5_Questions_to_Ask_Before_Integrating_Social_Into_your_Sponsorship_Offerings

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5_Questions_to_Ask_Before_Integrating_Social_Into_your_Sponsorship_Offerings

5

QUESTIONS TO ASK BEFORE

INTEGRATING SOCIAL INTO YOUR

BRAND’S MARKETING CAMPAIGN

MARKETER’S FIELD GUIDE


MARKETERS’ FIELD GUIDE

We live in a digital world, surrounded by the most

powerful innovations in human communication since

the invention of the printing press. We document

our daily lives on a global scale. With Twitter, Facebook,

Instagram, and other social media sites, we

are always plugged in, consuming and producing

content every minute of every day.

Since social content is increasingly influencing brand

affinity, brand loyalty, and buying behavior, it is

critical to consider how you integrate social into

your marketing campaigns at the start of any planning.

Choosing the right social experience platform

is

the next step…

How is this social content useful

for your brand

Consumers use social media for their own personal

needs. They record their day-to-day activities, which

includes what media, brands, and products they are

using in their everyday lives. In fact, 75% of people

use social media to talk about brands. For 18-34

year olds, that number is 91%. That’s a lot of brand

talk — and a huge opportunity for brands to

get more from their marketing and advertising

by incorporating social conversations in their

campaigns and brand marketing.

Understanding the power of social integration is

half the battle; finding the right tools and strategies

to help you do this easily and effectively is equally

important. Knowing what to look for and what to

get out of a social experience platform is extremely

important in creating a successful campaign, product

launch, or dynamic brand experience.

To determine which platform is right

for you, ask yourself the following

five questions...

Not only are consumers constantly posting about

brands, but they are biased towards brands that

display social content. In fact, 59% of consumers

are more likely to trust brands that integrate social

media in their media campaigns and marketing

materials, and 62% of consumers are more likely

to engage with social brands. Many of these brands,

such as Patagonia, Target, or Pepsi, integrate social

across their digital touch-points, from broadcast to

online to in-venue.

©2013 Spredfast TM


MARKETERS’ FIELD GUIDE

1

Will I be able to capture content from

a variety of social networks in real-time

People are talking about your brand in a number of

different places today. Facebook, Instagram, Twitter,

Vine, and Google+ all provide rich and authentic

content and have large, active communities. Each

social media platform has a unique purpose and

value. Vine (and now Instagram Video) allows for

quick, mobile videos. Facebook focuses on the

newsfeed and Twitter’s strength lays in short, real-

time updates. Your consumers are participating in all

of these networks, sharing and digesting content at

a rapid pace. Is your campaign taking advantage

of their strengths, integrating the right social

content that best fits your marketing goals

How good is your media without

real-time content

‘Real-time’ capabilities ensure that content stays

fresh, which means your audience will stay engaged.

Good media should be formatted like the Internet,

constantly pushing relevant, valuable content and

continuously updating. Without real-time updates

online, media gets stale and you lose your audience’s

attention. Real-time content promotes conversation

both between the brand and their audience,

as well as among audience members. Brands

who utilize real-time public content improve the

traffic to their website and the quality and quantity

of earned media related to their brand. When focusing

a campaign around real-time, you’ll want the

ability to turn the right content into a relevant digital

experience in a matter of seconds. When evaluating

a partner for your brand, ask whether you will have

access to content from all major social platforms in

real-time and if you’ll have the ability to filter and

display that content in less than 10 seconds. This will

allow you to be proactive when building marketing

campaigns that will resonate with your audience.

Is your technology partner trusted

by major social networks

Make sure you select a partner who is trusted

and has strong relationships with the major social

networks, such as Twitter and Facebook. Twitter’s

Certified Products Program is based on three common

business needs: engagement products, analytic

products and data reseller products. Platforms that

are certified by Twitter are allowed access to all the

content generated on Twitter. Facebook’s Preferred

Marketing Developer Program consists of technology

companies at the forefront of social integration.

Companies listed as PMDs are able to innovate on

the Facebook platform to develop effective marketing

strategies. A social experience platform that has

partnered with both Facebook and Twitter is one

that is trusted and reputable across the industry.

The next step in finding the right social experience

platform for your brand is looking at their ability

to display social media experiences across various

channels. How will you reach your entire audience

This leads to the second question...

©2013 Spredfast TM


MARKETERS’ FIELD GUIDE

2

Where will my social experiences live

Can my technology partner support a seamless

integration across various digital touch-points

Mobile phones, television, in-venue jumbotrons,

laptops, and tablets - screens are everywhere and

are demanding more and more of our attention.

Indicative of our fragmented attention, Nielsen

reported that 80% of U.S. tablet and smartphone

owners use their devices while watching TV. Your

brand needs to be where your fans are, no matter

the device or location. And, you need a platform

capable of deploying across all of those devices.

HSN expanded their reach and tapped into a new

audience while driving traffic and sales. As a result

of their multi-channel integration, HSN saw a 17%

increase of total social stories, a 21% increase of

Twitter followers, and 320X growth in impressions

since the first socially integrated show. Because of

increased awareness, engagement, and conversion,

HSN extended their Beauty Report program from a

one-hour show to two hours in June 2013.

Can I create campaigns that cross the

media divide

When choosing a social experience platform, make

sure that you have the ability to pull conversations

from popular social media sites and re-display that

social content on any digital touch-point. It should

be possible for Tweets to be used in a real-time

Q&A with a celebrity online or featured during an

intense political debate on-air. There should be no

limit to where your visualizations can live.

Recently, HSN created an omni-channel experience,

utilizing all forms of media to spark engagement and

drive relevancy of their merchandise and products.

By dynamically weaving authentic consumer content

into on-air, online, mobile, and social properties,

HSN drove social participation, consumer advocacy,

brand awareness, and customer loyalty.

HSN’s omni-channel integration conquered the

media divide. By leveraging all marketing channels,

More than just redisplaying content, HSN integrated

creative ways to visualize their social content. With

leaderboards, polls, counters, maps, and fill-in-theblanks,

it’s important to keep your audience engaged

with interesting and interactive integrations. Then

you can track and measure your success, providing

further information to help drive content generation

and amplification.

Not all consumer content is campaign-worthy and it’s

important to find a platform that allows you to have

command over that data, thus giving you the ability

to choose which content you want to showcase

across channels.

This leads to question three...

©2013 Spredfast TM


MARKETERS’ FIELD GUIDE

3

How much quality control do I have over what

content is displayed

Brand reputation is important. Bringing social media

content into a brand campaign can be scary because

you don’t know if the content will uphold brand

standards or align with your campaign objectives.

The level of openness and flexibility you are comfortable

with should be evaluated before integrating

social media into your owned properties. As a result,

the ability to filter, moderate and control the content

that is displayed is an important factor when choosing

a technology partner.

As you look for the best social

experience partner for your business,

keep question four in mind…

How can I mitigate the risks

associated with social data

Different scenarios call for different levels of control.

For example, when President Obama wanted

to connect with the public in a forum-style question

and answer session, the White House needed a social

experience platform that displayed only safe, relevant

content. When Pepsi showcased Tweets about

the Superbowl to millions of viewers, and when

ABC Family wanted to ensure child-friendly content

would be displayed on-air, these brands and media

companies needed a platform that they could trust

to display only the best content from consumers.

Creating safe, brand relevant campaigns centered

around social media content is important in driving

brand reputation and consumer interaction, but are

you getting all the monetary value that you can out

of the brand experience you are building

©2013 Spredfast TM


MARKETERS’ FIELD GUIDE

4

Can I monetize my social media experiences

through sponsorships

You are integrating social media experiences into

your marketing and advertising campaigns. Great!

Now, is there an opportunity for you to sell those

experiences as a sponsorship in order to drive greater

revenue If so, you’ll need to make sure that you

work with a technology partner that is licensed by

Twitter to monetize social content. If you work with

a Twitter Certified partner, you will have the ability

to create new revenue streams with integrated social

media experiences.

Now you’ve considered what sources you need for

your campaign or brand experience and you’ve

determined where those experiences will live as well

as how much control over the content you will need.

You’ve also evaluated if there is an opportunity to

monetize those experiences further.

The last question you need to ask

yourself is...

How is this beneficial for my brand

Intersport broadcasted live their Fifth Judge

#CollegeSlam experience this year, which was

sponsored by Denny’s Diner. The #CollegeSlam

experience allowed fans to vote on their favorite

player in the dunk contest via Twitter. The project

was a win-win for all - Intersport was able to sell

the social experience to Denny’s, while also engaging

fans worldwide with their brand. Social chatter

around the dunk contest garnered 24 U.S. and global

trending topics on Twitter, generating a potential

social reach of over 54 million Twitter users. In addition,

the effect of Denny’s sponsorship was felt for

days. During the week of the event, @DennysDiner

gained 54% more followers than the week prior

to the event.

©2013 Spredfast TM


MARKETERS’ FIELD GUIDE

5

Do I know that I’m in trusted hands

Experience matters

You want to make sure that your social experience

platform provider has worked with the top brands

and companies in your industry. You want a team

who has experience exceeding expectations and

who actively works with brands, media, and agencies

to source the world’s social content, filter that content,

and then display it in real-time to any digital

surface. Although you’re investing in a technology

platform, a reliable, proven, and experienced service

and support team will help you get the most out of

your investment. As you look for the right platform

for your company, it’s important to actively research

their previous projects and follow-up on their role in

executing them.

Five addtional questions to ask a

potential social technology provider:

1

2

3

4

.

Describe another client with objectives similar

to ours. What did you do to specifically

help them meet their goals

Explain paid, earned, and owned media and

describe how I can integrate them into my

social strategy.

How long have you been in business and how

long have you worked officially with your

content source partners (i.e. Twitter, Facebook,

Google+, etc.)

Who is the largest client you’ve supported

How did your project with them go

5

How many clients do you have and who

are they How do you measure client success

©2013 Spredfast TM


MARKETERS’ FIELD GUIDE

Your consumers are already on social

media sites, creating a lot of content

and marketing potential for your brand.

To create engaging content, marketers are working

with social media curation and integration platforms

to increase and amplify earned media by integrating

that content into their owned media properties.

Combining real-time content with brand and advertising

experiences increases ROI and boosts SEO by

revolutionizing owned media channels and creating

more amplifiable assets.

Visually interesting products, creative

design, compelling analytics, and

a strong source of real-time content

make for a social technology platform

capable of fulfilling your social

integration needs.

The best social experience platform will do all

these things, enhancing your marketing goals and

monetary gains in the process.

©2013 Spredfast TM


MARKETERS’ FIELD GUIDE

Spredfast helps brands, media, and

agencies get more from their social media

efforts by building social experiences

into their marketing strategy. More

than 300 brands, agencies, and media

companies leverage the Spredfast SaaS

platform to create real-time consumer

engagement by aggregating, filtering,

and re-displaying social content from any

social network to any digital property

— TV, web, mobile, or jumbotron.

@spredfast

spredfast.com

(512) 538-0460

200 W Cesar Chavez St

Suite 600

Austin, TX 78701

Let us help you integrate these social

experiences into your brand’s campaigns.

Request more information here:

REQUEST A DEMO

©2013 Spredfast TM

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