social media project 2
DESCRIPTION
Another social media group presentation we gave in my Digital Marketing class during my spring semester 2011 at NYU. We set up a social media campaign on a topic/business we were involved in, in this case a friend's photography business, monitored metrics, learned, adjusted our strategies, and presented what was done and what was learned.TRANSCRIPT
!"#$%&'()*+%,%-&.&%-)(&')%,%#&-$/&%+&-%,%'0/)(&%+)*1!%,%)*11)'&%2)32&.&*%
!"#"$%&'(%)*+$",#'-'.$)%$+#/'$0'$1+'(%2'-'(%/'34'5677'
We started with!listening!
• "89:;<=9'>?@A'B:9=C8:8;D'– (@9='@=<C?'E<@=@;?FE<C?9'F?C'=?G:8;'=@';C='8@HICJ'=<?@K;<'B@L'E?:ICM
E@:8='@NC?:8;9OJ:9I@K8='=GEC'A@JCB9'=@';F:8'FLF?C8C99'– !CPFBKC9'=<C'Q?F8J'– ,CCJCJ'=@'I@AC'KE'L:=<'F'LFG'=@'Q?CFR'=<?@K;<'=<C'IBKSC?'L:=<@K='
I@AE?@A:9:8;'Q?F8J':AF;C'
• !CI:9:@89'QF9CJ'@8'B:9=C8:8;D'– !?:P:8;'>@?IC'@>'=<C'E?@;?FA'L@KBJ'QC'QF9CJ'@8'F'$)T+'PFBKCM
CUI<F8;C'QC=LCC8'=<C'Q?F8J'F8J'IK9=@AC?9'VIK??C8='F8J'E@=C8HFBW'''
The Offer !
'
Campaign Objectives!
• X?:AF?GD'%IYK:9:H@8'Z'[@8PC?9:@8'– "8I?CF9C'FLF?C8C99'@>'X.X'F9'F'Q?F8J'=<?@K;<'=<C'9LCCE9=FRC9'– !?:PC'FIYK:9:H@8'@>'8CL'IK9=@AC?94'=<?@K;<'\FICQ@@R'
• .CI@8JF?GD')C=C8H@8'Z'+8;F;CAC8='– !?:PC'>K?=<C?'C8;F;CAC8='FA@8;9='IK??C8='>F89'=@'IFE=K?C'>K?=<C?'
9<F?C'@>'<CF?='F8J'A:8J'
Campaign Goals/ KPIs!
• \FICQ@@R'&:RC9'– ]F9CB:8CD'57^'– ,CL';@FBD'366'
• \FICQ@@R'+8;F;CAC8='M'[@AAC8=9'F8J'"8=C?FIH@89'– ]F9CB:8CD'_'I@AAC8=9'CPC?G'=L@'LCCR9'– ,CL';@FBD'566'I@AAC8=9'@PC?'=<C'=L@'LCCR'E?@A@'EC?:@J'
Campaign Toolkit!
Channel!Roadmap!
X%"!'(+!"%' +2X+)"(+,$%&'
Creative Brief !245%678%98%:6;<=>?%:5@%,CL'/@?RC?9':8'=<C'3'Q@?@K;<9'L<@'L:BB'I@AC'=@'FJA:?C'XFA’9'@L8'K8:YKC'E<@=@;?FE<:I'I<F?A`'''$<CG'F?C'I@KEBC94':8J:P:JKFB94'FI=@?94'@?'A@JCB9'L<@'<FPC'F'8F?I:99:9HI'9:JC'=@'=<CA`'1@LCPC?4'FI=@?9'F8J'A@JCB9'F?C'FIHPCBG'B@@R:8;'>@?4'@?'I@89=F8=BG':8=C?C9=CJ':84'8CL'E<@=@;?FE<C?9'>@?'E?@>C99:@8FB'EK?E@9C9`''$<CG'F?C'FB9@'EC='@L8C?9'L<@'F?C'E?@KJ'EC='EF?C8=9'F8J'F?C' B@@R:8;4'@?'F?C' :8=C?C9=CJ' :84' IFE=K?:8;'F'A@AC8=':8'HAC'L:=<'=<C:?'EC=`'
246:%678%:48A%B5=>?@%$<CG'F?C'?C9CF?I<:8;'@8B:8C'@?'FIHPCBG'FLF?C'@>'@EE@?=K8:HC9'>@?'FN@?JFQBC4'E?@>C99:@8FB'E<@=@;?FE<C?9':8',/['P:F'9CF?I<'@?'9@I:FB'I<F88CB9`''%B9@4'=<CG'AFG'QC'FB?CFJG'FJA:?:8;'XFA’9'E<@=@;?FE<G'@8'<C?'LCQ9:=C'@?':8'<C?'9@I:FB'8C=L@?R9`''
246:%678%:48A%:4=><=>?@%[@KEBC9O"8J:P:JKFB9OXC='0L8C?9D''“a@KBJ8’=' :='QC';?CF='=@'=?G'@K='F'?CFB'E?@>C99:@8FB'E<@=@'9<@@='9@'=<F='"'IF8'<FPC'E:I9'=<F='IFE=K?C'@K?'B@PCOACOAG'FJ@?FQBC'EC=`”''%I=@?9OA@JCB9D'“"bA'FBLFG9'B@@R:8;'>@?'8CL'FN@?JFQBC'E<@=@;?FE<C?9'=@'KEJF=C'AG'<CFJ9<@='E@?c@B:@`”'
Creative Brief !
246:%678%98%C75D=E=>?@%
a:8'F' >?CC4'E?@>C99:@8FB'E<@=@'9<@@='L:=<'XFA'L<C8'G@K'“&:RC”' F8J'EF?HI:EF=C' :8' =<C'IFEH@8'I@8=C9=`'
246:%B5%98%96>:%:48D%:5%B5@%
$@'FJA:?C'F8J'=<C8'C8;F;C'L:=<'L<F=CPC?'9ECFR9'=@'=<CA':8'XFA’9'E<@=@9`'
!59%9=;;%98%EFCC57:%=:@%
X?@A@=C'=<C'I@8=C9=':8'>@?KA94'@8'[?F:;9B:9=4'K9:8;'\]'Z'#@@;BC'%J94'F8J'=@'>@BB@LC?9'Z''8@8M>@BB@LC?9'@8'@K?'@=<C?'9@I:FB'ACJ:F'EBFc@?A9'=@'J?:PC'=?FdI'=@'@K?'\]'I@8=C9='BF8J:8;'EF;C`'
Need States -!
Need States -!
Need States -!
Message Matrix!
'
'
The Main Offer!+ !
The Landing Page'
Advocate + WOM'
Classic Social Media'
Twitter – Content Strategy!
&G6H48B%C=H:F78E%:5%E459%#6DIE%957<%
%
+:6>B67B%D8EE6?8%=>J=K>?%:48D%:5%L5=>%:48%H6CK5>%H5>:8E:%
MD8>K5>%C85C;8%:5%E:67:%H5>J87E6K5>%
C6DIE%78?F;67%C45:5%:988:E%
Twitter – Optimization!%88@K8ICJ'
=<C'I@AECHH@8'
TEbCJ'=<C'>?CYKC8IG'@>'=LCC=9''
(:8:A:eCJ'=<C'9FBC9'E:=I<'
Results : Twitter!• 5'aCCR'XC?:@J''• ,KAQC?'@>'>@BB@LC?9'
' ' ']F9CB:8C ' '_f ' ' ' ' ' '''+8J')C9KB= ' '77f'''• 33'g'"8I?CF9C':8'>@BB@LC?9''• +N@?=9'=@';F:8'>@BB@LC?9'
– \@BB@LCJ'EC@EBC'=<F='>@BB@L',CL'/@?R'XC=9OaCJJ:8;OX@?=?F:=9'X<@=@;?FE<C?'
– \@BB@LCJ'EC@EBC'h8CF?'K9b'L:=<'=LCC=9'9KI<'F9'hC8;F;CJb4'hFKJ:H@8b4'hJ@;'?K8b'C=I'
'%''''
'
Tumblr !
• .KEE@?='EBFc@?A'>@?'\FICQ@@R'<KQ'
• "8:HFB'\@BB@LC?9D''^i'• \:8FB'\@BB@LC?9D'767'• [B:IR9'=@'\]D'76''
Experimental!Media'
forums!• +N@?=9D'
• .CF?I<'>@?'>@?KA9'9KI<'F9'EC=b9'>@?KA94'LCJJ:8;'>@?KA94'FI=@?OA@JCB'>@?KA'F8J'A@Ab9'>@?KA'
• "8=C??KE='=<C'I@8PC?9FH@8'=@':8=?@JKIC'XFA'F9'F'E<@=@;?FE<C?'F8J':8P:=C'=<CA'=@'j@:8'=<C'IFEH@8'I@8=C9='
• k@:8'J:9IK99:@8'@8'77'>@?KA9'
• \:8FB')C9KB=9D'77'IB:IRM=<?@K;<'>?@A'l'>@?KA9'
forums – content strategy!
Craigslist!
Model Mayhem !
Results : Experimental media!
• 5'aCCR'XC?:@J'• .@K?IC9''
– \@?KA9'VaCJJ:8;']CC4'[@AAK8:=G'XC@EBC'XC=94'(@JCB'(FG<CAW'– [?F:;9B:9='
• )CE?C9C8=CJ'FQ@K='3'g'@>'=<C'IB:IR9'• 1F?J'=@'ACF9K?C'I@8PC?9:@8'>?@A'CUEC?:AC8=FB'ACJ:F'
'%''''
'
Paid Media'
Facebook Ads !
• &FK8I<'!F=CD'lO5f'• $<?CC'J:NC?C8='=<CACJ'FJ9'BF8J:8;'
@8'[FEH@8'[@8=C9='<@AC'EF;C'– XC=9'– %I=@?9'Z'(@JCB9'– [@KEBC9'
• &F9C?'=F?;C=CJ'QF9CJ'@8'B@IFH@84'F;C4'?CBFH@89<:E'9=F=K94'B:RC9'Z':8=C?C9=94'F8J'I@88CIH@89'
• "8:HFB'JF:BG'QKJ;C='IFE'EC?'FJ'miMm^'
FB Ad Results - Pets!• [B:IR9D''_^'
– (@9='IB:IR9OJFG'@8'BFK8I<'LCCRC8J''• %P;`'[X[D''m6`nf'
– "8:HFB'AFU'[X['Q:J'F='m7`i6'– 0EHA:eCJ'QF9CJ'@8'?C9KB=94'B@LC?CJ''AFU'Q:J'
=@'m7'
• ]KJ;C='– "8:HFB'IFE'm^'– 0EHA:eCJ'QF9CJ'@8'?C9KB=94'B@LC?CJ'=@'mn'
• &:RC9D''lf'• [@8PC?9:@8')F=CD'3l`lg'
FB Ad Results – Actors/Models!
• [B:IR9D''3f'– (@9='IB:IR9OJFG'@8'BFK8I<'LCCRC8J''
• %P;`'[X[D''m6`3^'– "8:HFB'AFU'[X['Q:J'F='m7`36'– 0EHA:eCJ'QF9CJ'@8'?C9KB=94'B@LC?CJ'''AFU'''''''Q:J'=@'m7'
• ]KJ;C='– "8:HFB'IFE'mi'– 0EHA:eCJ'QF9CJ'@8'?C9KB=94'B@LC?CJ'=@'ml'
• &:RC9D''5f'• [@8PC?9:@8')F=CD'lf`lg''
FB Ad Results - Couples!• [B:IR9D''l'• %P;`'[X[D''m7`nl'• ]KJ;C='
– "8:HFB'IFE'mi'
• &:RC9D''6'• 0EHA:eCJ'QF9CJ'@8'?C9KB=9'
– !CBC=CJ'@8'lO5n''
Google Adwords!
• &FK8I<'!F=CD'lO5l'• $<?CC'J:NC?C8='=<CACJ'FJ9'BF8J:8;'@8'
[FEH@8'[@8=C9='<@AC'EF;C'– XC=9'– %I=@?9'Z'(@JCB9'– [@KEBC9'
• #C@M=F?;C=CJ'FJ9'9C?PCJ'@8'9CF?I<'8C=L@?R'@8BG'=@'=<C',CL'/@?R'F?CF'
• "8:HFB'JF:BG'QKJ;C='IFE'>@?!"##!FJ';?@KE9'm53'
Google Adwords Results - Pets!
• [B:IR9'VQC>@?C'lO5nWD'6'• [B:IR9'VFoC?'lO5nWD'i'
– 0EHA:eFH@8D')CP:9CJ'%J'[@EG'@8'lO5n'– 0EHA:eFH@8D'%JJCJ'i^'8CL'*a9'VQF9C'75W'
• %P;`'[X[D''m7`_^'– 0EHA:eFH@8D')F:9CJ'AFU'[X['Q:J'=@'m3`66'
JKC'=@'B@L'YKFB:=G'9I@?C'>@?'<:;<'P@BKAC';C8C?:I'*a9'
• [@8PC?9:@89D'6''
Google Adwords Results – !Actors/Models!
• [B:IR9'VQC>@?C'lO5nWD''6'• [B:IR9'VFoC?'lO5nWD'5'
– 0EHA:eFH@8D')CP:9CJ'%J'[@EG'@8'lO5n'– 0EHA:eFH@8D'%JJCJ'76^'8CL'*a9'VQF9C'75W'
• %P;`'[X[D''m7`in'– 0EHA:eFH@8D')F:9CJ'AFU'[X['Q:J'=@'m3`66'
JKC'=@'B@L'YKFB:=G'9I@?C'>@?'<:;<'P@BKAC';C8C?:I'*a9'
• [@8PC?9:@89D''6''
Google Adwords Results - couples!
• [B:IR9'VQC>@?C'lO5nWD''6'• [B:IR9'VFoC?'lO5nWD'3'
– 0EHA:eFH@8D')CP:9CJ'%J'[@EG'@8'lO5n'– 0EHA:eFH@8D'%JJCJ'75l'8CL'*a9'VQF9C'76W'
• %P;`'[X[D''m7`i5'– )F:9CJ'AFU'[X['Q:J'=@'m3`66'JKC'=@'B@L'
YKFB:=G'9I@?C'>@?'<:;<'P@BKAC';C8C?:I'*a9'
• [@8PC?9:@89D''6''
Results : Facebook !'
'%''''
'
6'
3'
76'
73'
56'
53'
f6'
f3'
l6'
7^M%E?' 56M%E?' 57M%E?' 55M%E?' 5fM%E?' 5lM%E?' 53M%E?' 5nM%E?' 5_M%E?' 5iM%E?' 5^M%E?' f6M%E?' 7M(FG'
&FK8
I<'@>'[
FAEF:;8'
&FK8
I<'\]'%J
9'
+8J'@>'[FA
EF:;8'
X:IRCJ'KE'=?FIH@8'
NON%'5:6;%P5DD8>:E%
5'aCCR'XC?:@J',KAQC?'@>'>F89'
']F9CB:8C ' '57i ' ' ' ' ' '' ' ''+8J')C9KB=' 'f7l'll'g':8I?CF9C':8'>F89'.@I:FB'(CJ:FO+UEC?:AC8=FB'f7g ''XF:J'n^g'
[@9='EC?'IK9=@AC?'FIYK:9:H@8 'm7`57'
Key Metrics Dashboard !
• \FICQ@@R' ' ' ' ' ' ' ' ' 'QRN%• !:?CI= ' ' ' ' ' ' ' ' ' 'NSR%• \@?KA9 ' ' ' ' ' ' ' ' ' 'NN%• $KAQB? ' ' ' ' ' ' ' ' ' 'NT%• [?F:;9B:9= ' ' ' ' ' ' ' ' ' 'NS%• $L:SC? ' ' ' ' ' ' ' ' ' 'NU%• 0=<C?9 ' ' ' ' ' ' ' ' ' 'UQ%
Channel " " " " " " " " Clicks!
Total" " " " " " " " " " 548 !
'9=G87%OV%W6H8X55<%
RRV%
W57FDE%OV%
'FDX;7%QV%3=78H:%%ORV%P76=?E;=E:%
OV%
":487E%NNV%
'
'%''''
'
$@=FB',CL'&:RC9'p'^n%
$@=FB'T8:YKC'[@AAC8=C?9'p'5_%
0;KD6:8%P5>J87E=5>%Y6:8%Z%QSV%
Key Learnings !
[1%,,+&.'• $L:SC?':9'F'QFJ'EBFIC'=@'<F?J'9CBB'• .<@KBJ'<FPC'>@IK9CJ'@8'$KAQB?':89=CFJ'@>'$L:SC?'• \@?KA9'F?C'F'<@=QCJ'>@?'?CFI<:8;'F'EF99:@8F=C'FKJ:C8IC'• XF:J'9CF?I<':9'8@='F'9K:=FQBC'ACJ:KA'>@?'=<:9'9@?='@>'@NC?'
0q+)%&&'• %S?:QKH@8':9'J:dIKB='L:=<@K='F'=@@B'B:RC'0A8:=K?C'• r!:NC?C8='=F?;C=9'9<@KBJ'QC'?CFI<CJ'@EHAFBBG'=<?@K;<'
J:NC?C8='I<F88CB9'
And The Winner Is… !