stepchange webinar - planning an effective social media campaign
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StepChange
Planning an Effective SocialMedia Campaign
October 14 2008
Kevin Tate kevin@stepchangegroup.com
About StepChange
Social Media & Marketing Agency
Work with Clients and Agencies on:
Founded in 2006 in Portland, Oregon.
Strategy Design Development Engagement
Distributed Widget Applications
Social Networking Applications
Optimized Landing Pages
Social Marketing Campaigns
Kevin Tate kevin@stepchangegroup.com
Today’s Topic:Social Marketing Campaigns
1. Strategy & Planning
2. Budgeting
3. Promotion
4. Measurement & Management
Today’s Theme:
Inspirational Characters
Today’s Theme:
Inspirational Characters
Kevin Tate kevin@stepchangegroup.com
Strategy & Planning
Princess Bride (1987)
Kevin Tate kevin@stepchangegroup.com
Strategy & Planning:The Forrester “POST” Method
Source: “Groundswell”www.forrester.com/groundswell
Kevin Tate kevin@stepchangegroup.com
Strategy & Planning
Example of a Good Social Media Campaign Strategy:
I want to engage my brand enthusiasts with something better than a monthly email
I’m going to publish up-to-date content and special offers in a widget & feed that they can access easily
I’ll even provide an incentive for them to share it with friends
And I’ll promote it on my main site and the email newsletter
And sometimes I’ll even use it to ask for their opinion & input on products (create a dialog)
Kevin Tate kevin@stepchangegroup.com
Budgeting
Deadwood (2007)
Kevin Tate kevin@stepchangegroup.com
Budgeting:How are these typically categorized?
Social Marketing as it’s own Campaign Create something to go after a specific market segment via a
discreet Social Marketing effort
Social Marketing as part of a larger Campaign Already spending on online/offline media – use Social Media
to amplify it and “give megaphones to your evangelists”
Distributed Applications as a Platform Extension Creating an ongoing “channel” to reach customers/prospects
off of your existing Destination Site, by putting products & services into external contexts
Kevin Tate kevin@stepchangegroup.com
Budgeting:How much should all this cost?
Strategy/Planning: Included
Design & Development: Widget Application: $5K – $15K Facebook/SN App: $5K – $25K Optimized Landing Page: $5K – $15K
Ongoing Management & Hosting: $100 - $200/month
Promotion/Advertising: Depends
$10,000 – $30,000and 3-5 weeksis a good design & development estimate for many Social Marketing efforts*★∞
* Can’t promise anything★ Lots of ways to skin a cat
∞ My CFO doesn’t know I put this in here
Kevin Tate kevin@stepchangegroup.com
Promotion
Mad Men (2008)
Kevin Tate kevin@stepchangegroup.com
Treated as Content
Treated as an Advertisement
Promotion: “Content vs. Ad”is in the Eye of the Beholder
Deal-focused CustomersLoyal Customers
Small/Med Green BlogsGreen-living Facebook Groups
Relevant Community Sites
General Sites &anywhere else online
CleanHouze.com
Widget Special:20% off all natural cleaners
10 tips to Winterize your home
Green cleaning: the season’s best new products
Kevin Tate kevin@stepchangegroup.com
Promotion & Advertising for a SocialMarketing Application
Best Opportunities for Leverage Market directly to existing customers, members, etc. Hitch to an existing online campaign Pitch bloggers/sites at the “content” end of the spectrum for placement Pursue deals with affiliates and partner sites
These are Free, So Might as Well Do Them List it in all the Widget/Gadget Galleries Post it to del.icio.us, Digg, etc. bookmarking sites Enlist all your friends, family co-worker to push it in Facebook, etc.
Paid Promotion Options Place as a “rich media” app in traditional Ad Networks Use a widget ad network (Clearspring, RockYou, etc.) Buy ads directly on a Social Networking Site (Facebook)
Kevin Tate kevin@stepchangegroup.com
Measure & Manage
Twin Peaks (1990)
Kevin Tate kevin@stepchangegroup.com
Measurement:What Metrics to Capture?
Distribution: Reach & Visibility # of Views and Visitors Installs, by environment
Virality Sharing rates Adoption rates
Engagement Clicks/paths/usage Specific actions (conversions) Insights (learning)
These are typically custom…
Kevin Tate kevin@stepchangegroup.com
Ongoing Management
Content Manage articles, feeds, syndication Change creative & copy Update by season & promotion
Offers Create & change promotions Target & optimize by audience
Centralized Control Change an element (such as an
offer) and have it update all your Distributed Marketing properties(widget, landing page, SN App, etc.)
Kevin Tate kevin@stepchangegroup.com
For further information…
310 SW 4th Portland, OR503.224.3188
kevin@stepchangegroup.comwww.StepChangeGroup.com
Contact Us Changelog (StepChange Blog)stepchange.typepad.com/blog/
Groundswellwww.forrester.com/groundswell
ReadWriteWebwww.readwriteweb.com
SexyWidgetwww.sexywidget.com
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