#outoftheboxlunch

Using Social Media Promotions to Gain Customers and Create

Excitement!

1. What social promotions do2. Organic vs. Paid3. Organic promotional tactics4. Minimal promotional spend for

tactics5. Advanced promotional spend for

tactics6. Questions

Agenda

Create excitement about your brand

Invoke activity and social sharing on your channels

Fan and Follower increases (Fan-Acquisition)

Data Captures for marketing tactics

What do social promotions do?

What’s the difference between organic vs. paid promotions? Organic is:

◦ Zero cost◦ Using existing channels/resources◦ Free targeting tactics (geo)

Paid is:◦ Some to heavy costs◦ Social advertising◦ Cost for resources/tools◦ Advanced targeting tactics

Organic vs. Paid?

Pros No media spend Easy to implement Simple prizes yield

even big results

Cons Smaller reach Little to no data

capture Not “sexy”

Organic Promotions

Tactics

Twitter Chats! Product

Giveaways!

Twitter Chat Opportunities

Differing Formats:

Question & Answer

Trivia

Hybrid

Organic Promotions- Twitter Chats

What you’ll need-Free Tools: Tweet Scheduler

Organic Promotions –Twitter Chats

What you’ll need to do (pre-chat):• Decide on #hashtag to track and identify conversation• Push multiple times to ensure posts are seen• Post to multiple platforms• Schedule tweets for chat-Try to schedule at minute intervals• Before trivia giveaway begins, decide on ground rules

Sample Ground Rules

What you’ll need-Free Tools: Hootfeed

Organic Promotions-Twitter Chats

https://hootsuite.com/hootfeed

What you’ll need to do (during chat):• Follow conversation via Hootfeed• Respond/engage as needed in conversation• If possible, have multiple devices open

What you’ll need-Free Tools: TwitterCounter

Organic Promotions-Twitter Chats

What you’ll need to do (post chat):• Identify winner (via points, first to tweet, etc)• Measure, Measure, Measure• Identify if follower-base increased from day

before

http://twittercounter.com/

http://www.wildfireapp.com/

What you’ll need-Free Tools (Pre-Launch): Posting Scheduler Landing page to house rules

Organic Promotions –Product Promotion/Giveaway

What you’ll need to do (pre-launch):• Decide on product, $600 or more? More steps• How long will promotion run?• How will winner be decided (Random, Likes, etc)• Work through rules with legal• Push multiple times to ensure posts are seen• Post to multiple platforms• Before trivia giveaway begins, decide on ground rules

Organic Promotions –Product PromotionsWhat you’ll need to do (During launch):• Monitor entries• Pin to top of page• Continue to promote

– Drive from other channels

Win product!

Organic Promotions –Product PromotionsWhat you’ll need to do (Post-Launch):• Decide winner• Promote winner• Measure, Measure, Measure

Win product!

Pros Increased Reach! Increase Fan base Multiple options,

based upon budget Can be “Sexy”

Cons Costs money Involves more resources

◦ Creative, imagery

Many options

Paid Promotions-Tools and Tactics

Tools/Tactics • Templated Facebook social apps

• 2 Weeks FREE• Pay per campaign- 1 month, $15 for up to

500 fans• Downloadable signups spreadsheet from app• Fan-gated/Like-gated

Increases reach of message by cutting through clutter to “friends of friends”

Multiplies where users and targets can see your promotions

Drive ads to specific landing pages or apps Target by keyword, interest or business area Advanced: Create custom audiences (FB) in

order to target specific email database demographics

Paid Promotions-Social Ads

Facebook Marketing Boosted Posts

Twitter Marketing Promoted Tweets Set budget

Paid Promotions-Social Ads

Bonus: Twitter Analytic

s

Facebook Marketing Facebook Ads Right-Rail Ads

◦ Targeted keywords◦ Targeted Demographics

Twitter Marketing Promoted Accounts Set budget

Paid Promotions-Social Ads

Advanced Facebook Marketing

Custom Audiences Have an email database of

customers? Perfect! FREE to build! “Look-alike Audiences”

◦ Broaden your reach!

Advanced Twitter Marketing

“Cards” Lead Generation FREE!!!!

Paid Promotion-Social Ads, Advanced

Newly Released: LinkedIn Sponsored Updates Promoting business initiatives to a higher reach Targeting the audience

Paid Promotions-Social Ads

Organic Promotions◦Easy to

implement◦Low to zero cost◦Simple

promotions even yield great stories

◦Not as exciting, but still engaging

◦Little data capture

Paid Promotions◦Increased reach◦Targeting

availability◦Custom

experiences◦Expanded

customer data capture for future marketing ventures

Organic vs. Paid Conclusion

QUESTIONS??