social media promotion ideas to omg your audience
DESCRIPTION
Social media networks are being flooded with marketing as advertising budgets shift to social media. How can your brand stand out in the noise? Stop being boring.TRANSCRIPT
Presented by: Melonie Gallegos
*OMG Your Audience
*How many good social media
campaigns have you seen?
*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
*Brands Are Boring
*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 Of changing outdated marketing traditions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
*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.
*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*Legal and regulations are outdated.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.
*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.
*Tip 4: Take risks
*Break through the noise.
*Accept the possibility of failure as a learning experience.
*Embrace pop culture.
*Humanize the brand.
*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.
*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.
*OMG Campaigns…
*…bring the brand to its audience
*…surprise
http://www.youtube.com/watch?v=-oElH6M_5i4&feature=youtu.be
*…are personalhttp://www.harley-davidson.com/en_US/Content/Pages/harlistas.html
*…build a movement
https://www.facebook.com/feelyourboobies
*…encourages people to talk
about themselves
*Nuts & Bolts
*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
*Integrate & cross promote
Social media campaigns are best supported by
an integrated communications plan:
*PR
*Website
*Mobile
*All relevant social channels
*In venue
*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
InteractiveMarketingCafe.com
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*Melonie Gallegos