understand social media campaign
TRANSCRIPT
SOCIAL MEDIA campaign
By : Robin Low
A radical change has occurred in the
World of advertising and marketing“
”
why social media?
• Reach networks of people
• Word of mouth / viral propagation
• Continuous engagement, before / during / after event
• Compliments marketing efforts
• Search engine visibility
• Market research, feedback
• more…
traditional methods
• Email lists
• Newpaper ads / TV
ads
• Cold calling leads
• Other interruptive
marketing
Consumers are not listening anymore
Interruptive marketing has seen it’s day
Source: http://www.=.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf
The Audience
is creating
Source: http://www.iirusa.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf
The Audience
is selecting
Time Shift technology
Source: http://www.iirusa.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf
The Audience
is changing
Source: http://www.iirusa.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf
Consumers control the online environment so
brands need to think about facilitating user-
created actions, not just user-generated
content." Unlike newspapers and TV where the
advertisers are speaking at consumers, the
Internet allows for more back and forth
interaction.
Source: http://china.seekingalpha.com/article/30979
“
”
advancements of… digital media
People are self
organizing
The masses are
not afraid of sharing their
opinion
How?How?How?How?
anatomy of social media
campaign
• Planning
– Identify goals, stakeholders and audience.
• Goals must be trackable
• Educate stakeholders, manage expectations, get a
lot of people involved.
• Segment your audience, preferable verify with data set.
the question
Will the concept fit a social model?
Fundamentally, social media has the potential to create an audience and encourage interaction and sharing of ideas.
How would this engagement further your cause?
know what you want to accomplish
Develop a social media campaign for a
specific goal or purpose.
This will help you pick which site to use
and how to measure success.
decide on purpose of social media and
organization’s position
Social media is not a pure sales medium, decide on what you
company would want to use it for.
Your social media presence is more
for online branding, educating your customers and engaging the public.
decide on which platform to use
There are many different social media
platforms to use, which one fits your
company best?
Find where your niche and audience are
located and which platforms they are on
and engage them there.
Tip: Engage in 3 – 4 platforms. Cross
marketing between the platforms
creates multiple touch points.
execution
• Test with real users
• Deploy with room to scale
• Decide on platform
• Analyze, optimize and iterate – enhance your process
social media involves
• creating FB pages, Twitter account, YouTube account.
• Updating profile, bio.
• Getting Fans to join page
• Planning theme and strategy to engage public.
• Creating Engaging Content
• Monitoring Comments and Feedback.
• Analyzing Reports
ONE OFF
EVERY CHANGE
DAILY
DAILY
DAILY
MONTHLY
MONTHLY
• 600+ million users
• Can register smaller groups and engage crowds already present in established groups
• Post photos / videos of events
• Tag fans and create a community
• Polls
• Events
• Facebook Pages can be the center of Public engagement.
• Facebook Ads (Social Ads) can quickly spread awareness through very specific targeting
• Engagement Ads
• Viral Apps
Content
• Video
• Photos
• Events
• Blogs and Links
• Reviews
• Discussions– much more
Facebook usage statistics by country - Dec 31st 2010
303%52.50%7,552,7604,952,3401,874,220Venezuela 20
82.70%30.60%7,586,0605,808,0204,153,060Chile 19
7652.60%59.40%8,752,6405,490,300112,900Taiwan 18
4111.70%265.50%8,821,8802,413,900209,460Brazil 17
1022.30%140.10%9,544,5803,975,640850,420Malaysia 16
123.10%26.90%9,661,7207,611,9204,330,040Australia 15
221.10%61.10%11,665,8607,243,5203,632,760Colombia 14
371.30%58.90%12,235,0807,701,2002,596,080Spain 13
448%67.30%12,359,2607,387,1202,255,300Argentina 12
989.50%135.90%13,678,2005,799,5201,255,480Germany 11
59.20%21.50%17,288,62014,228,46010,862,040Canada 10
1513.90%220.30%17,288,9005,397,4801,071,280India 9
218.90%34.20%17,812,80013,272,7605,585,700Italy 8
1183.40%184.20%18,488,7006,505,0401,440,640Mexico 7
4738%125.40%18,901,9008,387,560390,700Philippines 6
210.70%43.20%20,469,42014,290,7006,587,240France 5
204.50%42.60%24,163,60016,943,7807,934,340Turkey 4
91.90%26.70%28,661,60022,625,30014,937,180UK 3
3481.70%118.80%32,129,46014,681,580897,040Indonesia 2
246.40%43.90%145,749,580101,303,24042,078,960USA 1
24 month
growth %
12 month
growth %
# of Facebook users
Dec 31st 2010
# of Facebook users
Dec 31st 2009
# of Facebook users
Dec 31st 2008CountryRank
“With twitter gaining popularity, number of users greatly increased after celebrities began to use this social media platform. Many people are
only beginning to realize the true value in it. ”
1.Networking
2.Updated news
3.Relationships
4.Information
5.Alerts on Upcoming Events
build your community
• Tweetups!
• After event engagement?
• Ad hoc meetings?
• Face to face engagement.
• Crowdsourcing ideas.
• Fundraising.
• Spreading awareness.
• Sharing updates.
• Event #hashtags
– Spread awareness of event
– Monitor feedback
– Channel of communication
– Customer support
– Media engagement
– Q&A
blogs & Articles
• Write articles to inform people about new
development and advances of the industry.
• Give value and knowledge that people will find
useful, for products and services related to your
company.
• Brand yourself as an “expert” in the industry.
• Improve your credibility by sharing knowledge.
• Millions of people read articles on
ezinearticles.com, blogger.com or
wordpress.com everyday.
growth of social media
growth of social media
decide on how your social media will be managed
Who will be in charge of the Twitter
account and Facebook Pages?
Find out the rules needed for
management to be comfortable.
Find different roles for people with
different comfort levels and skill sets.
areas of focus
• Promotion
• Execution
• Follow up
market passively
Social media folks are not used to
aggressive marketing, and will be
turned off by it.
Aggressive marketing may bring
negative results.
Attention Engagement
The new paradigm
think social media apps
RSS
widgetswidgets
desktop appsdesktop apps
promote repeatly
• Facebook Connect
• http://mashable.com/2009/01/12/facebook-connect-implementations/
• Open Graph
• http://developers.facebook.com/docs/opengraph
• Badges and Logos
Be sure you provide many great
reasons to follow you.
Keep content interesting and
varied.
Always have your audience in
mind.
add value
be consistent
Consistency is key.
Allocate a few hours a week to
monitor your social media progress.
Consistently be part of a community,
not there only to market products.
Participate in conversations and do
not leave conversations you started.
be helpful and approachable
Do not just broadcast your own
messages.
RT (Re-tweet) interesting news and
information to your audience.
Reply to comments.
Answer questions you know the
answer to that appear in your feeds.
Participate in conversations.
focus on quality rather than quantity
On Twitter and Facebook, focus on
quality interactions, and build deep
relationships.
Convert fans into Evangelists and
hope they can promote your company
through word of mouth.
Numbers may mean more chances of
spreading message but DOES NOT
GUARANTEE that.
cross promote and share messages
There are applications that allow you to update status on LinkedIn, Twitter and Facebook. If they are the same message you want to update for all your mediums, simply use Hootsuite.
It is ok to update your new blog post on all your different channels and no reason why you should not do that.
be in for long haul
Building relationship and trust takes time.
Do not give up after trying out for one month. Relationships are not built overnight.
Social media can increase your profile and open many opportunities if you try, you may not even actively market yourself or your company.
don’t allow it to consume your time
If not managed properly, social media
can be a distraction if you just have
conversations in small groups.
Make you’re your efforts are not in the
way of doing business.
run events
Run events and meetups to try to engage your fans and supporters in a physical way. “Put a face” to that digital avatar.
Promote your ideas, products and services. – Make it tangible!
engagement does not end after event
• Build your community
• Blog
• Stream / video edits
• Photos of events
• Get feedback / extend the dialog
• Promote your next event
engagement does not end after event
• Share summaries
• Share slides
• Extend engagement for paid attendees
• Link to relevant blogs
• Reply to feedback / comments during event
• Build relationships
engagement does not end after event
• Launch survey to collect information on:
– Speakers
– Topics
– Event
• Run polls on what they like best about the event
• Create a place to further facilitate discussions
• Use backchannels as archive
summary
Questions and concepts
• How do I make it fun? (Gaming concept to get people come back for more)
• How do I make it usable so users can come back for more?
• How do I provide value?
• Keep it simple!
summary
• How do users share my content?
• How do users contribute and engage? (Do I allow user express themselves?)
• Integration and context
– Will users use my information and is there a
larger Eco-system that your campaign can
integrate?
ROI
Use Facebook Analytics for your pages.
conclusion
• Use technology, build relationships
• Create and foster dialog.
• Find innovative ways to increase engagement and attendance.
• Encourage openly sharing of content, not keep for private use.
• Build community, facilitate networking.
• Embrace change.
conclusion
• Users are not on Facebook or any social platforms for you or your products.
• Be useful or fun. -> Don’t intrude.
• Many ways to succeed in a campaign, be hollistic, but don’t lose your big picture.
• Use analytics and analyze data, change strategies according to data.
• Plan and think long term.
• Educate Stakeholders.
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Blog: http://digitalmediaacademy.blogspot.com/
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use social media for your
campaigns and build relationships