LiveBlogged: Integrated Social Media Marketing Campaigns #typeacon

Session name: Integrated Social Media Marketing Campaigns
Speaker: Janice Croce

“Of all the things that have impacted the success of 5 Minutes for Mom, the biggest thing that has impacted our monetization has been integrated marketing campaign.” She and Susan also own two eCommerce stores.

Social Media is evolution on speed. Change is critical to its survival and relevancy. Don’t just embrace change – create it! Danielle Wiley is a good example of this, creating her own talent agency for mom bloggers.

Integrated Marketing Campaigns – What, Why, How

What they are…

• What is an integrated campaign? Taking every aspect of your influence and being creative about how you can use it.
• The beauty of customization – what are your clients goals and budget?
• From sponsored posts to spokespersons (and a thousand stops in between)

Bloggers are multi-talented.

We are social media influencers. An integrated campaign includes all of our many talents, both online and offline. Sarah Pinnix’s consulting is considered an integrated campaign. You are selling your social media footprint, not “just” your blog.

• We are photographers.
• We are Fashionistas.
• We are authors.
• We are experts.
• We are spokespeople.
• We are video creators.
• We are consultants.
• We are bloggers.

Why They Work

• Why stay on the sidelines when you can join in the game?
• Business and bloggers both win.
• Integrated campaigns can offer more value for readers. Audrey McClellan is a good example of this.

How to Build Them

• What can you include in an integrated campaign on your blog?
  • Bloggers are the new celebrity spokespeople, but we’re much more affordable and generally easier to work with
• Tips for pitching bloggers and businesses
  • Businesses: know your blogger
  • Bloggers: build blogger outreach into your campaign; tell them why you are the perfect blogger for them; know your worth (stats, reach, demographics)
• How to set rates
  • Know your client’s budget; customize campaigns based on this
  • Know your own ROI; you can’t compare one blogger to another, one job to the next
  • Negotiate based on what the market will hold
  • It can be dangerous to publish your rates online out of context
  • Know the value of your time and your product
  • You need to build your product before you can sell it
• How can you get more integrated campaigns?
  • You need to be visible
  • Networking with both businesses and other bloggers
  • Have a blog that looks good
  • Participate in social media; start talking to the people you want to work with on Twitter, etc.

When and What Should a Blogger Charge for Their Services?

How to Make the Most Effective Campaign

• Bring it!
• Keep it REAL.
• Looks do matter! (i.e. Center your photos.)
• Use all your tools.
• Make it a group effort. (Support each other. Ignore the cattiness. Hire your friends.)
• Keep the reader/customer the focus.
• Value, value, value.

Showing It Off – Reporting

How to Measure the Results

Measuring Tools:

• Google Analytics
• Facebook Insights
• Hootsuite
• TweetReach
• Twistory
• Get Clicky
• Twilert
• Hashtracking
• Twitalyzer
• Viral Heat

What to include in your report:

• Campaign goals/summary
• Campaign feedback
• Blog and social media reach
• Google Analytics during campaign
• Post URLs and sample images or examples of posts
• Samples of post comments and replies
• Published tweets and covnersations – all you posted or just samples
• Facebook updates and replies – all or just samples
• Social media reports – e.g. Viral Heat, HootSuite

Use Snag.It for rolling screenshots. (Must check that out!)

In Summary

Keep your goals in mind, both personally and for your blog. Keep your readers in mind. Keep your ROI in mind. And keep your eyes open!

Thanks to Janice for all of her advice.

Related posts:

1. LiveBlogged: Transitioning from Blogger to Social Media Consultant #typeacon
2. LiveBlogged: Transitioning from Blogger to Social Media Consultant #typeacon
3. LiveBlogged: Leveraging Your Social Capital to Earn Through eCommerce #typeacon
4. LiveBlogged: Power Marketing Presentation #Typeacon
5. LiveBlogged: Power Monetization #typeacon