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THIRST PRINCIPLES THAT DRIVE SOCIAL MEDIA CAMPAIGNS
| Date post: | 15-Jul-2015 |
| Category: |
Social Media |
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THIRSTPRINCIPLES THAT DRIVE
SOCIAL MEDIA CAMPAIGNS
PUBLIC RELATIONS
Edward Bernays 1891 - 1995
CENTURY OF THE SELF
Ogilvy
Ogilvy Bernbach
SOCIAL MEDIA CAMPAIGNS
• Examples of Social Media Campaigns
• Explain Why These Models Work
• Successful Strategies
• Best Practices
• Costs
• Advantages of Social Media Engagement
Thou Shalt Not Sell
IKEA
HOW SOCIAL MEDIA CAMPAIGNS
COMPARE TO TRADITIONAL CAMPAIGNS
HOW SOCIAL MEDIA CAMPAIGNS WORK
TRADITIONAL MEDIA
Message
Placement
Frequency
SOCIAL MEDIA Message
Your List
Influencers
HOW SOCIAL MEDIA CAMPAIGNS WORK
TRADITIONAL MEDIA
Message
Placement
Frequency
YOUR MESSAGE
YOUR MESSAGE
EXECUTION
COORDINATION
STRATGEY
STRATEGY – Creative Team
COORDINATION – Project Manager
EXECUTION - Writer
product
vprocess
140 Million
44% of users shared
brand related information
with others.
44% of users shared
brand related information
with others.
48%searched for more information.
STRATEGY
• Create Social Media Events.
• Define Topics for a Sustained Presence.
• Plan How to Court Influencers.
• Understand the Power of Listening.
SOCIAL MEDIA EVENTS
Tent Pole Moments
SOCIAL MEDIA EVENTS
FREE
Tent Pole Moments
SOCIAL MEDIA EVENTS
FREE
Tent Pole Moments
SPECIAL ACCESS
INFORMATION
SOCIAL MEDIA EVENTS
FREE
Tent Pole Moments
SPECIAL ACCESS
FREE
DENNY’S
“Hey, Seattle! Tweet to win Telekinesis tickets!
(Go go go!!!!) http://tinyurl.com/ybbk665”
YEASAYER
U2
PHOENIX
TOYS R US
INFORMATION
“Make sure you check Baggage Guidelines before you
go to the airport. http://bit.ly/4vFX8v @continental”
“Find allergy medication available in your area:
http://bit.ly/4vFX8v @centers4diseasecontrol”
SOCIAL MEDIA COSTS
Homepage.com
STARBUCKS
PURINA
PEDIGREE
MICROSOFT
OLD SPICE
Launched ESPN360 with a Twitter Trivia Contest
NASCAR Sponsors a Twitter Trivia Contest - Winner
Gets a Trip to Las Vegas
STRATEGY
• Create Social Media Events.
• Define Topics for a Sustained Presence.
• Plan How to Court Influencers.
• Understand How to Exploit the Power of Listening.
AWARENESS
PREFERENCE
• You Must Be Real.
• You Must Be Transparent.
• You Must Be True to the Brand.
• You Must EARN YOUR FOLLOWERS!
STRATEGY FOR LONG TERM ENGAGEMENT
DOMINO’S
SOCIAL MEDIA BEST PRACTICES
• Audience Research
• Set Policies for Online Engagement
• Create Templates for Weekly Reports
• Define the Tone of Your Company’s Voice
• Set Polices to Attract Influencers
• Decide How You Will Measure Success
BEST PRACTICES HANDBOOK
DAVID FLEET
http://delicious.com/davefleet/policies
SOCIAL MEDIA GOVERNANCE
CHRIS BOUDREAUX
http://www.socialmediagovernance.com/policies.php
GUIDELINES FOR RETWEETABLE POSTS
DAN ZARRELLA
http://danzarrella.com/the-science-of-retweets-report.html
PUBLIC RELATIONS / SOCIAL MEDIA
BRIAN SOLIS
http://www.briansolis.com/
STRATEGY
• Create Social Media Events.
• Define Topics for a Sustained Presence.
• Plan How to Court Influencers.
• Understand How to Exploit the Power of Listening.
ALL TWEETS90%
10%
RECRUITING INFLUENCERS
RECRUITING INFLUENCERS
Read Influencer’s Blogs.
Post on Influencer’s Sites.
Seed Content on Sites They Frequent.
STRATEGY
• Create Social Media Events.
• Define Topics for a Sustained Presence.
• Plan How to Court Influencers.
• Understand the Power of Listening.
“Hi, I’m your customer and I’m here to help.”
- Jeff Jarvis
THE POWER OF LISTENING
BRAND = INTERACTION
TIME
THE POWER OF LISTENING
Be a Good Friend
THEORIES FOR THE RISEOF SOCIAL MEDIA
NATURAL SELECTION
• Humans Have a Long Period of Immaturity.
• Social Connection is Required for Young to Survive.
• Evolution May Have Piggy-Backed Social Pain on to
Our Physical Pain System to Promote Survival.
• “You Broke My Heart.”
“There is much suffering in the world; from hunger from homelessness from all kinds of diseases, but the greatest suffering is being lonely, feeling unloved, having no one. I’ve come more and more to realize that being unwanted is the worse disease that any human being can ever experience.”
- Mother Teresa
“There is much suffering in the world; from hunger from homelessness from all kinds of diseases, but the greatest suffering is being lonely, feeling unloved, having no one. I’ve come more and more to realize that being unwanted is the worse disease that any human being can ever experience.”
They Will Luv U
Thank You
CONTACT
Mike Johnston
206-250-7915
Facebook.com/MikeJohnston
Facebook.com/BossCreative
Twitter.com/BossSeattle
Twitter.com/JohnstonMike
YouTube.com/4BossCreative
Linkedin.com/in/4MikeJohnston
BOSSCREATIVE
SEATTLE
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