University of Central Missouri Guest Lecture

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Post on 05-Dec-2014




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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.


<ul><li> 1. From Concept to Outcomes:Eectives Strategies, Tactics and Tools for Social Media Success Lisa Qualls, VP of Interactive Strategy at Summit Marketing and SMCKC Chairwoman of the Board </li> <li> 2. Agenda Preparing campaign strategy Campaign ideation Viral probability analysis Outreach approach Monitoring tools Measure results </li> <li> 3. Preparing campaign strategyWhat are the business goals?Identify constraints and opportunitiesDefine timeframe and budgetEstablish success metrics </li> <li> 4. Preparing campaign strategy New Brand Minimal social assets Market Share Repeat Trac </li> <li> 5. Campaign ideation Bring the exclusive to the masses Enable people to share Capture information </li> <li> 6. Campaign ideation Competition &amp; interaction Coupon and prize incentive Integrated touch points </li> <li> 7. Campaign ideation Webisodes Online media kit Influencer outreach The big event Oine participation </li> <li> 8. Viral probability analysis Readers, backlinks, other assets, commenting, post schedule, post content, author publications, etc. </li> <li> 9. 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 </li> <li> 10. Monitoring Tools </li> <li> 11. Measure results Revenue Costs Market share Mentions, reach, and views Activity comparison Clicks/conversions Entries, coupons, contact information </li> <li> 12. Communicate Success </li> <li> 13. Your SuccessTransition from may I to initiativeYou are globally &amp; technically awareDierence between awareness &amp; wisdomSeek what you dont know that you dontknowBe patient &amp; listen </li> <li> 14. THANK YOU!About LISA QUALLSCompany: Summit MarketingLocation: Lenexa, KSPhone: 913.562.3400Email: lisa.qualls@summitmarketing.comTwitter: @lqualls4444, @summitsocialSite: http://summitmarketing.comQuick Bio: Ambitious high-energy woman who lovesfamily, fun and fighting for the win. VP of InteractiveStrategy at Summit Marketing. SMCKC Chairwoman of theBoard. </li> </ul>


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