This presentation is intended primarily for business people who are tasked with understanding, interpreting, and acting on social data — executives, strategic planners, social strategists, and marketers. It outlines the opportunities for leveraging social media applications like Facebook and Twitter with clear and pragmatic steps to ensure marketers are gaining insights, measuring effectively, interpreting accurately, and taking appropriate action with their campaigns.

1. Social Application
Strategy
Including 3 Use Cases

2. The Benefits
Create interactive experiences that bridge the
physical and digital worlds to activate consumer
awareness
Deliver sustained compelling engagements with
digital social communities
Motivate your community to interact with your
brand by fostering natural, continuous
conversation centered on “consumer-generated
media”
1
2
3

3. What do you
need to know
before you
engage in
play?

4. Social
App Lifecycle
Paid, Owned,
Earned &
Shared Media
Analytics &
Reporting
Pre/Post
Campaign
Strategy
Design &
DevelopmentConcept
Validation
Influencer
Targeting &
Outreach
Editorial
Calendar &
Response
Strategy
How it works

5. Editorial Calendar
+ Social Ad Spend
= Reach & Impact
1. Create a Campaign Strategy

6.  Contests
 User Generated Content
 Voting
 Exclusive Content
 Coupons
 Sweepstakes
 Quizzes
 Group Buying
2. Choose Your Application Mix

7. – Find which channels your audience prefers
– Determine what interests and motivates
them
– Strategize on how do you engage with them
– Develop an integrated marketing plan
based on the the audience size
– Determine the best keywords, ad
designs, and ad copy to reach that
audience
3. Target your audience

8. Test.
Iterate.
Refine.
Test.
Iterate.
Refine.
4. Validate the concept

9.  Flash powered social games
 Flash powered animation
 Augmented reality
 Locked applications available only to
fans with secret codes
 Campaign mini-sites with social
integration
 Full mobile integration
5. Design & develop the app

10. o Identify campaign goals
o Create strategy to tease application
and get highest level of
engagement possible
o Tweak ad spend and editorial to
deal with ebbs and flows of traffic
maximizing the largest audience
possible
6. Develop a pre- & post- strategy

11. • Identify Key Performance Indicators for
success
• Chart campaign analytics by goals
• Monitor paid media and social application
KPIs
• Optimize performance of the campaign
7. Analyze the data bi-weekly

12. Case Studies

13. USA: psych, tag iiit!
Challenge
USA Network needed to grow its online fan
base and grow its TV viewership leveraging
social media techniques such as
sweepstakes and TV series engagement.
Solution
A strategy to design, develop and deploy
fourteen social applications across eleven
TV shows promoting USA’s premieres and
season finales via Facebook was
implemented. Sweepstakes applications
were co-branded to target potential new
fans and grow the fan base.
Benefit
The social applications grossed 1,000,000+
entrants from the applications’ mobile
optimization and accessibility (traffic and
engagement was sourced from
smartphone and tablet users).

14. Nuance: Where do you Dragon?
Challenge
As part of an ongoing campaign promoting
Nuance’s voice activated Mobile
Assistant, Dragon, and its continuous new
version releases, the need to continuously
engage with and leverage Dragon’s online
fan base through social media was
required.
Solution
A User Generated Content (U.G.C.) photo
contest and social sweepstakes application
was developed. Organic reach and targeted
ad spend was used to activate and
simultaneously grow Dragon’s Facebook
page ‘likes’ and Twitter following.
Benefit
The sweepstakes application has
successfully engaged and enlarged
Dragon’s online fan base.

15. Gazelle: iPhone 5 Release Twitter Meter
Challenge
Gazelle.com needed an engaging way to activate
and grow their Twitter fan base by tapping into
the excitement leading up to and during Apple’s
iPhone 5 release.
Solution
A strategy was formulated, designed and
developed a Twitter hashtag counter sweepstakes
campaign with mobile accessibility that leveraged
a sleek user interface and incentives to encourage
sharing with friends, family and colleagues. The
more cumulative tweets, the better the prizes
Tweeters were eligible to win.
Benefit
Due to the sweepstake’s organic sharability
(technical design) and exciting engagement
technique, Gazelle’s brand significantly expanded
its awareness and reach. In just 3 weeks, the
Gazelle’s influence on Twitter grew by 2,000+ new
followers and achieved a total reach of 10+
million impressions.

16. A socially empowered
digital agency.
Kevin Palmer
Vice President Emerging Media & Innovation
kevin@convertiv.com
www.convertiv.com