1. Chapter 10: Social Media I

2. Chapter Objectives
Describe the virality formula and use it to increase the likelihood of a social media campaign “going viral.”
Describe the parts of a social media campaign plan and use this plan to design an effective campaign.
Determine effective ways to use Facebook in a social media campaign.

3. Social Media Myths Social media is free
Good social media must go viral
Social media will replace traditional media
Good social media must reach millions of people
A good social media campaign can fix most other problems
Social media should function independently of traditional media

4. Virality Top viral videos of all time

5. Virality 1 person watching the video = X more views X = pf * N * pv
pf is the probability of forwarding
N is the number who receive or see the forward
pv is the probability of viewing the forward

6. Social Media Plan Determine the objective Plan the content
Distribute and promote content
Measure success

7. Bonobos

8. Objective
Sell clothes

9. Content

10. Distributing and Promoting Content

11. Measures of Success Page Likes (370K) New Page Likes (840)
Re-shares (1, 0, 2, 2, 1 on example posts)
1.7K “People Talking About This”
Content views
Conversion rate

12. Red Mango

13. Objective
Keep Red Mango top of mind

14. Content

15. Distributing and Promoting Content

16. Measures of Success Page Likes (830K) New Page Likes (1.9K)
Re-shares (17 comments on poll, 8, 11, 60, 12 on example posts)
10.9K “People Talking About This”
Content views

17. Skull Candy

18. Objective
Sell headphones online
Build the Skull Candy brand

19. Content

20. Distributing and Promoting Content

21. Measures of Success Page Likes (2.2 million) New Page Likes (1.9K)
Re-shares (0, 1, 0, 4, 1 on example posts)
3.7K “People Talking About This”
Content views
Conversion rate