Description


In 2002, Live Oak 360 was founded. It is a Texas-based web technology services company, specializing in Digital Landscape Management™ consulting, customized software development, conversion acceleration and social networking applications to assist companies in the management of their digital landscape. Live Oak 360 discovers the needs of clients, finds the strategic solution that is the best fit and then cyclically evaluates and refines the client solutions based on the clients' evolving business needs. It empowers the team to step in sync with clients, at any point within their development process, to create custom software applications in alignment with corporate goals and to maintain iterative, impacting improvement for clients. Live Oak 360 integrates marketing and business activities, provides in-depth business intelligence, and increases visibility with key audiences, which, in turn, improves website profitability for clients.

Live Oak 360 relies on quality of service and word of mouth to grow and prosper. Live Oak 360 believes that in business, it’s not only what you know – but who you know – that counts. That’s why the Internet has become a foundation for business success. It connects people, information and ideas in ways never before possible.

Social Media has become an emerging online tool for connecting people, information and ideas. Therefore, Live Oak 360 will launch their first Social Media Campaign in 2009.


Social Media Efforts


    Goals

By focusing on Live Oak 360's presence online in social media, they will create a global awareness of their products and services. Since Live Oak 360 relies on quality of service and word of mouth to grow and prosper, this global awareness will give Live Oak 360 a cutting edge with purchasers, influencers and promoters.

Furthermore, Live Oak 360 seeks to actively engage their audience to create personal relationships that foster opportunity. Through social media, personal relationships and "followings" will be created to open dialogue between the public and Live Oak 360. This dialogue will be used to primarily discover what the public needs and wants, and then implement those demands, if possible, in Live Oak 360's products and services.

    Objectives

For this campaign, global awareness will be measured in weekly webpage visits (both LiveOak360.com and BudURL.com). Currently, BudURL.com has approximately 7,500 unique viewers a week. LiveOak360.com has approximately XXXXX unique viewers a week. By May 1, 2009, this campaign plans to bring webpage visits to at least 15,000 for BudURL.com and XXXXX for LiveOak360.com.

Global awareness as a gateway to dialogue will take place in online social media, thus, this campaign will create and sustain profiles on key social media outlets. By February 1, 2009, Live Oak 360 will be a community member on Twitter, Facebook, StumbleUpon, Delicious, Wikipedia, LinkedIn, YouTube, Vimeo, FriendFeed and SocialMedian. By May 1, 2009, Live Oak 360 will have sustained these memberships by creating social networks within each medium. In other words, Live Oak 360 will have "followers", "friends", etc. in each medium.

As for dialogue, by the end of this campaign, Live Oak 360 will provide daily feedback to its audience. Also, there will be one weekly company announcement promoted throughout every online community Live Oak 360 is active in.

Lastly, in order to bring this online conversation "offline", Live Oak 360 will host one social gathering a month to further dialogue.

    Strategies

In order to create global awareness of Live Oak 360, this social media campaign will create a Live Oak 360 presence on key social media outlets. Since Live Oak 360 believes in the quality of their services, they will create online profiles that reflect the vision of the company. Therefore, Live Oak 360 will not take on any pseudo identity at any point in this campaign. Any messages released into the web public sphere by a Live Oak 360 employee about the products and services of Live Oak 360 will be identified as such.

Second, audience engagement is key to this campaign. As stated before, Live Oak 360 believes that in business, it's not only what you know - but who you know - that counts. Global awareness allows Live Oak 360 to identify and know their audience. Therefore, Live Oak 360 will begin and follow-through with online and offline conversations with their purchasers, influencers, and promoters.

    Tactics

Live Oak 360 will use Twitter, Facebook, StumbleUpon, Delicious, Wikipedia, LinkedIn, YouTube, Vimeo, FriendFeed and SocialMedian. By February 1, 2009, Live Oak 360 will be a community member of all these sites. Every following week Live Oak 360 will promote themselves on a different social medium. For example, for one week on all these sites, excluding Facebook, Live Oak 360 will send messages with links to their Facebook page. At the same time, Live Oak 360 will create conversation starters on their Facebook page.

Week	Social Median
February 2 - 8	Facebook
February 9 - 15	StumbleUpon
February 16 - 22	YouTube
February 23 - March 1	SocialMedia
March 2 - 8	LinkedIn
March 9 - 15	Delicious
March 16 - 22	Vimeo
March 23 - 29	FriendFeed
March 30 - April 5	Wikipedia

At the end of each week, Live Oak 360 will report on the amount and demographics of visitors they had to that social medium, as well as to their webpage. Included in this report will be a summary of the social medium, suggestions gathered for Live Oak 360's products and services, suggestions for better usage of the social medium, and any other relevant notes.

After April 5, other social media can be added to the campaign. Or Live Oak 360 can begin other promotions across all social media.

Throughout this entire campaign, Live Oak 360 will continue to respond to any messages from these social media, as well as any blogs, websites, third-party blog comments, etc. that feature them. In addition, Live Oak 360 will publish one article a week in word and video format. These articles will demonstrate how different professions can use Live Oak 360 and BudURL, educate users on how to better utilize Live Oak 360 or BudURL, or announce new products and services provided by Live Oak 360.

On a monthly basis, Live Oak 360 will promote and host social media events. For example, Social Media Brown Bag and Social Media BBQ. These will provide an open dialogue for individuals to gather and discuss social media's usages, benefits, problems, ethical issues, current events, etc. At the end of each event, Live Oak 360 will report on the findings and implement any changes. This events will be used as a "hodge podge" for creating social media how-to workshops.

    Messages

The message projected by this Social Media Campaign is that Live Oak 360 is an integrate part of the community that is listening to others and cares about what the community has to say. Furthermore, Live Oak 360 would like the public to know that Live Oak 360 cares about what for, why and how customers are using their products and services so that they can continuously better serve their community. Lastly, Live Oak 360 is here to educate and improve company's digital landscape. Therefore, additional messages coming from Live Oak 360 are mere educational facts provided for company's to better themselves.

    Public

Live Oak 360 would like to reach their customers, as well as potential customers - companies that need help with digital landscape management. Other publics include influencers and promoters, which are key social media community members. Influencers and promoters can further be defined as credible individual's in the web public sphere that have created a reputation, as well as a substantial following on the web (i.e., Paul Colligan and Guy Kawasaki).