how to build social campaigns into your website (full deck)

@crowdfactory #socialcampaign @bolsocial

Webinar: How to Build a Social Campaign Getting Value from Social Media

http://search.twitter.com/


Housekeeping …

Content shared in this webinar will be available following the event.

Request a 1-on-1 Strategy Lab http://www.businessol.com/labs

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2


http://www.businessol.com/labs




Make this session interactive …

if Tweeting about this session, please use this hashtag:

#socialcampaign

QUESTIONS ??? please submit questions throughout today's session and they will be address in the final 15 min of the webinar.



Today’s Presenters

Michael Weisfeld Director, Social Media "Unless you try to do something beyond what you have already mastered, you will never grow." Ronald E. Osborn

@mrweisfeld

@BOLSocial @crowdfactory

www.facebook.com/BOLOptimized www.facebook.com/crowdfactory

Follow Crowd Factory and BusinessOnLine Social

Media team on

Adam Corey Director, Customer Success [email protected]

@crowdfactory

http://www.linkedin.com/in/michaelweisfeld



http://twitter.com/bolsocial


http://twitter.com/crowdfactory


http://www.facebook.com/BOLOptimized

http://www.facebook.com/crowdfactory

mailto:[email protected]





Agenda: Developing an Earned Media Strategy

Keynote: value of social media

Step 1: How do you plan and implement social campaigns?

Step 2: How do you measure and optimize?

Wrap-up / Q&A



We all know Social Media is important …

“85% of Americans believe a

company should not only be present but also interact with its consumers via social media” - Omnicom

“25% of top search results for

world’s 20 largest brands is consumer-generated” - Jupiter

“78% of consumers trust peer

recommendations” - Nielsen

“...But only 14% trust ads” - Wiley


#socialmediamarketing @bolsocial #socialmediamarketing @bolsocial

Poll: Who has optimized their website with social features?




LEVERAGING YOUR MOST VALUABLE ONLINE ASSET

Boosting the performance of your website



Think about your website like is your Country …



… which attracts visitors from far and wide …



… who want to share their experiences …



… with their network of contacts …



… of like minded people who also come to visit ….



… and want to share their experiences …



Visitors arriving via Social media traffic are …

Social Media Marketing Helps!

more likely to convert into a lead than non-social media traffic. 10%

Results from one of our client’s efforts (B2B software company):



WHAT IS “EARNED MEDIA”?

Overview of digital word of mouth marketing



Goal: Drive website visitors

Online Marketing Offline Marketing

traf

fic

Website

traf

fic


http://thebigpicture.isgfl.com/wp-content/uploads/2007/12/billboard-in-the-desert.jpg


Goal: Motivate Visitors to be Influencers

Definition:

Enthusiastic individuals equipped with the resources to reach and impact others in a related market.

Key point:

Mobilize your crowd to power your marketing.



How: Capture “Situational Interest”

First Visit / Anonymous User

Activity 1

Activity 2

Repeat Visit / Authenticated User

Activity 3

Activity 4

Authenticated Customer

Activity 5 Activity 6

Understand your visitors needs & wants …



How: Inspire people to “Share”

Personas

Role?

Content Focus?

Calls to Action?

Contextual & Relevant based on the situational interest or timing of the user’s visit.

Appropriate action or response relevant to the content and based on the users goal.

Make calls-to-actions obvious and intuitive

Inspire to People to share via publishing GOOD CONTENT



What: Each “Share” is Earned Media

Definition: Earned media is an impression created by a user who “shared” content on their social networks.



Earned Media can help measure ROI

22

ROI = News feed impressions (#) x Cost of Ad ($) – Cost of Implementation ($)

Earned Media

Paid Media



The average number of Tweets per day on Twitter.com alone

5 million tweets Source: MarketingProfs, LLC

1 billion posts

Hours of video is uploaded to YouTube

13 hours every minute Source: youtube.com

Digital Buzz Blog, Social Media Has Grown Up: Stats One Year On, 8.03.09

Number of content (web links, news stories, blog posts, notes, photos, etc.) shared each week on Facebook

… and create a swell of impressions …



3-5x Amplification on sharing content

5-15x Amplification on sharing a comment, viewpoint, vote

… that will amplify once shared …



… and can be tracked to conversion R

OI =

C

onvers

ions (#

) x V

alu

e P

er ($

) – C

ost

of im

ple

menta

tion ($

)



STEP 1: HOW DO YOU PLAN AND IMPLEMENT

CAMPAIGNS?

How to Build a Social Campaign



Social Campaigns: Best-Practices

Use social to drive awareness and conversion

Give visitors something to do and something worth sharing

Integrate social interactions in all marketing channels

Pay attention to the user’s voice and give them the ability to express opinion

Must be easy to create and change messaging based on feedback and performance



Social Campaigns Integration

Social Shopping

Contests Offers Reviews

Video UGC Email

Facebook Pages

In Ad units

Voting Badging Wishlists

…across many channels

Website

Landing Pages

Mobile

Engagement in many modes…



Social Campaigns: Contextual Sharing

Red Cross wanted to inspire people to give blood based on word of mouth referral.

The Ask: “Get your friends involved in the winter storm recovery.”

The Reward: “Claim this badge on your Facebook page or blog.”



Social Campaigns: Engineering the Share

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2

4

4



Social Campaigns: Motivated Sharing

BookRenter.com allows students to rent college textbooks instead of buying them to save over $500.

The Ask: “How will YOU use the $500 you’ll save with BookRenter.com”

The Reward: Discounts for friends and initial sharer



Social Campaigns: Action Sharing

Make it easy for your audience to participate and interact

Who has time to think of a reason or formulate a “share” that will benefit your website?

Offer your audience the ability to select or vote instead of writing a story.



Social Campaigns: Action Sharing

http://www.bookrenter.com/



Social Campaigns: Action Sharing http://www.bookrenter.com/



Social Campaigns: Referral Marketing

http://www.bookrenter.com/



Social Campaigns: Sharing Experiences

Give your audience something to DO and something to SHARE

applies to B2B, B2C & Non-profit websites.

Map social campaigns to actions on your website

Surveys

Product feedback

Events (registration, download whitepaper, etc.)

B2C Example:

B2B Example:



Social Offers & Group Buying: Best-Practices

Provide group offers and promotions .

Get everyone involved in crowd deal selection and product feedback.

Reward your influential customers, but also their friends and network.

Measure performance and listen for opportunities to optimize accordingly.



Social Campaigns: Referral Marketing

Provide the ability for your website visitors to trigger group offers and promotions

Build good will and foster customer loyalty

Reach wide, friendly audience

Avoid having your offer / promo code “scraped” on other sites

B2C Example:



Social Campaign: Group Offer B2C Example:



Social Campaign: Deal Selection

Entry selection

Voting capability

Selection period

Winning deal

Promotion

Build social DB

Customers invest emotion



STEP 2: HOW DO YOU MEASURE & OPTIMIZE?

How to Build a Social Campaign



Track Conversions

Attribution Analytics

Measuring social campaign performance

KPI: conversion

Lead Request

Purchase

Call / Inquiry



Social Dashboard & Analytics

Key metrics to watch:

Interaction rate

Shares-to-resulting visits

Resulting visits-to-conversions



Social Dashboard & Analytics

Improve your interactions rate:

Look at creative elements and placement on page

Is the call-to-action clear?

Is the offer compelling to the audience?



Social Campaigns: A/B Testing

Testing to improve performance:

Placement

Messaging

Creative elements

Offer / Reward



Social Campaigns: A/B Testing

Media company wanted to boost referral visits through social media

Tested multiple versions including a single “Recommend” button versus three network-specific buttons

Through testing, found that network-specific options improved interaction rate which resulted in almost 4X referral visits

Option A: Option B:



Building a Social Database



WRAP UP

Conclusion & Questions



In Conclusion

Look to add social sharing campaign to high value assets on your website.

Let the crowd help you boost ROI

Map your goals to theirs

Now, you can track ROI

Now, you can move quickly



Thank You! Questions?

Michael Weisfeld

@mrweisfeld

Adam Corey

Request a 1-on-1 Strategy Lab http://www.businessol.com/labs

@crowdfactory [email protected]

@BOLSocial

@crowdfactory

QUESTIONS ??? Note: Slides from today’s webinar will be sent to all attendees.














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sin

esso

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m/l

abs


Handout: Social Media Whitepaper

For all those who have attended, BusinessOnLine will be sending out latest whitepaper

Also available here: http://www.businessol.com/resources/whitepapers/premium/is-your-company-social


http://www.businessol.com/resources/whitepapers/premium/is-your-company-social









APPENDIX Additional Information and Resources



Workshop #3:

Wireframes

User Centered Design Methodology

Workshop #1:

Personas / Scenarios

Workshop #2:

Information Paths


how to build social campaigns into your website (full deck)

Technology

crowdfactory

crowdfactory

social media

social dashboard

resulting

social media

earned media

social campaigns