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Download this December 2012 Shoutlet webinar to learn how to successfully apply holiday campaign momentum to create future social marketing opportunities. We cover: - Examples of creative campaigns that are delivering long-term value - Tips to leverage contests and designed Facebook apps - Four practical ways to get the most out of your campaign - A metrics checklist you can use to analyze your success
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Welcome to Today’s Shoutlet Webinar
Presented by:
Jason Weaver, CEO Shoutlet, Inc.
Tweet with us during this presenta=on #Shoutlet
The Gi: That Keeps on Giving Extending Your Holiday Campaigns Into the New Year
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What We Do
Shoutlet is the industry’s most comprehensive Enterprise Social Marke8ng Pla;orm to publish, engage, and measure custom social marke8ng campaigns
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Connect with Shoutlet
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Guess the Movie!
“It's a membership to the Jelly of the Month Club.”
“Clark, that's the giK that keeps on giving throughout the en=re year.”
Tweet your answer with #Shoutlet. We’ll select one random tweet to win a Shoutlet t-‐shirt.
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What You’ll Learn In This Webinar
• Holiday campaign opportunities
• Examples of campaigns that are delivering long-term value
• Four practical ways to get the most out of your campaign
• A metrics checklist to analyze your success
We’ll cover:
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December 25 is Only The Beginning
Short-‐term opportunity
Keep fans engaged – current and new
AKer all, more than two-‐third of consumers take advantage of post-‐holiday sales 1
Long-‐term opportunity
Brand awareness BeTer rela=onships Sales liK
The list goes on…
1 hTp://www.mediapost.com/publica=ons/ar=cle/119740
JANUARY 2013
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Social CRM: The Real Gi: That Keeps On Giving
MEANINGFULRELATIONSHIPS
CONTESTS
CONTENT
NEWINFORMATION
NEWFOLLOWERS
Is your campaign a one-‐off or part of an ongoing strategy?
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Torrid Women Pin to Win
The campaign
An easy-‐to-‐navigate app + Pinterest campaign encourages Torrid girls to Pin to Win
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Why It Will Keep Delivering
Gets people excited about Torrid fashions Leverages Facebook app and contest
Builds relaQonships with bloggers Will con=nue to pay off
Uses mulQple networks Cross-‐plaaorm integra=on reaches fans from both communi=es
REALWOMEN PINSPIRATION
Powerful Connection
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Why It Will Keep Delivering
We want to grow our Pinterest community because we know it has consistently been one of our top site referrals, plus the Torrid girl is all about fashion so she is already on Pinterest...plus there's the amplifica=on effect of having them share their favorite Torrid items and get those re-‐pinned by their followers and purchased as a holiday giK by their friends and family.”
Katherine Hernandez, Torrid Social Media Specialist
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Seven Steps to Facebook Contests
Facebook Contests: A Step-‐by-‐Step Guide for Marketers: hVp://shout.lt/Ypb
STEPONE
STEPFIVE
STEPEIGHT
STEPFOUR
STEPSEVEN
STEPTHREE
STEPSIX
STEPTWO
TACKLING YOUR CONTEST:A STEP-BY-STEP GUIDE
Set Goals
Define the DetailsBegin the Real Work: Engage
Get Legal (and Facebook Compliant)
Analyze The Results
Prepare to Promote and Converse
Manage Your Contest
Launch!
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135 shares 500 likes
Heifer InternaQonal Gets Humorous
Heifer at Hanukkah uses app, viral video and meme-‐like updates to encourage Heifer giKing
The campaign
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Why It Will Keep On Delivering
A powerful connecQon between the organiza=on and holiday tradi=ons
Uses viral video & humor to s=mulate sharing and conversa=on
HUMOR RELEVANCE
Brand Affinity
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Best PracQces For Pictures
Align images with your campaign
Be a curator (but aTribute!)
Play off memes and Internet trends
OpQmize for size
Include a call to acQon in the image
Photos are power on Facebook.
A Roundup of Resources For Maximizing Visual Content: hVp://shout.lt/YpB
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Sandals T.W. Elves Offers An Opportunity to Give
The campaign
Facebook app encourages a small dona=on to become an T.W. Elf, help a child in the Caribbean
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Why It Keeps On Delivering
Opt-‐in list builds community
Ties into annual giving
Easy to repeat and build on each year
TIMELYOPPORTUNITY
EASEOF USE
Return donors
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Best PracQces For Facebook Apps
Naviga=on: K.I.S.S.
Think 810 and 11x74
Visual > text
Don’t forgot to focus on good content to drive traffic
OpQmize for mobile (50% of Facebook traffic from mobile1)
1hTp://searchengineland.com/10-‐op=miza=on-‐secrets-‐to-‐drive-‐more-‐mobile-‐traffic-‐from-‐facebook-‐114316
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Four pracQcal ways to get the most from your holiday campaign
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“Thank you” and “Welcome”
Say “Thank you” • Reward your power users/ac=ve par=cipants • Showcase non-‐winning contest submissions • Consider special reward to other entrants
Welcome and engage new fans and followers • Conduct a survey – ask what types of content they prefer • Line up great content in advance • Run email campaign with new opt-‐ins, including a special deal or message
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“Thank you” and “Welcome”
hTp://www.emarketer.com/Ar=cle.aspx?R=1008630
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Look Back & Take Stock
Look back and take stock • Look at sales, consumer feedback and engagement • Ask: Were logis=cs easy? What did we learn about
the process to make it beTer? • Assign teams to address issues/find solu=ons • Consider an innova=on budget for your next campaign • Funnel learned insights to other teams – sales, customer service, etc
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Repurpose The Campaign
• Re=re your holiday imagery • Use successful elements again for further campaigns • Repurpose mul=media submissions • Re-‐skin successful contests and re-‐use
Re-‐use and repurpose
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• Prep a few great pieces of content to go live
• Play off New Year’s resolu=ons
• Run a Facebook offer (58% of Facebook users expect to receive discounts or promote when they like a business page1)
Prep a post-‐holiday content plan
1hTp://www.emarketer.com/Ar=cle.aspx?R=1008630
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Next Stop, Data: RevisiQng the CRM Cycle
MEANINGFULRELATIONSHIPS
CONTESTS
CONTENT
NEWINFORMATION
NEWFOLLOWERS
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Next Stop, Data: RevisiQng the CRM Cycle
Learn From Your Social Customer Data: 3 Ways How: hTp://shout.lt/sqm
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Next Stop, Data: RevisiQng the CRM Cycle
Shoutlet Social Profiles
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Your Results Checklist
ConversaQon Men=ons
Retweets Hashtag use Blog men=ons
Engagement Likes Shares Comments Men=ons
Conversion What’s actually conver=ng to sales Follow the trail
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Extending Your Campaigns: Recap
Plan for value from the beginning
Leverage Facebook apps
Contests create interest
Don’t forget pictures and video
Say “thanks” and welcome newbies
Plan post-‐holiday content
Measure & analyze
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Q & A
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Connect With Shoutlet
Like us on Facebook
To request a demonstra=on of Shoutlet, email [email protected] or go to Shoutlet.com and click this buTon.
Read the webinar recap on our blog.
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