FranCamp 2012 "Building the Perfect Social Media Campaign"
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FranCamp 2012 "Building the Perfect Social Media Campaign"
- 1. Building the Perfect Social Media Campaign Todd Leiser, CFE @ValpakTodd
- 2. Zors Zees Suppliers 2
- 3. Agenda Data Perfect Social Media Campaign Discussion 3
- 4. 3 Truths People really don’t want brands being overly promotional in their social media channels or do they? 4
- 5. 3 Truths People really don’t want brands being overly promotional in their social media channels…or do they?! Social Media channels need to generate revenue so they aren’t going to make it easy for brands to be promotional without spending money. 5
- 6. 6
- 7. 3 Truths People really don’t want brands being overly promotional in their social media channels Social Media channels need to generate revenue so they aren’t going to make it easy for brands to be promotional without spending money. There is no such thing as a perfect Social Media Campaign 7
- 8. People don’t want brands in their stream 8
- 9. Facts 60% of users have not followed or liked a •Only 1% engage with brand pages brand 78% of those who like brands, friend fewer •Only 16% expect companies to use social media to than 10 brand pages interact with them 39% don’t think their • Most fans come to a branded page just once to like you or sign-up “like” is an opt-in for • 1/3 of those who friend brands subsequently drop the friendship marketing messages and the brand 60% are annoyed by brand communication on Facebook 9
- 10. Why Should You be among the <10 brands? 10
- 11. 11
- 12. Let’s build the impossible 12
- 13. Components Goals Resources Audience Channel Calendar Measurement 13
- 14. Emerging Clues Photographs generate the most engagement • Posts before Noon get 65% more likes, comments and re- Earlier the posts than those after noon better • For mobile, after 7pm is prime time 14
- 15. Day of the Shorter is week matters better Friday is the <240 characters biggest day for re- with a photo posts and mobile prompt the most comments engagement Posts with links Saturday draws drive likes and the most shares reposts at a much higher rate Wednesday is the big engagement day for QSRs and CPG brands 15
- 16. Punctuation reduces engagement Word choice affects readership and • Avoid frequent use of question interaction marks and exclamation points 16
- 17. The average Facebook post has a shelf life of 3.2 hours The average Twitter post = 2.8 hours The average YouTube post = 7 hours 17
- 18. Background & Goals Only 3-7% of fans see any Only 2% chance given status of viral pass- update posted along to a brand page Brands with a million fans or more generally see 1.1% of fans clicking or sharing 18
- 19. It’s the Content, Not the Channel 19
- 20. 20
- 21. 21
- 22. Influence 22
- 23. 23
- 24. The Campaign 24
- 25. •Demos Who? •Activity •Influence 25
- 26. • Desk Where • Mobile & • Home/Work/On the Go • Time of Day When • Day of Week 26
- 27. How? 27
- 28. What? 28
- 29. 29
- 30. 30
- 31. In Closing Realistic Test & Show Up Listen Expectations Iterate 31
Notas do Editor
- 113,215
- We are:ZorsZeesSuppliersWe want:Consumer Engagement/Customer Service/SalesFranchise Prospects
- A. 6 in 10 users don’t follow or like any brands on any social networks.– Insites Consulting 78.6% don’t like any brands on Facebook.– Econsultancy75% don’t follow any brands on Twitter. Of those users who do follow brands, 64% only follow between one and four.– Constant Contact78% of consumers who “Like” brands on Facebook said they “Like” fewer than ten brands.– Constant Contact 57.8% of US Facebook users had not mentioned a single brand in their status updates as of October 2011. 61.3% of Twitter users saying they have not tweeted about a brand.– eMarketerOnly 16% expect companies to use social media to interact with them. 46% of kids, ages 12 to 17, told Forrester in a recent survey that they don’t expect companies to have a presence using social tools.– Forrester25% disagree that Likes mean that they are fans or advocates of the brand. Only 42% of consumers agreed that marketers could interpret a Like as such.— Exact Target1% of fans of the biggest brands on Facebook engage with the brands on the site.– Ehrenberg-Bass Institute71% of consumers report being more selective about “liking” a company on Facebook than they were last year.–Exact TargetC. 39% of Facebook users do not interpret their own “likes” of a company to equate to permission for that company to deliver marketing messages to the news feed.– Exact Target81% of consumers have either “unliked” or removed a company’s posts from their Facebook news feed.– Exact Target58% of respondents indicated that they liked or followed brands in order to receive special news and deals.– Insight Strategy GroupOver 50% of people feel overwhelmed by brand messages on social media. 75% of people think one or two Facebook messages a day is too much to receive from a brand.– Content & Motion D. 60% find it annoying when brands communicate with them via Facebook or Twitter.– Insight Strategy Group64% said they hate when they are targeted via their social network profiles.– Insight Strategy Group58% find marketing via social media to be invasive.– Insight Strategy GroupStarbucks: Nearly 30 million likesRed Bull: Nearly 28 million likesCoca-Cola Over 41 million likes $2 billion in profit last quarterApple: Over 6 million likes - Millions of fans of their productsDelta Airlines 307,059 likes Delta Assist – 50,015 Twitter Followers Delta serves over 160 million customers per year.PeptoBismol 295,000 likes & 2,435 Twitter FollowersAfter that all interactions take place on THEIR wallWhere attention is grantedAccess to their friends is providedA recent study on social media conducted by Relevation Research found that 52 percent of US online consumers, 16 years+ have liked, followed or subscribed to a company/brand via social networking. But close to a third of these later turn around and dump the companies/brands with which they initially forged a relationship. After distancing themselves from the brand on social media, many report they then view the brand more negatively, shop/visit it less often and wind up spending less. Males are quicker to make the break than females and to regard the brand more negatively after the break.
- HumanCareful No promotion w/o benefitPost stuff that will go viralDon’t forget Google+
- Content
- Be HumanKnow What You WantListen & Respond “Social Listening”Be Visual
- 1. It’s not just about you (retweetetc) Interesting2. Exclusive & Inside (Nascar – Brad K (65,000 Feb 28th – over 200,000 that night)3. Create a conversation4. Act & React5. Consumer generated storiesDon’t create noise. Stay focusedSharable
- 90% of life is just showing up - Woody Allen90% of social media is just showing up and being there – Scott Monty