A Guide to Approaching Multi-Channel Social Media Engagement Strategy
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Transcript of A Guide to Approaching Multi-Channel Social Media Engagement Strategy
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Brand Reputation & Sentiment
Audience Conversations
Real-time Engagement
Brand Consumer Reward
Valuable Data
Social media allows brands to reach consumers in early stages and guide them through the decision, purchase, and ambassador processes
The Social Journey: What it can do.
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How can brands capture audiences to leverage the power of social media?
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Multi-Channel: sometimes called Omni-channel, cross-channel
The process of building social media campaigns that utilize more than one
platform/network/medium to reach new and existing audiences.
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Multi-Channel Toolkit:The need-to-know terms
User-Generated Content:Photos, videos, testimonials, comments, reviews, demos,
etc., built by an audience on behalf of a brand
Hashtags:A symbol used to group content across
platforms into metadata tagged & searchable categories
Social Tools: Software and platforms used to build,
manage, curate, capture and measure/report
multi-channel digital campaigns
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Step 1: Plan
Establish a goal: What do you want to accomplish?
• Increase EngagementConversation, sentiment, content, interactions
• Drive Business Growth Bookings, conversions, discounts, in-store or online
sales
Always keep in mind: DATA
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Step 2: Strategize
Who is your consumer?
-Millennial in town for Burning Man?- Head of family booking a vacation?
- Conference attendee looking for the perfect hotel?
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Step 2: Strategize
Where are they at in their journey?
- Research & Planning Online?- Post-ticket purchase?
- Passing through town on a road trip?
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Step 2: Strategize
What do they want from brands?
- Discounts?
- Two-Way Conversation?
- Hear about a brand/product/offering from second-party sources?
- Content?
- Educated?
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Step 2: Strategize
How do they interact and gather information?
- Mobile?- Desktop?- Tablet?
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Step 3: Build & Launch
ALL ABOUT BRAND EXPERIENCES• Use data & personas to determine networks• Include Hashtags to track and gather content• Use software to collect information from
participants• Budget for social media ads to promote
• Offer rewards and incentives to participants
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Social Media + Storytelling:
The Essential Component of Campaigns
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Encourage storytelling
Social is all about individual experiences, enrichment via experiences, and capturing and sharing those moments
with friends and family.Allow your audience to take control to tell their story on
behalf of your brand.
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Authentic Storytelling
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Authentic Storytelling
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Human Powered Sports: A Case Study in Multi-Channel
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eBook
Total Likes: 1,263Total Views: 893Total Shares: 76Total Impressions: 21,237
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Images for Social Media
• Total Graphics: 8• Total Likes: 424
• Total Comments: 30• Total Shares: 19• Total Impressions: 6,906
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How-To Video: Paddle Boarding
Views: 16, 406Impressions: 28,324
Minutes Watched: 24,518
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Infographic
• Total Likes: 530• Total Comments: 6• Total Shares: 40• Total Impressions: 6,206
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Instagram Post Examples
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Campaign Results
TOTAL IMPRESSIONS: 5 MILLION
FACEBOOK24 Facebook Posts:• On average each post
resulted in 1,200 likes and 26 comments, 90% of which were positive
• Total Likes: 29,952• Total Shares: 2,256 • Total Comments: 624
PUBLIC RELATIONS15 Placements: • Markets: Local; Regional; Bay
Area; National• Reach: 230,000• Total Advertising Value: $20,100
YOUTUBE4 Videos:• Total Views: 56,513• Total Impressions:
85,772
CONTENT • 1 Press Release• 7 Blog Posts • 2 Newsletters
INSTAGRAM21 Posts:• Total Likes: 2,199• Total Impressions:
52,713
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Tips!
• Use content across all platforms
• Repurpose UGC
• Understand your audiences
• Integrate social media components with on-ground efforts
• Let campaigns express personalities of consumers and trigger emotional sentiment among their networks
• Analyze data and use it to power future consumer connections
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Questions? Comments?
Thank you!