omg your audience with great social media promotions

26
Presented by: Melonie Gallegos * OMG Your Audience

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Presented by Melonie Gallegos at Social Media Camp 2011. Creating engaging social media marketing promotions and campaigns to captivate your audience.

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Page 1: OMG Your Audience With Great Social Media Promotions

Presented by: Melonie Gallegos

*OMG Your Audience

Page 2: OMG Your Audience With Great Social Media Promotions

*How many good social media

campaigns have you seen?

Page 3: OMG Your Audience With Great Social Media Promotions

*Social media is flooding with

marketers

*In 2010 social media ranked in top 3 marketing tactics, just behind email and edging ahead of SEO.

*Spending is rising - social media ranked third among planned focus for online marketing budgets in 2011, after search and their own website.

*eMarketer predicts 80% of U.S. Companies will use social media marketing in 2011 (it was just 58% in ‘09)

Source: Interactive Marketing Tactics Used by Marketers March 2010, eMarketerFocus of Online Marketing Budgets in 2011 % Senior level marketers worldwide, eMarketer

Page 4: OMG Your Audience With Great Social Media Promotions

*Brands Are Boring

Page 5: OMG Your Audience With Great Social Media Promotions

*Fear

1. Of changing outdated marketing traditions

2. Legal & liability

3. Challenging executive brand perception

4. Playing it safe and straying from “brand

guidelines”

5. Of losing control

6. Of offending people’s sensibilities

Page 6: OMG Your Audience With Great Social Media Promotions

*Tip 1: Gamble with tradition

*Marketers need updated skill sets to compete in today’s digital environment.

*It’s our job to understand why our customers use it, not whether or not we would personally.

*Make it an initiative to test new tactics in your marketing mix solely for learning purposes.

Page 7: OMG Your Audience With Great Social Media Promotions

*Tip 2: Make the rules

*Legal and regulations are outdated.

*Proactively work with legal to help define application to the social web.

*Define employee social media policy.

*Develop moderation guideline.

Page 8: OMG Your Audience With Great Social Media Promotions

*Tip 3: Challenge corporate brand

perceptions*Customers define brands.

*Logos and taglines hold little meaning.

*Many brands continue to push messages.

*Be a message receiver instead.

*Report findings & stats up to executives and let it guide marketing.

Page 9: OMG Your Audience With Great Social Media Promotions

*Tip 4: Take risks

*Break through the noise.

*Accept the possibility of failure as a learning experience.

*Embrace pop culture.

*Humanize the brand.

Page 10: OMG Your Audience With Great Social Media Promotions

*Tip 5: Lose control

*People are already talking about brands whether or not the brand chooses to participate.

*The concept of control is a myth.

*If you only talk about your brand, people won’t talk about your brand.

Page 11: OMG Your Audience With Great Social Media Promotions

*Tip 6: Don’t be afraid to speak to

your “people”

*If you try to be everything to everyone, you end up being nothing to nobody.

*Stop being boring at the expense of your entire audience to not offend one person.

Page 12: OMG Your Audience With Great Social Media Promotions

*OMG Campaigns…

Page 13: OMG Your Audience With Great Social Media Promotions

*…bring the brand to its audience

Page 14: OMG Your Audience With Great Social Media Promotions

*…surprise

http://www.youtube.com/watch?v=-oElH6M_5i4&feature=youtu.be

Page 15: OMG Your Audience With Great Social Media Promotions

*…entertainhttp://www.youtube.com/coachella

Page 17: OMG Your Audience With Great Social Media Promotions

*…creates connection

http://www.5react.com/

Page 18: OMG Your Audience With Great Social Media Promotions

*…build a movement

https://www.facebook.com/feelyourboobies

Page 19: OMG Your Audience With Great Social Media Promotions

*…encourages people to talk

about themselves

Page 20: OMG Your Audience With Great Social Media Promotions

*…are simple

http://twitterparty.mozilla.org/en-US

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Page 22: OMG Your Audience With Great Social Media Promotions

*Nuts & Bolts

Page 23: OMG Your Audience With Great Social Media Promotions

*Elements of a campaign

Audience Goal

TacticsWas it

successful?

Big Idea

What makes it social?• Two-Way

Communication• User Generated

Content (UGC)• Engagement• Social Platform

Integration• Social Platform

Optimization (SPO)• Sharing

Page 24: OMG Your Audience With Great Social Media Promotions

*Integrate & cross promote

Social media campaigns are best supported by

an integrated communications plan:

*PR

*Email

*Website

*Mobile

*All relevant social channels

*In venue

Page 25: OMG Your Audience With Great Social Media Promotions

*Measuring success

Leading Metrics Used by Companies

1. Engagement

2. Awareness

3. Site traffic metrics

4. Customer advocacy

5. Click through rate

6. Leads

7. Conversion rate

Leading Metrics Used By Companies Worldwide To Measure Success Of Social Media Marketing March 2011, eMarketer

Page 26: OMG Your Audience With Great Social Media Promotions

InteractiveMarketingCafe.com

@melonie Q&A #Fandom140

Download this presentation: http://www.slideshare.net/meloniegallegos

Inquire: fandommarketing.com

*Melonie Gallegos