Published on March 2, 2014
MAKING SOCIAL CENTRAL Ten ingredients from the integrated campaigns cookbook Featuring... The Top Integrated Social Campaigns of 2013 Dr Dave Chaffey SmartInsights.com Digital marketing strategy advice @DaveChaffey #SMM13 1
About Dave Chaffey A professional trainer in digital marketing since 1997 Author of 5 bestselling marketing books now in their 4th and 5th edition Manages SmartInsights.com a marketing advice site with paid members in over 50 countries Insights Director at agency ClickThrough Marketing @DaveChaffey #SMM13 2
Campaign ingredient #1? @DaveChaffey #SMM13 3
#1 Buzz = “Big Idea” Engaging + Participative + Shareable Example engagement devices: Search boxes Questions Quizzes Polls Calculators Interactive Q&A Call-backs Viral games @DaveChaffey #SMM13 4
Build in reasons to share + add @DaveChaffey #SMM13 5
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Campaign ingredient 2 Big idea connected to campaign goals @DaveChaffey #SMM13 8
Interactive and personal @DaveChaffey #SMM13 9
Campaign ingredient 3 – Campaign ingredient #3? Support Information Foraging Support content foraging @DaveChaffey #SMM13 10
1. Created Demand 2. Dominated SERPs 3. Event Awareness 4. Registrations, Sessions 43k Ebook views - 6 days 1k+ PDF downloads 5k views interviews 500+ social shares 100+ inbound links @DaveChaffey #SMM13 11
@DaveChaffey #SMM13 12
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Campaign Ingredient 4 Focus on persona Pain + Gain @DaveChaffey #SMM13 14
Support prospects on a journey @DaveChaffey #SMM13 15
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Investment criteria? Rev/visit Demand+ lead gen Amplify Brand fit SEO Longevity Authority/Thought Leadership Individual pain points? Repurposeability Risk/reward Defining priorities for investment? @DaveChaffey #SMM13 17
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Campaign Ingredient 5 Don’t forget to build in SEO still Moz Ranking Factors Autumn 2013 @DaveChaffey #SMM13 20
@DaveChaffey #SMM13 21
Campaign ingredient 6? @DaveChaffey #SMM13 22
www.tourismirelandtaxichallenge.com Give your campaign momentum, inertia! @DaveChaffey #SMM13 23
Campaign momentum @DaveChaffey #SMM13 24
Campaign ingredient 7 - Repurposing Social Networks PDF Direct social messages Slideshare Email Long form interviews Blog Single images Search All Content & Promotions Consider: @DaveChaffey Contribute Download Subscribe Share Attend Conference “Findability” “Engagement” “Shareability” #SMM13 25
One Clever Question You're a secret agent on a mission and you're having a rendezvous with your agency contact after pulling a dangerous undercover operation. You now have a coveted secret. A content marketing secret. What secret for achieving success with content marketing will you share? The content marketing world depends on it! @DaveChaffey #SMM13 26
Key campaign ingredient 8? @DaveChaffey #SMM13 27
Segment and target your influencers @DaveChaffey #SMM13 28
Campaign ingredient 9 Paid – Owned – Earned integration @DaveChaffey #SMM13 29
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Ingredient 10 – Keep It Real Time – Jump on a meme @DaveChaffey #SMM13 31
Test approaches. Be Agile. @DaveChaffey #SMM13 32
Let’s Connect! Questions & discussion welcome SmartInsights.com uk.linkedin.com/in/davechaffey Blog www.smartinsights.com/blog www.facebook.com/davechaffey Feeds www.feedburner.com/smartinsights ww.twitter.com/DaveChaffey Email Newsletter https://plus.google.com/u/0/10625135037962 www.smartinsights.com 2013691 @DaveChaffey #SMM13 33
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