Social Superheroes - Behind the Scenes of a Massive Marketing Campaign

– Behind the Scenes!

Meet the Social Superheroes:

#SocialSuperheroes

Meet the Social Superheroes:

#SocialSuperheroes

Meet the Social Superheroes:

#SocialSuperheroes

Housekeeping Notes

Slides and recording will be available after

Technical issues – please use the chat panel

Questions on Twitter: #SocialSuperheroes

#SocialSuperheroes

1 Research

How did we know Superheroes would work?

Get data before you create

What’s already working for the topic?

1. Perform a topic search

What’s working for big sites?

2. Perform a multiple domain search

3. Figure out what format works best

3. Figure out what format works best

How To Articles,

Lists, Infographics –

let’s make something

visual and helpful!

4. Figure out what length it should be

Longer wins, let’s

create an ebook!

Tip driven/how-to

guide

Tip driven/how-to

guide

Heroes/Avenger

s theme

Tip driven/how-to

guide

Heroes/Avenger

s theme

Longer form

ebook

Tip driven/how-to

guide

Heroes/Avenger

s theme

Longer form

ebook

Visual element

like infographic

Research before you start:

Popular topics

What the big players are seeing success with

Optimal length of content

Most popular format

2 The launch

"A Great Content Brand is a brand that's

famous for producing intelligent, useful and

entertaining content that's always worth

consuming.”

Doug Kessler, Velocity Partners

Share the content with your networks

1. Spark up the conversation

"Tweets from businesses that contain

images are 34% more likely to get

Retweeted than Tweets from businesses

with no image at all.”

HubSpot & SocialBro Research

Google +

Share the content with ALL of your networks

Google +

Twitter

Google +

Facebook

Event

Twitter

Make use of your profile cover photo space

Pin Your posts to the top of your Profile

Create a vine or instagram video

2. Engage your audience

Who should you engage with?

Fans/Followers who:

Shared the content

Shared the assets created for the campaign

Engaged with the ebook/content/brand

Ask questions (Have you read it? Did you enjoy

it?)

How should you engage with them?

Offer help/assistance

Search for keywords

Hijack trending topics

2. Entertain your audience

How do you entertain your audience?

Use quotes that everyone knows and recognises

Use images your audience can relate to

Make it fun and fit it to your campaign’s theme

3 Expanding

Reach

Just one influencer sharing can result

in 30% more shares

Not all influencers are equal

Find who’s sharing quality content on your topic

Sort by authority, RT ratio, type, location

focus our outreach efforts

Influencer search for social media marketing:

our outreach list

What does Jason Falls like to share?

Can only ask …

Influencer outreach is about building relationships

Do influencers share landing pages??

Authority on the line

Many won’t share pages asking for follower

data

A/B test with direct link rather than gated offer

4 Measure

Why measure?

Define clear objectives

Focuses the entire organisation on what is and

isn’t important

Agreed and transparent results can be used to

justify associated budgets

Don’t focus on the latest ‘vogue’ or

‘vanity’ metrics.

What should you measure?

Outputs – what you created

Outtakes – how people reacted

Outcomes – how people behave differently

as a result

It’s far more insightful to track

conversation about a campaign in

relation to a brand, rather than simply

the campaign or the brand.

Use boolean language to track the campaign

The Social Superheroes dashboard

Measure volume, reach, exposure, and

amplification

Measuring the buzz

Get granular using social listening

Measure website visits

Measure Takeaways

Measure positive and negative sentiment

Measure buzz, reach and amplification

Measure website visits & conversions

THANK YOU!

Questions?#SocialSuperheroes

@Buzzsumo

@LinkHumans

@Brandwatch

@HubSpot