FranCamp 2012 "Building the Perfect Social Media Campaign"
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Transcript of FranCamp 2012 "Building the Perfect Social Media Campaign"
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Building the Perfect Social Media Campaign
Todd Leiser, CFE@ValpakTodd
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ZorsZees
Suppliers
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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
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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
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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
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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?
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What?
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In Closing
Realistic Expectatio
ns
Test & Iterate Show Up Listen
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Discussion!
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727-399-3091
@ValpakTodd
+toddleiser
Todd Leiser
toddleiser