Social Media Campaign Strategy

How do you develop a social media campaign strategy for a green marketing initiative?

Social Media Campaign Strategy

Markitors approach to developing a social media campaign strategy:

The goal of the Million Mile Mission is to build a future that sucks less (gas). As gas prices approached $5 per gallon, the Million Mile Mission felt that there’s never been a better time to “go fuel free.” Whether’s it’s riding a bike to work, going for a run or driving an electric vehicle, the campaign challenged people to log a million fuel free miles.

Markitors created the social media campaign strategy behind the “Million Mile Mission.” The annual challenge focused on recreational athletes and electric car enthusiasts. The challenage also included a cross country bike ride to kick off the campaign.

Here’s a few of the highlights from the social media campaign strategy from the 60 day, cross country bike ride that kicked off the Million Mile Mission:

  • Photos and multimedia content of sponsor products at US landmarks
  • Co-branded logo placement on online and offline tour assets
  • Strategic tour stops that are conducive to social media exposure
  • One unique social media campaign strategy

Here are some photos that describe the marketing language and target market of the Million Mile Mission:

Social Media Campaign Strategy - Markitors

Cyclists and bike enthusiasts were encouraged to ride their bike and register their miles on the Million Mile Mission website. Cyclists who registered a certain amount of miles were rewarded with real and virtual prizes. This gamification element to the campaign added extra fuel to participant’s motivations.

Social Media Campaign Strategy - Bikers

Partnerships were established with green vehicle companies that would enable the cross country campaign to take place. This included an electric car company and a company that install vehicle charging stations.

Social Media Campaign Strategy - Electric Car

Although the wheels haven’t started turning yet for the Million Mile Mission, you can learn more at http://gofuelfree.com.

Non Profit Social Media Strategy | Vet Tix

This past weekend we had the pleasure of working on a non profit social media strategy for Vet Tix, a non profit that gives FREE tickets to all veterans and members of their families.

If you’ve heard of Startup Weekend, then you’ll love the concept that Sean Tierney created: Pick a non profit who is doing well but needs some online help. Spend a weekend working on the website, design, a non profit social media strategy – or whatever they need help with to get them to the next level.

The non profit that Sean chose was Vet Tix, a non profit who has three veterans devoted to giving away free tickets to other veterans. These three guys all have full time jobs and work on Vet Tix part time. Despite not being able to focus on Vet Tix full time, they’ve given away 555,000 tickets since 2008 with a face value of over $20,500,000. They’re on track to give away 500,000 tickets in 2013. We wanted to help get them there.

We spent the weekend creating a non profit social media strategy, and thought it’d be worthwhile to share some of our findings for your non profit. Here were our goals for the weekend.

  • Create a non profit social media strategy that Vet Tix could use as a playbook after the weekend.
  • Edit user generated stories and reformat them for social media sharing.
  • Identify their most popular content and make content recommendations based on their popularity
  • Create ticket campaigns
  • Produce action items for the social media build.

From our initial social media audit, we were able to identify a variety of things that would make social media more useful. We’ve listed these items below, and hope that you can ask these questions to your marketing team as well.

What are we really selling?

We ask this question to help identify the communication strategy. What’s the tone and voice? Who are we talking to? Where are we talking to them? How often? With Vet Tix, a lot of their social media communication was going towards veterans in need of tickets. But, the content we determined Vet Tix was really selling to the general public is “Veteran Stories.” Don’t believe us? Check out Vet Tix’s “Hero’s Wish.” We determined that these were the stories to share on social media, while ticket communications should go through their backend email system.

Social Media Content Rewrite

Stories have so many elements that can be communicated through social media. With Vet Tix, their stories are moving. There’s not a whole lot of things more touching than hearing about a story of a military family reuniting and being able to go to their first football game together. So, we suggested the following when posting to Facebook:

  • On Facebook, upload a photo FIRST. Then, take your revised story and paste. Tag any physical locations mentioned in the story.
  • In the last paragraph of the story, ask for a donation to make the wish come true. Or, ask them to share. They will.
  • Post as a status update. Then, to expand the amount of text and increase the photo visibility, “HIGHLIGHT” the update.

Here’s the before and after photo of the same story, marketed differently:

Non Profit Social Media Strategy

Auditing Your Top Content

Between Facebook Insights and Google Analytics, you should be able to find your most popular social media content. When we audited the Vet Tix Facebook page, we found the following:

  • 15 of the top 15 posts from the previous year were photos.
  • 22 of the top 25 posts from the previous year were photos.
  • Conclusion: Post more photos that tell the stories of Vet Tix Members.
  • Non Profit Social Media Strategy Campaign Ideas

    Here we examined what the major problems were, and came up with a few campaign ideas to address those problems.

    • Problem: Need more up to date member information. Solution: Veterans sign up or update their information to receive free tickets for their favorite team. Members who refer three veterans are entered into a sweepstakes to win a top secret prize (aka a trip to the Super Bowl)
    • Problem: Creating a positive first impression. Solution: Run a campaign for first time users. New veterans who sign up and are verified get tickets to the game in their area. No competition. Tickets are guaranteed.
    • Problem: How to make Vet Tix relevant on Memorial Day, Fourth of July, Veteran’s Day, and 9/11. Solution: Leverage celebrity relationships to engage social media savvy veterans with entertaining and unique video content.
    • Social Media Account Redesign

      Here, we identified the weak spots and analyzed how to make them stronger.

    • Change social media icon to be something you recognize across all social media platforms.
    • iFrame in important pages on the website, like Contribution and Event pages.
    • Changing copy around to better communicate what Vet Tix is all about.
    • Those were some of the general areas we covered with our non profit social media strategy over the weekend. And, it’s great to see Vet Tix already implementing them online. Check them out on Facebook, Twitter and on their website. If you’d like a copy of the non profit social media strategy that we created, contact us. We’ll hook you up with a copy.

      Markitors is an analytical digital marketing agency in Phoenix that helps B2C brands grow their online and social media presence.

Social Media Giveaway

How do you use a social media giveaway as a part of an online indie movie marketing strategy?

Social Media Giveaway

Markitors social media giveaway approach:

Faces In The Mirror is a film that naturally lends itself to a social media giveaway. With the national movie premiere taking place in late August, Markitors launched a social media giveaway that encouraged fans to submit a photo of their “face in the mirror” for a chance to win tickets to the premiere with Boyd Tinsley from the Dave Matthews Band.

An independent panel of judges selected ten finalists from thousands of photo submissions. The Faces In The Mirror Facebook community then voted for the winning photo. The photo with the most likes and unique comments would send the finalist and friend to Seattle for the premiere. The winner would also go to the Gorge for a three day Dave Matthews Band show. The runner ups would receive a Faces In The Mirror movie poster signed by members of the Dave Matthews Band.

The Faces In The Mirror social media giveaway resulted in the following:

  • One social interaction (a comment, like, or share) every 10 seconds during the final day of the contest
  • Photos received more than 500,000 organic impressions on social media sites like Facebook
  • Organically increased Facebook “LIKES” by 50% over the course of the campaign
  • Increased brand recall of Faces In The Mirror
  • Successfully launched an online premiere with Faces In The Mirror entrants in late August

Here are the ten photos from the social media giveaway that were selected as finalists. The first one was the winner.

Social Media Giveaway - Winning Entry

Social Media Giveaway - Online Movie Marketing

Social Media Giveaway - Markitors

Social Media Giveaway

Social Media Giveaway

Social Media Giveaway

Social Media Giveaway

Social Media Giveaway

Social Media Giveaway

Social Media Giveaway

For a look at all the faces in the mirror entries, visit the Faces In The Mirror Facebook page. For social media giveaway ideas for your company, please contact us.

Digital Marketing Audit

Conducting a digital marketing audit helps you realize the full potential of your brand.

Digital Marketing Audit

Markitors digital marketing audit approach:

Markitors was hired by a sports and nutrition company to conduct a digital marketing audit. This company had done a nice job developing a social and web presence to build brand awareness. With more than 150 physical locations and a multi-million dollar traditional media advertising budget, this sports and nutritional company wanted to explode their digital marketing to realize the full potential of their brand.

Markitors looked at ourselves as a supplement this company could take to look better, feel better and perform better – much like their own products. We felt that if we could analyze their digital data points, we could help establish the marketing foundation that would explode their efforts for years to come.

Our digital marketing audit included the following:

  • Kick-off meeting and a face to face collaborative brainstorming session
  • In depth review and assessment of current brand and key assets
  • Complete understanding of full product line and consumer segments
  • Digital analysis of the competition and existing market opportunities
  • Audit of SEO, SEM, CPC, and Video efforts
  • Audit of social media marketing efforts on platforms like Facebook, Twitter, Youtube, Instagram, Pinterest, Foursquare and Linkedin
  • Audit of in-store signage and marketing materials

By overseeing this digital marketing audit as an independent third party, Markitors discovered findings that we wish you could tell you about. But instead, we’ll let our client do the talking for us:

“The guys at Markitors are just incredible. Their research and findings opened the eyes to our executives and marketing team. We are really looking forward to the next steps and taking action on the items we found in our digital marketing audit.”

Markitors is spelled with an “i/o” for input output. We’re an analytical digital marketing agency in Phoenix that blends marketing and auditing to help B2C companies improve their online presence. Contact us to learn about how a digital media audit can be beneficial to your organization.

Retail Social Media Strategy

How do you develop a retail social media strategy to sell t-shirts online and in local stores?

Retail Social Media Strategy

Markitors approach to developing a retail social media strategy:

Sportiqe Apparel delivers some of the most innovative casual sportswear designs in the licensed apparel industry. Markitors was tasked with creating a retail social media strategy of how Sportiqe could replicate their offline success in a digital world. In order to deliver a cutting edge strategy that would be “uniqe” to “Sportiqe,” Markitors did the following:

  • A comprehensive evaluation of the competition and their retail social media strategy
  • A look at how Sportiqe matched up to their competition
  • Created the theme and voice of the Sportiqe retail social media strategy
  • Identified the social media platforms that would be beneficial for retail
  • Created a weekly content schedule with ten creative ideas that are uniqe to Sportiqe
  • Identified key metrics to track the digital success

By creating this retail social media strategy, Markitors has helped Sportiqe start to replicate their offline success. The strategy varies by platform and helps guide the brand’s marketing initiatives. For example, when a celebrity is spotted wearing something from Sportiqe, that photo is added to the Pinterest pinboard. Foursquare tips are left at the retail outlets where Sportiqe is carried to alert consumers of the available apparel. Instagram, Facebook, Twitter and other social media platforms also play a vital role in the Sportiqe retail social media strategy.

Most importantly, the strategy helps customers feel as good online about the brand as they do in Sportiqe’s comfy t-shirts. We invite you to like Sportiqe on Facebook, follow them on Twitter, pin them on Pinterest, love them on Instagram, and check in on Foursquare to learn more.

Markitors is spelled with an “i/o” for input output. We’re an analytical digital marketing agency in Phoenix that blends marketing and auditing to help B2C companies improve their online presence. Contact us to see how Markitors can help create a retail social media strategy for your organization.

Social Media Strategy For Franchises | Sports Nutrition

How do you create a social media strategy for franchises that helps a nutrition focused brand stand out among local businesses?

Social Media Strategy For Franchises

Markitors approach to creating a social media strategy for franchises:

A nutritional company in the sports industry looked to Markitors to conduct a digital audit of all their online marketing assets. From this digital audit, we would then create a social media strategy for franchises that would help this company stand out in each of their 30+ markets.

Markitors identified the following objectives in creating the social media strategy for franchises:

  • Customers will easily be able to find your store, giving you more foot traffic and more sales.
  • Marketing initiatives from corporate will get smarter and stronger, which gives you more time to focus on growing your business.
  • Develop more online visibility for your franchise, your consultants and your store.
  • Customers will become more educated about products that are exclusive on the local level.
  • Brand recall will increase, which converts consumers into repeat customers.
  • Increase the investment of your franchise over time.
  • Identify what customers want online to drive more online and offline traffic to physical stores.
  • Grow the community of active social media followers to increase repeat purchases.

With these marketing objectives in mind, Markitors analyzed all of the company’s online assets and conducted an extensive online audit of the top competitors in the sports nutrition industry. In the final deliverables, Markitors outlined a social media strategy for franchises that would save the company more than $200,000 annually while growing their business through new and existing marketing channels.

From Our Client:

The pleasure has been ours in working with you. You’ve definitely made us feel better about our digital strategy and we’re all looking forward to looking better next!

To learn more about our social media strategy services for franchises, like Markitors on Facebook or contact us at 602.910.1214.

Movie Marketing Strategy | Faces In The Mirror

How do you create a movie marketing strategy to bring a modern day silent film to life on social media?

Movie Marketing Strategy

Markitors movie marketing strategy approach:

Faces In The Mirror is a film that, in the words of Reader’s Digest, “sings.” Markitors was tasked with developing and managing all the online marketing initiatives for the film, starting two months before it’s release.

Markitors quickly had to get to the core of what would move people to become interested in the film. In order to develop a movie marketing strategy and subsequently manage our strategy, we did the following:

  • Conducted a comprehensive evaluation of similar movies (Moonrise Kingdom and The Artist) and their social media marketing strategies
  • Developed the online voice for a silent film (Feel something that’s really real)
  • Determined what the movie was really selling (Emotion)
  • Created a weekly content schedule with ten creative ideas that reflect Faces In The Mirror’s digital strategy (Including bringing the main character to life on social media platforms like Twitter, Instagram and Facebook.)
  • Initiated a digital advertising strategy that would support the digital marketing strategy (Ran Facebook ads in multiple markets to promote one night screenings.)

Once Markitors assumed responsibilities for executing the movie marketing strategy, Faces In The Mirror accomplished the following:

From Our Client:

I don’t know where to begin to thank Markitors. They’re brilliant and have been a crucial element to this effort of bringing Faces In The Mirror to market.

To learn more about creating a movie marketing strategy, like Markitors on Facebook. Or, contact us at 602.910.1214.

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