Open Social Media: Where we tell it like it is

Open Social Media Education

A Captive Touch Initiative

Host: Sherry Nouraini Founder/President Captive Touch

Open Social Media: Where we tell it like it is

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Open Social Media: Where we tell it like it is

Topic of Our Workshop Today

What does it take to create a

Successful Facebook Campaign

A Case Study

Open Social Media: Where we tell it like it is

• One woman show: Mom of 4 kids• Reseller of Jogging strollers• Nearly doubled number of relevant Facebook fans in a matter of a few weeks • full disclosure, at the time of the campaign Captive Touch worked with Joggermom for management of social media and email marketing

Open Social Media: Where we tell it like it is

Goals of the Campaign:

•To raise awareness about the Joggermom brand•To create buzz on Twitter about @joggermom•To increase number of relevant Facebook fans•To increase engagement on Facebook•To increase number of contacts on the email database

Open Social Media: Where we tell it like it is

Joggermom’s audience

• Mothers of young children who Are joggersOr Are not active but want to get active

• Both of these groups either

Need a jogging stroller Or would like a new one Need motivation to do something great

Open Social Media: Where we tell it like it is

Solution: A virtual MarathonJoggermom Marathon

• Moms from all over US can participate• Can do it in their own pace (Month of May)• Would log in their workout• Show evidence of a completed marathon (26.2 miles)• Everyone who entered and completed The race would qualify for a raffle to win brand new jogging strollers and other goodies

Open Social Media: Where we tell it like it is

Before the Race

•Created a dedicated logo for the Joggermom marathon•Developed a dedicated WP website for the Race (Submissions, support material etc) Off Facebook property•Wrote and distributed a press release•Partnered with influential mom fitness bloggers who helped spread the word•Promoted the marathon on Joggermom's existing Twitter and Facebook channels, and email database.• Initiated a weekly newsletter with the sole purpose of informing and motivating marathon runners to complete the race

Open Social Media: Where we tell it like it is

Virtual Medal Race Bib

Apparel

Open Social Media: Where we tell it like it is

During the race

•Produced a marathon launch video featuring local moms participating in the race.

•Published regular blog posts with topics relevant to the race

• Published Facebook page posts with the aim of encouraging moms to finish the race

• Announced a secondary prize for the funniest race picture, called the “Booby Prize”

Open Social Media: Where we tell it like it is

After the race

• Held a marathon finish event, taking videos of local moms completing the race.

•Announced the winners of the contest

• Chose two pictures from the Booby prize contest submissions and asked marathon participants to vote for the funniest photo.

Open Social Media: Where we tell it like it is

Results• Close to 1000 moms participated in the marathon• Joggermom was featured in two local newspapers• Joggermom marathon was featured in numerous influential blog posts• The number of Joggermom Facebook post views increased by 4,306% • The fan page post feedback (comments, likes, wall posts) increased by 1,113%• Number of fans increased by 50% within a few weeks• Close to 1000 new and relevant contacts were signed up to Joggermom monthly newsletter

Open Social Media: Where we tell it like it is

Open Social Media: Where we tell it like it is

Analytics from Crowdbooster

Open Social Media: Where we tell it like it is

Facebook insights: Facebook page engagement

Open Social Media: Where we tell it like it is

Hootsuite: Twitter Click-Through

Open Social Media: Where we tell it like it is

Boobie PrizeFinalists

Open Social Media: Where we tell it like it is

Lessons we can all learn from this success story

1- The magic to social media success is putting people first No sales pitchMoms participating in the marathon came to the Joggermom fan page on a daily basis and posted messages of gratitude for helping them to get active.

I encourage you to change your mindset and ask yourself:

“What can I do to serve my community better, how can I addvalue to their lives?”

Open Social Media: Where we tell it like it is

2- Success requires combining traditional and new media marketing

Social media tools should be just one part of your Overall marketing strategy.

Open Social Media: Where we tell it like it is

3- It is important to have a comprehensive begin-to-end plan rather than just starting a contest

It takes more than just an App

Open Social Media: Where we tell it like it is

3- Take an active role and be closely involvedWith your social media campaign.

It is your business, don’t just hand it off to an agency, be an active participant.

Open Social Media: Where we tell it like it is

4- Lead by example and practice what you preach to build trust with your audience

Kelly Morse (Joggermom) is an avid jogger a marathon runner and lives her customers dream: being a mom to their kids but staying fit!

Play close attention to who you put in charge of the conversations with your audience. If they can’t relate to your audience, they cannot motivate and engage them.

Open Social Media: Where we tell it like it is

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