1. How to Set Up, Run and Manage a Social
Media Campaign.
Presented by:
Jamie Turner
Chief Content Officer
60 Second Marketer
60 Second Online University
Follow Jamie at Twitter.com/60SecondTweets
Download this presentation at www.60SecondMarketer.com/pdf
2. Join the Social Media Roundtable
• Open-ended discussion
• The first Thursday of every
month at 10:00 am in Los
Angeles, 1:00 pm in Atlanta,
6:00 pm in London
• Available to subscribers of the
60 Second Marketer
eNewsletter
• Sign up for the eNewsletter on
any page of our site.
3. Evolution of Marketing
Madison Avenue Research Companies Finance Public
1950s to 1970s 1980s 1990s 2000s
Agency Power Company Power Retailer Power Customer Power
Creative Strategy Value Reputation
Source: Reshma Shah, Ph.D., Emory University
4. Evolution of Marketing
Madison Avenue Research Companies Finance Public
1950s to 1970s 1980s 1990s 2000s
Agency Power Company Power Retailer Power Customer Power
Creative Strategy Value Reputation
Source: Reshma Shah, Ph.D., Emory University
7. Who Sponsors the 60 Second Marketer?
60 Second Marketer and 60 Second Online University are divisions of BKV
Interactive and Direct Response.
BKV helps brands such as AT&T, American Red Cross, Equifax and Six
Flags use innovative marketing programs to grow sales and revenue.
8. Agenda
• Social Media overview
• How NOT to run a Social Media
campaign
• 10 things to measure in Social Media
• 10-step action plan to get started on
your next Social Media campaign
• Additional content downloadable at
www.60SecondMarketer.com/pdf
9. Social Media Overview
• Social networking is the fourth Total amount of time spent on
most popular activity on the Facebook increased 566% last year
internet, ahead of email.
600
• Member communities are visited
by 67% of the global online 450
population.
300
• “Time spent” is growing at 3 times 150
the the rate of overall internet
growth. 0
All Internet 18%
Member Communities 63%
Facebook 566%
Source: Nielsen
11. Social Media Overview
Facebook is a Pub -- an informal place to talk casually
with people and get to know people on a more personal
basis
LinkedIn is a Trade Show -- a slightly more formal place to
meet other business professionals and connect with them
primarily for business purposes
Twitter is like Instant Messaging to Large Groups -- it’s
an energetic place where there are many conversations
going on at once
YouTube is Times Square on New Year’s Eve -- a place
where it’s hard to break through, but if you do, a lot of
people will see you
MySpace is like Woodstock -- wild, crazy and perfect for
the younger generation or cause-oriented marketing
12. Social Media Overview
1. Blogs
2. Bookmarking and tagging
3. Content aggregation
4. Crowdsourcing and voting
5. Discussion boards and forums
6. Events and meetups
7. Photosharing
8. Podcasting
9. Presentation sharing
10. Ratings and reviews
11. Virtual worlds
12. Widgets
13. Wikis
14. Email marketing
Source: Mashable
16. Using Social Media in B2B
• Target Market: Marketing
Directors at corporations
spending more than $1 million a
year on marketing
• Mindset: Need to stay current on
new trends in marketing
www.BKV.com
• Solution: Create an Information
Station that does the work for
them.
18. Social Media Case Study
60 Second
Marketer Website
E-Newsletter YouTube Videos
Forums Speeches
Events
Twitter
eBooks Blog Postings
:60 Online :60 Online
University Blog Online Seminars University Articles
and Webinars
20. How Not to Run a Social Media
Campaign
1. Don’t upload your corporate
YouTube video and claim you
have a “social media campaign.”
2. Don’t sit on the sidelines.
3. Don’t downplay the importance
of social media
4. Don’t think you can do social
media in 10 minutes a day
5. Don’t think social media is just
about YouTube, Facebook and
Twitter
6. Don’t assume social media can’t
be measured
Source: http://60secondmarketer.com/blog
21. How Not to Run a Social Media
Campaign
7. Don’t forget that social media is
about mobile media, too.
8. Don’t think that social media is
like traditional marketing.
9. Don’t think social media will sell
itself.
10. Don’t think that you can run a
social media campaign in a silo.
It’s about engaging across many
platforms.
Source: http://60secondmarketer.com/blog/
27. 60 Second Marketer Social Media
Management Principle
Making Money
Fun and Games
Growing Market Share
Friends and Family
Retaining Customers Attraction | Distraction
Sports and Hobbies
Building Visibility
Unrelated Activities
Good | Bad
29. 10 Things to Measure in a
Social Media Campaign
Econsultancy: AdAge Power150 Ranked
site for digital marketers
1. Traffic: Remember quality often
beats quantity.
2. Interaction: Leaving comments,
Tweets, participation in forums, etc.
3. Sales: Dell made $1 million in 18
months. Blendtec had a five-fold
increase in sales.
4. Leads: Good measurement tool if
you can’t track sales online.
5. Search Marketing: Good, old-
fashioned SEO is very powerful.
30. 10 Things to Measure in a
Social Media Campaign
6. Brand metrics: Positive brand
associations via social media
campaigns can help drive clicks on
paid search ads
7. PR: Twitter means that everybody
has a blog these days. There are
ways to monitor and manage online
PR.
8. Customer engagement: Online
and offline involvement with your
product or brand.
31. 10 Things to Measure in a
Social Media Campaign
9. Customer retention: It costs 3 to 5
times as much to get a new customer
as it does to keep an existing one.
10. Profits: The 3 most important things
in business are 1) to keep existing
customers, 2) to get new customers,
3) to get existing customers to buy
more. Social media helps you
accomplish all 3.
Download the White Paper at
www.60SecondMarketer.com/Social
35. Sales
Traditional media, W.O.M., PR, Social
Social media
Landing page
Conversion from prospect to customer
36. Sales
• $1 million in incremental revenue in first 18 months.
• An additional $1 million in next 6 months.
37. Leads
60 Second
Marketer Website
E-Newsletter YouTube Videos
Forums Speeches
Events
Twitter
eBooks Blog Postings
:60 Online :60 Online
University Blog Online Seminars University Articles
and Webinars
41. Public Relations
Uncovers and integrates data-driven insights culled from nearly 100
million blogs, social networks, groups, boards and other consumer
generated media. (Not just for PR measurement.)
42. Customer Engagement
Branding is no longer about positioning or
mindshare. Instead, it’s about how people
engage and experience your product or
service.
• Are they talking about your brand online?
• Do they refer your brand to other
prospects?
• Do they comment on your blog?
• Do the follow you on Twitter?
43. Customer Retention
It costs 3 to 5 times as much to get a
new customer as it does to retain an
existing customer.
By keeping customers engaged,
involved and active with your brand,
you’ll be preventing them from
changing their loyalty.
60SecondMarketer.com -> Videos -> Branding
48. Social Media Action Plan
1. Competitive Assessment: What are your competitors doing in this space
already? What can you borrow from them?
2. Internal Situation Analysis: How much awareness is there of social media
within your company? Is there an understanding that it can be measured and
create a positive ROI?
3. Major Objectives: What are you trying to accomplish with your social media
campaign?
4. Consumer Thought Process: What is the typical sales cycle for your
product? How much trust do you need to build before you can make a sale?
(Hint: The more expensive the product, the more trust needs to be built.)
5. Key Strategies: What approach are you going to take in order to have a
successful program?
49. Social Media Action Plan
6. Brand Essence: What is your brand essence and how are you going to
communicate that using Social Media?
7. Positioning: How is your brand currently positioned in the marketplace?
Where do you want it to be positioned as a result of your social media
campaign?
8. Essential Message: What is the essential take-away you want customers
and prospects to have after engaging with your brand via Social Media?
9. Tactical Plan Overview: Which Social Media platforms are you going to use
for your program? Which tools are you going to use to measure the success
of your program?
10. Executional Roadmap: What are your SMART Goals for this plan? How are
you going to be held accountable for them?
50. Key Points to Remember
• Consumers today expect to
have multiple channels to
connect with your brand
• If you set up your social media
program properly, it can be
measured
• There are 10 different ways to
measure the success of a social
media campaign
51. Questions
• Jamie Turner, Chief Content Officer for 60
Second Marketer and 60 Second Online
University
• Jamie.Turner@60SecondMarketer.com
• Twitter.com/60SecondTweets
• PH: 404-233-0332
53. 10 Worst Mistakes on Twitter
The 10 Worst Mistakes on Twitter according to the 60 Second Marketer:
1. Using Twitter to SPAM people: We’re not exactly sure why anyone would use Twitter as a SPAM tool, since that
technique is extremely short-sighted. Still, some people do it. You know the type — they’re following 2,367 people
and have one person following them back. Don’t be that person.
2. Blocking your updates: WTF? You sign up for Twitter and follow people only to put a roadblock up if they want to
follow you back? That simply doesn’t make sense. Don’t be that person either.
3. Overly-promotional Tweets: If every Tweet (or every other Tweet) is designed to drive people back to your site, you’re
guilty of being overly-promotional. At the 60 Second Marketer, we (quite unsuccessfully) try to incorporate the Chris
Brogan rule of 15 sharing Tweets for every 1 promotional Tweet. (We’re not at the 15:1 ratio yet, but we’re trying.)
4. Not using your Twitter home page properly: The Twitter home page is a blank canvas that you can use to position
yourself in the marketplace and promote your company or your website. Use it that way. Otherwise, you shouldn’t be
on Twitter in the first place.
5. Believing it’s about the quantity of followers, not the quality: The little-known truth about Twitter is that it’s not about
the quantity of people following you, it’s about the quality of people following you. Don’t be swept up by all this talk
about “I have 5,000 people following me on Twitter.” In this day and age, with automated follow systems in place, the
quantity is less relevant. It’s about the quality of your followers — that is, the engagement and trust your followers
have with you.
54. 10 Worst Mistakes on Twitter
The 10 Worst Mistakes on Twitter according to the 60 Second Marketer:
6. Irrelevant Tweets: A sure-fire way to tell if someone is a newbie to Twitter is when they Tweet about the weather, their
mood or what they had for dinner last night. Don’t do this. Nobody is interested in those topics. (Except for you, of
course.)
7. Simply ReTweeting (RT-ing) everything: Again, this is a sure-fire way to tell that someone is new to Twitter. RTs are
important and can build credibility and trust with your followers, but you should try to take a nugget of information
from the article or post and add it to your RT. (e.g. 37% of all widgets are sold to people with blue hair. For the entire
post, click here: tinyurl.com/notreal43)
8. Not Tweeting: Interestingly enough, some reports indicate that Twitter has about a 60% churn rate after the first
month. That means that only 40% of the people who sign up for Twitter use it after the first month. If you’re not going
to dive in with both feet, consider spending your time on other pursuits.
9. Not adding value: This is related to the RT issue. Don’t just ReTweet everything, add some value, some perspective,
some insight. That’s the best way to keep people interested in following you.
10.Wasting time: Let’s admit it, Twitter is a huge time sucker. It’s very, very easy to get sucked into articles that you’re
only vaguely interested in reading. It’s up to you to put up boundaries. I use the “off the grid” approach. That is, I tell
myself I’m “off the grid” when I need to take a break from social media. After all, if you don’t put up some boundaries,
you’ll disappear into the Twitter Tornado and never be found again.
55. Facebook
• More than 300 million active users
• More than 120 million log on to
Facebook at least once a day
• More than 66% of Facebook users
are outside of college
• The fastest growing demographic
is those 35 years and older
=
56. LinkedIn
• Adding about one member per
second.
• Traffic is up in the recession.
• 36 million members have profiles
on LinkedIn
• More than 7.75 million visitors
each day
57. MySpace
• 76 million members in the U.S.
• Growth rate of about 0.8% per month.
• The average MySpace user now
spends 4.4 hours per month on the
site.
58. Twitter
• Growth rate of 752% last year.
• According to Quantcast, Twitter attracts
a more educated, slightly more female
than male, young adult audience.
• According to Sysomos, 5% of users
accounted for 75% of all activity. Of
those 5%, almost 1/3rd were Tweets
made by machine bots posting more
than 150 Tweets a day.
59. YouTube
• An independent subsidiary of Google.
• Hundreds of millions of videos watched
each day.
• Hundreds of thousands of videos
uploaded each day.
• Every minute, 10 hours of video is
uploaded to YouTube.