Thirst: What Drives Social Media Campaigns

THIRSTPRINCIPLES THAT DRIVE

SOCIAL MEDIA CAMPAIGNS

PUBLIC RELATIONS

Edward Bernays 1891 - 1995

CENTURY OF THE SELF

Ogilvy

Ogilvy Bernbach

SOCIAL MEDIA CAMPAIGNS

• Examples of Social Media Campaigns

• Explain Why These Models Work

• Successful Strategies

• Best Practices

• Costs

• Advantages of Social Media Engagement

Thou Shalt Not Sell

IKEA

HOW SOCIAL MEDIA CAMPAIGNS

COMPARE TO TRADITIONAL CAMPAIGNS

HOW SOCIAL MEDIA CAMPAIGNS WORK

TRADITIONAL MEDIA

Message

Placement

Frequency

SOCIAL MEDIA Message

Your List

Influencers

HOW SOCIAL MEDIA CAMPAIGNS WORK

TRADITIONAL MEDIA

Message

Placement

Frequency

YOUR MESSAGE

YOUR MESSAGE

EXECUTION

COORDINATION

STRATGEY

STRATEGY – Creative Team

COORDINATION – Project Manager

EXECUTION - Writer

product

vprocess

140 Million

44% of users shared

brand related information

with others.

44% of users shared

brand related information

with others.

48%searched for more information.

STRATEGY

• Create Social Media Events.

• Define Topics for a Sustained Presence.

• Plan How to Court Influencers.

• Understand the Power of Listening.

SOCIAL MEDIA EVENTS

Tent Pole Moments

SOCIAL MEDIA EVENTS

FREE

Tent Pole Moments

SOCIAL MEDIA EVENTS

FREE

Tent Pole Moments

SPECIAL ACCESS

INFORMATION

SOCIAL MEDIA EVENTS

FREE

Tent Pole Moments

SPECIAL ACCESS

FREE

DENNY’S

“Hey, Seattle! Tweet to win Telekinesis tickets!

(Go go go!!!!) http://tinyurl.com/ybbk665”

YEASAYER

U2

PHOENIX

TOYS R US

INFORMATION

“Make sure you check Baggage Guidelines before you

go to the airport. http://bit.ly/4vFX8v @continental”

“Find allergy medication available in your area:

http://bit.ly/4vFX8v @centers4diseasecontrol”

SOCIAL MEDIA COSTS

Homepage.com

STARBUCKS

PURINA

PEDIGREE

MICROSOFT

OLD SPICE

Launched ESPN360 with a Twitter Trivia Contest

NASCAR Sponsors a Twitter Trivia Contest - Winner

Gets a Trip to Las Vegas

STRATEGY

• Create Social Media Events.

• Define Topics for a Sustained Presence.

• Plan How to Court Influencers.

• Understand How to Exploit the Power of Listening.

AWARENESS

PREFERENCE

• You Must Be Real.

• You Must Be Transparent.

• You Must Be True to the Brand.

• You Must EARN YOUR FOLLOWERS!

STRATEGY FOR LONG TERM ENGAGEMENT

DOMINO’S

SOCIAL MEDIA BEST PRACTICES

• Audience Research

• Set Policies for Online Engagement

• Create Templates for Weekly Reports

• Define the Tone of Your Company’s Voice

• Set Polices to Attract Influencers

• Decide How You Will Measure Success

BEST PRACTICES HANDBOOK

DAVID FLEET

http://delicious.com/davefleet/policies

SOCIAL MEDIA GOVERNANCE

CHRIS BOUDREAUX

http://www.socialmediagovernance.com/policies.php

GUIDELINES FOR RETWEETABLE POSTS

DAN ZARRELLA

http://danzarrella.com/the-science-of-retweets-report.html

PUBLIC RELATIONS / SOCIAL MEDIA

BRIAN SOLIS

http://www.briansolis.com/

STRATEGY

• Create Social Media Events.

• Define Topics for a Sustained Presence.

• Plan How to Court Influencers.

• Understand How to Exploit the Power of Listening.

ALL TWEETS90%

10%

RECRUITING INFLUENCERS

RECRUITING INFLUENCERS

Read Influencer’s Blogs.

Post on Influencer’s Sites.

Seed Content on Sites They Frequent.

STRATEGY

• Create Social Media Events.

• Define Topics for a Sustained Presence.

• Plan How to Court Influencers.

• Understand the Power of Listening.

“Hi, I’m your customer and I’m here to help.”

- Jeff Jarvis

THE POWER OF LISTENING

BRAND = INTERACTION

TIME

THE POWER OF LISTENING

Be a Good Friend

THEORIES FOR THE RISEOF SOCIAL MEDIA

NATURAL SELECTION

• Humans Have a Long Period of Immaturity.

• Social Connection is Required for Young to Survive.

• Evolution May Have Piggy-Backed Social Pain on to

Our Physical Pain System to Promote Survival.

• “You Broke My Heart.”

“There is much suffering in the world; from hunger from homelessness from all kinds of diseases, but the greatest suffering is being lonely, feeling unloved, having no one. I’ve come more and more to realize that being unwanted is the worse disease that any human being can ever experience.”

- Mother Teresa

“There is much suffering in the world; from hunger from homelessness from all kinds of diseases, but the greatest suffering is being lonely, feeling unloved, having no one. I’ve come more and more to realize that being unwanted is the worse disease that any human being can ever experience.”

They Will Luv U

Thank You

CONTACT

Mike Johnston

[email protected]

206-250-7915

Facebook.com/MikeJohnston

Facebook.com/BossCreative

Twitter.com/BossSeattle

Twitter.com/JohnstonMike

YouTube.com/4BossCreative

Linkedin.com/in/4MikeJohnston

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SEATTLE