Presented by Tim Lyons IESEG Viral Marketing Day Three

Day Three Activities 8:10-9:00 Topic Seven: Social Media Marketing Campaigns – creating Buzz 9:00-9:15 Break 9:15-10:00 Topic Eight: Constructing a Social Media Marketing Campaign(1) 10:00-10:15 Break 10:15-11:00 Topic Nine: Constructing a Social Media Marketing Campaign (2) 11:00-12:30 Student Presentations

Looking Back Reflections on Day Two

Topic 7 Social Media Marketing Campaigns – Creating Buzz

Strategic Buzz Tactical Buzz Reviewing the Data – the case for Analytics

Strategic Buzz Not all Buzz has to do with Social Media Face to Face Traditional Media campaigns SMS/BB All about that WOM

Strategic Buzz Social Media - Telnet Key Objectives Drive Brand Awareness Drive Trial Buzz via YouTube Why so successful What questions did it answer? Why Beans?

Strategic Buzz What Heinz Did Engaged Customers Respected Content Relationship Building was the Driver Sought out Analytics What Heinz Got 22,000+ took the quiz Campaign reached 10 million Facebook Users 30,000 extra fans 3 million people outside of FaceBook Twitter, blogs, etc

Strategic Buzz Define your strategic environment B2C B2B C2C

Strategic Buzz Image Awareness Purchase Customer Service Delivery Recovery

Strategic Buzz Key Role – to spread Word Of Mouth Regular Engagement Community Orientation Relationships Trust

Blog Exercise 1 Day 3 How is B2B different? How would you generate referrals for a professional service provider such as an accounting firm?

Tactical Buzz Driving the Strategy with effective Action Utilising various platforms Strategically and tactically Letting the outcomes of the platforms decide our choice of platform If ‘Strategy’ is Relationships then’ Tactics’ is Campaigns

Tactical Buzz Needs to be a standout Content drives it Off Limits Hilarious Insiders Only The Authority

Tactical Buzz Content Drives It Regular activity Particularly postings Participation in Communities Real not contrived Contribution - Something Free Something real Something ethereal

Tactical Buzz Tactically driven by the desire to communicate and interact with key audiences Managing the Technologies Discovery (Social Mention) Analysis (Sysomos) Engagement (Tweetdeck) Hosting and Facilitation (Jive) Management (Flowtown) Social Media Metric Secrets, John Lovett, 2011

Blog Exercise 2 Day 3 How can something like Tweetdeck be used tactically?

Reviewing the Data – The Case for Analytics Key Measures Conversations Tone Volume Connections Volume and Frequency Applause and Engagement Net Growth

Reviewing the Data – The Case for Analytics Key Measures Conversations Sysomos Radian6 Social Mention Connections # tag/retweet Likes/Fans SEO and Google Analytics

Reviewing the Data – The Case for Analytics Is there a role for Traditional Market Research? Sentiment Evolution What is it you are trying to change?

BREAK Feel free to go outside...but be back in 15 mins

Topic 8 Constructing a Social Media Marketing Campaign (1)

Constructing a Social Media Marketing Campaign SinoEducate – a timeline Background Analysis Strategies and Tactics Measurement

SinoEducate – A timeline The Case for Smartsheet

Background Analysis Entirely new Education brand in China Targeting Australian Educators Huge Deregulation of the Chinese Education sector from 2013 Few direct competitors given that the sector has barely been open to foreign investment

Background Analysis Education in China can be separated into 3 categories Higher Education High School Education Skills based Education (Training)

Background Analysis Concentrating on High School Education Know your audience Private Providers Key Decision Makers School Principals

Background Analysis The market for Education in China is a very large one Has gone through a series of deregulations recently

Background Analysis There are four key international players in this market US UK Australia Canada

Background Analysis

The market may not be what you think

Background Analysis Target Audience is split across two geographic markets Two sets of strategies required

Background Analysis B2B Serious business of Education Many stakeholders Schools Government Agencies Students Parents Others

PROJECT THINKACT NEW BRAND?READ THE PDF DOCUMENT Time for further reflection How will the brand rise to the top?

Blog Exercise 3 Day 3 What else do we need to know? What other resources do we have to find this out?

BREAK Feel free to go outside...but be back in 15 mins

Topic 9 Constructing a Social Media Marketing Campaign (2)

Constructing a Social Media Marketing Campaign SinoEducate – a timeline Background Analysis Strategies and Tactics Measurement

Strategies and Tactics

Content Informed, interesting but neutral on humour Will make buzz difficult Community Involve target market in communities that connect for them Contribution Free Information Free Guide Expert status/advice Strategic Drivers Is there also room for Context? Connection?

Strategies and Tactics Image Build an image of 20+ years in Education Awareness New brand – new awareness Baseline = zero Community Acceptance “Resident Expert” Purchase Engagement with Decision Makers Customer Service Immediate information exchange Strategic Objectives

Strategies and Tactics Functional Networks Blog Core Networks Twitter Value Added Networks Pinterest Emerging-Niche Networks WeChat Strategic Tools

Strategies and Tactics Functional Networks Blog Based on key conversations in social media Main theme is to keep key targets informed Act as ‘expert advice’ Take the Central Positioning Commercial/non-government Strategic Tools

Strategies and Tactics Core Networks Twitter Coordinate with blog Drive key stories to followers Follow key decision makers and influencers Strategic Tools

Strategies and Tactics Value Added Networks Pinterest Review key themes See where there is a gap Eg. Heinz example Create Pin Boards that: Highlight key information Create buzz around unusual information Strategic Tools

Strategies and Tactics Emerging-Niche Networks WeChat Buzz around encouraging Australian influencers to start using WeChat Build a WeChat group that places the brand ‘at the centre/as expert’ Strategic Tools

Measurement Tactically driven by the desire to communicate and interact with key audiences Managing the Technologies Discovery Analysis (Sysomos) Engagement (Tweetdeck) Hosting and Facilitation Management Social Media Metric Secrets, John Lovett, 2011

Blog Exercise 4 Day 2 What do you suppose the analytics will tell us?

In Summary  Social Media marketing – creating the buzz  Content  Communities  Contribution  What a Social Media Campaign Looks like  Background  Strtegy  Tactics  Measurement

wrap up questions?

morning tea Feel free to go outside...but be back in 15mins

PROJECT THINKACT KEEP IT DIFFERENTENGAGE YOUR AUDIENCE Time for Presentations Over to You