This document outlines strategies for social media applications and includes three case studies. It discusses how social apps can be used to engage audiences, foster conversations around brands, and motivate communities. It provides guidance on developing a campaign strategy, choosing channels, targeting audiences, validating concepts, and analyzing data. The case studies describe how USA Network, Nuance, and Gazelle successfully grew their fan bases and engagement through customized social applications like sweepstakes and contests.
2. The Benefits
Create interactive experiences that bridge the
physical and digital worlds to activate consumer
awareness
Deliver sustained compelling engagements with
digital social communities
Motivate your community to interact with your
brand by fostering natural, continuous
conversation centered on “consumer-generated
media”
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2
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6. Contests
User Generated Content
Voting
Exclusive Content
Coupons
Sweepstakes
Quizzes
Group Buying
2. Choose Your Application Mix
7. – Find which channels your audience prefers
– Determine what interests and motivates
them
– Strategize on how do you engage with them
– Develop an integrated marketing plan
based on the the audience size
– Determine the best keywords, ad designs,
and ad copy to reach that audience
3. Target your audience
9. Flash powered social games
Flash powered animation
Augmented reality
Locked applications available only to
fans with secret codes
Campaign mini-sites with social
integration
Full mobile integration
5. Design & develop the app
10. o Identify campaign goals
o Create strategy to tease application
and get highest level of
engagement possible
o Tweak ad spend and editorial to
deal with ebbs and flows of traffic
maximizing the largest audience
possible
6. Develop a pre- & post- strategy
11. • Identify Key Performance Indicators for
success
• Chart campaign analytics by goals
• Monitor paid media and social application
KPIs
• Optimize performance of the campaign
7. Analyze the data bi-weekly
13. USA: psych, tag iiit!
Challenge
USA Network needed to grow its online fan
base and grow its TV viewership leveraging
social media techniques such as
sweepstakes and TV series engagement.
Solution
A strategy to design, develop and deploy
fourteen social applications across eleven
TV shows promoting USA’s premieres and
season finales via Facebook was
implemented. Sweepstakes applications
were co-branded to target potential new
fans and grow the fan base.
Benefit
The social applications grossed 1,000,000+
entrants from the applications’ mobile
optimization and accessibility (traffic and
engagement was sourced from
smartphone and tablet users).
14. Nuance: Where do you Dragon?
Challenge
As part of an ongoing campaign promoting
Nuance’s voice activated Mobile Assistant,
Dragon, and its continuous new version
releases, the need to continuously engage
with and leverage Dragon’s online fan base
through social media was required.
Solution
A User Generated Content (U.G.C.) photo
contest and social sweepstakes application
was developed. Organic reach and targeted
ad spend was used to activate and
simultaneously grow Dragon’s Facebook
page ‘likes’ and Twitter following.
Benefit
The sweepstakes application has
successfully engaged and enlarged
Dragon’s online fan base.
15. Gazelle: iPhone 5 Release Twitter Meter
Challenge
Gazelle.com needed an engaging way to activate
and grow their Twitter fan base by tapping into
the excitement leading up to and during Apple’s
iPhone 5 release.
Solution
A strategy was formulated, designed and
developed a Twitter hashtag counter sweepstakes
campaign with mobile accessibility that leveraged
a sleek user interface and incentives to encourage
sharing with friends, family and colleagues. The
more cumulative tweets, the better the prizes
Tweeters were eligible to win.
Benefit
Due to the sweepstake’s organic sharability
(technical design) and exciting engagement
technique, Gazelle’s brand significantly expanded
its awareness and reach. In just 3 weeks, the
Gazelle’s influence on Twitter grew by 2,000+ new
followers and achieved a total reach of 10+
million impressions.
16. A socially empowered
digital agency.
Kevin Palmer
Vice President Emerging Media & Innovation
kevin@convertiv.com
www.convertiv.com