Aims of today. Demonstrate examples of effective social media campaigns on a global scale

Transcription

1 Social Media in Action Tuesday 7 th December 2010 Stuart Anderson

2 Aims of today Demonstrate examples of effective social media campaigns on a global scale Highlight effective use of social media at a small business level Propose some ideas on managing effective social media campaigns

3 Demonstrate examples of effective social media campaigns on a global scale Highlight effective use of social media at a small business level Propose some ideas on managing effective social media campaigns

4 Aims of today Demonstrate examples of effective social media campaigns on a global scale Highlight effective use of social media at a small business level Propose some ideas on managing effective social media campaigns

5 Demonstrate examples of effective social media campaigns on a global scale Highlight effective use of social media at a small business level Propose some ideas on managing effective social media campaigns

6 Demonstrate examples of effective social media campaigns on a global scale Highlight effective use of social media at a small business level Propose some ideas on managing effective social media campaigns

7 Successful Social Media Campaigns

8 Campaign Result Gap were an early adopter of Groupon s national daily offers. They offered customers $50 worth of apparel for $25. Gap also use foursquare to ensure location based social media is a key strategy 441,000 were sold on one day, amounting to $11m sales. Location based SM is now a key channel, and in many ways Gap has set the benchmark. Social media at Gap is about creating a community, and bringing people they wouldn't ordinarily reach into that community

9 Campaign Disney created viral videos including fake, vintage-style ads featuring the new characters, an iad featured on the iphone 4, and a Facebook Page complete with a built-in ticket-buying app, for the Launch of Toy Story 3. Result Kids could appreciate the fake toy commercials while their parents could reminisce about their own childhood toys; a sentiment entirely in line with the Toy Story brand. Best opening weekend for any Pixar movie, highest opening ever for a U rated movie.

10 Campaign Starbucks has been busy with a bunch of successful social media campaigns across a range of networks. The coffee giant offered Mayorship deals on foursquare, free goodies for tax day via Twitter s then-new promoted tweets, and a free pastry day promoted through Twitter and Facebook Result Starbucks focused on areas where they wanted to improve sales. Free pastry day got publicity for their non-coffee offerings, the mayor deals often provide discounts on new products, tax day s free coffee promoted recycling part of the brand s greener image..

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12 Effective social media campaigns

13 Effective social media campaigns

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16 Managing a successful social Media campaign

17 Things to consider Who manages the profile? How many profiles? Do you allow all staff to have a profile? What can be shared? What to tweet? What do you want to achieve? Can be used to identify sales targets, recruit staff, build groups to share info, make new contacts, or learn What s your aim? Best used by B2B firms seems to be as a recruitment tool. Recruit the best grads, interns etc. Or build brand value with posts

18 9 Key elements of effective SM campaigns Dialogue Establishes conversation with key influencers Has a team capable of interacting with online community Customer Service Replies quickly to customer complaints Regularly solicits customer feedback Resolves issues via social media Quality Content Content is creative Accurate and up to date Exclusive online content available Web and SM are integrated

19 9 Key elements of effective SM campaigns Cross Platform Links websites to social media pages Makes use of latest and most popular SM platforms Finds ways to integrate mobile technology Engagement Encourages participation from its community Uses social media to mobilise customers to engage offline interaction Optimisation ROI and metrics are in place Activity is optimised for high rankings Uses data to improve social media strategy Uses a targeted strategy for customer reach

20 9 Key elements of effective SM campaigns Relevant Targets specific segments Promotes areas of the business you want to improve Monitored Positive or negative buzz mentions are tracked Popularity is measured Track key influencers to repeat cycle Feedback Key stats are used to improve future campaigns Lessons are learned from mistakes Negative comments are dealt with in a friendly manner

21 Demonstrate examples of effective social media campaigns on a global scale Highlight effective use of social media at a small business level Propose some ideas on managing effective social media campaigns

22 Tools to help you manage your campaigns Hootsuite Postling Buzztrack GroupTweet Use the social web to launch marketing campaigns, identify and grow audience, and distribute targeted messages Use Postling to create content, stay organized and reach your customers. Link up your social media accounts and manage them all in one place Monitor and engage in the millions of social conversations, online news, blogs, videos, and websites that may be buzzing about your brand Send messages to groups of followers without having to individually send each one. TweetBeep Twtpoll Addictomatic Tweetdeck Stay abreast of what people are saying about you (or your brand or your blog post) on Twitter, without having to obsessively check the site all day By using twtpoll, you can turn you simple query into a poll or survey question in wide variety of formats and twtpoll even tabulates the results. Instantly create your own web page about any topic or story you like. Track what's being said about your brand TweetDeck is a realtime browser, connecting you with your contacts across multiple social channels.

23 Any Questions?