
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What is Social Media Marketing
A way to use social networks and tools for marketing purposes
Enables companies to:• Connect with
customers/consumers
• Launch and execute campaigns
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Types of Social Media Marketing
Facebook/Twitter/YouTube
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Types of Social Media Marketing
Embedded Communities
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Types of Social Media Marketing
Branded Communities
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Community Best Practices
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Community Best Practices
Overview
Community Stages
Managing Teams
Setting Expectations
Engagement & Campaigns
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You’ve already done this before
Think about: • How you currently
interact with your customers and “end-users”
• What are your current best practices when communicating with them?
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Technology makes it better
In the past few decades technology has advanced, making communication faster and more efficient. Conversations are more visible.
You can reach individual customers by • Email• Mobile• Websites• Social networking
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Intro to Community Stages
Seeding & Beta
Launch
Building & Growing
Sustaining
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Managing Teams
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Team Roles
• Determine, manage and execute strategic and tactical tasks to achieve the community’s business goals
Strategic
• Perform technical and administrative tasks to manage the site
Administrative
• Direct and moderate the editorial, ‘social norms’, and voice
• Create and execute community-wide engagement activities
• Create, administrate, moderate and manage a section within the community
Editorial
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Staffing your team
What if I don’t have enough staff? Is it OK to take volunteers?
Some tips• Recruit trustworthy,
diverse and altruistic members
• Have easy avenues of communication and coordination
• Give incentives, recognition and legitimacy
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Managing your team
Individuality plus coordination
Communication opportunities
Tools and resources
Routine check-points
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Setting Expectations
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Social Campaigns vs. Community
What’s the difference?
One supports the other
Community is a long-term investment communication channel
How should I evaluate my community?• Differently than a
campaign• Health and
performance are key
- Numerically- Anecdotally
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Engagement & Campaigns
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Engagement & Campaigns
Contests, Challenges, Competitions
Journaling or Real-world vs. virtual-world activities
Badging, Gaming, and Points Systems
Editorial Campaigns
Community-building
Scavenger Hunts
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Tips & Tricks
Monitor mix of branded versus non-branded messaging/activities
Use combinations of activities
Use trackable links
Leverage your power users
Try different activities – see what sticks!
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Community Stages
Seeding & Beta• Preparing, adjusting,
learning
Launch• Promotion, awareness
Building & Growing• Retention,
engagement, identity
Sustaining• Member-driven,
continue to support
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Ripple6 Social Hub
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The Social Hub
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The Social Hub
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The Social Hub
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Example: Ripple6’s Social Hub
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Example: Ripple6’s Social Hub
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Example: Ripple6’s Social Hub
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Example: Ripple6’s Social Hub
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Example: Ripple6’s Social Hub
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Example: Ripple6’s Social Hub
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Example: Ripple6’s Social Hub
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Social Hub: LaunchPad
Our experienced Social Media Engagement Services team will help you plan, seed and launch your community
Total of a three month engagement
Three components:
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Wrap-Up
Social Media Marketing – another component in your marketing mix
Several trends in social media marketing:• Embedded Communities• Facebook/Twitter/YouTube• Branded Communities
Community Best Practices
Ripple6 Social Hub
Questions?
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Thank You!
Kailei Richardson
Cyndi Zaino
http://community.ripple6.com
