Adding Social Campaigns to your Website

Webinar:
How to Build a Social Campaign
Getting Value from Social Media

@crowdfactory #socialcampaign @bolsocial

Expert Panelists
Sanjay Dholakia Alexander Mouldovan
CEO Founder, VP Business Development

@sdholakia

Michael Weisfeld Thanh Nguyen
Director of Social Media Senior Usability Engineer
"Unless you try to do something beyond what you "There is no need for temples, no need for complicated
have already mastered, you will never grow." philosophies. My brain and my heart are my temples;
Ronald E. Osborn my philosophy is kindness." The Dalai Lama

@mrweisfeld

Follow the Crowd Factory @BOLSocial
and BusinessOnLine
@crowdfactory
Social Media team on www.facebook.com/crowdfactory @BOLTeamu
Twitter at: www.facebook.com/BOLOptimized


Housekeeping …

1 Video of the webinar will be available
following the event.

2 Sign up for a Crowd Factory Executive Briefing
http://pop.to/76b

3 Request a 1-on-1 Strategy Lab
http://www.businessol.com/labs


Make this session interactive …

if Tweeting about this session,
please use this hashtag:

#socialcampaign


Agenda: Developing an Earned Media Strategy

Keynote: value of social media discussion
Step 1: define your business objectives
Step 2: understand your target audience
Step 3: integrating social media
Earned media strategy
Mapping social gestures and site experience
Implement social elements QUESTIONS ???
Optimize It please submit questions during
the webinar. We will attempt to
answer or address at the end ...
Conclusion there will be time.


Social Is An Essential Boost To All Your Campaigns

KEYNOTE THOUGHTS


Why Social Media is Important
“85% of Americans believe a
company should not only be present
but also interact with its consumers via
social media”
- Omnicom

“25% of top search results for
world’s 20 largest brands is
consumer-generated”
- Jupiter

“78% of consumers trust peer
recommendations”
- Nielsen
“...But only 14% trust ads”
- Wiley


Poll:
Do you have social features on
your website?
#socialmediamarketing @bolsocial

Challenge is the Ability Track ROI

“While interaction is high
[with social media], it’s 80%
been difficult to tie back to 70%
commerce.” 60%
- Altimeter Group 50%
40%
30%
“The problem in the 20%
market is that people can’t 10%
attribute results to social.” 0%
- Responsys Believe It is
Important to Marketers That
Measure ROI of Say They Can
Online Activities Effectively
Measure It


Monetization vs. ROI
Monetization ROI
Focused on developing a revenue Focused on a return on
model via affiliate marketing and third
party advertisements on the Facebook investments via conversions as
platform a result of channeling
marketing promotions and
participation on Facebook

10

Monetization vs. ROI
Monetization ROI
Focused on developing a revenue Focused on a return on
model via affiliate marketing and third
party advertisements on the Facebook investments via conversions as
platform a result of channeling
marketing promotions and
participation on Facebook

11

Achieve ROI with Earned Media

Paid Media

Earned Media

ROI =
News feed impressions (#) x Cost of Ad ($) – Cost of Implementation ($)

12

Earned Media Adds a Boost!

18%

16%

14%

12%

10%

8%

6%

4%

2%

0%
Ad Recall Awareness Purchase Intent

Ads - No Social Context Ads - With Social Context
Source: Neilsen BrandLift Survey


Amplify AND track campaigns

5x
Amplification on
sharing activity

11x
Amplification on
sharing activity

4x
Amplification on
sharing activity


Track Social Directly to Conversion

of implementation ($)
Conversions (#) x Value Per ($) – Cost
ROI =


STEP 1: DEFINE YOUR BUSINESS OBJECTIVES


Marketing Landscape: Online & Offline

Offline Marketing Online Marketing
traffic

traffic
Website

AIDAEA Model for Online Marketing
Goals Phase Activity

a Search Engine Marketing,
Advertising, Off-line

i
Campaigns, Word-of-Mouth

Visit Website and Browse
e.g. 80% Beyond 2 min, Returning

e.g. 40% d Visitor

Call to Action, Engagement

e.g. 30% a Interaction, Visit Blog, On-
Site Search

e.g. 20% e Login, Purchase, Contact,
Chat, Watch, Comment,
Submit Form, Other

e.g. 10% a Activities
Promote, Publish,
Bookmark, Post,

18

Capture “Situational Interest”

First Visit / Anonymous User

Activity Repeat Visit / Authenticated User
1

Activity 3 Authenticated Customer
Activity Activity 5 Activity 6
2 Activity 4


AIDA Model for Web pages

Map content to the
appropriate area of the
web page based on the
user mindset and learned
conventions.



STEP 2: UNDERSTANDING ONLINE USER NEEDS,
BEHAVIORS, & PATTERNS


User Centered Design

Marketing Tip: understand to be understood

True innovation User
can occur when Needs

there is a deep Synergy
mutual &
understanding of Results
Business
both sides. Needs


Assess Target Personas

Source: Molecular
#socialmediamarketing @bolsocial

Social Media Profiles
Creators Collectors
Publish a blog Add tags to web pages/photos
Publish own web pages Vote for web sites online
Write and post articles Use RSS feeds
Upload self-created videos
Joiners
Visit social networking sites
Conversationalists Maintain profile on social
Updates status on social networking sites
networking site
Updates on micro-blogs Spectators
Read blogs
Critics Watch videos
Read online forums
Comment on a blog
Read ratings/reviews
Comment on a forum
Rate/review products
Contribute to a wiki
Inactives
None of the above


Empower everyone to be an Influencer

Definition:
Enthusiastic individuals equipped with the
resources to reach and impact others in a
related market.

Key point:

Provides resources to every
visitor to become an influencer!


Map actions to Personae

Contextual
Role?
based on the situation /
information that currently
exists

Relevant Personas
related to the content
consumed
Calls to Content
Action? Focus?


Best Practices for adding Social Features

Follow best practices &
learned conventions for
publishing content
Most
important
content
Identify user objectives ABOVE
the fold

and engagement
opportunities

Make calls-to-actions
obvious and intuitive



STEP 3: PLAN AND IMPLEMENT CAMPAIGNS


RCB.org – Crowd Factory Campaigns

Campaign 1
• Scheduled
Appointment

Campaign 2
• Submit Donor
Story

Campaign 3
• Other Social
Gestures

Campaign 4
• Mobile
Check-in
www.redcrossblood.org


Schedule Appointment Process

Campaign 1 • Scheduled
Appointment

Select
Search for a Preferred
blood drive Confirm
Location

Prompt
to Share

Campaign 1: Schedule Appointment

Broadcasting Awareness!
Earned
Media


Make Donation Appt (offline
attribution)

RSVP
button


Submit Donor Story

Campaign 2 • Submit Donor
Story

Select Story Complete Thank
Type Story Form You

Prompt
to Share

Campaign 2: Submit Donor Stories

Broadcasting Advocacy!
Earned
Media


Gestures throughout the Website

Campaign 3 • Other Social
Gestures

Games

Resources

Badges


Blood Drive Mobile Check-in

Campaign 4 • Mobile
Check-in

Visit mobile Check-in Thank
website You

Prompt
to Share

10:35 PM 10:35 PM 10:35 PM 10:35 PM 10:35 PM
American Red Cross – Give Blood American Red Cross – Give Blood American Red Cross – Give Blood American Red Cross – Give Blood American Red Cross – Give Blood
m.redcrossblood.org/ Google m.redcrossblood.org/ Google m.redcrossblood.org/ Google m.redcrossblood.org/ Google m.redcrossblood.org/ Google

1-800-RED CROSS (1-800-733-2767) 1-800-RED CROSS (1-800-733-2767) 1-800-RED CROSS (1-800-733-2767) 1-800-RED CROSS (1-800-733-2767) 1-800-RED CROSS (1-800-733-2767)

[Marketing Banner] [Marketing Banner] [Marketing Banner] [Marketing Banner] [Marketing Banner]

Find a Blood Donation Opportunity Near You: Find a Blood Donation Opportunity Near You: Find a Blood Donation Opportunity Near You: Find a Blood Donation Opportunity Near You: Find a Blood Donation Opportunity Near You:

Enter Zip Code: Find Enter Zip Code: Find Enter Zip Code: Find Enter Zip Code: Find Enter Zip Code: Find

Gave Blood Today? Gave Blood Today? Gave Blood Today? Gave Blood Today? Gave Blood Today?

[Social Gesture - Before] [Social Gesture - Before] [Social Gesture - Before] [Social Gesture - Before] [Social Gesture - Before]

Check in here
You Rock!
and let your
> > > > You Rock! >
friends Tell your
Thank You
know! friends

POLL - Which campaign will perform best?

Campaign 1
• Scheduled
Appointment

Campaign 2
• Submit Donor
Story

Campaign 3
• Other Social
Gestures

Campaign 4
• Mobile
Check-in
www.redcrossblood.org



STEP 4: ANALYZE & OPTIMIZE


Conversions

Attribution Analytics
The science of
determining
performance of each
marketing and/or
advertising initiative.

KPI: conversion
Lead Request
Purchase
Call / Inquiry


Conversations

Buzz Monitoring
The science of
determining the
mentions occurring on
the social web.

KPI: conversations
Sentiment
Topic Trends
Volume


Define a segment

Engagement Influence

Conclusion & Questions

WRAP UP


Operation: Boost Traffic Flow

Poll: How should we follow up?


In Conclusion

You are running campaigns
today
Let the crowd help you
boost ROI
Map your goals to theirs
Now, you can track ROI
Now, you can move quickly


Thank You! Questions?
Sanjay Dholakia
Sign up for a Crowd Factory Demo
@sdholakia http://pop.to/76b

Michael Weisfeld
@mrweisfeld
Request a 1-on-1 Strategy Lab
http://www.businessol.com/labs
Alexander Mouldovan

Thanh Nguyen


Adding Social Campaigns to your Website

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