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MAKING SOCIAL CENTRAL

Ten ingredients from the integrated campaigns cookbook

Featuring... The Top Integrated Social Campaigns of 2013

Dr Dave ChaffeySmartInsights.com

Digital marketing strategy advice

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About Dave Chaffey

A professional trainer in digital marketing since 1997

Author of 5 bestselling marketing books now in their 4th and 5th edition

Manages SmartInsights.com a marketing advice site with paid members in over 50 countries

Insights Director at agency ClickThrough Marketing

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Campaign ingredient #1?

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#1 Buzz = “Big Idea” Engaging + Participative + Shareable

Example engagement devices: Search boxes Questions Quizzes Polls Calculators Interactive Q&A Call-backs Viral games

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Build in reasons to share + add

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Campaign ingredient 2Big idea connected to campaign goals

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Interactive and personal

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Campaign ingredient 3 – Support Information ForagingCampaign ingredient #3?

Support content foraging

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1. Created Demand2. Dominated SERPs3. Event Awareness4. Registrations, Sessions

43k Ebook views - 6 days1k+ PDF downloads5k views interviews500+ social shares100+ inbound links

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Campaign Ingredient 4Focus on persona Pain + Gain

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Support prospects on a journey

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Defining priorities for investment?

Investment criteria? Rev/visit Demand+ lead gen Amplify Brand fit SEO Longevity Authority/Thought

Leadership Individual pain points? Repurposeability Risk/reward

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Campaign Ingredient 5 Don’t forget to build in SEO still

Moz Ranking Factors Autumn 2013

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Campaign ingredient 6?

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Give your campaign momentum, inertia!

www.tourismirelandtaxichallenge.com

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Campaign momentum

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Social NetworksDirect social messagesEmail BlogSearch

PDFSlideshareLong form interviewsSingle images

ContributeDownloadSubscribeShareAttend Conference

Campaign ingredient 7 - Repurposing

All Content & Promotions Consider: “Findability” “Engagement” “Shareability”

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You're a secret agent on a mission and you're having a rendezvous with your agency contact after pulling a dangerous undercover operation.

You now have a coveted secret. A content marketing secret.

What secret for achieving success with content marketing will you share? The content marketing world depends on it!

One Clever Question

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Key campaign ingredient 8?

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Segment and targetyour influencers

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Campaign ingredient 9Paid – Owned – Earned integration

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Ingredient 10 – Keep It Real Time – Jump on a meme

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Test approaches. Be Agile.

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Let’s Connect! Questions & discussion welcome

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