Social media campaigns - 10 ingredients and examples for effective campaigns

1. MAKING SOCIAL CENTRAL Ten ingredients from the integrated campaigns cookbook Featuring... The Top Integrated Social Campaigns of 2013 Dr Dave Chaffey SmartInsights.com Digital marketing strategy advice @DaveChaffey #SMM13 1

2. 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 @DaveChaffey #SMM13 2

3. Campaign ingredient #1? @DaveChaffey #SMM13 3

4. #1 Buzz = “Big Idea” Engaging + Participative + Shareable  Example engagement devices:         Search boxes Questions Quizzes Polls Calculators Interactive Q&A Call-backs Viral games @DaveChaffey #SMM13 4

5. Build in reasons to share + add @DaveChaffey #SMM13 5

6. @DaveChaffey #SMM13 6

8. Campaign ingredient 2 Big idea connected to campaign goals @DaveChaffey #SMM13 8

9. Interactive and personal @DaveChaffey #SMM13 9

10. Campaign ingredient 3 – Campaign ingredient #3? Support Information Foraging Support content foraging @DaveChaffey #SMM13 10

11. 1. Created Demand 2. Dominated SERPs 3. Event Awareness 4. Registrations, Sessions 43k Ebook views - 6 days 1k+ PDF downloads 5k views interviews 500+ social shares 100+ inbound links @DaveChaffey #SMM13 11

14. Campaign Ingredient 4 Focus on persona Pain + Gain @DaveChaffey #SMM13 14

15. Support prospects on a journey @DaveChaffey #SMM13 15

17. Investment criteria?  Rev/visit  Demand+ lead gen  Amplify  Brand fit  SEO  Longevity  Authority/Thought Leadership  Individual pain points?  Repurposeability  Risk/reward Defining priorities for investment? @DaveChaffey #SMM13 17

20. Campaign Ingredient 5 Don’t forget to build in SEO still Moz Ranking Factors Autumn 2013 @DaveChaffey #SMM13 20

22. Campaign ingredient 6? @DaveChaffey #SMM13 22

23. www.tourismirelandtaxichallenge.com Give your campaign momentum, inertia! @DaveChaffey #SMM13 23

24. Campaign momentum @DaveChaffey #SMM13 24

25. Campaign ingredient 7 - Repurposing Social Networks PDF Direct social messages Slideshare Email Long form interviews Blog Single images Search All Content & Promotions Consider:    @DaveChaffey Contribute Download Subscribe Share Attend Conference “Findability” “Engagement” “Shareability” #SMM13 25

26. One Clever Question 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! @DaveChaffey #SMM13 26

27. Key campaign ingredient 8? @DaveChaffey #SMM13 27

28. Segment and target your influencers @DaveChaffey #SMM13 28

29. Campaign ingredient 9 Paid – Owned – Earned integration @DaveChaffey #SMM13 29

31. Ingredient 10 – Keep It Real Time – Jump on a meme @DaveChaffey #SMM13 31

32. Test approaches. Be Agile. @DaveChaffey #SMM13 32

33. Let’s Connect! Questions & discussion welcome SmartInsights.com uk.linkedin.com/in/davechaffey  Blog www.smartinsights.com/blog www.facebook.com/davechaffey  Feeds www.feedburner.com/smartinsights ww.twitter.com/DaveChaffey  Email Newsletter https://plus.google.com/u/0/10625135037962 www.smartinsights.com 2013691 @DaveChaffey #SMM13 33