engaging your community: creating an effective social ...€¦ · design: theme wic survey social...

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Engaging Your Community: Creating an Effective

Social Media CampaignSessions 1 and 2: Audience, Theme, 

Goal, and Tools

SMM 9002 LinkedIn Group

http://linkd.in/geZgT4#SFSUsocial

Using Social Media as a Corporate Brand Builder

Activity: Campaign Case Studies

Read the following social media fails (20 – 25 minutes): Netflix: http://bit.ly/tuQQeP, http://bit.ly/HRuTAY Audi Social Media Fail: http://bit.ly/dZqwTQ The Camry Effect: http://bit.ly/SXtveA Kenneth Cole: http://bit.ly/Wl3j35

Heinz Balsamic Ketchup: http://onforb.es/vp01Es, http://bit.ly/v71WKC, http://huff.to/w3LQC9http://www.nytimes.com/2011/10/26/business/media/ketchup‐moves‐upmarket‐with‐a‐balsamic‐tinge.html?_r=1As a group, we’ll discuss why they were failures and what could be improved, as well as whether or not Heinz was a failure (20 – 25 minutes). 

Netflix

Audi

Progressive Insurance

Toyota: Camry Effect

Kenneth Cole

Lessons Learned

“A” Is for Audience

“A” Is for Audience

Who are theyWhat do/don’t they like

Where are they

Why should they care

How do they interact

Ask

Ask

Be a Lurker: Google

Be a Lurker: LinkedIn

Be a Lurker: YouTube

Be a Lurker: Facebook

Be a Lurker: TweetDeck

Design: Theme

Design: Theme

HILO PRODUCT LAUNCH SOCIAL MEDIA CAMPAIGN PLAN

Audience: Business and IT Users—Director and AboveTheme/Focus: SAP Visual Intelligence product launch at SAPPHIRE Orlando Goal/Objective:  Generate brand awareness for HILO Messages:  Connect, access, and visualize data without a single line of code –

with SAP Visual Intelligence  Better understand your data for savvier decision making  Get real‐time answers on any volume of data Ease of use

Success Metrics: Blog: average 500 unique views per postFacebook: 20K reach, 50 clicksYouTube: average 500 views per videoTwitter: 300K reach, 200 clicksSlideShare: 400 downloads

Design: Theme

HILO PRODUCT LAUNCH SOCIAL MEDIA CAMPAIGN PLAN

Audience: Business and IT Users—Director and AboveTheme/Focus: SAP Visual Intelligence: connect, access, and visualize data 

without a single line of codeGoal/Objective: Generate brand awareness for HILO

Messages:  Better understand your data for savvier decision making  Get real‐time answers on any volume of data Ease of use

Success Metrics: Blog: average 500 unique views per postFacebook: 20K reach, 50 clicksYouTube: average 500 views per videoTwitter: 300K reach, 200 clicksSlideShare: 400 downloads

Design: Theme

WIC SURVEY SOCIAL MEDIA CAMPAIGN PLANAudience: Consultants and small business ownersTheme/Focus: 10th Annual Best Practices and Compensation Survey: A Decade of 

Insights and Prediction

Goal/Objective:  •Increase WIC comp survey participants from 179 in 2011 to 400 in 2012•Raise non‐WIC community participation from 25% to 50% or respondents•Increase participation from social media sources from 7.11% to 20%

Messages:  •10 years of insights on compensation and best practices for running and growing successful consulting practices—special 10 year overall trend section in the results•The latest consulting trends•Benchmarks of top consultants nationwide

Success Metrics: •Increase WIC comp survey participants from 179 in 2011 to 400 in 2012•Raise non‐WIC community participation from 25% to 50% or respondents•Increase participation from social media sources from 7.11% to 20% 

Design: Theme

WIC SURVEY SOCIAL MEDIA CAMPAIGN PLANAudience: Consultants and small business ownersTheme/Focus: Best Practices and Compensation Survey

Goal/Objective: •Increase WIC comp survey participants •Raise non‐WIC community participation •Increase participation from social media sources 

Messages:  •10th Annual Best Practices and Compensation Survey: A Decade of Insights and Predictions 

•10 years of insights on compensation and best practices for running and growing successful consulting practices—special 10 year overall trend section in the results

•The latest consulting trends

Success Metrics: •Increase WIC comp survey participants from 179 in 2011 to 400 in 2012•Raise non‐WIC community participation from 25% to 50% or respondents•Increase participation from social media sources from 7.11% to 20%

Goals Behaving Beautifully

Drive 7,500 to our lounge at SXSW

Generate 200 fresh sales leads

Get 20,000 YouTube video views

Reduce blog bounce rate by 20%

Goals: WIC’s Overall Strategy

Support WIC’s overall 2014 objectives:– Increase awareness of WIC as a thought leader and resource for consultants and small business owners in the US

– Increase revenue by 7.5%– Increase membership by 12%– Bolster/clarify/streamline communications

Goals: WIC Campaign

Increase WIC comp survey participants from 179 in 2013 to 400 in 2014

Raise non‐WIC Community participation from 25% to 50% of respondents 

The Best Social Campaigns Aren’t Just Social

High-Level Campaign Components

Class Project: Designing a Campaign

Template is at www.aveconsulting.com/sfsu.html—use “Campaign Template for Class Project” under Guidelines and Templates

Class time will be allotted during all three sessions to work on the campaign

You should send your company & campaign topic to avery@aveconsulting.com by Monday, 4/7

Everyone will present their campaign in small groups on Saturday, 4/12

Email final campaign plan to avery@aveconsulting.com no later than 9pm on 4/13 to receive credit for taking the class

Session 1: Homework Read assigned articles on 

www.aveconsulting.com/session_1.html Read SAP vs. Oracle: A Case of Hashtag Hijacking 

(#OOW12) in reader/handout; come prepared to discuss at session 2

Download “Campaign Template for Class Project” and start your campaign project: www.aveconsulting.com/sfsu.html– Decide on a company and campaign for your class project 

and send to avery@aveconsulting.com by Monday, 4/7– Start the following sections: audience, theme, goal, 

platforms, timeframe, messages, and resources Bring a flash drive to transport your campaign to and 

from class

Picking the Right Tools/Platforms

The Big Five: Blogging

The Big Five: Blogging

The Big Five: Blogging

The Big Five: YouTube

The Big Five: YouTube

The Big Five: YouTube

Other Video Fun: Animoto

Other Video Fun: Vine

The Big Five: Facebook

The Big Five: Facebook

The Big Five: Facebook

The Big Five: Facebook

The Big Five: Facebook

The Big Five: Facebook

The Big Five: Facebook

The Big Five: Facebook

The Big Five: Facebook

The Big Five: Facebook

The Big Five: Facebook

The Big Five: Twitter

The Big Five: Twitter

The Big Five: Twitter

The Big Five: Twitter

The Big Five: LinkedIn

The Big Five: LinkedIn

The Big Five: LinkedIn

The Big Five: LinkedIn

The Big Five: LinkedIn

Tools: Location-Based Marketing

Tools: Location-Based Marketing

Tools: Location-Based Marketing

Tools: Location-Based Marketing

Tools: Pinterest

Tools: Pinterest

But Wait…What About Google+

But Wait…What About Google+

Session 2 Activity: Adding to Your Brief

Flesh out all of the high‐level campaign components

Session 2: Homework

Read assigned articles on http://www.aveconsulting.com/session_2.html

Review course handout pages 5 – 6 tactics Details Example)

Continue working on campaign project:– Audience, theme, goal/objective, platforms, timeframe, messages, and resources should be complete when you come to class on Saturday

– If you finish and want to keep working, start building out the components section (tactics detail in the handout)