adding social campaigns to your website

@crowdfactory #socialcampaign @bolsocial

Webinar: How to Build a Social Campaign Getting Value from Social Media

http://search.twitter.com/


Expert Panelists

Michael Weisfeld Director of Social Media "Unless you try to do something beyond what you have already mastered, you will never grow." Ronald E. Osborn

Thanh Nguyen Senior Usability Engineer "There is no need for temples, no need for complicated philosophies. My brain and my heart are my temples; my philosophy is kindness." The Dalai Lama

Alexander Mouldovan Founder, VP Business Development

Follow the Crowd Factory and BusinessOnLine

Social Media team on Twitter at:

@BOLTeamu

@mrweisfeld

@BOLSocial

Sanjay Dholakia CEO

@crowdfactory

www.facebook.com/BOLOptimized

www.facebook.com/crowdfactory

@sdholakia



http://twitter.com/bolteamu

http://twitter.com/bolteamu

http://twitter.com/bolsocial

http://twitter.com/bolsocial


http://twitter.com/crowdfactory

http://twitter.com/crowdfactory

http://www.facebook.com/BOLOptimized

http://www.facebook.com/crowdfactory



Housekeeping …

Video of the webinar will be available following the event.

Sign up for a Crowd Factory Executive Briefing http://pop.to/76b

Request a 1-on-1 Strategy Lab http://www.businessol.com/labs

1

2

3


http://pop.to/76b

http://www.businessol.com/labs




Make this session interactive …

if Tweeting about this session, please use this hashtag:

#socialcampaign



Agenda: Developing an Earned Media Strategy

Keynote: value of social media discussion

Step 1: define your business objectives

Step 2: understand your target audience

Step 3: integrating social media Earned media strategy Mapping social gestures and site experience Implement social elements Optimize It

Conclusion

QUESTIONS ??? please submit questions during the webinar. We will attempt to answer or address at the end ... there will be time.



KEYNOTE THOUGHTS

Social Is An Essential Boost To All Your Campaigns



Why Social Media is Important

“85% of Americans believe a

company should not only be present but also interact with its consumers via social media” - Omnicom

“25% of top search results for

world’s 20 largest brands is consumer-generated” - Jupiter

“78% of consumers trust peer

recommendations” - Nielsen

“...But only 14% trust ads” - Wiley


#socialmediamarketing @bolsocial #socialmediamarketing @bolsocial

Poll: Do you have social features on your website?




Challenge is the Ability Track ROI

“While interaction is high

[with social media], it’s

been difficult to tie back to

commerce.” - Altimeter Group

“The problem in the

market is that people can’t

attribute results to social.” - Responsys

0%

10%

20%

30%

40%

50%

60%

70%

80%

Believe It isImportant to

Measure ROI ofOnline Activities

Marketers ThatSay They Can

EffectivelyMeasure It



Monetization vs. ROI

10

ROI

Focused on a return on investments via conversions as a result of channeling marketing promotions and participation on Facebook

Monetization

Focused on developing a revenue

model via affiliate marketing and third

party advertisements on the Facebook

platform



Monetization vs. ROI

11

ROI

Focused on a return on investments via conversions as a result of channeling marketing promotions and participation on Facebook

Monetization

Focused on developing a revenue

model via affiliate marketing and third

party advertisements on the Facebook

platform



Achieve ROI with Earned Media

12

ROI = News feed impressions (#) x Cost of Ad ($) – Cost of Implementation ($)

Earned Media

Paid Media



Source: Neilsen BrandLift Survey

Earned Media Adds a Boost!

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

Ad Recall Awareness Purchase Intent

Ads - No Social Context Ads - With Social Context



5x Amplification on sharing activity



Amplify AND track campaigns



Track Social Directly to Conversion R

OI =

C

onvers

ions (#

) x V

alu

e P

er ($

) – C

ost

of im

ple

menta

tion ($

)



STEP 1: DEFINE YOUR BUSINESS OBJECTIVES

How to Build a Social Campaign



Marketing Landscape: Online & Offline

Online Marketing Offline Marketing

traf

fic

Website

traf

fic


http://thebigpicture.isgfl.com/wp-content/uploads/2007/12/billboard-in-the-desert.jpg


AIDAEA Model for Online Marketing

18

a i d

a

a

Activity

Search Engine Marketing, Advertising, Off-line Campaigns, Word-of-Mouth

Visit Website and Browse Beyond 2 min, Returning Visitor

Call to Action, Engagement Interaction, Visit Blog, On-Site Search

Login, Purchase, Contact, Chat, Watch, Comment, Submit Form, Other Activities

Goals Phase

Promote, Publish, Bookmark, Post,

e.g. 80%

e.g. 40%

e.g. 20%

e.g. 10%

e e.g. 30%



Capture “Situational Interest”

First Visit / Anonymous User

Activity 1

Activity 2

Repeat Visit / Authenticated User

Activity 3

Activity 4

Authenticated Customer

Activity 5 Activity 6



AIDA Model for Web pages

Map content to the appropriate area of the web page based on the user mindset and learned conventions.



STEP 2: UNDERSTANDING ONLINE USER NEEDS,

BEHAVIORS, & PATTERNS




User Centered Design

User Needs

Business Needs

Synergy &

Results

Marketing Tip:

True innovation can occur when there is a deep

mutual understanding of both sides.

understand to be understood


#socialmediamarketing @bolsocial #socialmediamarketing @bolsocial

Assess Target Personas

Source: Molecular




Joiners

Creators

Spectators

Inactives

Critics

Collectors

Publish a blog Publish own web pages Write and post articles

Upload self-created videos

Comment on a blog Comment on a forum Rate/review products

Contribute to a wiki

Add tags to web pages/photos Vote for web sites online Use RSS feeds

Visit social networking sites Maintain profile on social networking sites

Read blogs Watch videos Read online forums Read ratings/reviews

None of the above

Social Media Profiles

Conversationalists Updates status on social

networking site Updates on micro-blogs



Empower everyone to be an Influencer

Definition:

Enthusiastic individuals equipped with the resources to reach and impact others in a related market.

Key point: Provides resources to every visitor to become an influencer!



Map actions to Personae

Contextual

based on the situation / information that currently exists

Relevant

related to the content consumed

Personas

Role?

Content Focus?

Calls to Action?



Best Practices for adding Social Features

Follow best practices & learned conventions for publishing content

Identify user objectives and engagement opportunities

Make calls-to-actions obvious and intuitive

Most

important

content

ABOVE

the fold



STEP 3: PLAN AND IMPLEMENT CAMPAIGNS




RCB.org – Crowd Factory Campaigns

• Scheduled Appointment

Campaign 1

• Submit Donor Story

Campaign 2

• Other Social Gestures

Campaign 3

• Mobile Check-in

Campaign 4

www.redcrossblood.org



Schedule Appointment Process

Search for a blood drive

Select Preferred Location

Confirm

Prompt to Share


Campaign 1



Broadcasting Awareness! Earned Media

Campaign 1: Schedule Appointment



Make Donation Appt (offline attribution)

RSVP button



Submit Donor Story

Select Story Type

Complete Story Form

Thank You

Prompt to Share


Campaign 2



Broadcasting Advocacy! Earned Media

Campaign 2: Submit Donor Stories



Gestures throughout the Website

Badges

Resources

Games


Campaign 3



Blood Drive Mobile Check-in

Visit mobile website

Check-in Thank You

Prompt to Share

• Mobile Check-in

Campaign 4


American Red Cross – Give Blood

m.redcrossblood.org/ Google

[Marketing Banner]

Gave Blood Today?

Find a Blood Donation Opportunity Near You:

Enter Zip Code: Find

1-800-RED CROSS (1-800-733-2767)

10:35 PM

>



[Marketing Banner]

Gave Blood Today?



1-800-RED CROSS (1-800-733-2767)

10:35 PM

>

[Social Gesture - Before]

Check in here

and let your

friends

know!


You Rock!

Tell your

friends



[Marketing Banner]

Gave Blood Today?



1-800-RED CROSS (1-800-733-2767)

10:35 PM

>




[Marketing Banner]

Gave Blood Today?



1-800-RED CROSS (1-800-733-2767)

10:35 PM

>




[Marketing Banner]

Gave Blood Today?



1-800-RED CROSS (1-800-733-2767)

10:35 PM

>


You Rock!

Thank You


POLL - Which campaign will perform best?


Campaign 1


Campaign 2


Campaign 3

• Mobile Check-in

Campaign 4

www.redcrossblood.org



STEP 4: ANALYZE & OPTIMIZE




Conversions

Attribution Analytics

The science of determining performance of each marketing and/or advertising initiative.

KPI: conversion

Lead Request

Purchase

Call / Inquiry



Conversations

Buzz Monitoring

The science of determining the mentions occurring on the social web.

KPI: conversations

Sentiment

Topic Trends

Volume


Campaign Dashboard

Define a segment

Engagement Influence


WRAP UP

Conclusion & Questions



Operation: Boost Traffic Flow

Poll: How should we follow up?



In Conclusion

You are running campaigns today

Let the crowd help you boost ROI

Map your goals to theirs

Now, you can track ROI

Now, you can move quickly



Thank You! Questions?

Thanh Nguyen

Michael Weisfeld

@mrweisfeld

Alexander Mouldovan

Sanjay Dholakia

@sdholakia

Sign up for a Crowd Factory Demo http://pop.to/76b

Request a 1-on-1 Strategy Lab http://www.businessol.com/labs




http://pop.to/76b




bu

sin

esso

l.co

m/l

abs

adding social campaigns to your website

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