Social Superheroes - Behind the Scenes of a Massive Marketing Campaign

– Behind the Scenes!
Meet the Social Superheroes: #SocialSuperheroes
Housekeeping Notes  Slides and recording will be available after  Technical issues – please use the chat panel  Questions on Twitter: #SocialSuperheroes #SocialSuperheroes
1 Research
How did we know Superheroes would work?
Get data before you create
What’s already working for the topic? 1. Perform a topic search
What’s working for big sites? 2. Perform a multiple domain search
3. Figure out what format works best
3. Figure out what format works best How To Articles, Lists, Infographics – let’s make something visual and helpful!
4. Figure out what length it should be Longer wins, let’s create an ebook!
Tip driven/how-to guide
Tip driven/how-to guide Heroes/Avenger s theme
Tip driven/how-to guide Heroes/Avenger s theme Longer form ebook
Tip driven/how-to guide Heroes/Avenger s theme Longer form ebook Visual element like infographic
Research before you start:  Popular topics  What the big players are seeing success with  Optimal length of content  Most popular format
2 The launch
"A Great Content Brand is a brand that's famous for producing intelligent, useful and entertaining content that's always worth consuming.” Doug Kessler, Velocity Partners
Share the content with your networks 1. Spark up the conversation
"Tweets from businesses that contain images are 34% more likely to get Retweeted than Tweets from businesses with no image at all.” HubSpot & SocialBro Research
Google + Share the content with ALL of your networks
Google + Twitter
Google + Facebook Event Twitter
Make use of your profile cover photo space
Pin Your posts to the top of your Profile
Create a vine or instagram video
2. Engage your audience
Who should you engage with? Fans/Followers who:  Shared the content  Shared the assets created for the campaign  Engaged with the ebook/content/brand
Ask questions (Have you read it? Did you enjoy it?) How should you engage with them?
Offer help/assistance
Search for keywords
Hijack trending topics
2. Entertain your audience
How do you entertain your audience? Use quotes that everyone knows and recognises
Use images your audience can relate to
Make it fun and fit it to your campaign’s theme
3 Expanding Reach
Just one influencer sharing can result in 30% more shares
Not all influencers are equal
Find who’s sharing quality content on your topic
Sort by authority, RT ratio, type, location focus our outreach efforts
Influencer search for social media marketing: our outreach list
What does Jason Falls like to share?
Can only ask …
Influencer outreach is about building relationships
Do influencers share landing pages??  Authority on the line  Many won’t share pages asking for follower data  A/B test with direct link rather than gated offer
4 Measure
Why measure?  Define clear objectives  Focuses the entire organisation on what is and isn’t important  Agreed and transparent results can be used to justify associated budgets
Don’t focus on the latest ‘vogue’ or ‘vanity’ metrics.
What should you measure?  Outputs – what you created  Outtakes – how people reacted  Outcomes – how people behave differently as a result
It’s far more insightful to track conversation about a campaign in relation to a brand, rather than simply the campaign or the brand.
Use boolean language to track the campaign
The Social Superheroes dashboard
Measure volume, reach, exposure, and amplification
Measuring the buzz
Get granular using social listening
Measure website visits
Measure Takeaways  Measure positive and negative sentiment  Measure buzz, reach and amplification  Measure website visits & conversions
THANK YOU! Questions? #SocialSuperheroes @Buzzsumo @LinkHumans @Brandwatch @HubSpot

Notas del editor

Lisa: Welcome everyone to our webinar “Social Superheroes – behind the Scenes” where our social superheroes, Brandwatch, Link Humans, and Buzzsumo are going to walk you through how you should be launching a marketing campaign on social media, from start to finish in order to see maximum results.

HubSpot recently joined forces with these 3 social power-brands to launch the Social Superheroes ebook and to show you that we don’t just talk the talk, we are going to bring you ‘behind the scenes’ of that campaign and show you what we did and how easy it is for you to do the same so you can get the most out of social media for all your marketing campaigns.
Lisa: My name is Lisa Toner and I’m the content strategist at HubSpot’s Dublin office, however, I want to introduce the real heroes in this campaign to you now.

First off we have Laurence Hebberd from Link Humans. Laurence is King of Content for Link Humans, a social media agency in London, and looks after and produces a lot of the visual beauties seen across their social networks. He’s a massive fan of Vine and believes that 2015 is the year of video! Laurence also organises #smlondon, the #1 community and event in London, and is Chief Editor for Undercover Recruiter - Europe’s largest recruitment and careers blog.
Secondly we have Stephen Walsh from Buzzsumo.

BuzzSumo is a content intelligence tool that helps content marketers do their jobs more effectively. It helps you discover most shared content for any topic or domain, track content performance and analyse competitors.
Stephen is a director at BuzzSumo and has over 10 years experience growing companies through content marketing. He's also the co-founder of Anders Pink, a new content marketing agency.
And last but not least, we have Natalie Meehan from Brandwatch. Natalie has worked in marketing for almost a decade and forms part of the Brandwatch content team, managing and editing the Brandwatch Blog among other things. Brandwatch is an advanced social media monitoring and analytics platform, allowing their 1000+ clients to find meaning in the conversations that matter.
Lisa: Before we get started I just wanted to go through some house keeping notes. This webinar is being recorded and will be available afterwards. Everyone who signed up for the webinar will be emailed a link to the recording of this webinar. If you have any technical issues with video or audio please use the chat box. We have a techie on standby who will help you out.

You can ask questions using the #SocialSuperheroes hashtag. We will try answer as many questions as we can at the end.

Ok, so now let’s get started with the presentation
Lisa: Stephen, can you bring us through how we came up with the crazy idea to use superheroes in this campaign? And why we decided it should take the format of an ebook.
Stephen: Yeah, thanks Lisa! Well we didn’t just have a random idea, write stuff, and hope that random good things would happen. That would be silly. People will not find a random good piece of content in the social haystack.
You need to know what gets found, and use what works.
Stephen: You need to consider multiple things before you get started with any piece of content:

what content works for this topic?
What topics are trending now?
What format should we use?
What works on which networks?

Data inspired us. No, really…
Stephen: We performed a BuzzSumo content search for: ‘social media marketing’ and check out what we found … ‘social media tips’ and ‘marvel avengers’ came out on top! Interesting …
Stephen: Next, we performed a multiple domain search to find out what type of content was working for the big players in our industry.
This search showed us that tips, ebooks and guides are working really well for these guys on this topic.
Stephen: Next we needed to know what format has been working well for this topic.
Stephen: This search showed us that how-to articles, lists and infographics are popular.
Stephen: We even checked the optimum length of content on this subject matter! We eat data for breakfast! Longer content won this battle, informing our decision further for this campaign.
Stephen:
So let’s recap on what we’ve learned so far .. we need something that provides tips and how-to information to our audience …
Stephen: The Avengers are a cool and popular theme we can use …
Stephen: Longer form content is working best for this topic ..
Stephen: And visual content like infographics is highly shareable, so let’s make this bad boy VISUAL! And that’s how we came up with the Social Superheroes ebook concept.

So make sure you don’t just go creating something on gut feel. There are tools out there that can help you make an educated and informed decision on the content that will make a successful campaign for your business.
Remember to research the following pre-campaign and you can use Buzzsumo for all of these:
Popular topics
What the big players are seeing success with
Optimal length of content
Most popular format
Lisa: And once we had the piece created, it was time to tell the world about it! Laurence, you guys at Link Humans really impressed me with the content you created for your social networks. I was literally laughing my ass off when I saw some of your posts for this campaign. You guys are the kings and queens of entertaining and engaging content on social. Can you bring us all through what you did for the Social Superheroes campaign?
Laurence: Haha, yes, thank you Lisa. I love this quote from Doug Kessler and it’s something we really believe in at Link Humans.
Laurence: The obvious first step to launching your marketing campaign is to share it with all of your networks, but you need to make it interesting. Where’s the fun in just posting a link to every network?
Laurence:
Laurence:
Laurence:
Laurence:
Laurence:
Laurence:
**Natalie to jump in here – what would you suggest marketers think about when creating a vine?

Laurence: Talk about how they created the vine – how much resources it took.

storyboard created
shot on SLR camera in house
edited using iMovie/software
ensure high quality
Laurence:
Laurence:
Laurence:
Laurence:
Laurence:

Natalie to chime in: You can also think about selecting some negative sentiment keywords to track in order to weed out complaints on Twitter and Facebook.
Laurence:
Laurence:
Laurence:

QUOTES:
everyone knows/recognises quotes
used quotes similar to superhero films
make it fun and motivational
twisted to fit with the campaign
Laurence:

List places to find free images to use
Laurence:

RELATABLE:
ensured our audience could relate to the content
ensured anyone else reading it could relate to and follow the campaign
VISUALS:
interesting photos/videos to grab the reader’s attention
photos of obvious characters that everyone will know (e.g. Superman)
Lisa: I love it, thanks Laurence! All of that is really cool but people are always asking us, ‘how can I expand my reach?’ Stephen, you did some cool things with influencer outreach for this campaign. Can you talk a little bit about that and what other marketers should be doing?
Stephen:
Stephen:
Stephen:

1. Find who’s sharing quality social media marketing content

2. See what they share and where
Stephen: 3. Sort by authority, RT ratio, type, locationfocus our outreach efforts
4. Add them to lists and share their content

Natalie to chime in: At Brandwatch, we recommend using a filter to show users with 10,000+ followers, a high impact score, a large amount of brand mentions and retweets or any combination thereof. Metrics like this will allow you to find the influencers that matter.
Stephen:

3. Sort by authority, RT ratio, type, locationfocus our outreach efforts
4. Add them to lists and share their content
Stephen:
What does Jason Falls like to share? From where? Would he share our eBook?
Stephen:
Stephen:

Build relationship with this network over time
Don’t just show up when you need something
Help them build their audience
Then they’ll help you with yours

Which raises a question…
Stephen: Open the discussion about influencer outreach – Natalie to check with influencer marketer for some tips
Also mention they should always be A/B testing.
Lisa: I loved your idea for that A/B test, Stephen, it was a really smart idea and so interesting to see the results.

Speaking of testing, you really can’t know if your campaign was a success without measurement. Natalie, this is totally your wheelhouse at Brandwatch so I’d love if you could bring everyone on the webinar through what they should be measuring when it comes to social media marketing, because there are just so many potential metrics people could be looking at, right?
Natalie: Right, it’s so important to take a big step back when it comes to measuring campaign success. Consider what ‘success’ looks like to every department and individual. Identify shared visions of success and how each team and department measures this.
Natalie: Don’t feel like you should measure something just because you feel you should. Right at the beginning you should make sure you’re focusing on what you as an organization actually want and need.
Natalie: When we think about campaigns, it would seem obvious that you’d want to track and measure TV advertising.
Natalie: See also radio campaigns. You’d want to see that you’re getting decent ROI.
Natalie: The same goes for social media campaigns, like the Social Superheroes campaign.
Natalie:

Outputs – What we’ve created

Outtakes – How people have reacted
Sentiment associated with us, or keywords we’re tracking
Increases in an ‘influencer’ scoring metric
Reach of posts, including shares
Numbers of followers/likers/subscribers

Outcomes – How people behave differently as a result
Number of people who follow a call to action within social content
Number of website visits driven by the campaign
Natalie: When beginning to measure, using something like Brandwatch, remember that listening to just the whole conversation might not be that insightful. For example, we could do a search for just ‘social superheroes’, but that wouldn’t be that interesting, and might not be relevant.
Natalie: So, as an example, here’s what we did to measure the conversation around this campaign. We used Brandwatch to create a query that would capture all mentions of the campaign in relation to hubspot, link humans, buzz sumo and brandwatch. That way, we know that the conversations we pulled are relevant. There can be a lot of trial and error, thinking about how people might use or misspell words.

Look more deeply into the mentions to get a full picture of how the campaign is being perceived. For greater insight, instead of simply listening to sentiment, use social data to listen to the type of language that can truly give you a picture of how your brand is performing or is being perceived. Look for language that suggests people are keen to engage with your products, e.g. “I’m looking forward to trying that new Dove moisturiser”
Natalie: So, here we can see, using a social listening platform, at a glance a few of the metrics we might want to report on. We can easily see the sentiment around the campaign, how many mentions we’ve had, where the conversations are happening and how the buzz around the campaign peaks and troughs over time.

We can see that people like the campaign, which is great news!
Natalie:
Look for volume, reach, exposure, and amplification. How far is the message spreading?

When measuring engagement, look for metrics around retweets, comments, replies, hashtags and impressions. You can do this to some extent using free tools like Twitter Analytics and Tweetdeck, or you can get really granular using a social listening platform like Buzzsumo, or Brandwatch.
Natalie: Using social analytics tools like Brandwatch Analytics, you can observe peaks relating to your promotional activities, see if the buzz is sustained, and look for sentiment around the campaign at each stage. So here, we can see when the campaign launched on March the 12th, followed by further promotional activities.
Natalie: Using Brandwatch we then dive into the mentions to see exactly who is driving the conversation. As Stephen spoke about previously, you can identify your influencers and also check out in more detail what people are saying about the campaign.
Natalie: As well as monitoring the buzz, use trackable URLs in your social and email campaigns in order to measure your campaign’s traffic and conversions on your website in a tool like HubSpot or Google Analytics

It’s increasingly important to understand the user-journey of people who visit your website
Analytics tools can track the number of visits to a link shared via paid, earned or owned media
Factors like where visitors come from, how long they stay for, whether they’re existing customers/fans/followers, whether they buy or recommend are all useful aspects to understand as part of a measurement framework.
SO in summary, it’s really important to measure your campaigns so that you can get a true picture of how your activities are being perceived, whether you’re using your resources and budget wisely, and so that you can report back to stakeholders and ensure that your social media campaigns and their results are getting visibility within the business.

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