Social Media Campaign
“Your Door.
Our Glass.”
Sandra Harris • New Media Drivers License • Fall 2011
ODL:• Manufacturer of Home Building Products• Doorglass, Tubular Skylights, Blinds & Shades
Audience:• Distribution & Retail Customers• Builders, Architects & Designers• Homeowners
Marketing Opportunity:• Increase Homeowner Awareness of ODL Decorative Doorglass
How?
ODL Social Media Campaign • “Your Door. Our Glass.”
…”Your Door. Our Glass” Social Media Campaign
Message: ODL Decorative Doorglass adds
Beauty & Style to Your Home
Campaign Objectives:
• Use an Effective Mix of Social Media
• Drive Sales to ODL Distribution Customers
• Create Buzz
• Establish Metrics for Success
What’s Next?
ODL Social Media Campaign • “Your Door. Our Glass.”
…Start Blogging:
• First: Partner with Respected Industry Bloggers
• Next: Create ODL-Branded Blog
• Generate Buzz
• Link to odl.com: Increased Traffic & SEO
• Budget: $$
• Timeline:
Partner Blogs: Begin Now
ODL Blog: Live in 4 Months
And?
ODL Social Media Campaign • “Your Door. Our Glass.”
…Utilize YouTube:
• Increase Use of Existing ODL Channel
• Contest: “Show Us Your ODL Doorglass”
• Invite Homeowner Video Submissions
• Link to odl.com: Increased Traffic & SEO
• Budget: $
• Timeline: Begin Now
What Else?
ODL Social Media Campaign • “Your Door. Our Glass.”
…Create Facebook, Twitter & Flickr Profiles:
• Utilize Existing Product Photo & Video Libraries
• Contest: “Show Us Your ODL Doorglass”
• Invite Homeowner Photo/Video Submissions
• Create Engagement & Buzz
• Link to odl.com: Increased Traffic & SEO
• Budget: $
• Timeline: Live in 2 Months
What’s Next?
ODL: Social Media Campaign • “Your Door. Our Glass.”
…Develop Google AdWords Campaign:
• Ads: Style & Affordability Focus
• Direct Traffic to Campaign-Themed Landing Page
• Link to odl.com: Increased Traffic & SEO
• Budget: $$$
• Timeline: Live in 2 Months
And?
ODL Social Media Campaign • “Your Door. Our Glass.”
…Use Mobile & Mobile Apps:
• Use Existing Product Video Library
• QR Codes Link to ODL Videos & Campaign
Landing Pages
• Develop App: Show ODL Doorglass on Your Door
• Mobile Apps & Video Links Go Viral
• Budget: $$—$$$
• Timeline: Live in 2 Months
ODL Social Media Campaign • “Your Door. Our Glass.”
Determine Campaign Success:
More Buzz. More Traffic. More Sales.
• odl.com: Traffic & Conversions
• Social Media: Activity by Platform
• Distribution Sales Activity
Use HootSuite, Google Analytics, etc. for Statistics
Gather Statistics & Compare
to Campaign Objectives
Adjust. Continue.
ODL Social Media Campaign • “Your Door. Our Glass.”
…Tie It All Together for Campaign Success
ODL Social Media Campaign • “Your Door. Our Glass.”