IT’S NOT JUST SOCIAL—

IT’S MARKETING!

Start-Up Chile Presentation by

Michael Shoer, Managing Partner

Digital Brand Strategy and Social Marketing

cwi.me

Social Presen

ce

Targeted Online

Ads

Promoted Videos & Social

Ads

Email & Analytic

s

Video Creativ

e

Script & Copywr

iting

Marketing &

Training Videos

Location & Studio Producti

on

MARKETINGCOMMUNICATIONS

SOME OF OUR CLIENTS

IT’S NOT JUST SOCIAL—

IT’S MARKETING!Know Your Target. Who. Where. Why.

Focus on a primary platform first--- Where can you reach the most valuable people to your business?

Deploy a dual content AND promotion strategy.

Cross market to platforms that provide measurable business actions

MEASURING SUCCESS– It’s More Than Just LIKES

TRACK INTERACTIONS TO MEASUREENGAGEMENT BEYOND STATIC LIKES

Total: Likes, Mentions, Clicks, Comments, Photo views, Shares= INTERACTIONS

Hot Tip: Use Publishing and

Social Reporting Tools

(or hire an agency that has them)

Target

Know who you want to reach.Where they are.What interests them.

Reach

Deploy a strong content AND target promotion plan.Use initial advertising to build Fans based on your Targets.

AgeGeoInterestsConnections

Engage

Maintain a mix of content with specific action links, offers or invitations to take an action (vote, enter, share)

Use promoted posts to target Fans & Friends balanced with promoted posts to target new prospects by Geo, Interest.

Fewer than 16% of your Facebook Fans will see your posts unless you invest in consistently relevant and engaging

content with at least a minimal ad strategy.

With a little spend you can significantly expand your reach well beyond your existing Fans.

A POST THAT GETS REAL LEADS

A POST THAT GETS REAL LEADS

A POST THAT GETS REAL LEADS

Direct Call to Action title relevant to FANS/Members

LIVE CAMPAIGN EXAMPLE—Posted 9am ET yesterday and boosted for $100.

Post includes link to prospect lead capture form on their web site

Views?Shares?Clicks?Leads?

?

CAPTURE LEADS

• Custom Facebook Apps• Forms on Landing pages

PHOTO CONTEST

• Custom Facebook Apps• Forms on Landing pages• Contest Entries

Creates engaging content

CAPTURE LEADS

• Custom Facebook Apps• Forms on Landing pages• Contest Entries

Contest Entry Contacts---

GROW REACH

• Custom Facebook Apps• Forms on Landing pages• Contest Entries

Expanded Brand Reach

• Custom Facebook Apps• Forms on Landing pages• Contest Entries

Measurable Views & Interactions--

MEASURING ENGAGEMENT

CROSS PLATFORM

• Custom Facebook Apps• Forms on Landing pages• Contest Entries

Cross Platform Engagement—Facebook to Foursquare (and back)

CROSS PLATFORM

• Custom Facebook Apps• Forms on Landing pages• Contest Entries

Cross Platform Engagement—Facebook to Foursquare (and back)

Introduced Brand in new market, build fan base and drive to sign up Online pre

open.

(Club Opened Mar with 2500+ fans, 500+ social tracked phone calls, and 151 lead

form captures and 800+ joins.

PROMOTED VIDEOS+ METRICS

WATCH

WHAT’S A LEAD WORTH TO YOU?

TEST CAMPAIGN

LinkedIn

Target Geo + Indust

ry

Link to SITE

TEST CAMPAIGN

SEARCH RANKING AND SOCIAL—THE NEW SEO METRIC

ADS

SEARCH RANKING AND SOCIAL IMPACT—THE NEW SEO METRIC

1.WEB2.Twitter3.Facebook4.Yelp5.Blogger

Article

Social activity based

WORKSHOP

WORKSHOP:EPICLIST

Epiclist is a mobile app that lets you capture all of your journeys and adventures, right on the go, with all your moments, stories, recommendations and maps. It´s beautifully organized in a way, that someone can follow this journey, get inspired from it, and easily plan their own trips.

Target Customer:

Travelers, who always looking for the next unique experience, driven by their curiosity to explore the world. Most young independent travelers (25-45 y.o), iPhone users, living everywhere from remote locations to major city hubs.

Business results we want to achieve:

- More app downloads with a startup budget

- User engagement in the app

WORKSHOP:EPICLIST

- Facebook: Keeping our user updated about the app and sharing articles, pictures and videos + team related pictures for a more personal touch (more focus)

- Twitter: More personal interactions on a one-to-one basis + building new personal relationships with bloggers/ travel enthusiasts and professionals in our area. (more focus)

- Pinterest:  Re-posting our visual content (pictures/ videos) from our blog posts. (less focus)

- Blog: Creating useful travel content, posting interviews we did with adventurers. (more focus)

- Instagram: Sharing visual content from the team, our adventurer and great pictures from our app (less focus)- Medium: creating blog posts (less focus)- Quora: Replying on travel questions (less focus)-Triptease: Re-posting our content on a travel related website (less focus)

WORKSHOP:EPICLIST

Recommendations

WORKSHOP:EPICLIST

1. Focus on your strongest platform (Facebook) to invest in building reach, engagement and actions.

2. Use Twitter as a secondary platform to get your story into #hashtag conversations with links back to site, app, and even FB.

3. Promote Instagram as a user content sharing component, with hashtag incentives.

4. Develop a Blogger Outreach effort to identify and connect with the most influential independent travel writers and enthusiasts, ideally those who accept guest articles (you or epic fans could submit) and those who will do product reviews.

WORKSHOP: CAMALOON.COM

WORKSHOP:CAMALOON.COM

Camaloon is a platform for design products such as wall decal, tshirts, stickers or buttons. Everyday products that make life a little sweeter. Our users either create their own products (with a design, logo, photo) or purchase a product designed by an artist, who in turn makes money by selling the artwork.

For now, we have not been able to use Social Media as an acquisition channel and are relying upon it as a means for loyalty. Our Social Media efforts reactivate already existing clients, support the buying decision, convey our brand message, serve as customer support channel, drive traffic to our blog and create a community of artists.

I would like to find a way to convert our Social Media visits at least in the 'design-selling' part of the platform. We have tried to do so with various Facebook Ad Tests, with Promotions, Contests and even Facebook Game apps but the results were not very promising. Our Social Media conversion rate is around 0.5% whereas the overall conversion rate for the site is around 2.2%. Most of the Social Media sourced conversions we get, were initiated by the artist (eg A tweet by the artists promoting his products published on Camaloon).  Camaloon.com

Facebook: https://www.facebook.com/camaloonTwitter: http://twitter.com/camaloon

Pinterest: http://www.pinterest.com/Camaloon/ Bettina GroßInstagram: http://instagram.com/camaloonam

WORKSHOP:CAMALOON.COM

WORKSHOP:CAMALOON.COM

Identify and focus on your #1 most valuable customer

Invest in your strongest markets first

Consider separate

channels for Marketers

Friends of Fans will be easiest to reach, engage and

sell to.

Narrow Your Focus

WORKSHOP:CAMALOON.COM

Tap buyer emotion

with great visual ideas,

plus the deal and

create easy action

links.

TRY FACEBOOK OFFERS

WORKSHOP:CAMALOON.COM

WORKSHOP:CAMALOON.COM

1. Make Facebook your STORE. Feature Items, Tell stories about them, and always include click to site to purchase with a time limit DAILY DEAL offer.

2. Create a featured product gallery tab/app on your page to link to.

3. You’re product is totally visual. Fully Leverage Pinterest and Instagram as your image idea galleries, encourage sharing, mentions and create

ongoing hashtag contests, awarding users for their posts or shares. Also post your DAILY DEAL with the buy now call to action.

4. Use the video you have to reach the people you want. And drive them to YOUR site to sign up and get something before proceeding to view.

WORKSHOP: KOOVE.CO

I am the co-founder of Koove.co. Koove is the Quora for discussions.

People, often, share their experience as comments at different places. e.g. Hacker News, Reddit, Facebook, Twitter, LinkedIn, TechCrunch, Mashable, and other blogs, articles or forums, mostly in their areas of interest.

However, the self life of even, a very useful comment, is only about 3-4 hours. After that, it is lost in the large data blackhole, called internet, forever.

We are building Koove. A quora like product, which preserves useful knowledge shared as comments, answers or discussions. These discussions can be shared and re-shared, and discovered better. Hence more people get access and engage with it.

Users can now discover great content, on topics of their interest. These content is not from a blog or magazine, but from people like us. Simple useful comment or views. Uncommon Knowledge, not generally found outside.

Our target customers are early adopters in different verticals. They are the people who are browsing across these places seeking knowledge. We want them to come to discover and read useful comments. We also want them to contribute and add useful comment to articles, posts and discussions of their interest. 

Rashmi Ranjan Padhy

WORKSHOP: KOOVE.CO

1. Start your social strategy by curating discussion excerpts with links on Twitter with hashtags many follow.

WORKSHOP: KOOVE.CO

2. Establish a LINKED IN Company page where you profile contributors and also curate excerpts, and write about trends.

3. Seek to be verified as a THOUGHT LEADER writing about the topics and trends being discussed. Build a subscriber following.

4. Target Ads and Sponsored posts by industry, job, company and geography to join your community and download the app.

Build Awareness and Your User Base by Leveraging the social platforms where they

are already gathered.

WORKSHOP: KOOVE.CO

1. Start your social strategy by curating discussion excerpts with links on Twitter with hashtags many follow.

Particpate consistently in these chats and seek to create your own over

time.

Google

Twitter

Prospects

Metrics

THANK YOU FOR PARTICIPATING!

Michael@cwi.me@michaelshoer

@cwitweetcwi.me

LinkedIn.com/in/michaelshoer

Resources Mentioned

Social Publishing and Analytics

www.sproutsocial.com

Facebook appswww.shortstack.labs

Blogger Relationswww.grouphigh.com