Social Media Bootcamp with Candice Miller Smith Media Bootcamp with Candice... · reach audiences beyond the influencer’s own following Social Promotions Up to 1 2 2-3 Ex: Twitter

Social 101Ignite Social Media and Carusele

1© 2017 Ignite Social Media - Proprietary and Confidential

Founded in 2007, Ignite Social Media

was created to offer leading consumer

brands the services of a full service

agency dedicated exclusively to social

media marketing.

Our Mission

© 2017 Ignite Social Media - Proprietary and Confidential 2

To transform the world of marketing through social media

10 Years100+ Holistic Strategies

Our Mission


Content marketing is not new. However, our Organish™approach and unique syndication efforts set us apart fromthe rest. The reach of the influencer isn’t what matters.The reach and influence of your content is what matters.The result of creating better content and utilizing a bettersyndication strategy? Content Everywhere™.

Our media buys combine Organic + Engaged + Paid toplace hundreds to thousands of pieces of your brandedcontent across carefully targeted social channels andbeyond.

4

Agenda

© 2017 Ignite Social Media - Proprietary and Confidential

1. Defining Social Media & Why its Important

2. How to Approach Social Media

3. Tactical Execution Thought-Starters

5

What is Social Media?



Social media is, by definition, a multi-disciplinary undertaking.

Defining Social Media

Social media changed the way people interact with each other,

brands and organizations.


Why Social is Different

Social media marketing is not:

• advertising,

• public relations,

• or search engine optimization.

Social media is a conversation.


2007 2015

2009

2011

20172013

Brands build followingsorganically because fan

pages don’t exist

With new mediaopportunities brands buy

fans to build social followingand reach

Facebook begins to limitthe visibility of content inthe newsfeed, followinga brand doesn’t mean a

user will see everyupdate

Brands with million offans can only reach

2.6% of these audiencesorganically

Brands find betterresults putting dollars

behind visibility oforganically great content

Social Media is Constantly Changing

Why Social is Important







Purchasing Behavior Statistics

Nearly half of social purchases are firstdiscovered by others who “happened upon”

the product in social networking sites





Social media spendingis also predicted to

grow at a rate of 17%over the next 5 years



Hyper-Local &Interest Targeting

Event Promotion &Fundraising

15

16

How to Approach Social Media



People first strategy…

TSOP

• People: Who we want to target

• Objectives: What we want to accomplish

• Strategy: What is the best approach to meet the objectives?

• Technology/Tactics: How does it work? Where does it live?

POST Methodology

Grounding Yourself in the Target Audience


People

• What are their other interests?

• What are their social media habits?

• What lifestyle preferences do they have?

Creating target personas break down your target audience in a meaningful way.


Result:A holistic view of behaviors ineach stage of your customer’s

journey with the brand

Objectives

1

DRIVEENGAGEMENTWITH TARGETAUDIENCE

2

INCREASEFUNDRAISING

3

DRIVEAWARENESS

Pick the top 2-3objectives to avoidlosing focus

Social objectives need to align to overall business objectives

Determining What You Want to Accomplish


Strategy

REWARD &RECOGNIZE FANS

CONTENT PAIDBOOSTING

ELEVATE WITHINFLUENCERS/AMBASSADORS

How Are We Going to There?

Strategies answer how we plan to pay off on objectives.

QUALITYCONTENT

Align at least 2 strategies under each objective

SampleStrategies


StrategyTactics

Quality Content Doesn’t Just Happen

Quality content requires strategic planning and execution.

Sample Editorial PlanningCalendar


How to Source Content

StrategyTacticsContent can come from a variety of sources.

Externally/Content CreatorsInternally


Tactics

Getting Content from Internal Sources

A great internal source of content can come from live events.

• What type of content does our socialaudience care about?

• What format of content would work best toconvey the message? Photo, video?

• What is our plan for capturing this content?


Wine influencersArt influencers

Getting Content from External Sources

TacticsThird party content creators and influencers are also a great source of quality content.

Content creatorsand influencers spana variety ofcategories andinterests

What is Influencer Outreach?


• Connecting with like-minded people whohave an audience thatmight care about yourproduct or service.

• This approach allowsorganizations to betterconnect with theiraudience in a way thatis more organic innature.

StrategyTactics Influencer outreach is a social marketing approach that integrates influential

social channel users and their audiences to drive initiatives.Tactics

Why is it important?


Partnering with social influencers extends messaging to a new, relevant audience inan authentic way

StrategyTacticsStrategyTactics

Tactics

Influencer Marketing Paying Off


of TOTAL media consumption(radio, TV, print, social media) now goes to online influencer content

Minutes per day people 18+consuming influencer content including47 minutes per day for people 45+

of people 18+ have made a purchasebased solely on an influencer recommendation57%

19%

72

StrategyTactics

28© 2017 Ignite Social Media - Proprietary and Confidential

1. Social media is an ever-changing, 2-wayconversation

2. Social media requires a strategy andongoing optimizations

3. Influencers are effective channel usersthat deliver content and validation targetaudience

Key Takeaways

29

Questions?


30

Thank you



Appendix

Create an editorial calendaro These should be concepts and not fully created content.o Begin working a month ahead so you aren’t scrambling for content at the last minute.o Use a spreadsheet, document or content planning tool to aggregate your content in once

place.o Identify any topics you need to cover during the timeframe.o Look at any holidays or cultural events happening at this time.o Ensure you’re using the content pillars and cadence guidelines as set in the strategy.o Be sure to keep the business & social objectives in mind when deciding which content to

include.

Begin creating the individual pieces of contento Take the concepts you’ve created and build them into posts.o Make sure to keep objectives in mind when determining the type of post you’re using.o When sourcing or creating images, make sure you’re formatting them for each channel

individually and not sharing one photo size on all channels.

Schedule your content in advance once finalizedo Scheduling in advance helps ensure content goes out on the right day and time.o There are free applications available to do this, like HootSuite.o Have someone read your copy, test your links, and double check your creative.

Pricing Ranges


Service Minimum Price Maximum Price

Strategic Development $25,000 One-Time $125,000 One-Time

Community Management $2,693/month $11,730/month

Content Development $3,000/month $10,000/month

Reporting $1,700/month $8,200/month

Media Buying $2,800/month $6,800/month

Social Programs $10,000 One-Time $100,000 One-Time

Influencer Programs $35,000 One-Time $150,000 One-Time

Pricing Ranges


Package Price $30K $50K $125K $250KIncludes program strategy, influencer negotiation and assignmentmanagement, daily campaign monitoring for brief and FTC compliance,project management, and analytics.

Reach 3-5.5 MMimpressions

5-8 MMimpressions

16.5-36 MMimpressions

45-90 MMimpressions

Impressions guaranteed on packages $50K and above

Influencers Engaged 10 15+ 40+ 50+

Content Generated 28+ pieces(12+ unique)

45+ pieces(Includes 20+ unique)



Inclusive of all social shares. “Unique pieces” of influencer-generated contentare made up of all custom blogs, photos, videos, etc. created exclusively forthe campaign and reusable by the brand, at any time and in any format.

Activity Period 2-3 weeks 3-4 weeks 4-6 weeks 8-12 weeks

Tactics Included

Social Boosting Paid promotion from influencer-owned channels, optimized and targeted toreach audiences beyond the influencer’s own following

Social Promotions Up to 1 2 2-3 Ex: Twitter party, Instagram Challenge, Group Pinterest Board, etc.

Native Distribution

Includes Premium Sites &Proximity Targeting

Promotion of influencer content via native ad networks, optimized to reachtarget audiences; Available on packages $100+; Premium placements andProximity Targeting available for packages $150K+.

Standard Wrap-up Report Additional Reporting & Data Analysis Services Available:Online SOV included @ $100K+. Sales Lift included @ $150K+ (Client-provided data). 3rd-Party Brand Lift or Sales Lift Studies available @ $250K+.

Best used forVendor-funded activations,

Small Event Promos,Small Regional Activations

Vendor-funded activations,Event Promos,

House Brand Reviews andPath-to-Purchase Content

Brand-building,Tent Pole activations

Brand AmbassadorPrograms, Multi-

Vendor activations,Tent Pole PerceptionChanging Campaigns

Documents

Social Media Bootcamp with Candice Miller Smith Media Bootcamp with Candice... · reach audiences beyond the influencer’s own following Social Promotions Up to 1 2 2-3 Ex: Twitter