Post on 23-Jan-2017
RED ROCKBRAND BUILDINGUNIFYSIMPLIFYAMPLIFY
SOCIAL MEDIA
MARKETING@redrockbranding
linkedin.com/in/glenmcdermott
Glen McDermott redrockbranding.com
YOU WILL LEARN WHY USE SOCIAL MEDIA AS A MARKETING TOOL
WHEN WE ARE DONE YOU WILL
UNDERSTAND WHY SOCIAL MEDIA IS A POWERFUL MARKETING TOOL THAT IS LARGELY MISUSED AND
MISUNDERSTOOD
BIG TAKEAWAYS HOW TO APPLY TARGETING TO ANY COMMUNICATION STRATEGY
WAYS THAT SOCIAL MEDIA HELPS BUSINESS
Increases digital exposure Boosts traffic and SEO
Showcases and validates your brand Develops a loyal brand community
Provides customers a way to share (User Generated Content) Provides a 24/7 customer service & focus group
Reach new audiences and expand sales Cut marketing costs
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SOCIAL MEDIA MARKETING
"A Facebook page with no Fans can drive greater visibility with $500 of investment than a page can
achieve organically with 90 Million+ Fans."
Wes Finley (Coca-Cola's global digital operations)
COMPONENTS OF SUCCESSFUL SOCIAL CONTENT1. ITS VISUAL
90% of information transmitted to the brain is visual.
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COMPONENTS OF SUCCESSFUL SOCIAL CONTENT
2. ITS RELEVANT
Relevance is critical for success when using SOCIAL. If you're showing content that isn’t relevant to your target audience, then you're wasting your time.
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COMPONENTS OF SUCCESSFUL SOCIAL CONTENT
3. IT INCLUDES AN ENTICING VALUE PROPOSITION
A value proposition tells the reader why they should click on your content to learn more about your product and usually
ends in a Call To Action (CTA)
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REFERAL SITES
GOOGLE KNOWS WHAT YOU WANT, BUT
FACE-BOOK KNOWS WHO YOU ARE
QUALITY TIME
buyer journey (sales funnel)
What kind of content can you
deliver consistently
• Blog posts
• Expert round-ups/interviews
• Webinars
• Video content – tutorials, guides, webinar records
• Case studies
• Industry researches and presentations
• Contests/Giveaways
• Infographics
• Resource libraries
• Online communities/forums/Q&A platforms
• Guest posting, outreach campaigns
• Podcasts/audio clips
Engagement Strategies
Establish an emotional connection with consumers
Co-create marketing and engagement strategies with consumers
Execute strategies aimed for a long-term consumer engagement
Maintain engagement by constantly rewarding consumers
Communicate success stories that are meaningful to consumer’s lives.
approach
unify A good logo does some heavy lifting for a brand, and symbols are the fastest form of communication known
simplify
amplify
Simplicity is about subtracting the obvious and adding the meaningful.
When its clear that these massages will move people to action, deliver it to market on every screen.
Services
Design Identity systems - Brochures - Direct mail - Billboards
Content creation - Copy writing - Environmental
Media
online
offline
Graphics - Photography - Video production - Animation
Social Media - Community engagement - Email marketing - B2B & B2C marketing - SEO - SEM
Special events - Direct mail - Transit marketing - Billboards
Public relations - Campaign design & production
methodology
LISTENListen to what content the client & audience wants. Use insights to detect preferences on content, format and consumption habits across every screen
CREATEValuable content by communication experts Use skilled, multimedia professionals to produce your persuasion architecture
CONNECTYour content to your audience, where ever that are Tap into our expertise with strategies to match your content to the right person at the right place at the right time
optimizeYour content performance Our analytics team constantly monitors content engagement metrics and measure performance agains KPI’s and goal conversions
ONLINE ECOSYSTEM (persuasion architecture)
WEBSITEPAID
EARNEDOWNED
customer targeting
CASE STUDIES 5iris
3 year NIH funded trial to build a brand that creates awareness around psychosis and the benefits of early treatment. Compare outcomes with Harvard control group
OUTLINE
GOALS Education on symptoms and treatment of Psychosis Reduce Duration of Untreated Psychosis (DUP) Target youth 18 -25 in ten towns (400,000)
OUTREACHCASE STUDY
FACE BOOK TARGETINGCASE STUDY
FACE BOOK TARGETINGCASE STUDY
TWITTER TARGETINGCASE STUDY
YOUTUBE TARGETINGCASE STUDY
Views 51,000CPV $0.02c
Social media impressions
SCOREBOARDCLIENT
Website visits
Completed quiz
2,980,000
13,962
582
Clients Enrolled 37
Clients Eligible 137
65% INCREASE ON 2014
OUTLINE Rebrand existing organization with youth facing image and content to promote health lifestyles
GOAL Create and build online assets that would be youth centric Partner with business leaders to co-sponsor awareness campaigns Create online content that resonates with target market Spotlight the benefits of health focused activities
every dollar invested in research based prevention programs can save $10 in treatment costs
Lost productivity and crime related costs in health care
THE COST OF SUBSTANCE ABUSE TO SOCIETY
$224BILLION
ALCOHOL
$193BILLION
TOBACCO
$193BILLION
ILLICIT DRUGS
Source: CADCA- Cost Benefit Analysis of Drug Prevention 2014
community (growth)
E-Mails
TOTAL
MEDIA 2012 2013138
67
27
21
75
328
418
349
248
300
2109
3424
1044%% Growth
Source: Red Rock Social Media Audience - Sprout Social
2014654
549
523
550
4120
6396
community (impressions)
Billboard Impressions
Social Media Impressions
TOTALS
MEDIA 2012 2013600K
156K
756K
1,740K
498K
2,238K
294 %% Growth
Source: CBS Outdoor & Red Rock Social Media Audience - Sprout Social
20142,100K
675K
2,775K
44 4237 38
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ALCOHOL MILFORD
USE % 2009 2011 2013
ALCOHOL STATE
30 dAY USE RATES 2009-2013 MILFORD VS. STATE
22 24 2617 17
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MARIJUANA MILFORD
MARIJUANA STATE
18 16 14 9 6 5
CIGARETTES MILFORD
CIGARETTES STATE
*Youth Risk Behavior Survey, State Department of Public Health **Search Institute Survey, Profiles of Student Life: Attitudes and Behaviors, 2009 ***VSAAC’s 2009 Survey: High School Students & VSAAC’s 2009 Survey: Middle School Students (modified) ****Milford Youth Survey, 2013 (the Milford Youth Survey was derived from the Connecticut Governor’s Prevention Initiative for Youth survey and modified by several regional prevention coalitions across CT.)
results (behavior change)
Billboards
E-mail Campaigns
TOTAL
MEDIA2012 2013
600,000
457
1,740,000
11,439
Social Media ImpressionsIncludes Facebook, Twitter, Linked in
156,000 486,000
2014
251,000
15,100
591,000
2009-2014
64%DECREASE IN ALCOHOL USE
29%DECREASE IN
MaRIJUANA USE407,457 1,097,439 2,346,100
Case study - BILLBOARDS
Billboards
E-mail Campaigns
TOTAL
MEDIA2012 2013
600,000
457
1,740,000
11,439
Social Media ImpressionsIncludes Facebook, Twitter, Linked in
156,000 486,000
2014
251,000
15,100
591,000
2009-2014
64%DECREASE IN ALCOHOL USE
29%DECREASE IN
MaRIJUANA USE407,457 1,097,439 2,346,100
Case study - special events
Billboards
E-mail Campaigns
TOTAL
MEDIA 2012 2013
600,000
457
1,740,000
11,439
Social Media ImpressionsIncludes Facebook, Twitter, Linked in 156,000 486,000
2014
251,000
15,100
591,000
2009-2014
64%DECREASE IN ALCOHOL USE
29%DECREASE IN
MaRIJUANA USE407,457 1,097,439 2,346,100
CLIENT SCOREBAORD
OUTLINE Rebrand existing organization and update all online assets to support refugees and immigration causes
GOAL Create and build online assets that would educate general public on the social and economic benefits of refugee immigration Spotlight the fundraising aspect of the website and many other ways community can get involved to support the refugee community
irisINTERGRATED IMMIGRATION
& REFUGEE SERVICES
CASE STUDY - SPECIAL EVENT iris
CASE STUDY - Facebook targeting iris
44% INCREASE IN NUMBER
OF RUNNERS
55% INCREASE IN DOLLARS
RAISED
CASE STUDY - Facebook targeting iris
64% INCREASE IN NUMBER
OF DONORS
65% INCREASE IN DOLLARS
RAISED
OUTLINE Rebrand and update all customer communication and online assets
GOAL Create a sense of community around a variety of outdoor equipment brands in semi-rural Connecticut region Increase sales revenue and margin Spotlight the value of customer support areas of service and parts Show commitment to community participation and development
19% REVENUEINCREASE
2014-2015
CASE STUDY - Facebook targeting
GOAL = PAGE LIKES
BUDGET = $50
CLICKS = 42
CPC = $1.19
GOAL = SITE CLICKS
BUDGET = $100
CLICKS = 126
CPC = $0.79
GOAL = STORE VISITS
BUDGET = $150
ENTRIES = 135
CPC = $1.11
19% REVENUEINCREASE
2014-2015
CASE STUDY - Video targeting
GOAL = VIDEO VIEWS
BUDGET = $60
VIEWS = 5434
CPV = $0.01
19% REVENUEINCREASE
2014-2015
CASE STUDY - special events
EVENT = ST Patricks Day Parade
GOAL = BRAND AWARENESS
BUDGET = $1000
VIEWS = 300,000 +
CPV = $0.033
19% REVENUEINCREASE
2014-2015
E-mail Campaigns
YouTube Views
Website Visits
TOTAL
MEDIA 2012 2013
1,500
279
2,507
214,673
20,657
6,550
8,006
697,122
Social Media Impressions
Google AdWords
4,673
205,714
171,000
484,000
Includes Facebook, Twitter, Linked in
Facebook Ads 0 6,909
2014
24,600
94,000
11,000
1,258,600
565,000
537,000
27,000
Client SCOREBAORD
2015
27,900
368,000
112,000
16,156
768,000
868,000
2,160,056
OUTLINE Rebrand and update all customer communication and online assets
GOAL Create a sense of community around a variety of construction equipment brands in southern Connecticut Increase sales revenue and margin Spotlight the value of customer support areas of service and parts Show commitment to community participation and development
Facebook adsATTACHMENTSGOAL = LANDING PAGEBUDGET = $5-DAY
CLICKS = 2155
CPC = $0.39
CASE STUDY - Facebook targeting
Facebook adsNEW SSV65:GOAL = LANDING PAGEBUDGET = $3-DAY
CLICKS = 27
CPC = $0.25
Facebook adsRENT 2 OWNGOAL = LANDING PAGEBUDGET = $5-DAY
CLICKS = 4453
CPC = $0.34
Facebook adsPOSITIONS VACANTGOAL = LANDING PAGEBUDGET = $3-DAY
CLICKS = 34
CPC = $0.24
CASE STUDY - Facebook targeting
Postcards
E-mail Campaigns
Website Visits
TOTAL
MEDIA 2012 2013
13,100
3,489
N/A
16,878
15,200
8,953
10,617
93,698
Social Media Impressions
Google AdWords
N/A
0
36,900
0
Includes Facebook, Twitter, Linked in
YouTube Views 279 5,150
2014
12,300
12,100
22,800
427,200
121,000
122,000
137,000 31% REVENUEINCREASE
2015
7,500
24,000
55,923
1,183,423
574,000
312,000
210,000
Client SCOREBAORD
2014-2015
Brands We Have Built
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MasonRabinowitz
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MattDeColla
GlenMcDermott
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