Social Applications and Campaigns

Elements of a social media campaign

• Essentials of a successful campaign– Know your target audience– Plan goals and aims of campaign– Prepare internal organisation for impact of social media – Identify stakeholders and task them with ownership– Pick platforms and tools that relate to your identified

audience– Implement a pilot programme and monitor and analyse

campaign progress– Revise approach and campaign based on feedback– Roll-out on different platforms and business areas

incrementally

Implementing a social media campaign

• Benchmark existing stats– Current site statistics – Twitter followers, Facebook fans, Digg Links, existing traffic etc..– Identify SEO rankings, referrals from sites, customer satisfaction scores– Quantify ROI benchmarks – customer acquisition, advertising spend per

channel• Design and develop the campaign

– Decide on channels– Stakeholders – Expectations– Pilots– Revision points– Monitoring process– Engagement process

Metrics that can be measured

• Traffic– Traffic volumes, PPC, Organic, sources, keywords, affiliates, time spent on site, bounce rates

etc..• Levels of Interaction

– Comments etc… - engaged customers are quality customers• Sales

– Targeted Landing pages for specific channels (Dell generated 1.5M sales on twitter in 18 months)

• Leads/Conversions– If not possible to convert online – therefore create other mesaurable conversions

• Links– Video links – Tagged: YouTube, Vimeo, Blip.tv– Blog Links – trackbacks, comments, direct references– Digg Links

• Brand Metrics – Positive Brand Associations– Word of Mouth– Brand Awareness– Propensity to Buy– Brand Recall

Social Media Landscape

Blogging

Blogging Tps

• Connect to your most important keywords.– Important for Search Engine Optimisation

• Grow the number of influential referral sites. – Critical to get authoritative inboubnd links to your site

• Don’t forget the outbound links. – Be generous with links to other blogs and websites and others will return the favor

and build your traffic for you.• Understand the location of your audience.

– Comparing the geographical distribution of your blog to your company’s website should give you a sense of whether your blog is hitting with the same areas of the world as your website. It could also reveal potential new areas of focus for your salespeople.

• Measure endurance. – Measure return visitor and length of time spent on site

Blogging Tips cont.

• Find and nurture your VIPs. – Make sure you respond to key people – thos who subsribe and comment

• Use Twitter for blog PR.– If Twitter isn’t one of your highest-ranking referral sites, you’re not using it

properly.• Use URL shorteners to gauge subject interest.

– UseURL shortener like bit.ly within a Tweet, you can track how many people click on the content link you offer in your tweets.

• Build cross-referencing across social media tools. – No social media tool is an island. All should cross-reference each other at every

opportunity. • Embed and measure calls to action. If we can get people to a landing page, we should.

–

Using Social Media for B2B Marketing

Monitoring

• Determine tone and sentiment. Some developers are using algorithms and analysis to determine whether conversations are positive - but still aways to go to automate 100%.

• Assign a response. Some of the tools let you define the types of comments or conversations that deserve a response, flag them, and route them to a designated person for action.

• See the distribution of conversation. Most of the tools let you segment the different types of social media to determine where conversations are happening—such as blogs vs. Facebook.

• Trend the conversation. Some of the tools let you analyze the direction and popularity of conversations over time. This is helpful during important periods like new offering launches or in the aftermath of a crisis.

• Determine share of attention. You can track the amount of conversation about you versus your competitors.

• Identify influential sources. The tools can determine the popularity of conversations and the sources of those conversations. This helps you decide which blogs you’d like to do outreach with, for example.

• Locate the conversations. Some of the tools let you see the geographic locations of people involved in the conversation.

• Track propagation. Track a comment from a blog post all the way through to mainstream media.

Engage

• Identify subject matter experts (SMEs) • Assign SMEs to engage with key influencers and/or topic areas. • Create social media policies for engagement—and support them.. • Gather information by asking questions. Asking for information helps deepen social

media relationships.. • Build influence by answering questions. Social media is all about sharing• Create continuity. As we start showing up regularly in social media, we build up a sense

of regular connection with our target audiences.• Promote other types of marketing. Share links to the various other forms of marketing

content that we produce, such as white papers, events, Webinars, etc. • Seed discussions. Using social media, we can drive interest in other forms of marketing

by posting provocative questions or information. • Get people together. B2B buyers value peer connections above all else. • Build loyalty by be being timely and reliable. Contributing will make you popular

Manage

• Develop and test points of view. Managing the conversation through vehicles like blogs and communities gives you a ready test bed for getting help and feedback on ideas that you are trying to develop into thought leadership.

• Extend conversations. Managing the conversation gives you a way to keep your target audience’s interest by bringing in conversations from other marketing channels and giving them a permanent home.

• Closely observe behavior. By capturing a target audience within your own community, you can get much richer data on their actions, needs, and interests.

• Reuse and re-purpose. Managing the conversation gives us ways to stretch our content further. Blog posts can riff on other marketing channels or revisit pieces of them. The episodic nature of blogs and communities lets us sprinkle content through them like bread crumbs in the forest.

Case Studies

Julie and Julia Project

Stuff White People Like

Diet Coke and Mentos

Charmin “Go” Campaign

American Red Cross

Southwest Airlines

Flying Dog Brewery

–  

Skittles

Coca Cola “206 Expedition”

Evian

FBD

Digital crisis and reputation management

Ryan Air & “Idiot Bloggers”

TSA Agent Took My Son (US)

MayTag and @dooce

GM CEO Sacked

The Dark Side?

Tweet about Sons Death - RealTime

“Miscarriage Tweet”

IP related Issues for Organisations

What to do?

Forrester Blogging Debate

Edelman