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.

⏎

How can brands capture audiences to leverage the power of social media?

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.

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

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

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?

Step 2: Strategize

Where are they at in their journey?

- Research & Planning Online?- Post-ticket purchase?

- Passing through town on a road trip?

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?

Step 2: Strategize

How do they interact and gather information?

- Mobile?- Desktop?- Tablet?

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

Social Media + Storytelling:

The Essential Component of Campaigns

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.

Authentic Storytelling

Authentic Storytelling

Human Powered Sports: A Case Study in Multi-Channel

eBook

Total Likes: 1,263Total Views: 893Total Shares: 76Total Impressions: 21,237

Images for Social Media

• Total Graphics: 8• Total Likes: 424

• Total Comments: 30• Total Shares: 19• Total Impressions: 6,906

How-To Video: Paddle Boarding

Views: 16, 406Impressions: 28,324

Minutes Watched: 24,518

Infographic

• Total Likes: 530• Total Comments: 6• Total Shares: 40• Total Impressions: 6,206

Instagram Post Examples

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

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

Questions? Comments?

Thank you!