kc iabc business communicators summit - keynote

“From Concept to Outcomes: Effectives Strategies, Tactics and Tools for Social Media Success”

Lisa Qualls, VP of Interactive Strategy

at Summit Marketing and SMCKC Chairwoman of the Board

Agenda

Preparing campaign strategy Campaign ideation

Viral probability analysis Outreach approach

Monitoring tools Measure results

Preparing campaign strategy

What are the business goals? Identify constraints and opportunities De"ne timeframe and budget Establish success metrics

Preparing campaign strategy

Market  Share  

Minimal  social  assets  New  Brand  

Repeat  Traffic  

Campaign ideation

•  Bring the exclusive to the masses

•  Enable people to share

•  Capture information

Campaign ideation

•  Competition & interaction

•  Coupon and prize incentive

•  Integrated touch points

Campaign ideation

•  Webisodes •  Online media

kit •  In#uencer

outreach •  The big event •  Offline

participation

Viral probability analysis

Readers, backlinks, other assets, commenting, post schedule, post content, author publications, etc.

Outreach options

•  Leverage networks •  Identify like minds with new audiences •  Big blast vs. wave approach •  Mixed organic vs. paid •  Incentives •  Risk mitigation plans •  Follow-up plans

Monitoring Tools

Measure results

•  Revenue •  Costs •  Market share •  Mentions, reach, and views •  Activity comparison •  Clicks/conversions •  Entries, coupons, contact information

Communicate Success

THANK YOU!

About LISA QUALLS Company: Summit Marketing

Location: Lenexa, KS Phone: 913.562.3400

Email: lisa.qualls@summitmarketing.com

Twitter: @lqualls4444, @summitsocial

Site: http://summitmarketing.com Quick Bio: Ambitious high-energy woman who loves family, fun and "ghting for the win. VP of Interactive Strategy at Summit Marketing. SMCKC Chairwoman of the Board.