Selling Social Media

Emerging Tech Conference 2012

@giovanni

June 23, 2012

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The Big

Pitch!SELLINGExtreme Social Media Marketing


@giovanni

Thank You!

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@giovanni

About @giovanni

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Giovanni has a renaissance soul. On one hand he is a recovering Microsoft .NET programmer turned internet journeyman who develops online audience development strategies for clients in music, media, missions, faith, film, tv, tech & causes.

On the other hand he is a professional photographer and filmmaker who focuses on the same topics. Giovanni writes about SEO & Social Media for GeekBeat.TV and serves as a faculty member at Five2Media, xTrain, and Adobe TV.

If you’re not careful you might catch him, his photography and/or video work on Troubadour, TX, a syndicated docu-reality TV series airing nationwide to over 40 million households in 140 U.S. markets each week.


@giovanni

Description: “Did you wonder if you are doing your Social Media Marketing correctly? Have you taken it to the edge or are you coloring safely inside the lines? Giovanni Gallucci will show you just how far you can go in his presentation, Extreme Social Media Marketing.”

This will be different than any presentation I’ve ever given.

Today we are going to walk thru a creative brief for a campaign which involves multiple online marketing channels.

Why?

What if you don’t sell social media?

Creative Exercise

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@giovanni

Our prospect will hereafter be referred to as “The Client” and their project will be “The Campaign.” The Client my be a third-party or someone within your own organization who is part of the decision-making process.

This exercise is based upon getting youth involved in a campaign to raise awareness and funds re: combatting hunger in the Horn of Africa.

The firm I am representing in this fictional pitch will be referred to as “The Agency”

Assumptions

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We’ve been given 4 business days to pull this together.

Notified in Dallas on Thursday - we have to present this on Wednesday in Seattle.

One More Thing

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@giovanni

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The Big Pitch!


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Setting Expectations

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Passion

• “I have never had a job I was not passionate about.” – Kurt Podeszwa (Camp for All)

• If you are not passionate about what you’re doing, stop. I’m serious. Just stop.

Understanding the landscape

We need to reset:

Anyone who says social media is free and easy doesn’t know squat about running an effective social media campaign.


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Restate What You Know

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The Current State of the Proposed Campaign

• Ongoing decline in participation

• The Agency believes that at least part of the decline of the campaign can be attributed to not being as relevant as it could be to this new generation of youth.

• Ongoing decline in revenue

• Peak giving year $9 million - Last year giving $5 million


@giovanni

De!ne Key Points

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Our approach - We Have To Agree On These Things

• Determine the mission, value proposition, and objective: What is the message?

• Define the context as it relates to the organization: What is the context?

• Decide on the voice(s) of the organization: Who is the messenger?

• Discover where your existing supporters already are: Where are your digital natives?

• Determine where your potential supporters might be: Who else might be interested?

• Decide which technologies could reach them: Where are they engaged?

• Listen to what is already taking place in the space: How receptive will they be?

• Figure out how you can add value to what they do: Do you have beneficial content?

• Decide what your expected outcomes might be: What is the expected outcome?

• Train local group facilitators and leaders in social media: How can they participate?


@giovanni

Identifying Your Target

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Youth Pro!le - Building Our Persona

• Gen Z is constantly connected… both digitally and emotionally… to their social networks.

• Next to talking in person, the top two ways Gen Z stays connected is through text messaging and talking on social networks.

• 84% are on Facebook and 37% use Twitter.

• Pinterest, Foursquare and Instagram are growing rapidly in popularity.

• Gen Z is more willing to give up allowance, buying clothes and going to the movies than giving up their internet connection or mobile phone.

• Gen Z is concerned… about today and tomorrow.


@giovanni

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Youth Pro!le

• They are more socially responsible.

• They are more concerned about the economy than terrorism or wars.

• They are generally pessimistic about the future, believing the world will stay the same or get worse.

Identifying Your Target

• Gen Z is closer to people who are distant geographically than previous generations, which makes them more globally oriented.

• Gen Z is, “coming up in a world shaped by 9/11, Columbine and the War on Terror. They have a sense of social justice, philanthropy and maturity that comes with growing up during one of the most severe economic recessions in history.” (howstuffworks.com/culture)


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Mood Boards

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De!ning The Plan

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The Plan – What will a local group facilitator experience once they sign up for the Famine Event?

• It begins with The Agency-recommended messaging platform that is built off the Gen Z passion for social justice…

“It’s just not fair”

• It expresses what Gen Z feels about those who they believe are victims of injustice.

• A positioning that is designed to appeal to Gen Z’s sense of social justice.

• It implies that the individual empathizes with the person who is the subject of injustice.


@giovanni

De!ning The Plan

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The Plan – What will a local group facilitator experience once they sign up for the Famine Action Event?

• It continues with The Agency-recommended Famine Action Event repositioning to make the Famine event a challenge… not just an event… with a clearly stated national goal.

• A challenge that begins for the group the moment the local group facilitator signs up for the Famine

• A challenge that connects his/her group with like groups across the nation, groups they can not only connect with, but compete against to achieve the stated goal

• A challenge that is energized and catalyzed by Famine Central


@giovanni

Eye Candy!

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@giovanni

Sell Your Solution

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The Top 10 “Whys” for Famine Central

• Connecting opportunities, informational and educational content.• Enabling, participating, and encouraging that engagement. • Driving attendance to Famine Action Event event• Mobilize registered attendees to reach out to their social networks to invite their

friends/peers• Target the ideal digital natives based on their interests• Allow digital natives to communicate and collaborate before and after the Famine

Action Event• Mobile applications = feeding frenzy• Local Group Facilitators and pastors will be better prepared to tailor their message

to their local audience• Create evangelists, encourage press coverage, and answer critics of the Famine

Action Event• Reposition the Famine Action Event• Drive Funding For The Famine Action Event


@giovanni

Get the Client Level-Set

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June 20, 2012

Facebook 901 MillionGoogle+195 MillionTwitter 140 Million


@giovanni

Introducing Search

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Some very basic seo basics

• click thrus | humans• keywords & phrases | humans • backlinks | search engines• anchor text | search engines

• Give some logistical examples• Make sure the search engines can crawl your site• Find the right keywords• Using these words the same way youth culture

uses them


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Show Some Stats

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Where Should Our Attention Be?

43% increase in time

28% decrease in time


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Show Some More Stats

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Who Should We Be Paying Attention To?Where Are They Spending Time Online?


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Introduce The Platforms

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Tool Time

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Recommend the tools of the trade for this campaign

FacebookFlickrFoursquareGoogle+InstagramKickstarterLinkedInPinterestSMS/TXTStumbleUponTumblrTwitterYouTube


@giovanni

Tool Time

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How do you manage & measure?

While we’re platform agnostic...

HootSuiteKloutMutual MindRaven Tools•Facebook Insights•Google Analytics•YouTube Insights


@giovanni

Show How It Works

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An Example That Differentiates!


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Show The Results

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@giovanni

Introduce The Plan

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The Plan – What will a local group leader experience once they sign up for the Famine Event?

• Now, The Agency’s recommended communication flow…

• It begins with the initial auto-responder when a local group leader signs up…

Yes - We’re giving away the milk...kind of...


@giovanni

Integrate Email Marketing

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Make them feel comfortable with a platform they already use and have a favorable opinion of.

Thank-you auto-responder (Day 0)

Next is the Famine Central direct mail piece (within one week) which includes…


@giovanni

Integrate Direct Mail

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• A cover letter that:

• Lets local group facilitator know that the challenge starts now

• Gives directions on how to get his/her group onto Famine Central, and

• Encourages the group to start fundraising as soon as possible

• Includes the Leader’s Guide and poster

• Possible additional components: decals and temporary tattoos

• Social Media platforms promoted throughout all physical pieces


@giovanni

Integrate Video Into Email

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Next is an encouragement email with video component that is sent within 30 days of sign-up…


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Full Email Campaign Concept

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We then recommend monthly emails with new and repurposed video content encouraging the teams on and pushing them to sign up for the national simulcast.

• These emails will feature cultural leaders (i.e., celebrity spokesperson), artists and video from the field.

• Includes an email promoting the nationwide simulcast

Introduce Streaming


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Follow Up Email

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Mocked up sample email from campaign with social embedded

Reinforce the goals of the campaign

Reset expectations

Keep the leaders energized and engaged

http://rightnowtraining.org/examplepost

































































































@giovanni

Pitching the Live Event

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The Event – Making the national date a national event

• The Agency-recommended revamp of the national date is to make the Famine Action Event a live, national, 3-hour event that connects Famine groups across the country in real time:

• National simulcast connecting groups across the country

• Broadcast live from Famine Central, providing real-time Twitter feeds and instagram posts

• Feature entertainment/info with top musical artist(s)/band(s)

• Provide live reports from Famine groups around the nation

• Feature spokesperson for teaching segment, using this to promote the Famine group small group study

• Provide live feeds or recorded video from location where Famine funds are being used


@giovanni

Following The Big Event

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Post-Event – Keeping Famine Action alive

• Use social media to keep groups informed and connected with the results of what they’ve raised through video reports from the field

• Post awards on Famine Central on May 31

• Confirm participation in Famine 2014

• Communicate the launch date for the Famine 2014 challenge

• Promote Supporting Website as a resource for the youth group to sponsor a local event


@giovanni

Post Event

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• Use Famine Central to promote small group curriculum with celebrity spokesperson (produced on UStreamTV)

• Do a special push of curriculum to Famine local group facilitators

• Do a special promotion to UStreamTV participating local groups (128,000) of the Famine Action Event youth curriculum with celebrity spokesperson… use it to gain new local groups for 2014

Building a youth-driven worldview of serving the poor


@giovanni

Demo Post Event Video Campaign

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http://www.youtube.com/watch?v=MiAh3iYo6k4

http://www.youtube.com/watch?v=MiAh3iYo6k4


@giovanni

Go Back Over The Big Points

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• Reposition Famine Action Event messaging around “It’s not fair” to speak to Gen Z’s passion for social justice

• Reposition Famine Action Event as a national campaign rather than an event, using Famine Central as a key focal point

• Heavily engage social media to address Gen Z’s desire to connect, driving participants to Famine Central

Summary

• Engage in a stream of cultivation that will demonstrate to the local group facilitator and the youth group the impact of their contributions

• Drive group participation in a nationwide simulcast, connecting groups together on a live feed Famine Action weekend

• Conduct a Famine Action weekend live simulcast from Famine Central

• Introduce a Famine Action Event small group curriculum with Bluefish TV/Right Now Ministries to retain current groups and attract new groups


@giovanni

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Get a check

• Start the work...

• Questions?


@giovanni

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07.22 - 07.26 Social Media Bootcamp Nairobi, Kenya

08.14 Integrating Social Media with Email Marketing Plano, TX [search: gravity center dallas]

08.15 YouTube Basics for Business Dallas, TX [search: rowdfw]

Upcoming Talks

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@giovanni

Giovanni [email protected]://LiveLoudTexas.com

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Thank You

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