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You live on Facebook so you’ve got social media campaigns down, right? Building a brand, managing public slams and integrating across the digital space – second nature eh? Just in case – pop in to this jumpinteractive prezzie at the University of South Florida as we look at catering social campaigns by platform, creating a social culture and tracking your social ROI.
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My name is Amanda and I play with words online.
Well, hello...
Hatching Your Plan
What's your social goal? How are you going to measure success? What's your brand personality?What key messages do you want to communicate?
Hatching Your Plan
Your audienceWho are they? What do they need and want? (Ask them.)Where's their online community?Who are the influencers?What makes them post, connect, engage?What action do you want them to take?
Hatching Your Plan
Picking your teamSocial guidelinesEditorial calendars Guest contributors Content from other mediums
Hatching Your Plan - Social CRM
Like... Radian6, Collective Intellect, Nielsen Buzmetrics
Hatching Your Plan - Social CRM
Volume: How many times you're mentionedFrequency: How often clusters (about you and yours) form around specific eventsInfluence: The potential impact of individuals driving conversation about you and your bizSentiment: What's the tone of conversation? cranky, happy, neutral
Plan for Good Content
Create it oftenMake it easy for visitors to join in the conversationEncourage visitors to share your contentTailor your message to your visitor and your medium
Plan for Action
Craft calls to action that are:ShortCompellingClear
Plan for Medium - Facebook
Use Insights to give visitors more of what they likeAsk questions, take polls, give compelling infoMake it personal by tagging peepsBlend organic posts w/ your paid advertising
Plan for Medium - Facebook
"Fan Me" Tips for Twitter
Give more than you getUse analytics to hone in on the kind of tweets your listeners likeCall people out (in a good way) with @mentions and direct messagesFollow people that inspire youUse hashtags so people can find related info. for us that may mean #usability #webdesign #contentstrategy
"Fan Me" Tips for LinkedIN
Start and participate in relevant discussion boardsGive goodies awayUse your network of stakeholders to spread your messageTailor ads and email drops by position, industry, biz sizeFinding talent through job postings
"Fan Me" Tips for YouTube and Flickr
Take advantage of tags and geolocation opportunitiesWrite strong descriptions that entice people to clickUse videos and pictures in other mediums
"Fan Me" Content Broadcast
"Fan Me" Content Broadcast
"Fan Me" Content Broadcast
"Fan Me" Content Broadcast
Case Study: Sarasota Film Festival
Goals
Drive online ticket awareness by 10%Spur conversation as measured through comments, customer service questions and participation in polls and contestsIncrease Web traffic through social media by 200%
Audience
Want breaking insider information about films and eventsCompelled by film trailers and celeb picturesLooking for customer service online
Tactics
Social training + communications10-day trivia ticket contest on Facebook/TwitterCommunity cultivation by film features The InsiderTick Tock - updates on last-minute film and event tickets available Live event coverageCurating community
Tactics
Results
22% increase in ticket sales538% increase in social media referrals to websiteOver 1 million website page views150% increase in participant posts & retweets
"It will work. I am a marketing genius."
– Paris Hilton
[email protected] twitter.com/amandaeyer
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