anatomy of a killer social media plan
TRANSCRIPT
2014 Social Media Summit
Presented By: Kara Ahern5/30/2014
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Content• Overview
• What’s trending?
• Anatomy of a killer social media plan
• Next Wave of Social Media Marketing
• A New Frontier
Success for today: Explore emerging social media and ways we can utilize in future digital marketing campaigns.
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Overview
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Overview• In 2013, there was an estimated 1.61 billion social media users around the globe
• In 2014, it is estimated that there will be around 1.82 billion social media users around the globe
• And in 2017 that number is estimated to be at 2.33 billion!
Source: © Statista 2014
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Overview
In 2013 the catchphrase “SoLoMo” was born to describe the revolution of the way we communicate and advertise in the digital world
So what in the heck does it mean?
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Overview
• Connected to friends & brands
• New platforms for easier sharing of photos and videos• Snapchat• Instagram
• Local Search• Location based Platforms
• FourSquare• Yelp check-in• Groupon• Facebook places
• Connecting• Any time, any place• Integrated social content
stream• Real-time search
communication
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Established on the scene
• Instagram• Snapchat• Vine• Pinterest• Facebook• Twitter• Tumblr• LinkedIn
Overview
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Overview
Source: Statista
9OverviewWhat is a #Hashtag?
A way for people to search for subjects that have a common topic and is also a way to be a part of or begin a conversation using a hashtag
Ex.) If you search the hashtag #casino, a list of conversations containing the hashtag #casino will come up in the search
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OverviewInstagram
• Mobile app platform for sharing pictures and videos
• Snap a photo with your mobile phone, choose a filter to transform the image
• Sharing on multiple platforms
Source: Instagram
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OverviewInstagram
Source: Statista
Num
ber o
f use
rs in
mill
ions
Month
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OverviewExamples:
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OverviewSnapchat
What is SnapChat?
• Mobile app that allows users to send photo messages that automatically delete shortly after being viewed
• “As of April 2013, users of the mobile messaging app were sending 150 million photo messages each day, up from 60 million in February 2013.” (Statisa)
• Brands can set up profiles on the network and add users as friends, who opt into the brand's messages by accepting
14Overview
Snapchat
• Coupons:o Deliver coupon codes o Reward customers for sending back snaps of the product being used
• Create a hashtag: o Take it viralo Simple call to action for fans to enter and send you snaps
• Create Video tour:
o Showcase new products, give a glimpse of a new campaign or promotion
• Get the audience engaged: o Involve staff and customers o Give behind-the-scenes updates exclusive to SnapChat users
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OverviewSnapchat
Source: rosssimmonds.com
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OverviewVine
Vine is a video-sharing mobile app that lets you create and share short-looping videos
• So how can brands use Vine for reaching audience?o Excite people about a new producto Take people inside your companyo Advertise a contesto Educate and build awareness
Example:
Volkswagen teamed up with the Shark Week program, at Discovery Channel, to deliver a virtual shark dive experience in the Volkswagen Beetle Convertible Shark Cruiser “the world’s first ever Subaquatic Road Trip.”
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OverviewPinterest
• Pinterest is a visual discovery tool that people use to collect ideas for their different projects and interests
• People create and share visual bookmarks “boards” or “Pins”
• Pins can be - gifts, recipes, or even quotes. They point back to the sites they came from.
• Pinterest helps people discover things in a simple, visual way
• Pinterest connects people through shared interests—their passions, hobbies, tastes and values
18OverviewExample:
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What’s Trending?
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Media
We can see what an impact it has had on our personal lives but also has had tremendous effect in the way we get the news
• On September 16, 2013 the TODAY team launched the first-of-its-kind digital studio, the Orange Room
• The show transformed the way we perceive, seek out and share news giving fans the
opportunity to connect in a variety of new ways
What’s Trending?
21What’s Trending?Media
• Tweet & Facebook message using hashtags to connect
• Viewers can essentially shape the perception of the news by contributing their comments
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Advertising – Consumers as Content
Brands will use more content produced by consumers for marketing campaigns
• The consumer becomes the content
• Shows products in a positive light
• WOM marketing and peer recommendations to influence sales
• The best ads become owned by people, not your brand
What’s Trending?
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Advertising – Consumers as Content
Example: "Crash the Super Bowl"
• Doritos Super Bowl Ad Competition
• Five lucky people fight to get their homemade Doritos ads on the air
• Top two decided by public vote, air during the super bowl for 100 million viewers, the best wins $1 million
• The brand's user-generated commercials have delivered over $250millions in incremental sales over the past four years.
What’s Trending?
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What’s Trending?
Advertising
YouTube:
• A site which gives brands insight into how to best reach their audience on the video-sharing site.
• Thousands of advertisers are using TrueView in-stream
• 75% of our in-stream ads are now skippable
• Only pay when people watch
• Target people based on who they are, where they're located, and what they're interested in
Source: YouTube
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What’s Trending?Twitter
Twitter is a social media platform that allows people to connect, express themselves and discover what's happening in the world.
• High usage among celebrities, journalists, politicians , media outlets and other public figures.
• Companies have also used the service as a way to engage with their customers - offering promotions and other specials
• Advertising opportunities on Twitter include promoted tweets to reach both current and potential followers
• Appear in user timelines and search results
• Target by interests, location and specific keywords
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What’s Trending?Twitter
Example Regal Cinemas
• Goal: increase engagement with their brand and attract new followers
• Received 8,900 Retweets
• In the end, they gained more than 10,000 new followers in the first four days of the campaign
Source Twitter
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What’s Trending?Twitter
In April Twitter introduced a new creative ad unit called Twitter Cards— a new way for advertisers to easily surface website content within a Tweet
• Twitter cards make it possible to attach media experiences to Tweets that link to your content
• Drive relevant traffic to any site, such as their home page, product page, or an important blog post
• Users are able to preview an image, related context, and a clear call to action in their timeline
• Gives brands ability to drive a higher volume of URL clicks
• Targeting options based on signals like interest, keywords, or tailored audiences segments
Source Twitter
28What’s Trending?
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FacebookNot Again!
How many times have we heard this? “Facebook is rolling out a new look!”
New Ad Types
• Page Post Engagement: ads that boost your posts and increase actions.
• Page Like: ads that build your audience on Facebook
• Post Link Ads: ads that encourage people to visit your website. Can promote specific actions for people to take on your website.
• Event Responses: ads to promote your event
31FacebookNew Ad Type Examples:
Page Post Engagement: Event Responses:
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Anatomy of a Killer Social Media Plan
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Anatomy of a killer social media plan
Social Media Laws of Attraction
How can we integrate Social Media with traditional campaigns?
• Listen
• Add Value
• Be Human
• Engage
• Be Respectful
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Anatomy of a killer social media plan
Traditional Advertising Integration
Social media platforms influence all types of traditional advertising mediums
• The use of key specific hashtags using cross-platform marketing and social ads to generate interest and increase awareness
• Amplifies reach of campaigns by hashtagging content and running related social ads such as in:
o Broadcasto Direct Mailo OOHo Collateral
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Anatomy of a killer social media planTraditional Advertising Integration
• Brand merging the traditional and the non-traditional: taking the user-generated content and featuring it in non-digital media platforms like print, broadcast and outdoor
• Key brand point: that its fans are your friends and neighbors
• Focus on targeting audience that is apt to contribute based on proximity
36Anatomy of a killer social media planTraditional Advertising Integration
Hashtags in action – Ben & Jerry’s #CAPTUREEUPHORIA
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Anatomy of a killer social media planTraditional Advertising Integration
• Email marketing and social media increase sales, interaction and expand reach
• Customers are more likely to take action after receiving an e-blast since they are already engaged online
• Product prize giveaways & contests have become very popular on platforms such as Facebook, Twitter & Instagram
• Proven to be one of the most effective tactic for new audience acquisition
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Next Wave of Social Media Marketing
39Next Wave of Social Media MarketingSo, what does this mean for 2014?
Mobile devices will be a major player in geo-location search advertising
• Yelp
• F&B localized apps
– Open Table
– Dine Out
• Trip Advisor
…BUT! Not all emerging social networking is mobile based
Platforms such as Tumblr and LinkedIn are accessed increasingly more on desktop and tablets.
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A New Frontier
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A New FrontierWhat does this mean for us?
...let’s discuss