social media campaigns - 10 ingredients and examples for effective campaigns
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How do you make social media central to your campaigns rather than an afterthought? Here are 10 tried and tested approaches featuring some of the best examples of content marketing campaigns from 2013. Presented to Our Social Times #SMM13 - LondonTRANSCRIPT
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MAKING SOCIAL CENTRAL
Ten ingredients from the integrated campaigns cookbook
Featuring... The Top Integrated Social Campaigns of 2013
Dr Dave ChaffeySmartInsights.comDigital marketing strategy advice
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About Dave Chaffey
A professional trainer in digital marketing since 1997
Author of 5 bestselling marketing books now in their 4th and 5th edition
Manages SmartInsights.com a marketing advice site with paid members in over 50 countries
Insights Director at agency ClickThrough Marketing
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Campaign ingredient #1?
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#1 Buzz = “Big Idea” Engaging + Participative + Shareable
Example engagement devices: Search boxes Questions Quizzes Polls Calculators Interactive Q&A Call-backs Viral games
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Build in reasons to share + add
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Campaign ingredient 2Big idea connected to campaign goals
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Interactive and personal
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Campaign ingredient 3 – Support Information ForagingCampaign ingredient #3?
Support content foraging
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1. Created Demand2. Dominated SERPs3. Event Awareness4. Registrations, Sessions
43k Ebook views - 6 days1k+ PDF downloads5k views interviews500+ social shares100+ inbound links
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Campaign Ingredient 4Focus on persona Pain + Gain
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Support prospects on a journey
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Defining priorities for investment?
Investment criteria? Rev/visit Demand+ lead gen Amplify Brand fit SEO Longevity Authority/Thought
Leadership Individual pain points? Repurposeability Risk/reward
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Campaign Ingredient 5 Don’t forget to build in SEO still
Moz Ranking Factors Autumn 2013
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Campaign ingredient 6?
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Give your campaign momentum, inertia!
www.tourismirelandtaxichallenge.com
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Campaign momentum
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Social NetworksDirect social messagesEmail BlogSearch
PDFSlideshareLong form interviewsSingle images
ContributeDownloadSubscribeShareAttend Conference
Campaign ingredient 7 - Repurposing
All Content & Promotions Consider: “Findability” “Engagement” “Shareability”
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You're a secret agent on a mission and you're having a rendezvous with your agency contact after pulling a dangerous undercover operation.
You now have a coveted secret. A content marketing secret.
What secret for achieving success with content marketing will you share? The content marketing world depends on it!
One Clever Question
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Key campaign ingredient 8?
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Segment and targetyour influencers
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Campaign ingredient 9Paid – Owned – Earned integration
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Ingredient 10 – Keep It Real Time – Jump on a meme
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Test approaches. Be Agile.
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Let’s Connect! Questions & discussion welcome
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