The 7 Elements of a Perfect Social Media Campaign was a webinar hosted by Marcus Whitney, Co-founder of Moontoast, and Shoutlet's Kira Sparks. Learn the essential elements that go into creating a perfect campaign, along with compelling examples from real brands.

1. WEDNESDAY, FEBRUARY 12, 2014 AT 11AM PT/2PM ET
7 ELEMENTS OF THE PERFECT
SOCIAL MEDIA CAMPAIGN
Presented
by
Kira
Sparks,
Shoutlet,
and
Marcus
Whitney,
Moontoast
Thursday,
April
10,
2014

2. Follow
Us
#socialelements

3. Shoutlet

4. Follow
Shoutlet
@Shoutlet facebook.com/shoutlet youtube.com/shoutlet
plus.google.com/+shoutlet linkedin.com/company/shoutlet pinterest.com/shoutlet

5. Today’s
Presenters
Kira
Sparks
@kksparks
Senior
Content
Manager
Marcus
Whitney
@marcuswhitney
Co-­‐Founder

6. Social
Rich
Media
Adver9sing
Pla<orm
Moontoast
helps
brands
deliver
engaging
Social
experiences
across
all
social
channels
and
device
types.
Awareness Consideration Intent
Lead
Generation
Conversion Brand Loyalty

7. Who
Moontoast
Has
Worked
With

8. @Moontoast
Connect
with
Moontoast
Facebook.com/Moontoast
linkedin.com/company/moontoast-­‐inc
Gplus.to/Moontoast
pinterest.com/MoontoastPins/
Youtube.com/moontoasMv

9. The
Agenda
What
we’ll
cover
today
•
Why
campaigns
are
vital
to
your
social
markeOng
strategy
•
7
elements
of
the
perfect
social
campaign
–
from
planning
to
results
•
Giveaway
&
Q&A

10. Why Social
Campaigns
Matter

11. Why
Run
a
Social
Campaign?
EXTEND reach
DRIVE deep engagement
EXPAND marketing objectives
COLLECT data and feedback

13. Audience:
Who
Are
You
Trying
To
Reach?
DEMOGRAPHICS INFLUENCERS
LOCATION
PAST
ENGAGEMENT
NICHE
INTERESTS

14. ObjecOves:
What
Do
You
Want
Them
to
Do?
Increase brand
awareness
Decrease call
center traffic
Increase
sales
Build customer
relationships

15. ObjecOves:
Think
Big,
and
Break
Them
Into
Baby
Steps
INCREASE
BRAND
AWARENESS
Build email
database
Land media
mentions
Increase brand
mentions on
Twitter

16. ObjecOves:
Think
Big,
and
Break
Them
Into
Baby
Steps
DECREASE
CALL CENTER
TRAFFIC
Quickly
find customer
mentions
Lower Twitter
response times
Create videos
to answer
questions

17. Ballard
Leads
with
Strong
ObjecOves
Objec9ve
Reward
loyal
fans,
drive
sales,
gather
social
data
and
track
ROI
Campaign
Ran
2-­‐part
promoOonal
giveaway
offering
20%
off
all
products
and
a
chance
to
win
Ballard
Bucks
Results
Drove
over
$400,000
in
sales,
72%
increase
in
fans
and
31,000
new
names
added
to
the
database

19. Budget
Planning
Content
Crea9on
Allocate
a
porOon
of
spend
to
creaOng
original
content:
•
Blog
posts
•
Infographics
•
Videos
•
Whitepapers
•
Reports
•
Podcasts
•
ArOcles
•
Webinars

20. Budget
Planning
Targe9ng
•
Determine
KPIs
&
allocate
spend
accordingly
•
AdverOsing
opOons
on
social:
Promoted
Accounts
Tweets
Trends
Page
Posts
Right-­‐Hand
Rail
Sponsored
InMail
Sponsored
Updates
Banner
Display

21. Budget
Planning
Platform Share
of U.S. Brands
Social Ad Budgets
FACEBOOK YOUTUBE TWITTER PINTEREST OTHER
57%
15%2%
13%
13%
Source: Technorati Media, 2013 Digital Influence Report, U.S.

22. Budget
Planning
Minimal
Budget?
•
Know
exactly
what
you
are
looking
for
•
Engagement
vs.
clicks
•
Cap
your
spend
•
Target
without
spend

24. Great
Engagement
is
Made
of
This
Three
Parts
Relevance
C
R E
E
S
R
I
R

25. Great
Engagement
is
Made
of
This
One
Part
Incen9ve
|
One
Part
Convenience
C
R E
E
S
R
I
R

26. Great
Engagement
is
Made
of
This
Two
Parts
Entertainment
C
R E
E
S
R
I
R

27. Great
Engagement
is
Made
of
This
One
Part
Shareability
•
Add
social
sharing
icons
to
all
live
content
•
Encourage
sharing
in
CTAs
•
Build
sharing
into
the
entry
process
•
Promote
the
campaign
across
all
channels
•
Invest
in
shareable
content
C
R E
E
S
R
I
R

29. FantasOc
CreaOve
•
Create
engaging,
relevant
content
•
Be
aware
of
consumers
on
mobile
•
Build
in
interacOve
features/call-­‐outs

30. FantasOc
CreaOve
4
Best
Prac9ces
1. Create
an
awesome
“Share”
image
with
prominent
CTA
2. Use
the
right
amount
of
copy
3. Choose
the
right
font
size
4. Incorporate
consistent
branding

31. FantasOc
CreaOve

32. Nestlé
Invests
in
Social
Rich
Media
Ads

34. Five
Ways
to
BeMer
Promote
Your
Campaigns
Target
your
updates
Showcase
user-­‐generated
content
Display
promoOons
across
channels

35. Five
Ways
to
BeMer
Promote
Your
Campaigns
Put
$$
behind
it

36. Five
Ways
to
BeMer
Promote
Your
Campaigns
Measure
everything

38. IntegraOon
Add
social
to
the
markeOng
campaigns
you
already
have
planned

39. IntegraOon
1.19B
540M
259M
50
M
232M
MONTHLY ACTIVE
USERS BY NETWORK
Hours of a consumer’s day
are spent on their smartphones
3.3

40. IntegraOon
of US ad professionals
used Twitter ads in
conjunction with
a TV ad campaign
22%

41. Cougar
Town
TBS

43. •
Trackable
URLs
•
Sharing
widgets
•
Web
AnalyOcs
•
Customized
forms
•
Social
CRM
Tracking
Mechanisms
Must
Be
In
Place

44. Three
Kinds
of
Data
1.
Enterprise
Data
Processes
and
transacOonal
data
•
Rewards
informaOon
•
Products
purchased
•
Dollars
spent
2.
Social
Data
Collected
affinity
data
through
social
networks
and
social
analyOcs
•
ConversaOons
•
Interests
•
Like
•
Brands
they
follow
3.
3rd
Party
Data
Public
data
from
other
systems
that
furthers
understanding
of
customer
lifestyles
Enterprise
Data
Social
Data
3rd
Party
Data

45. The
Power
of
Data
Measure
Brand
Advocacy
Programs
Ads
Customer
Service
Email
Marketing
•
Target
Media
Buys
•
Strategically
placed
ads
•
Create
custom
and
look-­‐a-­‐like
Facebook
audiences
•
Provide
more
personalized
and
Omely
service
•
Have
a
complete
customer
communicaOon
history
•
ProacOvely
engage
your
customers
with
personalized
content
Create
customized
and
targeted
email
campaigns
with
your
exisOng
provider
• IdenOfy
the
most
socially
acOve
rewards
members
•
Target
these
members
with
easily
shareable
content
• Detect
acOonable
insights
•
Track
campaigns
across
other
markeOng
channels
•
IdenOfy
direct
path
to
revenue
conversions

46. 1.
Goals
&
benchmarks
2.
Budget
Planning
3.
Engagement
4.
FantasOc
creaOve
5.
PromoOon
6.
IntegraOon
7.
Results
Let’s
Review…

47. Tweet
to
Win
Tweet your answer with #socialelements
TWEET ONE OF YOUR
TAKEAWAYS FOR A
CHANCE TO WIN!

48. QuesOons?

49. Want
to
find
out
more
about
Moontoast?
Contact
Hello@Moontoast.com
Join
us
for
our
webinars
each
month:
Go
to
moontoast.com/webinar
to
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out
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coming
up