Social Media Promotion Ideas to OMG Your Audience

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 Of changing outdated marketing traditions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*Legal and regulations are outdated.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

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

*…are personalhttp://www.harley-davidson.com/en_US/Content/Pages/harlistas.html

*…creates connection

http://www.5react.com/

*…build a movement

https://www.facebook.com/feelyourboobies

*…encourages people to talk

about themselves

*…are simple

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

*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

*Email

*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

@melonie Q&A #Fandom140

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*Melonie Gallegos