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Conference Board Nov19
- 1. A Perspective On Social Media Campaigns David Hargreaves Founder Project Metal, Next Fifteen Communications Global Director, Digital, Bite Communications
- 2. All media(almost) All audiences(almost) All employees &all functions The Three Recurring Questions Q1 What is social media? Q2 How much does it matter? Q3 Who owns it?
- 3. Global Differences Social Media Landscape Cultural Technological
- 4. Social Networking Leaders Globally
- 6. Defining a Clear Social Media Communications Framework Measurement Sales Process Purchase Brand.com Business Action Preference CAMPAIGN DESTINATION BRAND CHANNEL Campaign Microsite/Blog Brand.com Landing page Social Action Consideration Conferences Content Sharing Networks Micromedia Blogs Crowdsourced Content Business Press Share of Conversation Awareness Social Networks Specialist Communities Lifestyle Media Analysts Online Media Niche Media
- 7. Defining a Clear Social Media Communications Framework Measurement Sales Process Purchase Brand.com Business Action Preference CAMPAIGN DESTINATION BRAND CHANNEL Campaign Microsite/Blog Brand.com Landing page Social Action Consideration Conferences Content Sharing Networks Micromedia Blogs Crowdsourced Content Business Press Engaging third- party properties Share of Conversation Awareness Social Networks Specialist Communities Lifestyle Media Analysts Online Media Niche Media
- 8. Best Practice Engagement From influencers ………influencers + direct to customer
- 10. Go Direct To The Customer
- 13. Three Takeaways On Engagement Process Leverage The Long Tail Realtime
- 14. Defining a Clear Social Media Communications Framework Measurement Sales Process Purchase Brand.com Business Action Preference CAMPAIGN DESTINATION BRAND CHANNEL Campaign Microsite/Blog Brand.com Landing page Creating brilliant content Social Action Consideration Conferences Content Sharing Networks Micromedia Blogs Crowdsourced Content Business Press Share of Conversation Awareness Social Networks Specialist Communities Lifestyle Media Analysts Online Media Niche Media
- 15. From text/image/video to technology-enabled content Best Practice Content
- 16. Vodafone Mash-Up #ukhols 41 M M33 California
- 17. Zappos Mash-UP
- 18. Burger King Facebook App
- 19. Three Content Takeaways Need Technologists Applications Customer Content Is King
- 20. Defining a Clear Social Media Communications Framework Measurement Sales Process Purchase Brand.com Business Action Create engaging branded channels Preference CAMPAIGN DESTINATION BRAND CHANNEL Campaign Microsite/Blog Brand.com Landing page Social Action Consideration Conferences Content Sharing Networks Micromedia Blogs Crowdsourced Content Business Press Share of Conversation Awareness Social Networks Specialist Communities Lifestyle Media Analysts Online Media Niche Media
- 21. From web site to living community Best Practice Branded Channels
- 23. Sun Blog Network
- 24. Twelpforce Channel: social media concierge
- 25. Three Channel Takeaways Focus The Conversation Aggregate On The Right Platform Create Organic Presence
- 26. Defining a Clear Social Media Communications Framework Measurement Sales Process Purchase Brand.com Business Action Preference CAMPAIGN DESTINATION BRAND CHANNEL Campaign Microsite/Blog Brand.com Landing page Measurement Social Action Consideration Conferences Content Sharing Networks Micromedia Blogs Crowdsourced Content Business Press Share of Conversation Awareness Social Networks Specialist Communities Lifestyle Media Analysts Online Media Niche Media
- 27. From perception to perception + sales Best Practice Measurement
- 28. Data Integration and Analysis Audience Data Site-Level Attributes: Site type, site content, audience, traffic, number of posts, etc. Unpaid Referral Data From Web Analytics Integrated Data Integrated, Causal Model Post-Level Attributes: Sentiment, product mentions, messages, story length, etc. Online Media Content
- 29. What Types of Websites Produce the Most Visitors To Brand Website? 29 Total Visitors by Site Audience Average Number of Visitors by Site Content
- 30. Four Best Practice Takeaways Create Clear Campaign Framework Engage The Customer in Content Leverage Creative, Technical and PR Integrate Analytics Into Comms
- 31. Email: David.hargreaves@nextfifteen.com Twitter: /davidhargreaves Linked in: /davidhargreaves Facebook: /davidhargreaves Cell: 415 260 7814
Hinweis der Redaktion
- Long term effects and value:Ongoing Traffic:We’ve stabilised at 50% increase on traffic, 300% increase from US. (Peaked at 1300% up, 1000% US)Product use:People building sites are up 3.5 timesNew subscribersNew subs this month are up 20%SEO: Moved from 4th page Google to 1st page on ‘website builder’ and ‘free website builder’Visits from natural search both brand (terms including moonfruit) and non brand up 100%Brand Awareness:550,000 tweets worldwide over 7 days55 per minute on average2.5% of all tweets at peak even after pulled (average 1% over 7 days)Trending at number 1 for 60 hours (until pulled)Additional brand searches on search engines resulting in visits to Moonfruit400,000+ extra visits.Brand Affinity and Content Creation:Campaign engaged users to be creative rather than jump straight in with product features. Consequence was people were tweeting to each other, discussing what Moonfruit was and it’s products in a humorous or factual way. Unlike a traditional campaign where you have one shot at the message the twitter conversations evolved from humourous tweets to factual tweets to content creation about our campaign , products and services. Giveaway turned into a creative competition and then best Moonfruit website competition. Critical you stay on top of the campaign.600+ youtube videos500+ pictures200+ moonfruit ‘competition’ websites http://www.youtube.com/results?search_query=moonfruit&search_type=&aq=fhttp://picfog.com/search/moonfruitWe have stabilised at 30k+ Twitter followers up from 400.Newsletter opt in increase x2 daily.PR:Global broadsheet, vertical and blog press, predominantly UK and USCost: 10 macbookpro’s and 10 iPod Touches - £9,000Better than expected: Twitterers engagement and ongoing creativity with brand.Our speed of response to campaign as it changed and adapting to the needs of the twitter audience. Volume of tweets, number of new followers, SEO impact, increase in global traffic, in particular US.Global press/blog coverage.Unexpected Issues: Got bigger faster than we expected. Campaign had to keep changing to respond in real time. Time intensive. Someone senior in the business needs to stay on top of campaign to make decisions.Spam. Some tweeters, weren’t being creative and just throwing out the hashtag. Because the Moonfruit topic was trending spam bots were being used to follow people who sent out the #moonfruit. Resolved by unfollowing people or blocking spambots. Twitter also removed from trends list. We also reduced length of competition to respect Twitter and Twitterers.Be interesting to cost up the campaign if we had tried to get these results from Google adwords, traditional PR and traditional marketing channels?Hope that helps.Wendy