university of central missouri guest lecture
DESCRIPTION
Guest lecture presented to UCM graduate communication students. Lisa Qualls, VP Interactive Strategy at Summit Marketing presented the lecture. Three case studies showcasing how John Deere, Sporting KC and Applebee's are using social media and mobile solutions to engage, build brand awareness and increase revenues.TRANSCRIPT
“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
Your Success
Transition from “may I” to initiative You are globally & technically aware Difference between awareness & wisdom Seek what you don’t know that you don’t know Be patient & listen
THANK YOU!
About LISA QUALLS Company: Summit Marketing
Location: Lenexa, KS Phone: 913.562.3400
Email: [email protected]
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.