how to plan a social media campaign that delivers roi

© 2016 The Social Lights® LLC 1

O C T O B E R 2 5 , 2 0 1 6

HOW TO PLAN A SOCIAL MEDIA CAMPAIGN

THAT DELIVERS ROI

© 2016 The Social Lights® LLC 1

2© 2016 The Social Lights® LLC

• Learn the important questions to ask before a social media campaign even starts

• See how to prioritize and keep track of all elements of a large campaign

• Find out which strategies yielded the biggest ROI

AGENDA

3

INTRODUCTIONS

© 2016 The Social Lights® LLC


DREW GNEISERTraining Manager& Social Strategist

@DrewGneiser

MARTHA MCCARTHY KRUEGERCo-Founder & CEO@MarthaKrueges

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T H E S O C I A L L I G H T SI N T R O D U C T I O N S

S O C I A L - O N LY F O C U S T E C H N I C A L E X P E R T I S E R E A L B U S I N E S S I M P A C T

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INTEGRATED MARKETING CAMPAIGNS



• What are they?

• Why are they important?

• How are IMCs different than “doing social media?”

INTEGRATED MARKETING CAMPAIGNS


ASK:

GETTING STARTED

• What are we trying to accomplish?

• What do the past numbers tell us?

• What tried-and-true strategies will we use?

• Which brand new strategies?

• What do we have to work with?

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FACEBOOK

LOCAL MEDIA

PR

TWITTER

INSTAGRAM

SNAPCHAT

ARTISTS

BARS

ECOMMERCE

EMAIL

SPONSORS

TICKET FLY

PR

BILLBOARDS

ZOMBIE PUB CRAWL


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EYEBOBS


FACEBOOK

BRAND ADVOCATES

INFLUENCERS

AGENCY PARTNERS

INSTAGRAM

TWITTER

PR

EVENTS

ECOMMERCE

EMAIL

LINKEDIN

CELEBRITIES

RETAILERS

PINTEREST

BLOG

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EYEBOBS X SU2C


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“THE ASK”

Partnering with Katie Couric’s Stand Up 2 Cancer Foundation (SU2C)

A CAUSE MARKETING CAMPAIGN

CUSTOM DESIGNED FRAMESBy Katie called Take A Stand and 8 influencers recruited to serve as brand ambassadors of the campaign

20% of proceeds from each purchase of Take A Stand frames between August 2016-December 2017 will be donated to SU2C

DONATIONS TO SU2C

For every mention of the #standwitheyebobs hashtag, $2 will be donated to SU2C (up to $50,000)

#STANDWITHEYEBOBS

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RAISE BRAND AWARENESS FOR KATIE

COURIC’S CUSTOM TAKE A STAND EYEBOBS

FRAMES

B R A N D A W A R E N E S S EVENT MARKETING

DETAILS

SOCIAL ADVERTISING

SOCIAL MEDIA STRATEGY COMMUNITY MANAGEMENT


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OVERVIEWSOCIAL MEDIA STRATEGY

GOALS + KPIS

TIMELINE

AUDIENCE

SOCIAL CHANNELS

CREATIVE ASSETS


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Raise brand awareness for the eyebobs brand — leading with Take A Stand frames

B R A N D A W A R E N E S SPromote the campaign

hashtag #standwitheyebobs across social platforms and

during event activation

H A S H T A G P R O M O T I O N

O B J E C T I V E SE Y E B O B S TA K E A S TA N D C A M PA I G N

Drive customer conversion both online and in-store at

select retail partners

C U S T O M E R C O N V E R S I O N

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G O A L S + K P I SW H I C H P E R F O R M A N C E M E T R I C S M AT T E R T H E M O S T ?

SOCIAL IMPRESSIONS

CLICKS TO MICROSITE

PURCHASE CONVERSIONS

EMAIL SUBSCRIBERS

FAN GROWTH

FOLLOWER GROWTH

HASHTAG USE

BRAND MENTIONS

SNAPCHAT FILTER USE


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EXECUTION


181818

ORIGINAL CONTENT CREATION

1919

RETAIL PARTNERSHIPS

PILOT WITH NEIMAN MARCUS + ALLEN EDMONDS

CUSTOM DIGITAL TOOLKITS FOR RETAILERS

TRANSFORM ONLINE ENGAGEMENT TO OFFLINE SALES

2020

KEY INFLUENCERS + CELEBRITY PARTNERS

CUSTOM DIGITAL TOOLKITS FOR SU2C KEY INFLUENCERS

CUSTOM DIGITAL TOOLKITS FOR CELEB CUSTOMERS

TRANSFORM ONLINE ENGAGEMENT TO SALES


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ROI?


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SOCIAL’S CONTRIBUTION TO ECOMMERCE

Social contributed to 5.15% of new users. During this timeframe last year, it was 3.35%.

Social contributed to 3.78% of website sessions. During this timeframe last year, it was 2.41%.

Social contributed to 370% more revenue than during this same timeframe one year ago.


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WHAT’S WORKING?

01SOCIAL ADVERTISING

02 PARTNERSHIPS

03 ENGAGED + LOYAL AUDIENCE

04 QUALITY CONTENT© 2016 The Social Lights® LLC

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ZOMBIE PUB CRAWL



OVERVIEW

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• The Zombie Pub Crawl is the world’s first and largest festival of the crawling, partying dead

• Thousands of undead souls gather in the Warehouse District of downtown Minneapolis for a night of pub crawling, dancing, world-class live entertainment

• ZPC is certified by the Guinness Book of World Records as the “World’s Largest Gathering of Zombies”

• 2016 marked the 12th year of ZPC


• Goals + KPIs

• Setting Our Strategy

• Audience(s)

• Social Channels

• Creative Assets

• Day-Of

SOCIAL MEDIA STRATEGY

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SOCIAL MEDIA STRATEGY



GOALS + KPIS

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• Sell Tickets

• Answer Questions Quickly and Accurately

• Amplify ZPC’s Brand

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ZOMBIE PUB CRAWLSetting Goals & Strategy

Dai

ly P

age

Enga

gem

ent:

The

num

ber o

f peo

ple

who

eng

aged

with

you

r Pag

e. E

ngag

emen

t inc

lude

s an

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ick

or s

tory

cre

ated

. (U

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e U

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)

0.0

1750.0

3500.0

5250.0

7000.0

7/1/15

7/5/15

7/9/15

7/13/157/17/157/21/157/25/157/29/15

8/2/15

8/6/15

8/10/158/14/158/18/158/22/158/26/158/30/15

9/3/15

9/7/15

9/11/159/15/159/19/159/23/159/27/1510/1/1510/5/1510/9/1510/13/1510/17/1510/21/1510/25/1510/29/15

Zombie Night @ Canterbury

Phil has risen New Website

Line up Announcement

Countdown

Lil Dicky AddedPrice Jump

ZPC 2015

Facebook Engagement © 2016 The Social Lights® LLC

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EXECUTION


31

Content & Ads


ZOMBIE PUB CRAWL

32

ZOMBIE PUB CRAWLCommunity Management


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ZOMBIE PUB CRAWLDay-Of Social Media



ARTIST INVOLVEMENT

35

ROI?


3636

BY THE NUMBERS

S O C I A L’ S C O N T R I B U T I O N

87.5% increase in Facebook Impressions on day-of event. 129% increase in Facebook reactions.

138% increase in impressions on lineup announcement post on Facebook. 34,645 minutes of video watched.

People watched 9,319 minutes of video on Facebook and 5,500 minutes of video on Snapchat during day-of event.

Over 800% growth on Snapchat. 40K opens on Snapchat


Sent 15K clicks to ticket page through Facebook (over 163% increase).

3737

WHAT WORKED?

• Video!

• Targeting of ads and managing the spend

• Directly engaging with people

• Content showing the experience

• Meet & Greets on Snapchat


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KEY TAKEAWAYS


3939

PLANNING AND EXECUTING SOCIAL MEDIA CAMPAIGNS

• Start early

• Dedicate a team

• Ask good questions

• Outline the phases

• Work across departments and organization

• Keep track of goals and objectives

• Tried and true + new things

• How will you know if you’re winning?

• Be hard on yourself

• Be easy on yourself


40

DISCUSSION


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THANK YOU

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