#outoftheboxlunch
Using Social Media Promotions to Gain Customers and Create
Excitement!
1. What social promotions do2. Organic vs. Paid3. Organic promotional tactics4. Minimal promotional spend for
tactics5. Advanced promotional spend for
tactics6. Questions
Agenda
Create excitement about your brand
Invoke activity and social sharing on your channels
Fan and Follower increases (Fan-Acquisition)
Data Captures for marketing tactics
What do social promotions do?
What’s the difference between organic vs. paid promotions? Organic is:
◦ Zero cost◦ Using existing channels/resources◦ Free targeting tactics (geo)
Paid is:◦ Some to heavy costs◦ Social advertising◦ Cost for resources/tools◦ Advanced targeting tactics
Organic vs. Paid?
Pros No media spend Easy to implement Simple prizes yield
even big results
Cons Smaller reach Little to no data
capture Not “sexy”
Organic Promotions
Tactics
Twitter Chats! Product
Giveaways!
Twitter Chat Opportunities
Differing Formats:
Question & Answer
Trivia
Hybrid
Organic Promotions- Twitter Chats
What you’ll need-Free Tools: Tweet Scheduler
Organic Promotions –Twitter Chats
What you’ll need to do (pre-chat):• Decide on #hashtag to track and identify conversation• Push multiple times to ensure posts are seen• Post to multiple platforms• Schedule tweets for chat-Try to schedule at minute intervals• Before trivia giveaway begins, decide on ground rules
Sample Ground Rules
What you’ll need-Free Tools: Hootfeed
Organic Promotions-Twitter Chats
https://hootsuite.com/hootfeed
What you’ll need to do (during chat):• Follow conversation via Hootfeed• Respond/engage as needed in conversation• If possible, have multiple devices open
What you’ll need-Free Tools: TwitterCounter
Organic Promotions-Twitter Chats
What you’ll need to do (post chat):• Identify winner (via points, first to tweet, etc)• Measure, Measure, Measure• Identify if follower-base increased from day
before
http://twittercounter.com/
http://www.wildfireapp.com/
What you’ll need-Free Tools (Pre-Launch): Posting Scheduler Landing page to house rules
Organic Promotions –Product Promotion/Giveaway
What you’ll need to do (pre-launch):• Decide on product, $600 or more? More steps• How long will promotion run?• How will winner be decided (Random, Likes, etc)• Work through rules with legal• Push multiple times to ensure posts are seen• Post to multiple platforms• Before trivia giveaway begins, decide on ground rules
Organic Promotions –Product PromotionsWhat you’ll need to do (During launch):• Monitor entries• Pin to top of page• Continue to promote
– Drive from other channels
Win product!
Organic Promotions –Product PromotionsWhat you’ll need to do (Post-Launch):• Decide winner• Promote winner• Measure, Measure, Measure
Win product!
Pros Increased Reach! Increase Fan base Multiple options,
based upon budget Can be “Sexy”
Cons Costs money Involves more resources
◦ Creative, imagery
Many options
Paid Promotions-Tools and Tactics
Tools/Tactics • Templated Facebook social apps
• 2 Weeks FREE• Pay per campaign- 1 month, $15 for up to
500 fans• Downloadable signups spreadsheet from app• Fan-gated/Like-gated
Increases reach of message by cutting through clutter to “friends of friends”
Multiplies where users and targets can see your promotions
Drive ads to specific landing pages or apps Target by keyword, interest or business area Advanced: Create custom audiences (FB) in
order to target specific email database demographics
Paid Promotions-Social Ads
Facebook Marketing Boosted Posts
Twitter Marketing Promoted Tweets Set budget
Paid Promotions-Social Ads
Bonus: Twitter Analytic
s
Facebook Marketing Facebook Ads Right-Rail Ads
◦ Targeted keywords◦ Targeted Demographics
Twitter Marketing Promoted Accounts Set budget
Paid Promotions-Social Ads
Advanced Facebook Marketing
Custom Audiences Have an email database of
customers? Perfect! FREE to build! “Look-alike Audiences”
◦ Broaden your reach!
Advanced Twitter Marketing
“Cards” Lead Generation FREE!!!!
Paid Promotion-Social Ads, Advanced
Newly Released: LinkedIn Sponsored Updates Promoting business initiatives to a higher reach Targeting the audience
Paid Promotions-Social Ads
Organic Promotions◦Easy to
implement◦Low to zero cost◦Simple
promotions even yield great stories
◦Not as exciting, but still engaging
◦Little data capture
Paid Promotions◦Increased reach◦Targeting
availability◦Custom
experiences◦Expanded
customer data capture for future marketing ventures
Organic vs. Paid Conclusion
QUESTIONS??