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Open Social Media: Where we tell it like it is
Open Social Media Education
A Captive Touch Initiative
Host: Sherry Nouraini Founder/President Captive Touch
Open Social Media: Where we tell it like it is
Please Help Spread the Education
• Use the Hashtag #opensm
• Tweet the tips you hear
•Questions? Ask on my G+ profile
Open Social Media: Where we tell it like it is
Topic of Our Workshop Today
What does it take to create a
Successful Facebook Campaign
A Case Study
Open Social Media: Where we tell it like it is
• One woman show: Mom of 4 kids• Reseller of Jogging strollers• Nearly doubled number of relevant Facebook fans in a matter of a few weeks • full disclosure, at the time of the campaign Captive Touch worked with Joggermom for management of social media and email marketing
Open Social Media: Where we tell it like it is
Goals of the Campaign:
•To raise awareness about the Joggermom brand•To create buzz on Twitter about @joggermom•To increase number of relevant Facebook fans•To increase engagement on Facebook•To increase number of contacts on the email database
Open Social Media: Where we tell it like it is
Joggermom’s audience
• Mothers of young children who Are joggersOr Are not active but want to get active
• Both of these groups either
Need a jogging stroller Or would like a new one Need motivation to do something great
Open Social Media: Where we tell it like it is
Solution: A virtual MarathonJoggermom Marathon
• Moms from all over US can participate• Can do it in their own pace (Month of May)• Would log in their workout• Show evidence of a completed marathon (26.2 miles)• Everyone who entered and completed The race would qualify for a raffle to win brand new jogging strollers and other goodies
Open Social Media: Where we tell it like it is
Before the Race
•Created a dedicated logo for the Joggermom marathon•Developed a dedicated WP website for the Race (Submissions, support material etc) Off Facebook property•Wrote and distributed a press release•Partnered with influential mom fitness bloggers who helped spread the word•Promoted the marathon on Joggermom's existing Twitter and Facebook channels, and email database.• Initiated a weekly newsletter with the sole purpose of informing and motivating marathon runners to complete the race
Open Social Media: Where we tell it like it is
Virtual Medal Race Bib
Apparel
Open Social Media: Where we tell it like it is
During the race
•Produced a marathon launch video featuring local moms participating in the race.
•Published regular blog posts with topics relevant to the race
• Published Facebook page posts with the aim of encouraging moms to finish the race
• Announced a secondary prize for the funniest race picture, called the “Booby Prize”
Open Social Media: Where we tell it like it is
After the race
• Held a marathon finish event, taking videos of local moms completing the race.
•Announced the winners of the contest
• Chose two pictures from the Booby prize contest submissions and asked marathon participants to vote for the funniest photo.
Open Social Media: Where we tell it like it is
Results• Close to 1000 moms participated in the marathon• Joggermom was featured in two local newspapers• Joggermom marathon was featured in numerous influential blog posts• The number of Joggermom Facebook post views increased by 4,306% • The fan page post feedback (comments, likes, wall posts) increased by 1,113%• Number of fans increased by 50% within a few weeks• Close to 1000 new and relevant contacts were signed up to Joggermom monthly newsletter
Open Social Media: Where we tell it like it is
Open Social Media: Where we tell it like it is
Analytics from Crowdbooster
Open Social Media: Where we tell it like it is
Facebook insights: Facebook page engagement
Open Social Media: Where we tell it like it is
Hootsuite: Twitter Click-Through
Open Social Media: Where we tell it like it is
Boobie PrizeFinalists
Open Social Media: Where we tell it like it is
Lessons we can all learn from this success story
1- The magic to social media success is putting people first No sales pitchMoms participating in the marathon came to the Joggermom fan page on a daily basis and posted messages of gratitude for helping them to get active.
I encourage you to change your mindset and ask yourself:
“What can I do to serve my community better, how can I addvalue to their lives?”
Open Social Media: Where we tell it like it is
2- Success requires combining traditional and new media marketing
Social media tools should be just one part of your Overall marketing strategy.
Open Social Media: Where we tell it like it is
3- It is important to have a comprehensive begin-to-end plan rather than just starting a contest
It takes more than just an App
Open Social Media: Where we tell it like it is
3- Take an active role and be closely involvedWith your social media campaign.
It is your business, don’t just hand it off to an agency, be an active participant.
Open Social Media: Where we tell it like it is
4- Lead by example and practice what you preach to build trust with your audience
Kelly Morse (Joggermom) is an avid jogger a marathon runner and lives her customers dream: being a mom to their kids but staying fit!
Play close attention to who you put in charge of the conversations with your audience. If they can’t relate to your audience, they cannot motivate and engage them.
Open Social Media: Where we tell it like it is
Did you like what you heard?
• Please +1 and share the video• Want to be notified about future workshops?
• Would you like to give us your feedback? Please answer this short survey:
http://bit.ly/feedback_sm
• Please ask questions