Presented by Tim Lyons IESEG Viral Marketing Day Three.
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Presented by Tim Lyons IESEG Viral Marketing Day Three
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Transcript of Presented by Tim Lyons IESEG Viral Marketing Day Three.
Presented by Tim Lyons
IESEG Viral Marketing
Day Three
Day Three Activities
8:10-9:00 Topic Seven: Social Media Marketing Campaigns – creating Buzz
9:00-9:15 Break
9:15-10:00 Topic Eight: Constructing a Social Media Marketing Campaign(1)
10:00-10:15 Break
10:15-11:00 Topic Nine: Constructing a Social Media Marketing Campaign (2)
11:00-12:30 Student Presentations
Looking Back
Reflections on Day Two
Topic 7Social Media Marketing Campaigns – Creating Buzz
Social Media Marketing Campaigns – Creating Buzz
• Strategic Buzz
• Tactical Buzz
• Reviewing the Data – the case for Analytics
Strategic Buzz
• Not all Buzz has to do with Social Media
• Face to Face
• Traditional Media campaigns
• SMS/BB
• All about that WOM
Strategic Buzz
• Social Media - Telnet
• Key Objectives
• Drive Brand Awareness
• Drive Trial
• Buzz via YouTube
• Why so successful
• What questions did it answer?
Why Beans?
Strategic Buzz
• What Heinz Did
• Engaged Customers
• Respected Content
• Relationship Building was the Driver
• Sought out Analytics
• What Heinz Got
• 22,000+ took the quiz
• Campaign reached 10 million Facebook Users
• 30,000 extra fans
• 3 million people outside of FaceBook
• Twitter, blogs, etc
Strategic Buzz
• Define your strategic environment
• B2C
• B2B
• C2C
Strategic Buzz
• Image
• Awareness
• Purchase
• Customer Service
• Delivery
• Recovery
Strategic Buzz
• Key Role – to spread Word Of Mouth
• Regular Engagement
• Community Orientation
• Relationships
• Trust
Blog Exercise 1Day 3
How is B2B different?How would you generate
referrals for a professional service provider such as an accounting firm?
Tactical Buzz
• Driving the Strategy with effective Action
• Utilising various platforms
• Strategically and tactically
• Letting the outcomes of the platforms decide our choice of platform
• If ‘Strategy’ is Relationships then’ Tactics’ is Campaigns
Tactical Buzz
• Needs to be a standout
• Content drives it
• Off Limits
• Hilarious
• Insiders Only
• The Authority
Tactical Buzz
• Content Drives It
• Regular activity
• Particularly postings
• Participation in Communities
• Real not contrived
• Contribution - Something Free
• Something real
• Something ethereal
Tactical Buzz
• Tactically driven by the desire to communicate and interact with key audiences
• Managing the Technologies
• Discovery (Social Mention)
• Analysis (Sysomos)
• Engagement (Tweetdeck)
• Hosting and Facilitation (Jive)
• Management (Flowtown)
Social Media Metric Secrets, John Lovett, 2011
Blog Exercise 2Day 3
How can something like Tweetdeck be used tactically?
Reviewing the Data – The Case for Analytics
• Key Measures
• Conversations
• Tone
• Volume
• Connections
• Volume and Frequency
• Applause and Engagement
• Net Growth
Reviewing the Data – The Case for Analytics
• Key Measures
• Conversations
• Sysomos
• Radian6
• Social Mention
• Connections
• # tag/retweet
• Likes/Fans
• SEO and Google Analytics
Reviewing the Data – The Case for Analytics
Is there a role for Traditional Market Research?
Sentiment Evolution
What is it you are trying to change?
BREAK• Feel free to go outside...but be back in 15 mins
Topic 8Constructing a Social Media Marketing Campaign (1)
Constructing a Social Media Marketing Campaign
• SinoEducate – a timeline
• Background Analysis
• Strategies and Tactics
• Measurement
SinoEducate – A timeline
The Case for Smartsheet
Background Analysis
Entirely new Education brand in China
Targeting Australian Educators
Huge Deregulation of the Chinese Education sector from 2013
Few direct competitors given that the sector has barely been open to foreign investment
Background Analysis
Education in China can be separated into 3 categories
Higher Education
High School Education
Skills based Education (Training)
Background Analysis
• Concentrating on High School Education
• Know your audience
• Private Providers
• Key Decision Makers
• School Principals
Background Analysis
• The market for Education in China is a very large one
• Has gone through a series of deregulations recently
Background Analysis
• There are four key international players in this market
• US
• UK
• Australia
• Canada
Background Analysis
Background Analysis
• The market may not be what you think
Background Analysis
Target Audience is split across
two geographic
markets
Two sets of strategies required
Background AnalysisB2B
Serious business of Education
•Many stakeholders
•Schools
•Government Agencies
•Students
•Parents
•Others
PROJECT
THINK ACTNEW BRAND? READ THE PDF DOCUMENT
Time for further reflection•How will the brand rise to the top?
Blog Exercise 3Day 3
What else do we need to know?
What other resources do we have to find this out?
BREAK• Feel free to go outside...but be back in 15 mins
Topic 9Constructing a Social Media Marketing Campaign (2)
Constructing a Social Media Marketing Campaign
Strategies and Tactics
Strategies and Tactics
• Content
• Informed, interesting but neutral on humour
• Will make buzz difficult
• Community
• Involve target market in communities that connect for them
• Contribution
• Free Information
• Free Guide
• Expert status/advice
Strategic Drivers
Is there also room forContext?
Connection?
Strategies and Tactics
• Image
• Build an image of 20+ years in Education
• Awareness
• New brand – new awareness
• Baseline = zero
• Community Acceptance
• “Resident Expert”
• Purchase
• Engagement with Decision Makers
• Customer Service
• Immediate information exchange
Strategic Objectives
Strategies and Tactics
• Functional Networks
• Blog
• Core Networks
• Value Added Networks
• Emerging-Niche Networks
Strategic Tools
Strategies and Tactics
• Functional Networks
• Blog
• Based on key conversations in social media
• Main theme is to keep key targets informed
• Act as ‘expert advice’
• Take the Central Positioning
• Commercial/non-government
Strategic Tools
Strategies and Tactics
• Core Networks
• Coordinate with blog
• Drive key stories to followers
• Follow key decision makers and influencers
Strategic Tools
Strategies and Tactics
• Value Added Networks
• Review key themes
• See where there is a gap
• Eg. Heinz example
• Create Pin Boards that:
• Highlight key information
• Create buzz around unusual information
Strategic Tools
Strategies and Tactics
• Emerging-Niche Networks
• Buzz around encouraging Australian influencers to start using WeChat
• Build a WeChat group that places the brand ‘at the centre/as expert’
Strategic Tools
Measurement
• Tactically driven by the desire to communicate and interact with key audiences
• Managing the Technologies
• Discovery
• Analysis (Sysomos)
• Engagement (Tweetdeck)
• Hosting and Facilitation
• Management
Social Media Metric Secrets, John Lovett, 2011
Blog Exercise 4Day 2
What do you suppose the analytics will tell us?
In Summary
Social Media marketing – creating the buzz
Content
Communities
Contribution
What a Social Media Campaign Looks like
Background
Strtegy
Tactics
Measurement
wrap upquestions?
morning teaFeel free to go outside...but be back in 15mins
PROJECT
THINK ACTKEEP IT DIFFERENT ENGAGE YOUR AUDIENCE
Time for PresentationsOver to You
