FranCamp 2012 "Building the Perfect Social Media Campaign"

Building the Perfect Social Media Campaign

Todd Leiser, CFE@ValpakTodd

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ZorsZees

Suppliers

Agenda

Data

Perfect Social Media

Campaign

Discussion

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3 TruthsPeople really don’t want brands being overly promotional in their social media channels or do they?

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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.

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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

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People don’t want brands in their stream

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Facts

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• Only 1% engage with brand pages60% of users have

not followed or liked a brand

• Only 16% expect companies to use social media to interact with them

78% of those who like brands, friend

fewer than 10 brand pages

• Most fans come to a branded page just once to like you or sign-up

• 1/3 of those who friend brands subsequently drop the friendship and the brand

39% don’t think their “like” is an

opt-in for marketing messages

60% are annoyed by brand

communication on Facebook

Why Should You be among the <10 brands?

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Let’s build the impossible

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Components

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Goals

Resources

Audience

Channel

CalendarMeasuremen

t

Emerging Clues

Photographs

generate the most

engagement

• Posts before Noon get 65% more likes, comments and re-posts than those after noon

• For mobile, after 7pm is prime time

Earlier the better

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Day of the week

matters

Friday is the biggest day for

re-posts and mobile

comments

Saturday draws the most shares

Wednesday is the big

engagement day for QSRs

and CPG brands

Shorter is better

<240 characters with a photo

prompt the most engagement

Posts with links drive likes and

reposts at a much higher

rate

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Punctuation reduces engagement• Avoid frequent use of

question marks and exclamation points

Word choice affects readership and

interaction

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The average Facebook post has a shelf life of 3.2 hoursThe average Twitter post = 2.8 hours

The average YouTube post = 7 hours

Background & Goals

Only 3-7% of fans see any given status

update posted to a brand page

Only 2% chance of viral pass-

along

Brands with a million fans

or more generally see 1.1% of fans clicking or

sharing

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It’s the Content, Not the Channel

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Influence

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The Campaign

Who What Where When How

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•Demos•Activity•Influence

Who?

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• Desk• Mobile• Home/Work/On the

Go• Time of Day• Day of Week

Where &

When

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How?

What?

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In Closing

Realistic Expectatio

ns

Test & Iterate Show Up Listen

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Discussion!

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todd_leiser@valpak.com

727-399-3091

@ValpakTodd

+toddleiser

Todd Leiser

toddleiser