building a successful marketing campaign in a social world: using apps to engage and acquire

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Seth Lieberman CEO Pangea Media / SnapApp.com [email protected] Twitter: @SethWLieberman #pubappx

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SnapApp CEO, Seth Lieberman presented this talk at the Publishing App Expo in NYC on December 8, 2011. Companies can use engaging quizzes, surveys, polls and sweepstakes apps to interact with their target market, build brand loyalty, encourage registrations and more, across websites, social media sites and mobile.

TRANSCRIPT

Page 1: Building A Successful Marketing Campaign in a Social World: Using Apps to Engage and Acquire

Seth Lieberman

CEO Pangea Media / SnapApp.com

[email protected]

Twitter: @SethWLieberman

#pubappx

Page 2: Building A Successful Marketing Campaign in a Social World: Using Apps to Engage and Acquire

2

"While the old Web was about sites, clicks and

eyeballs, the new Web is about communities,

participation and peering,"

-Don Tapscott, author of Wikinomics

Page 3: Building A Successful Marketing Campaign in a Social World: Using Apps to Engage and Acquire

ContentMarketing

AdsSocial

Page 4: Building A Successful Marketing Campaign in a Social World: Using Apps to Engage and Acquire

Goals

• Marketing Goals• Sales Goals• Content + Editorial

Vision

Strategy

Actions

Tactics

Page 5: Building A Successful Marketing Campaign in a Social World: Using Apps to Engage and Acquire

If you can’t measure you can’t repeat.

If you can’t repeat you can’t scale.

BE ANALYTICAL

Page 6: Building A Successful Marketing Campaign in a Social World: Using Apps to Engage and Acquire

“Plans are great. But missions are better. Missions survive when plans fail”

Page 7: Building A Successful Marketing Campaign in a Social World: Using Apps to Engage and Acquire

“Engagement”

Page 8: Building A Successful Marketing Campaign in a Social World: Using Apps to Engage and Acquire

Content is King

The King is Dead

Long Live the King

Page 9: Building A Successful Marketing Campaign in a Social World: Using Apps to Engage and Acquire

Content Types

• Now• Soon• Forever

Page 10: Building A Successful Marketing Campaign in a Social World: Using Apps to Engage and Acquire

“Game Mechanics”

Collaborative

Competitive / Comparative

Cash

Page 11: Building A Successful Marketing Campaign in a Social World: Using Apps to Engage and Acquire

Anatomy of Engagement

Don’t bury the lead Create reason to participate

Set the hook Make the participation interesting

Capture the value Drive the desired event

Deliver the payload Make it worth it

Page 12: Building A Successful Marketing Campaign in a Social World: Using Apps to Engage and Acquire

Use “Hourglass” Content

Image: Watercrest

Exposure

Viral

Page 13: Building A Successful Marketing Campaign in a Social World: Using Apps to Engage and Acquire

photo

Original photo credit: geile/leon

Facebook vs Your Website

Page 14: Building A Successful Marketing Campaign in a Social World: Using Apps to Engage and Acquire

What’s a “like” worth

Image credit digitalforreallife.com

Page 15: Building A Successful Marketing Campaign in a Social World: Using Apps to Engage and Acquire

Cross Pollination: Web + Social

Photo via Andy Mayer

• It takes the web and social to bear the most fruit• Mix and match content• Blend the experience, don’t box users in (or out)

Page 16: Building A Successful Marketing Campaign in a Social World: Using Apps to Engage and Acquire

Page 17: Building A Successful Marketing Campaign in a Social World: Using Apps to Engage and Acquire

What’s What on Facebook

• Timeline: Replaces the profile, makes historical status updates, Likes and app installs more visible.

• Ticker: The Ticker replaces the "All Stories" vs "Top Stories" distinction that use to exist. Now only high quality stories go on the News Feed, and everything else goes in the Ticker. The Ticker is the firehose of data for everything your friends and the pages you subscribe to are doing and saying. Everything goes into the ticker, but then the EdgeRank algorithm determines which things get promoted to appear in the News Feed.

• OpenGraph API: The OpenGraph API is a new way to manage “gestures” (i.e., like, read, listen to, cook, write, etc.), and permissions for posting about those gestures/actions that the user makes. The Ticker gives OpenGraph API something to post into other than your News Feed.

Page 18: Building A Successful Marketing Campaign in a Social World: Using Apps to Engage and Acquire

Drive Engagement Through a Funnel

Where

What

Why

Win

Anal

ytics

CustomLead Gen

Web FB twitter display mobile local

email

Page 19: Building A Successful Marketing Campaign in a Social World: Using Apps to Engage and Acquire

Case Study:

Page 20: Building A Successful Marketing Campaign in a Social World: Using Apps to Engage and Acquire

• 31,000 Entries• 78% Entry Rate• 20% Share Rate• 77% Marketing

Conversion

Case Study:

Page 21: Building A Successful Marketing Campaign in a Social World: Using Apps to Engage and Acquire

Page 22: Building A Successful Marketing Campaign in a Social World: Using Apps to Engage and Acquire

Page 23: Building A Successful Marketing Campaign in a Social World: Using Apps to Engage and Acquire

Page 24: Building A Successful Marketing Campaign in a Social World: Using Apps to Engage and Acquire

Have a plan

Measure your results

Be clever with your content

Cross pollinate

Page 25: Building A Successful Marketing Campaign in a Social World: Using Apps to Engage and Acquire

App.SnapApp.com/mediabistro

• Seth Lieberman• CEO Pangea Media / SnapApp.com• [email protected]• Twitter: @SethWLieberman• #pubappx

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