Still with us today? Oh, I hope so. It’s the final session of the day and we are greeted by the likes of David Lloyd, DeeAnna McPherson, Megan Estrada and Nick Mattera. They’re here to talk about how to use social media for brand good, not evil.
Up first is Megan.
Her client is Las Vegas, and her mission is to get more people to go there (is that hard? ;)) From Megan, we learn that Las Vegas received 41.1 million visitors last year, so my questions stands. She says that a large part of driving all those folks to gamble their money away was social and the social sphere. She says the “what happens in Vegas, stays in Vegas” has really dug itself into the collective monologue of consumers. What she wants to do is turn that into a dialogue with consumers. We can all relate to that saying. It means something to people.
Acquisition is dependent on content…
Engaging tweets will enter the top of people’s search results and are guaranteed amplification at a lower cost.
Facebook will show your posts to an increased audience depending on the combined engagement of the page in general and the individual pieces of content
Build content around your consumer and who they are. There are ways to play with your data to make your content more relevant to them. Use first-party data to identify how much of your audience is on social. Take that data, anonymize it and use it to find people on social. Use Look-Alike models to identify your best customers on the Web.
The entire time that you’re running a campaign you need to be rooted in research and how that is measurable. This informs content creation, ad development, media recommendations and optimization.
She has a fun story about being opportunistic on social media. Prince Harry had a really good time in Vegas recently with a game of strip poker (oh my!). The Queen was very upset. They did some light social shaming to those who exposed the prince on Twitter, which is pretty great, if you ask me. They garnered about $32 million in PR impressions. People loved it. It was tuned into pop culture and it really worked for them. However, it’s not always appropriate to use pop culture when it’s not aligned with your brand. So be careful.
They’ve also used social media to reach out to influencers. You want to find people who embody your voice and give them a microphone. It gives a credible voice to your content. 92% of consumers trust earned media, such as word of mouth and recommendations from friends, above all other forms of advertising. You need to put amplification behind social media.
If content is king, amplification is queen.
She shared a Twitter case study. They launched a summer campaign called Vegas Season which is all about summer being best time to go to Las Vegas. They were able to create real-time events in their spot markets. They leveraged things in pop culture or things happening in real-time. They began “pardoning” people for what they did in Vegas. The campaign was very successful.
Next up is Dave.
He talks about the launch of Adobe Document Cloud which launched in April 7. He gives us the talk’s takeaways at the very beginning. Ready?
- Test out new social platforms, technologies, and more frequent collaboration between teams
- Social media and search centers of excellence drive operations, metrics ad innovations
- Analytics, based on social listening, enables data-driven decisions throughout the customer journey
- Focus on a few key stories and share those consistently across all channels.
Sweet, got that? Now you can go home now. Just kidding, don’t go anywhere. Dave quickly breaks out the highlights of the Document Cloud launch campaign.
Phase 1: Highlight #FormRage
Phase 2: Document Dunk & Paper Cut Relief
These emphasized the key stories of the brand and the challenges people have with paperwork. They saw a 5x increased in volume of conversation compared to prior launches. 90% of social responses for issues were handled within 30 minutes. That was a huge KPI for them.
They leveraged video with YouTube annotations. He highly recommends YouTube annotations. At ship/availability they changed the video.
He shows Google Trends for keyword prediction which gave them another data point. The web, search and social teams can really rally around a keyword/URL mapping document. It breaks out the URLs for each key theme. I love this document and I want one. Remind me to bug our SEO team the minute I’m back in Albany.
On the SEO side of things, they were able to optimize for Google Quick Answers, which sounds pretty cool.
Are you moving to Persistent Marketing? If not, here’s how you can:
- On-going announcements with marketing support
- Customer lifecycle marketing using employee advocacy and consumer influencer programs
- Test and iterate not just launch and sustain
- Tell stories and reinforce themes throughout thought leadership, product, customers – across channels.
Next up is Dee from Hootsuite.
She’s always hearing, “where should content live within our organization?” At Hootsuite they’ve created CoSo – Content and Social. They all sit together. They sit together at Overit, too. #funfact
She talks about some social campaigns that Hootsuite has been a part of.
Mean Tweets: When they were about to release a much needed UI upgrade to Hootsuite, they created a video of their staff members reading mean tweets from users about how much they hated the design of the product. It became part of their product launch campaign and people loved it.
Dr Seuss-Inspired Guide to Twitter: They created a Seuss-style infographic about best practices to Twitter. Their customers loved it, left comments on their blog with their own Seuss-style tips.
And with that, we wrap up Day 1 of ad:tech San Francisco. See you back here tomorrow?
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