Social Media Innovations to

thumpinsplishInternet και Εφαρμογές Web

18 Νοε 2013 (πριν από 3 χρόνια και 10 μήνες)

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1

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Social Media Innovations to
Drive Commuter Behavior
Change

Presented By: Christina F. Santos,

Director of Media Services & Social Media

Twitter Hashtag: #ACTTDM


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Agenda

Introduction

Traditional Marketing& Social Media Integration: “Surround
-
Sound Effect”

Social Media Integrated Strategies & Tactics: Tips You Can Use


Planning


Development


Implementation


Evaluation & Optimization

Q & A/Discussion

3

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Christina Santos, ICF International


Director of Media Services & Social Media;
Lead Strategist & Campaign Manager


Managed
350+

multimedia campaigns


Worked at full
-
service agencies as
Client &
Programs Director
(J.Walter Thompson, Saatchi
& Saatchi Advertising)


20 years experience: Account Mgmt., Strategic
Planning, Branding, Paid and Earned Media,
Strategic Partnerships, Event Marketing, Direct
Marketing, plus Social Media


Gained up to 500% ROI and millions of earned
media
using mainstream, PR and innovative
marketing techniques.

@
christinasantos

@icfi

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Overall Experience


Energy, Environment &
Transportation


BGE, SMECO, SCE&G, Oncor, PSO, Massachusetts
JMC, Santa Clara & San Mateo Counties, Consumers
Energy, DTE, NYSDOT, Clean Air NY, U.S. EPA,
ENERGY STAR, FHWA, NHI, DOT, NYSERDA, etc.


Social Programs & International


Health, Defense and Emergency
Management


Large Health Projects



Audiences: Consumers, Businesses,
Stakeholders & Policymakers






511NY & 511NYRIDESHARE

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Traditional Marketing & Social Media Integration:

“Surround
-
Sound Effect”

Consumers

Businesses

Stakeholders

Mainstream
Media

Out of
Home

Digital
Media

Social
Media

Lead
Generation

Strategic
Partnership

Events &
Brand
Activation

PR &
Promos

Editorial
Outreach

6

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TIPS YOU CAN USE

Social Media Strategies & Tactics

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Plan: Establish an Integrated Process

Visioning

Strategy

Sample Deliverables



Strategic Plan: Big Idea & Overall Strategy



Media Research & Best Practices



Marketing Plan: Flowchart



Social Media Policy & Content Management Calendar



Mainstream & Social Media Monitoring


Campaign Metrics Performance Report

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Know Your Audience: “Technographics”

Creators to Champions


Publish a blog, upload your Web pages, video, audio/music, write
articles/stories, share, re
-
post, re
-
tweet

Critics


Post ratings/reviews, comments, contribute to online forums, write/edit Wiki

Collectors


Use RSS feeds, add tags to Web pages or photos, “vote” for Web sites
online

Joiners


Maintain profile on SNS, visit SNS, joins e
-
network: mailing lists, online
forum

Spectators


Read blogs, ratings, reviews, articles, forward emails; watch videos, listen
to Podcasts

Inactives


None of the above activities

Source: Groundswell
(Forrester Research)

Ladder of Participation

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Develop the Big Idea: Theme or Identity

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Develop the Social Media Pages: Set up


Leverage Technographic Profile results


Target most visited Social Media Platforms


Facebook, Twitter, Linkedin


YouTube, Foursquare, Yelp, Oddle


Apps


Draft standard blurb descriptions: Know, Believe, Do


Repurpose multimedia materials as Photos, Videos, Notes, Promos, Contests,
Tips, Updates & Alerts


Tag fans (@), “Like” Comments, comment/reply to fan posts, ask questions,
leverage trending topics and find your relevance , use hash tags (#ff#followfriday)


Create Social Media Landing Pages and branded backgrounds


Interlink Social Media Pages using available Social Media Plug
-
ins and Widgets


Automate cross
-
promotions for less work


Social media optimization = search engine optimization

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Promote: Performance
-
Based Targeted Techniques

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Strategic Partnerships: Winning Approach


On
-
Air, Online, On
-
site, Image
-
Building Maximization with media,
community, sports, and trade
partners


Embeds Messaging into the Fabric of
the Media Outlet


In
-
program, educational vignettes,
segment sponsorships, Web site,
community events, social media, e
-
blasts,
DJ endorsements, interviews, etc.



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Sample Strategic Partnerships

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Community Outreach and Special Promotions


Media
-
Sponsored Events


High
-
Profile, High Attendance


Event Marketing


Experiential Marketing


Education and Sampling


Action Day, Week, Month


Car
-
Free Day


Commit to Cleaner Air


Promote Hashtags


Brand Activation and Branded Entertainment


Sign
-
up events


Promotional events


Consumer Events and Business Awards


Multicultural and Neighborhood Events


VivaFest, BikeFest, Walks, County Fairs, Earth Day


Businesses, Schools, Universities, Hospitals.


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Clean Air NY Branded Entertainment:
Broadway in Bryant Park

Hair

Anything Goes

Phantom of Opera

Brand Activation Booth

Attracted More Media


16

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Digital Media: Online and Mobile


Banner or Online Display Advertising


Static, Flash and Rich Media


Site
-
specific and Community
-
centric


Online Ad Network (PCs, tablets, smart phones)


Paid Search Marketing (DMA or Hyper
-
Local)


Google Adwords, Yahoo, Bing (Performance
-
Based)


Video Marketing and Online Radio


Pre
-
Roll & Promoted Videos; Streaming & Pure Plays


Vertical Video Placements (VVP), Hulu, YouTube


Contextual Advertising and Text Messaging


In
-
Article Hyperlinks such as Kontera


Niche Networks (e.g. Green, Health, Rideshare Verticals) ;
Portals (Listings, etc.)


Digital Media Reporting



Bonus: 250K
online
impressions
given to Project
HOPE due to
Haiti crisis

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Online Radio: Streaming & Pure Plays


Pandora.com, TargetSpot, iHeartRadio, Spotify


Audio and Video Clips


PCs, Tablets, Mobile


Branded Channels


Page Take
-
Overs


Social Media Conversion


Other Types of “Click to Action”


Click to Call


Click to Text


Click to Email

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Social Media Outreach Ideas


Social Media Planning & Policy
Development


Social Media Content Mgmt. &
Advertising


Social Media Calendar


Facebook Premium & Self Serve


Twitter, YouTube, LinkedIn, etc.


Cost
-
Per
-
Thousand Impressions, Per
Click or Per Acquisition


Bloggers Network


IZEA , Mommy Network, Health Network,
etc.


Organic Marketing


Affiliate Marketing


Cross
-
Promotions


Sponsored Tweets, Promoted Topics &
Profile, Twitter Parties


Social Media Monitoring & Analysis



Broadcast

Unicast

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Sample Social Media Tactics and Promos

20

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Evaluate & Optimize


Facebook Insights: Identify audience demos, sources & gaps


FREE Tools: HootSuite, Topsy.com, bit.ly


Social Media Tracking Software: Radian6, Crimson
-
Hexagon,
Vocus


Overlay with Google Analytics


Overlay with Programmatic Results


NYSDOT Clean Air NY:
reduced VMT in NY DMA by more than 1.0%;
50K network


NuRide NY Kickoff Your Commute Promo:
recorded up to 100,000
trips during 8
-
week promo (from 3K) on kickoffyourcommute.com




“You won’t be able to efficiently manage what you
cannot effectively measure.”

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Discussion


Q & A


Let’s continue the conversation!


Christina Santos


csantos@icfi.com


(202) 615
-
4758


Follow @christinasantos and @icfi


FB


Twitter


LinkedIn


Like Facebook Page: www.facebook.com/iLoveMktgAdvPR




Thank You!