Back to Basics | Social Media Marketing Strategy
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The document discusses social communications and media. It presents frameworks for defining influential social media accounts based on factors like volume, search ranking, relevance, community, and engagement. It also discusses using social media to develop identities, build communities, and share content and interactions. Qualifying influential bloggers to review products for their audiences is presented as a case study that reached over 300,000 people. The importance of setting objectives and optimizing social media efficiently is also discussed.
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Back to Basics | Social Media Marketing Strategy
- 1. @mab397 Start @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
- 2. Soci a Socia “med l l Central ia social ” com muni idea catio ns @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
- 3. SOCIAL COMMUNICATIONS @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
- 4. • Who will see the campaign? • How many people will see the campaign? • Why will they believe it? • What will they do about it? • Who will they tell? • What will they say? • How will it end? @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
- 5. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
- 6. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
- 7. 6. LEADERSHIP Idea post ratio 5. COMMUNITY Authority 1. VOLUME Traffic Defining influence over popularity 4. ENGAGEMENT 2. SEARCH RANKING Comments, shares Search & Social engine ranking 3. RELEVANCE Ratio of posts on relevant client topic @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
- 8. Challenge To launch a new product to time-poor, health conscious Australians. Approach Mindshare qualified 11 influential bloggers and organised bespoke outreach programs to appeal to their audience. Results Reviews reached an audience of 330,000+ with over 900 responses including recipes, videos and post-purchase comments. Of these responses, there were 273 mentions of the word LOVE to describe the product. Reporting gave insight into what features excited consumers most. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
- 9. Use social communications to use the collective voice to tell your story for you #OMXSYD2012 About 2 minutes ago via OMX Sydney 2012 @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
- 10. CENTRAL SOCIAL IDEA @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
- 11. Create/develop Create/develop Share content and Share content and Build communities Build communities identities identities interact interact @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
- 12. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
- 13. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
- 14. TV advertising used to work like this: you sat on your sofa while creatives TV advertising used to work like this: you sat on your sofa while creatives were paid to throw a bucket of shit in your face. were paid to throw a bucket of shit in your face. Today you're expected to sit on the bucket, fill it with your own shit, and tip it Today you're expected to sit on the bucket, fill it with your own shit, and tip it over your head while filming yourself on your mobile. over your head while filming yourself on your mobile. Then you upload the video to the creatives. Then you upload the video to the creatives. --Charlie Brooker Charlie Brooker @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
- 15. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
- 16. An inherently social idea gives the consumer an identity, facilitates communities and motivates the audience to share and interact #OMXSYD2012 About 2 minutes ago via OMX Sydney 2012 @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
- 17. SOCIAL MEDIA @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
- 18. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
- 19. I want to grow my audience Direct call to action, social context I want people to see my content News feed visibility, visual format I want to retarget recent website Plugins and exchange visitors @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
- 20. DISCUSS | DISCOVER | DEEPEN @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
- 21. Is it effective? Is it efficient? @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
- 22. If you’re going to pay to play, make the most of your investment by setting objectives and optimising efficiently. #OMXSYD2012 About 2 minutes ago via OMX Sydney2012 @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
- 23. Connect with me @mab397 mandibateson Sydney, Australia (+61) 2 9287 8400 Mindshare Australia mab397.wordpress.com @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
Editor's Notes
- Every agency claims to own social. So they should, the same way you use different agencies to book online media, to create interactive application, to get online coverage – social is a channel which is only treated as a specialty because a) things change and b) it has nuances that the industry is still getting used to. Easiest way to define social is through these three pillars – social communications, social ideas and social media. Social comms Owned channels Influencer outreach Content generation Social by design Why would they care/share Paid ads Partnership opportunities Branded content
- Identify where you will host your social presence, how the audience will be driven to owned channels, what will trigger interactions, what content will be considered valuable, how to incorporate calls to action and how to influence positive buzz. Who will see the campaign? How many people will see the campaign? Why will they believe it? What will they do about it? Who will they tell? What will they say? How will it end?
- We know that a marketing plan comes to life when it’s wrapped up in a big idea. It resonates with the audience because they connect with the bigger picture. When this idea is inherently social, it succeeds because it is participatory in nature; it gives the consumer an identity, it facilitates communities and it motivates the audience to share and interact. Your campaign is stronger because of this invitation to participate and the influence of the social graph – friends and connections tell the consumer why they should get involved. If we launch a media plan within a big idea we know the audience will be more pre-disposed to product driven communications.
- Map the user experience and, if possible, structure your campaign to complement each touchpoint How will people find it, access it? e.g. SEARCH, PR, TV ADS How will people feel part of it? e.g. TV SHOW, EVENT, BOOK, SITE How will people act on it? e.g. SAMPLING, IN-STORE How will people pass it on? e.g. SN LINK, BLOG Outcome: A clearly expressed role of channels (why they have been selected) and how they play out in the overall consumer experience (no-line thinking)
- Just because you’ve mapped out how someone is going to interact with your campaign, don’t forget to ask why
- Nike has launched a campaign for the new year, suggesting that we all step up and 'Make It Count'. The campaign stars a number of the UK's top athletes making personal pledges for 2012. It then encourages everyone else to join in on Twitter, by announcing their own goals via the hashtag #makeitcount. The campaign includes a series of posters which show the athletes during training. Each athlete's pledge is then written on top of the image. In addition there is a series of online films. Attendees were able to get their portrait taken in black and white, and make their own personal pledge. Nike flagship stores in Oxford Circus and Westfield Stratford invites their customers to get their portrait taken in black and white, and make their own personal pledge
- The infographic offers specifications for images and text, and other details, for the following types of Facebook ads: Applications Domain Events Mobile app install Offers Page like Page post link Page post photo Page post text Page post video Questions Sponsored results
- Objectives vs functionality (Facebook fan acquisition vs page publishing strategies)
- Effective and efficient