How to Set Up, Run and Manage a Social Media Campaign

Transcription

1 How to Set Up, Run and Manage a Social Media Campaign Presented by: Jamie Turner Chief Content Officer 60 Second Marketer 60 Second Online University

2 Yesterday: The Good Old Days

3 Today: A World of Opportunities

4 Sponsors 60 Second Marketer and 60 Second Online University are divisions of BKV Interactive and Direct Response. BKV helps brands such as AT&T, Harrah s, Equifax and Six Flags use innovative marketing programs to grow sales and revenue.

5 Agenda Social Media overview Case studies How NOT to run a Social Media campaign The big idea in Social Media 60 Second Marketer Social Media Management Principle 10 things to measure in Social Media Social Media measurement tools Where to download this presentation 10-step action plan to get started on your next Social Media campaign Appendix: Social Media data plus The 10 Worst Mistakes on Twitter.

6 Social Media Overview

7 Social Media Overview Social network and blogging sites are now the fourth most popular activity on the internet, ahead of , but behind search and general interest portals. Total amount of time spent on Facebook increased 566% last year 600 Member communities (i.e. social network and/or blogging sites) are visited by 67% of the global online population. Time spent is growing at 3 times the the rate of overall internet growth. Source: Nielsen All Internet 18% Member Communities 63% Facebook 566%

8 Social Media Overview Facebook overtook MySpace in December of 2008 Twitter overtook LinkedIn in February of 2009

9 Social Media Overview Facebook is a Pub -- an informal place to talk casually with people and get to know people on a more personal basis LinkedIn is a Trade Show -- a slightly more formal place to meet other business professionals and connect with them primarily for business purposes Twitter is like a Cocktail Party -- an energetic place where there are many conversations going on at once YouTube is Times Square on New Year s Eve -- a place where it s hard to break through, but if you do, a lot of people will see you MySpace is like Woodstock -- wild, crazy and perfect for the younger generation or cause-oriented marketing

10 Social Media Overview 1. Blogs 2. Bookmarking and tagging 3. Content aggregation 4. Crowdsourcing and voting 5. Discussion boards and forums 6. Events and meetups 7. Photosharing 8. Podcasting 9. Presentation sharing 10. Ratings and reviews 11. Virtual worlds 12. Widgets 13. Wikis 14. marketing Source: Mashable

11 Social Media Case Studies

12 Papa John s Pizza

13 Social Media Case Study

14 Social Media Case Study E-Newsletter 60 Second Marketer Website YouTube Videos Forums Speeches Twitter Events ebooks :60 Online University Blog Online Seminars and Webinars :60 Online University Articles Blog Postings

15 How Not to Run a Social Media Campaign

16 How Not to Run a Social Media Campaign 1. Don t upload your corporate YouTube video and claim you have a social media campaign. 2. Don t sit on the sidelines. 3. Don t downplay the importance of social media 4. Don t think you can do social media in 10 minutes a day 5. Don t think social media is just about YouTube, Facebook and Twitter 6. Don t assume social media can t be measured Source:

17 How Not to Run a Social Media Campaign 7. Don t forget that social media is about mobile media, too. 8. Don t think that social media is like traditional marketing. 9. Don t think social media will sell itself. 10. Don t think that you can run a social media campaign in a silo. It s about engaging across many platforms. Source:

18 The Big Idea Behind Social Media

19 Social Media is about more than being everywhere. It s about engagement.

20 60 Second Marketer Social Media Management Principle

21 60 Second Marketer Social Media Management Principle Making Money Growing Market Share Retaining Customers Building Visibility Attraction Distraction Fun and Games Friends and Family Sports and Hobbies Unrelated Activities Good Bad

22 10 Things to Measure in a Social Media Campaign

23 10 Things to Measure in a Social Media Campaign Econsultancy: AdAge Power150 Ranked site for digital marketers 1. Traffic: Remember quality often beats quantity. 2. Interaction: Leaving comments, Tweets, participation in forums, etc. 3. Sales: Dell made $1 million in 18 months. Blendtec had a five-fold increase in sales. 4. Leads: Good measurement tool if you can t track sales online. 5. Search Marketing: Good, oldfashioned SEO is very powerful.

24 10 Things to Measure in a Social Media Campaign 6. Brand metrics: Positive brand associations via social media campaigns can help drive clicks on paid search ads 7. PR: Twitter means that everybody has a blog these days. There are ways to monitor and manage online PR. 8. Customer engagement: Online and offline involvement with your product or brand.

25 10 Things to Measure in a Social Media Campaign 9. Customer retention: It costs 3 to 5 times as much to get a new customer as it does to keep an existing one. 10. Profits: The 3 most important things in business are 1) to keep existing customers, 2) to get new customers, 3) to get existing customers to buy more. Social media helps you accomplish all 3.

26 Social Media Measurement Tools

27 Information, Insight, Impact

28 Traffic

29 Interaction

30 Sales $1 million in incremental revenue in first 18 months. An additional $1 million in next 6 months.

31 Leads E-Newsletter 60 Second Marketer Website YouTube Videos Forums Speeches Twitter Events ebooks :60 Online University Blog Online Seminars and Webinars :60 Online University Articles Blog Postings

32 Search Engine Marketing

33 Brand Metrics

34 Public Relations

35 Public Relations Uncovers and integrates data-driven insights culled from nearly 100 million blogs, social networks, groups, boards and other consumer generated media. (Not just for PR measurement.)

36 Customer Engagement Branding is no longer about positioning or mindshare. Instead, it s about how people engage and experience your product or service. Are they talking about your brand online? Do they refer your brand to other prospects? Do they comment on your blog? Do the follow you on Twitter?

37 Customer Retention It costs 3 to 5 times as much to get a new customer as it does to retain an existing customer. By keeping customers engaged, involved and active with your brand, you ll be preventing them from changing their loyalty. 60SecondMarketer.com -> Videos -> Branding

38 Customer Retention

39 Profits

40 10 Step Action Plan to Set Up and Manage a Social Media Campaign

41 Where to Download this Presentation

42 Social Media Action Plan 1. Competitive Assessment: What are your competitors doing in this space already? What can you borrow from them? 2. Internal Situation Analysis: How much awareness is there of social media within your company? Is there an understanding that it can be measured and create a positive ROI? 3. Major Objectives: What are you trying to accomplish with your social media campaign? 4. Consumer Thought Process: What is the typical sales cycle for your product? How much trust do you need to build before you can make a sale? (Hint: The more expensive the product, the more trust needs to be built.) 5. Key Strategies: What approach are you going to take in order to have a successful program?

43 Social Media Action Plan 6. Brand Essence: What is your brand essence and how are you going to communicate that using Social Media? 7. Positioning: How is your brand currently positioned in the marketplace? Where do you want it to be positioned as a result of your social media campaign? 8. Essential Message: What is the essential take-away you want customers and prospects to have after engaging with your brand via Social Media? 9. Tactical Plan Overview: Which Social Media platforms are you going to use for your program? Which tools are you going to use to measure the success of your program? 10. Executional Roadmap: What are your SMART Goals for this plan? How are you going to be held accountable for them?

44 Key Points to Remember Social Media is about engagement with your brand Social Media can be measured Social Media is here to stay

45 Questions Jamie Turner, Chief Content Officer for 60 Second Marketer and 60 Second Online University 60SecondMarketer.com/blog Twitter.com/60SecondTwitter PH:

46 Questions and Answers Additional content available for those who download PDF at: 60SecondMarketer.com/pdf or 60SecondOnlineUniversity.com/pdf

47 10 Worst Mistakes on Twitter The 10 Worst Mistakes on Twitter according to the 60 Second Marketer: 1. Using Twitter to SPAM people: We re not exactly sure why anyone would use Twitter as a SPAM tool, since that technique is extremely short-sighted. Still, some people do it. You know the type they re following 2,367 people and have one person following them back. Don t be that person. 2. Blocking your updates: WTF? You sign up for Twitter and follow people only to put a roadblock up if they want to follow you back? That simply doesn t make sense. Don t be that person either. 3. Overly-promotional Tweets: If every Tweet (or every other Tweet) is designed to drive people back to your site, you re guilty of being overly-promotional. At the 60 Second Marketer, we (quite unsuccessfully) try to incorporate the Chris Brogan rule of 15 sharing Tweets for every 1 promotional Tweet. (We re not at the 15:1 ratio yet, but we re trying.) 4. Not using your Twitter home page properly: The Twitter home page is a blank canvas that you can use to position yourself in the marketplace and promote your company or your website. Use it that way. Otherwise, you shouldn t be on Twitter in the first place. 5. Believing it s about the quantity of followers, not the quality: The little-known truth about Twitter is that it s not about the quantity of people following you, it s about the quality of people following you. Don t be swept up by all this talk about I have 5,000 people following me on Twitter. In this day and age, with automated follow systems in place, the quantity is less relevant. It s about the quality of your followers that is, the engagement and trust your followers have with you.

48 10 Worst Mistakes on Twitter The 10 Worst Mistakes on Twitter according to the 60 Second Marketer: 6. Irrelevant Tweets: A sure-fire way to tell if someone is a newbie to Twitter is when they Tweet about the weather, their mood or what they had for dinner last night. Don t do this. Nobody is interested in those topics. (Except for you, of course.) 7. Simply ReTweeting (RT-ing) everything: Again, this is a sure-fire way to tell that someone is new to Twitter. RTs are important and can build credibility and trust with your followers, but you should try to take a nugget of information from the article or post and add it to your RT. (e.g. 37% of all widgets are sold to people with blue hair. For the entire post, click here: tinyurl.com/notreal43) 8. Not Tweeting: Interestingly enough, some reports indicate that Twitter has about a 60% churn rate after the first month. That means that only 40% of the people who sign up for Twitter use it after the first month. If you re not going to dive in with both feet, consider spending your time on other pursuits. 9. Not adding value: This is related to the RT issue. Don t just ReTweet everything, add some value, some perspective, some insight. That s the best way to keep people interested in following you. 10.Wasting time: Let s admit it, Twitter is a huge time sucker. It s very, very easy to get sucked into articles that you re only vaguely interested in reading. It s up to you to put up boundaries. I use the off the grid approach. That is, I tell myself I m off the grid when I need to take a break from social media. After all, if you don t put up some boundaries, you ll disappear into the Twitter Tornado and never be found again.

49 Facebook More than 250 million active users More than 120 million log on to Facebook at least once a day More than 66% of Facebook users are outside of college = The fastest growing demographic is those 35 years and older

50 LinkedIn Adding about one member per second. Traffic is up in the recession. 36 million members have profiles on LinkedIn More than 7.75 million visitors each day

51 MySpace 76 million members in the U.S. Growth rate of about 0.8% per month. The average MySpace user now spends 4.4 hours per month on the site.

52 Twitter Growth rate of 752% last year. According to Quantcast, Twitter attracts a more educated, slightly more female than male, young adult audience. According to Sysomos, 5% of users accounted for 75% of all activity. Of those 5%, almost 1/3rd were Tweets made by machine bots posting more than 150 Tweets a day.

53 YouTube An independent subsidiary of Google. Hundreds of millions of videos watched each day. Hundreds of thousands of videos uploaded each day. Every minute, 10 hours of video is uploaded to YouTube.