BizBash Elevate: The New Rules of Social Media

#ElevateNYCREB CARLSON

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The New Rules of Social Media:Important Strategies to Implement Now

#ElevateNYCREB CARLSON @MyNameIsReb

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Agenda

▸ Social then, social now▸ Social strategy for live

activations▸ How to develop a social media

strategy


Social then, social now

▸ PHASE 1Race for Likes and “Likes”

▸ PHASE 2Content Creation

▸ PHASE 3Event Tie-In


Oreo Social Journey

Race for Likes and “Likes”

Event Tie-In

Content Creation


Social strategy for live activations

▸ Tree falls in the forestAction EventInteraction


“"If a tree falls in a forest and no one is around to hear it, does it make a sound?"” – a philosophical thought experiment that raises questions regarding observation and knowledge of reality.


A tree falls in the forest…

Action Interaction Observation


Action Amplify Social can be leveraged to amplify the fact an event took place


Action Amplify Jameson #StPatricksDayLive

Encouraged attendees to post on social using event hashtags, content was then aggregated in live visuals


Observation Conversation Social media allows audience to turn observations into conversations


Observation Conversation Dockers SoHo Pop-Up Shop: Cronuts Day

Surprised visitors with current trendy dessert in store, real-time conversation went viral and drew in further visitors


Interaction Story Interaction with the audience becomes part of the brand story


Interaction Story #evianeats at South Beach Wine & Food Festival

Consumers shared their #evianeats, including Chef Richard Blais, on Instagram before and during SOBEWFF


How to develop a social media strategy

▸ The briefObjectiveStrategyValue


The Brief


The Brief: A planner’s best friend

1. OBJECTIVE

2. STRATEGY & TACTICS

3. VALUE & ROI


Objective

What are we trying to accomplish?

How does it align with business and marketing goals?


An objective is…

Specific

Outlines a benefit

Action-oriented

Realistic

Time-bound


Strategy & Tactics

Who is the audience? What are their typical behaviors?

How are we going to do that?

What components can we leverage to meet our objective?


Strategy & Tactics

Action Amplify

Interaction Story

Observation Conversation


Sample Tactics

▸ Video platforms ▸ Hashtag▸ Build up buzz▸ Pre, during, post▸ Work with partner to reach a

wide audience▸ Make event "socialable"▸ Allow social media to be in the

hands of the attendee


Video platforms and live streaming

Desktop, Large production with streaming and connection problems

Mobile, power in the hands of the people



Meerkat vs Periscope

Free to Download

Connects to Twitter Profile

Independent App

Owned by TwitterLive Streaming

Archives Broadcasts for 24

hours

Viewers comment to broadcasters

Comments are replies to initial broadcast

tweet

Comments are contained within

Periscope

Location name shown next to videos

Broadcasts appear on map when geolocation is

turned on

Broadcast to all followers

Users can develop a following


Periscope emerging as leaderPeriscope was able to surpass Meerkat just one day after the Twitter acquisition was final

Twitter Acquisition of Periscope

3/25

East Village Explosion

3/26


How to use it

Interviews at Live events

Teasing Content

Breaking News

Visual Live Chat

Political Coverage


Monitoring the action


Value & ROI

How did we do?

What do we measure to decide if we met our objective?


Value & ROI

KPI = Key Performance Indicators MentionsHow often was the event mentioned?

ReachHow many people possibly know about or discussed the event?

ImpressionsHow often was content about the event seen?


Measurement

Hashtag Social Media KPI’s


Action Amplify Jameson #StPatricksDayLive

Objective: Deliver an unique Dublin St Patrick’s Day Live gig for Jameson’s LADS

Strategy/Tactics: Encouraged attendees to post on social using event hashtags, content was then aggregated in live visuals

Results: - 300 brand mentions over a 4 hour period - Gained 50 new Instagram followers - Positive brand conversations


Observation Conversation Dockers SoHo Pop-Up Shop: Cronuts Day

Objective:Build brand buzz among urban male millennials

Strategy/Tactics:Surprised visitors to SoHo Pop-Up Shop with current trendy dessert in store, real-time conversation went viral and drew in further visitors

Results:- Over 500 social mentions in one day- Social activity leading to 10k+ media

impressions (Gothamist and New York Times)


Interaction Story #evianeats at South Beach Wine & Food Festival

Objective:Drive conversation for evian at SOBEWFF, highlight sponsorship

Strategy/Tactics:Consumers shared their #evianeats, including Chef Richard Blais, on Instagram before and during SOBEWFF. Each post with the hashtag #evianeats was printed live on site

Results:- 279 brand mentions- 1k+ uses of #evianeats hashtag- 200+ new social media followers


Q&A


Final Takeaways

▸ The brief is your best friend▸ Think pre, during, post▸ Hashtags tie it together▸ Put social in audiences’ hands


@MyNameIsRebMyNameIsReb.com

[email protected]

Date post:	17-Aug-2015
Category:	Social Media
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