How to Build a Social Campaign

@crowdfactory #socialcampaign @bolsocial
Webinar:
How to Build a Social Campaign
Getting Value from Social Media

Expert Panelists
Michael Weisfeld
Director of Social Media
"Unless you try to do something beyond what you
have already mastered, you will never grow."
Ronald E. Osborn
Thanh Nguyen
Senior Usability Engineer
"There is no need for temples, no need for complicated
philosophies. My brain and my heart are my temples;
my philosophy is kindness." The Dalai Lama
Alexander Mouldovan
Founder, VP Business Development
Follow the Crowd Factory
and BusinessOnLine
Social Media team on
Twitter at:
@BOLTeamu
@mrweisfeld
@BOLSocial
Sanjay Dholakia
CEO
@crowdfactory
www.facebook.com/BOLOptimized
www.facebook.com/crowdfactory
@sdholakia

Housekeeping …
Video of the webinar will be available
following the event.
Sign up for a Crowd Factory Executive Briefing
http://pop.to/76b
Request a 1-on-1 Strategy Lab
http://www.businessol.com/labs
1
2
3

Make this session interactive …
if Tweeting about this session,
please use this hashtag:
#socialcampaign

Agenda: Developing an Earned Media Strategy
Keynote: value of social media discussion
Step 1: define your business objectives
Step 2: understand your target audience
Step 3: integrating social media
Earned media strategy
Mapping social gestures and site experience
Implement social elements
Optimize It
Conclusion
QUESTIONS ???
please submit questions during
the webinar. We will attempt to
answer or address at the end ...
there will be time.

KEYNOTE THOUGHTS
Social Is An Essential Boost To All Your Campaigns

Why 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:
Do you have social features on
your website?

Challenge is the Ability Track ROI
“While interaction is high
[with social media], it’s
been difficult to tie back to
commerce.”
- Altimeter Group
“The problem in the
market is that people can’t
attribute results to social.”
- Responsys
0%
10%
20%
30%
40%
50%
60%
70%
80%
Believe It is
Important to
Measure ROI of
Online Activities
Marketers That
Say They Can
Effectively
Measure It

Monetization vs. ROI
10
ROI
Focused on a return on
investments via conversions as
a result of channeling
marketing promotions and
participation on Facebook
Monetization
Focused on developing a revenue
model via affiliate marketing and third
party advertisements on the Facebook
platform

Monetization vs. ROI
11
ROI
Focused on a return on
investments via conversions as
a result of channeling
marketing promotions and
participation on Facebook
Monetization
Focused on developing a revenue
model via affiliate marketing and third
party advertisements on the Facebook
platform

Achieve ROI with Earned Media
12
ROI =
News feed impressions (#) x Cost of Ad ($) – Cost of Implementation ($)
Earned Media
Paid Media

Source: Neilsen BrandLift Survey
Earned Media Adds a Boost!
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
Ad Recall Awareness Purchase Intent
Ads - No Social Context Ads - With Social Context

5x
Amplification on
sharing activity
11x
Amplification on
sharing activity
4x
Amplification on
sharing activity
Amplify AND track campaigns

Track Social Directly to Conversion
ROI=
Conversions(#)xValuePer($)–Cost
ofimplementation($)

STEP 1: DEFINE YOUR BUSINESS OBJECTIVES

Marketing Landscape: Online & Offline
Online MarketingOffline Marketing
traffic
Website
traffic

AIDAEA Model for Online Marketing
18
a
i
d
a
a
Activity
Search Engine Marketing,
Advertising, Off-line
Campaigns, Word-of-Mouth
Visit Website and Browse
Beyond 2 min, Returning
Visitor
Call to Action, Engagement
Interaction, Visit Blog, On-
Site Search
Login, Purchase, Contact,
Chat, Watch, Comment,
Submit Form, Other
Activities
Goals Phase
Promote, Publish,
Bookmark, Post,
e.g. 80%
e.g. 40%
e.g. 20%
e.g. 10%
e
e.g. 30%

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

AIDA Model for Web pages
Map content to the
appropriate area of the
web page based on the
user mindset and learned
conventions.

STEP 2: UNDERSTANDING ONLINE USER NEEDS,
BEHAVIORS, & PATTERNS

User Centered Design
User
Needs
Business
Needs
Synergy
&
Results
Marketing Tip:
True innovation
can occur when
there is a deep
mutual
understanding of
both sides.
understand to be understood

#socialmediamarketing @bolsocial#socialmediamarketing @bolsocial
Assess Target Personas
Source: Molecular

Joiners
Creators
Spectators
Inactives
Critics
Collectors
Publish a blog
Publish own web pages
Write and post articles
Upload self-created videos
Comment on a blog
Comment on a forum
Rate/review products
Contribute to a wiki
Add tags to web pages/photos
Vote for web sites online
Use RSS feeds
Visit social networking sites
Maintain profile on social
networking sites
Read blogs
Watch videos
Read online forums
Read ratings/reviews
None of the above
Social Media Profiles
Conversationalists
Updates status on social
networking site
Updates on micro-blogs

Empower everyone to be an Influencer
Definition:
Enthusiastic individuals equipped with the
resources to reach and impact others in a
related market.
Key point:
Provides resources to every
visitor to become an influencer!

Map actions to Personae
Contextual
based on the situation /
information that currently
exists
Relevant
related to the content
consumed
Personas
Role?
Content
Focus?
Calls to
Action?

Best Practices for adding Social Features
Follow best practices &
learned conventions for
publishing content
Identify user objectives
and engagement
opportunities
Make calls-to-actions
obvious and intuitive
Most
important
content
ABOVE
the fold

STEP 3: PLAN AND IMPLEMENT CAMPAIGNS

RCB.org – Crowd Factory Campaigns
• Scheduled
Appointment
Campaign 1
• Submit Donor
Story
Campaign 2
• Other Social
Gestures
Campaign 3
• Mobile
Check-in
Campaign 4
www.redcrossblood.org

Schedule Appointment Process
Search for a
blood drive
Select
Preferred
Location
Confirm
Prompt
to Share
• Scheduled
Appointment
Campaign 1

Broadcasting Awareness!
Earned
Media
Campaign 1: Schedule Appointment

Make Donation Appt (offline
attribution)
RSVP
button

Submit Donor Story
Select Story
Type
Complete
Story Form
Thank
You
Prompt
to Share
• Submit Donor
Story
Campaign 2

Broadcasting Advocacy!
Earned
Media
Campaign 2: Submit Donor Stories

Gestures throughout the Website
Badges
Resources
Games
• Other Social
Gestures
Campaign 3

Blood Drive Mobile Check-in
Visit mobile
website
Check-in Thank
You
Prompt
to Share
• Mobile
Check-in
Campaign 4

American Red Cross – Give Blood
m.redcrossblood.org/ Google
[Marketing Banner]
Gave Blood Today?
Find a Blood Donation Opportunity Near You:
Enter Zip Code: Find
1-800-RED CROSS (1-800-733-2767)
10:35 PM
>
[Marketing Banner]
Gave Blood Today?
1-800-RED CROSS (1-800-733-2767)
10:35 PM
>
[Social Gesture - Before]
Check in here
and let your
friends
know!
You Rock!
Tell your
friends
[Marketing Banner]
Gave Blood Today?
1-800-RED CROSS (1-800-733-2767)
10:35 PM
>
[Marketing Banner]
Gave Blood Today?
1-800-RED CROSS (1-800-733-2767)
10:35 PM
>
[Marketing Banner]
Gave Blood Today?
1-800-RED CROSS (1-800-733-2767)
10:35 PM
>
You Rock!
Thank You

POLL - Which campaign will perform best?
• Scheduled
Appointment
Campaign 1
• Submit Donor
Story
Campaign 2
• Other Social
Gestures
Campaign 3
• Mobile
Check-in
Campaign 4
www.redcrossblood.org

STEP 4: ANALYZE & OPTIMIZE

Conversions
Attribution Analytics
The science of
determining
performance of each
marketing and/or
advertising initiative.
KPI: conversion
Lead Request
Purchase
Call / Inquiry

Conversations
Buzz Monitoring
The science of
determining the
mentions occurring on
the social web.
KPI: conversations
Sentiment
Topic Trends
Volume

Define a segment
Engagement Influence

WRAP UP
Conclusion & Questions

Operation: Boost Traffic Flow
Poll: How should we follow up?

In Conclusion
You are running campaigns
today
Let the crowd help you
boost ROI
Map your goals to theirs
Now, you can track ROI
Now, you can move quickly

Thank You! Questions?
Thanh Nguyen
Michael Weisfeld
@mrweisfeld
Alexander Mouldovan
Sanjay Dholakia
@sdholakia
Sign up for a Crowd Factory Demo
http://pop.to/76b
Request a 1-on-1 Strategy Lab
http://www.businessol.com/labs

How to Build a Social Campaign

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Viewers also liked

Viewers also liked (15)

Similar to How to Build a Social Campaign

Similar to How to Build a Social Campaign (20)

More from BusinessOnline

More from BusinessOnline (17)

Recently uploaded

Recently uploaded (20)

How to Build a Social Campaign