KC IABC Keynote
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The document outlines an effective strategy for social media success, including preparing a campaign strategy by defining goals, constraints, timeframes and budgets. It discusses ideating viral campaign concepts, analyzing viral probability, choosing outreach approaches and monitoring tools, and measuring results and communicating success. The presentation was given by Lisa Qualls, VP of Interactive Strategy at Summit Marketing and Chairwoman of the SMCKC Board.
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KC IABC Keynote
- 1. “From Concept to Outcomes: Effectives Strategies, Tactics and Tools for Social Media Success” Lisa Qualls, VP of Interactive Strategy at Summit Marketing and SMCKC Chairwoman of the Board
- 2. Agenda Preparing campaign strategy Campaign ideation Viral probability analysis Outreach approach Monitoring tools Measure results
- 3. Preparing campaign strategy What are the business goals? Identify constraints and opportunities Define timeframe and budget Establish success metrics
- 4. Preparing campaign strategy New Brand Minimal social assets Market Share Repeat Traffic
- 5. Campaign ideation • Bring the exclusive to the masses • Enable people to share • Capture information
- 6. Campaign ideation • Competition & interaction • Coupon and prize incentive • Integrated touch points
- 7. Campaign ideation • Webisodes • Online media kit • Influencer outreach • The big event • Offline participation
- 8. Viral probability analysis Readers, backlinks, other assets, commenting, post schedule, post content, author publications, etc.
- 9. Outreach options • Leverage networks • Identify like minds with new audiences • Big blast vs. wave approach • Mixed organic vs. paid • Incentives • Risk mitigation plans • Follow-up plans
- 10. Monitoring Tools
- 11. Measure results • Revenue • Costs • Market share • Mentions, reach, and views • Activity comparison • Clicks/conversions • Entries, coupons, contact information
- 13. THANK YOU! About LISA QUALLS Company: Summit Marketing Location: Lenexa, KS Phone: 913.562.3400 Email: lisa.qualls@summitmarketing.com Twitter: @lqualls4444, @summitsocial Site: http://summitmarketing.com Quick Bio: Ambitious high-energy woman who loves family, fun and fighting for the win. VP of Interactive Strategy at Summit Marketing. SMCKC Chairwoman of the Board.