increase fan engagement through social promotions
TRANSCRIPT
Today’s Presenters
Bethany Tsui
Bethany Tsui has been with Wildfire by Google for over a year. She first joined Wildfire's Sales team, working strategically with big brands, and initiating early efforts to expand growth into France. In early 2012, she became a part of Wildfire's Business Development group as a Partner Advisor for small business growth. Currently, Bethany manages all Channel Partnerships at Wildfire by Google.
Twitter Hashtag: #SocialPromo
Today’s Presenters
Lauren Thomas
Lauren Thomas is the Campaign Manager at DigitalSherpa. Lauren has been an active Facebook user since 2004 and has worked for several marketing firms including two social media marketing startups and a global interactive marketing agency. Along the way, Lauren has worked with a variety of clients, ranging from local businesses to Fortune 500 companies. Connect with Lauren on Twitter @HelloLT.
Twitter Hashtag: #SocialPromo
About Digital Sherpa
• Our mission is to run your internet marketing so you can run your business
• Our solutions help clients attract and engage prospects, create leads, and drive new Web traffic.
• Services include:– Content Marketing– Custom Web Design– Social Media Marketing
Twitter Hashtag: #SocialPromo
Who is Digital Sherpa?
• 70+ employees• 1400+ clients• Create 10,000+ blog posts per
month• Attract 4+ million visitors• Generate 8+ million pageviews
Twitter Hashtag: #SocialPromo
Tweetable: The @DigitalSherpas team creates over 10k blog posts per month. #socialpromo
Agenda
• Facebook Landscape in 2013• Wildfire and Social Media Campaign
Platforms• Managing a Successful Social
Promotion• Key Takeaways• Q + A
Tweet away! Share questions and comments with @DigitalSherpas and @WildfireApp using #socialpromo
Twitter Hashtag: #SocialPromo
Benefits of Facebook Marketing
• 1 billion+ monthly active users• Low-cost marketing channel
– Raise brand awareness– Connect with customers and prospects– Drive traffic to your website– Offer deals and promotions– Provide online customer support
Tweetable: 77% of B2C companies & 43% of B2B companies acquired customers from #Facebook in 2012. #socialpromo
Twitter Hashtag: #SocialPromo
Facebook in 2013
• Multimedia content is crucial• Users have more control• Updates only reach a fraction of fans• EdgeRank determines your impact
Tweetable: 80% of social network users prefer to connect with brands through #Facebook. #socialpromo
Twitter Hashtag: #SocialPromo
What is EdgeRank?
• EdgeRank determines the reach and placement of every item published to the Newsfeed
• EdgeRank is optimized daily to filter the signal from the noise
Tweetable: #Facebook users spend 40% of their time on the news feed. #socialpromo
Twitter Hashtag: #SocialPromo
What Influences EdgeRank?
• EdgeRank consists of three main factors– Affinity– Weight– Time
• Increase Engagement Increase Reach
Twitter Hashtag: #SocialPromo
Tweetable: In #Facebook #marketing, increased engagement leads to greater reach and higher sales potential. #socialpromo
Types of Content
• Posts– Photos– Videos– Links – Status
• Questions• Ads• Promotions
Twitter Hashtag: #SocialPromo
Tweetable: #Facebook posts that include a picture generate about 120% more engagement. #socialpromo
Why Social Campaigns?
• Engage and attract fans• Grow your online audience• Increase brand awareness• Encourage fan feedback• Generate leads• Drive sales
Twitter Hashtag: #SocialPromo
Wildfire at a Glance• Leading provider of social
marketing software• Founded 2008 – acquired by
Google in 2012• Powered 300K+ campaigns in
over 130 countries• Integrates with all major
social networks
Serve 30 of World’s Top 50 Brands
Twitter Hashtag: #SocialPromo
Wildfire Social Marketing Platform
• World leader in social promotions• Beautiful and engaging Facebook
page management• Efficient Social Messaging• Advanced Analytics
Twitter Hashtag: #SocialPromo
Create, Run, and Manage Engaging Promotions
• Six-step wizard to launch engaging promotions
• Widest selection of promotion formats in the industry
• Powerful data:– Collect lead data
– Referral sources – know how users got to your app
– Advanced demographics
– Likes and followers gained
• Design flexibility:– Operate within standard templates or
modify templates with CSS
• Publish to Facebook, Twitter, YouTube and Microsite
Twitter Hashtag: #SocialPromo
LiveJamz Holiday Giveaway
• Campaign Results– Generated over 1,300 views and 430 entries– Facebook fans increased 954%
• Success Factors– Offer a prize that resonates with fans– Offer multiple prizes to encourage more entries– Promote across a variety of social networks– Conduct outreach to online groups of Phish
fans – Connect with a key moment in time
Twitter Hashtag: #SocialPromo
Types of Social Promotions
• Signup Form• Sweepstakes• Coupons• Photo/Video/Essay
Contests• Quizzes• Trivia
Twitter Hashtag: #SocialPromo
Facebook Promotions Guidelines
• DO Use a third-party app• DO Keep it legal
• DO NOT Associate your promotion with Facebook
• Do NOT Use Facebook features or functionality
• Do NOT Notify winners through Facebook
Twitter Hashtag: #SocialPromo
Develop Your Campaign
• Give yourself a realistic timeline• Clear and concise copy• Strong visual elements• Enticing offer/prize/benefit• Ease of entry• Platform agnostic
Twitter Hashtag: #SocialPromo
Spread the Word
• Promote your campaign across digital channels– Social networks (i.e.; Twitter, Pinterest, etc.)– Website / Blog– E-newsletter
• Integrate offline and online social promotions– Word of mouth– In-store signage
Twitter Hashtag: #SocialPromo
Follow Up
• Integrate promotion data into your marketing– Lead capture
• E-mail nurturing• Direct mail• Other marketing efforts
• Convert leads to sales• Be consistent!
Twitter Hashtag: #SocialPromo
Key Takeaways
• Craft a campaign that abides by rules and legal guidelines
• Align your offer with your audience• Use a variety of tactics and platforms
to market your campaign• Stay connected with your audience
Twitter Hashtag: #SocialPromo
Tweetable: Align your offer w/ your audience to create a compelling #socialmedia campaign. #socialpromo
Campaign Sherpa
• DigitalSherpa can work with you to:– Execute and manage your campaign– Show real, measurable results– Increase engagement
What’s Next
• Every webinar attendee will receive– A recording of the presentation – An exclusive offer from DigitalSherpa
• The first 3 people to sign up for CampaignSherpa will receive a 10% discount
Twitter Hashtag: #SocialPromo
Q + A
Tweet your questions using #SocialPromo
Let’s Stay In Touch
If you have any questions or would like a copy of this presentation, please e-mail Lauren at [email protected]
If you're interesting in receiving a consultation about your own social media strategies, visit: http://digitalsherpa.com/social-media-consultation/ /
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