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MAKING SOCIAL CENTRAL
Ten ingredients from the
integrated campaigns
cookbook
Featuring... The Top Integrated Social
Campai...
About Dave Chaffey
 A professional
trainer in digital
marketing since
1997
 Author of 5
bestselling
marketing books
now ...
Campaign ingredient #1?

@DaveChaffey

#SMM13

3
#1 Buzz = “Big Idea”
Engaging + Participative + Shareable
 Example engagement devices:









Search boxes
Ques...
Build in reasons to share + add

@DaveChaffey

#SMM13

5
@DaveChaffey

#SMM13

6
@DaveChaffey

#SMM13

7
Campaign ingredient 2
Big idea connected to campaign goals

@DaveChaffey

#SMM13

8
Interactive and personal

@DaveChaffey

#SMM13

9
Campaign ingredient 3 –
Campaign ingredient #3?
Support Information Foraging

Support content foraging
@DaveChaffey

#SMM1...
1. Created Demand
2. Dominated SERPs
3. Event Awareness
4. Registrations, Sessions
43k Ebook views - 6 days
1k+ PDF downlo...
@DaveChaffey

#SMM13

12
@DaveChaffey

#SMM13

13
Campaign Ingredient 4
Focus on persona Pain + Gain

@DaveChaffey

#SMM13

14
Support prospects on a journey
@DaveChaffey

#SMM13

15
@DaveChaffey

#SMM13

16
Investment criteria?
 Rev/visit
 Demand+ lead gen
 Amplify
 Brand fit
 SEO
 Longevity
 Authority/Thought
Leadership...
@DaveChaffey

#SMM13

18
@DaveChaffey

#SMM13

19
Campaign Ingredient 5
Don’t forget to build in SEO still

Moz Ranking Factors Autumn 2013
@DaveChaffey

#SMM13

20
@DaveChaffey

#SMM13

21
Campaign ingredient 6?

@DaveChaffey

#SMM13

22
www.tourismirelandtaxichallenge.com

Give your campaign momentum, inertia!
@DaveChaffey

#SMM13

23
Campaign momentum

@DaveChaffey

#SMM13

24
Campaign ingredient 7 - Repurposing

Social Networks
PDF
Direct social messages
Slideshare
Email
Long form interviews
Blog...
One Clever Question
You're a secret agent on a mission and you're
having a rendezvous with your agency contact after
pulli...
Key campaign ingredient 8?

@DaveChaffey

#SMM13

27
Segment and target
your influencers

@DaveChaffey

#SMM13

28
Campaign ingredient 9
Paid – Owned – Earned integration

@DaveChaffey

#SMM13

29
@DaveChaffey

#SMM13

30
Ingredient 10 – Keep It Real Time –
Jump on a meme

@DaveChaffey

#SMM13

31
Test approaches. Be Agile.
@DaveChaffey

#SMM13

32
Let’s Connect!
Questions & discussion welcome
SmartInsights.com

uk.linkedin.com/in/davechaffey

 Blog
www.smartinsights....
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Social media campaigns - 10 ingredients and examples for effective campaigns

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Publié le

How do you make social media central to your campaigns rather than an afterthought? Here are 10 tried and tested approaches featuring some of the best examples of content marketing campaigns from 2013.

Presented to Our Social Times #SMM13 - London

Publié dans : Business, Technologie
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Social media campaigns - 10 ingredients and examples for effective campaigns

  1. 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. 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. 3. Campaign ingredient #1? @DaveChaffey #SMM13 3
  4. 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. 5. Build in reasons to share + add @DaveChaffey #SMM13 5
  6. 6. @DaveChaffey #SMM13 6
  7. 7. @DaveChaffey #SMM13 7
  8. 8. Campaign ingredient 2 Big idea connected to campaign goals @DaveChaffey #SMM13 8
  9. 9. Interactive and personal @DaveChaffey #SMM13 9
  10. 10. Campaign ingredient 3 – Campaign ingredient #3? Support Information Foraging Support content foraging @DaveChaffey #SMM13 10
  11. 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
  12. 12. @DaveChaffey #SMM13 12
  13. 13. @DaveChaffey #SMM13 13
  14. 14. Campaign Ingredient 4 Focus on persona Pain + Gain @DaveChaffey #SMM13 14
  15. 15. Support prospects on a journey @DaveChaffey #SMM13 15
  16. 16. @DaveChaffey #SMM13 16
  17. 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
  18. 18. @DaveChaffey #SMM13 18
  19. 19. @DaveChaffey #SMM13 19
  20. 20. Campaign Ingredient 5 Don’t forget to build in SEO still Moz Ranking Factors Autumn 2013 @DaveChaffey #SMM13 20
  21. 21. @DaveChaffey #SMM13 21
  22. 22. Campaign ingredient 6? @DaveChaffey #SMM13 22
  23. 23. www.tourismirelandtaxichallenge.com Give your campaign momentum, inertia! @DaveChaffey #SMM13 23
  24. 24. Campaign momentum @DaveChaffey #SMM13 24
  25. 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. 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. 27. Key campaign ingredient 8? @DaveChaffey #SMM13 27
  28. 28. Segment and target your influencers @DaveChaffey #SMM13 28
  29. 29. Campaign ingredient 9 Paid – Owned – Earned integration @DaveChaffey #SMM13 29
  30. 30. @DaveChaffey #SMM13 30
  31. 31. Ingredient 10 – Keep It Real Time – Jump on a meme @DaveChaffey #SMM13 31
  32. 32. Test approaches. Be Agile. @DaveChaffey #SMM13 32
  33. 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

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