figaro social media seminar: social media as an activation channel - laura crimmons
DESCRIPTION
We all know social media is a powerful marketing tool in itself, however this session will look at how Social Media can be used to activate PR and SEO campaigns online and fuel engagement. Using case studies including a content-led campaign for Ladbrokes; Laura highlights the various ways that Social media can be used to amplify a digital campaign.TRANSCRIPT
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Social Media as an Activation Channel
B 3 Putting You at the centre of
THE CONVERSATION
PR
CONTENT
SOCIAL
CREATIVE CONTENT You
Feeds the
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SOCIAL SHARES = MORE TRAFFIC = MORE SHARES
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MORE SHARES = MORE PEOPLE SEE CONTENT = MORE CHANCE OF PEOPLE COVERING/LINKING TO CONTENT
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LOTS OF SHARES= EASIER SELL-IN
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GETTING THE BASICS RIGHT…
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Getting the basics right
Think about what stats/data people might want to share
Make it easy for them to share – include the stats/data in the pre-filled share message
Feature share buttons prominently to encourage sharing
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PAID MEDIA
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PAID MEDIA
StumbleUpon
Taboola
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CASE STUDIES
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Top-line Results:
46.5K plays
4:25 Avg time on site
60 links
2K social shares
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Forum Seeding By seeding the quiz on relevant fan forums we were able to drive traffic to the quiz and increase the number of plays against different teams to ensure we had enough data to use for journalists. It also stimulated conversation on the forums with people posting their own scores and commenting on how rival teams were performing.
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StumbleUpon
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Taboola
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Social Influencers The quiz was shared by various social influencers including football presenters and commentators.
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PR & Blogger Outreach
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Top-line Results:
27 bloggers entered the competition
3K page views
4.4K social votes
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Top-line Results:
27 bloggers entered the competition
3K page views
4.4K social votes
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Top-line Results:
Over 27K visits
Second most viewed landing page (homepage
first)
3:15 Avg time on site
14 links
4K social shares
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StumbleUpon
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Social Influencers The game was shared by numerous influential tweeters including the following.
