how to optimise your social media campaigns

ITT Social Media Masterclass Friday May 3rd 2013

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In this session…

• Create your own social media campaign briefs and optimise your campaigns

for maximum impact.

• General tips on the elements of a successful campaign, sharing some good

examples and best practice.

• Creative concepts - what works and what doesn’t.

• Brainstorming and getting your staff involved.

• What technologies exist for you to run your campaigns and why you shouldn't

build your own

• Compliance of different channel’s rules and regulations.

• Recommended resource and budget

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About Us

We’re an award-winning social media

agency, enabling our clients to generate

revenue and meaningful returns from

social media through our creative

Social Media Campaigns & Integrated

Social Applications

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Social Media activities

There are 4 main types of social media activity

1. Strategy

2. Channel management

3. Campaigns

4. Commercial Activities

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1) Strategy

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2) Channel Management

• Social media is 24/7 so it’s

essential you keep up your end of

the conversation if you want to

reap the rewards.

– Content*

– Topline evaluation and strategy

– Profile design

– Audience communication

– Customer service

– Channel monitoring and

moderation

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3) Campaigns

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4) Commercial Activity

Social Media campaignsSet-up

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Social Media campaign overview

• Creative concept

• Tech build

• Broadcast, Outreach and PR

• Promotion

• Review

• Commercial Activity

• Step 1 is a Campaign brief…

Lets have a go

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Resource estimates

Estimates of required resource and costs have been provided. Please note these are indicative costs only for an entry level social media campaign for which Digital Visitor would typically charge £5500.

Timings should be considered as the minimum amounts of time that should be dedicated to each activity.

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Campaign brief (1/2 day)

1) Project Overview - what are you doing that makes you want to run a campaign? ……………………………………………………………….

e.g. We are launching a new destination this summer and want to promote fantastic experiences that are available in destination to existing customers and also to new audiences

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Campaign brief (1/2 day)

2) What are my objectives? (specific, measurable, realistic, timebound)

1) …………………………………………………

2) …………………………………………………

3) …………………………………………………

• ‘x relevant likes’ by 30 July 2013

• Traffic

• Sales

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Campaign brief (1/2 day)

• Beware of volumes of ‘likes’ as targets or promises

• This is simply database acquisition

• Monitor ‘talking about’ score after and if this is 5% or lower you have got it

wrong.

• Quality targeting = reach < but higher value likes for commerce

• Quantity targeting = reach >, more ‘noise’

• Ultimate aim is BOTH!

Series1

QuantityQuality

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Campaign brief (1/2 day)

3)Campaign launch date (allow at least 4 weeks from now)………………………………………………………….

4)Who is going to own the campaign from your end?

………………………………………………………….

5)Main contacts for running campaign

………………………………………………………….

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Campaign brief (1/2 day)

6)Target demographic

– ………………………………………………………………………

– The internet generation or iGeneration. Tweens

– Gen Y Growing up with computers, especially responsive to internet

campaigns, process information quickly % are especially brand loyal.

– Boomers They're at many life stages: empty nesters or full nesters, boomer

grandparents, single or married

– The Greatest Generation Extremely loyal customers. Like to spend money on

their grandchildren (75% are grandparents).

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Campaign brief (1/2 day)

7) What channel is best for them?

% of internet users who...

The service is especially appealing to...

Use any Social Networking Site 67% Adults ages 18 – 29, women

Use Facebook 67 Women, adults ages 18-29

Use Twitter 16 Adults ages 18-29, African-Americans, urban residents

Use Pinterest 15 Women, adults under 50, whites, those with some college education

Use Instagram 13 Adults ages 18-29, African-Americans, Latinos, women, urban residents

Use Tumblr 6 Adults ages 18-29

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Campaign brief

8) Existing Channels, what channels are

you currently using?.......................

– Community

size………………………….

– Engagement /

sharing……………….

– Tone

………………………………………

……

– Content

strategy………………………..

9) Competitor analysis Social SWOT

Competitor X

Strengths 50,000 Facebook likes

Weaknesses

Low ‘talking about’ score

Communication is all commercial

Boring competitions

Opps

Threats

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Campaign brief

10) Markets – UK / Intl……………………………..

11)What are your 3 biggest challenges?

…………brand awareness……………………….

…………reducing marketing costs……………

…………………………………………………………

………….

12)Incentives

…………………………………………………………

….

…………………………………………………………

….

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Campaign brief

13)Commercial partners

…………………………………………….

14)Budget / resources

……………………………………………

……

……………………………………………

……..

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Brainstorming (1/2 day)

• Provide your team with the brief

• Brainstorming ground rules

– Planning must be done by all

– Everyone must contribute

– No ideas are stupid

– Leader shifts direction

– Provide feedback on selected

ideas5 10 15 20 25 30 35 40 45

0

1

2

3

4

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Creativity

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Creative concepts

Do’s

• Easy to enter

• Make engaging and colourful

• Educate

• Include data capture

• Drive sharing (consider secondary

incentive)

Don’ts

• Require a large time investment

• Move away from your brand. ‘Like to

win an ipad’ isn’t the right way.

• Run campaigns for longer than a

month (6 weeks max)

• Get suckered in to buying a long

term, expensive Facebook App

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Tech build (4-8 days)

Resources needed for a basic build

• 1-2 days research appropriate

technology (marketing exec)

• 2-4 days technology build and

testing + application costs of

approx. £200 (junior dev)

• 1-2 days design (junior designer)

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Tech build

Pitfalls

• Do NOT build your own Facebook

applications. This is a waste of

money.

• Yes – you need an App – its against

FB guidelines to not use them.

• App builds can be unpredictable.

Technology is newer and prone to

issues. Simpler is better

• Do not overcomplicate the mechanic

Social Media campaignsLaunch

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Make a noise (4-6 days)

• Broadcast through Existing

marketing channels such as email

• Publicise on website

• Social PR and Outreach

• Corporate partnership

• Optimised Facebook advertising -

change every few days

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Post Campaign

• Report against your objectives and

recommendations. Commercial

Activity

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Commercial Activity (2-4 days)

• Offer

• Simple redemption mechanic e.g.

voucher code etc…

• Time limited

• Engage sites where you received

coverage for the campaign

• Advertising spend optimisation

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Case study: Commercial Activity 1

• Ancillary travel product

• Facebook growth from 0 – 3000

• Corporate partner secured

• Revisit Online coverage for

promotion of commercial activity

• Optimised Facebook Ad Spend

• Email communication

• 42 brand new customers directly

• 22% of all business in the period it

was running

Social media22%

36%12%

20%

10%

Sales

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Case study: Commercial Activity 2

• Luxury Accommodation

• Grew audience from 900 – 13,500

• Revisit Online coverage for

promotion of commercial activity

• Flash sales over 48 hrs

• £23,000 accommodation booked

• 2 further sales throughout the year

• Total £50,000 sales

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What does success look like?

• Engagement during competition

should spike – up to 500%-1200%

• Ongoing ‘talking about’ should be

about 5%+ of your total ‘likes’. This

shows relevance. NIrvana is 10%

• Relevant new ‘likes’ 2000+

• Commercial activity = 10% – 30%

of the budget for campaign 1.

– Consider lifetime value of ‘likes’

– Track FB traffic on your website

Rules and Regulations

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• Must use a 3rd party App to run competitions.

• Facebook features or functions cannot be a condition to enter the competition

(e.g.‘Like’ the Page, ‘Like’ a status or comment, or upload a photo on the Page)

• CAN ‘Like’ as part of the entry process, but they will need to officially enter the

competition using the App.

• Clearly state that ‘the promotion is in no way sponsored, endorsed or

administered by, or associated with, Facebook’ & disclose that the participant is

providing information to [disclose recipient(s) of information] and not to

Facebook.

***ALWAYS VISIT FACEBOOK’S WEBSITE TO CHECK FOR ANY UPDATES***

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RE: Cover photo

• You may not encourage

people to upload

your cover photo to their

personal timelines.

• Your cover may not include

images with more than

20% text.

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Twitter currently doesn’t have any guidelines regarding competitions but they do suggest

the following;

• Discourage the creation of multiple accounts - include a rule stating that anyone

found to use multiple accounts to enter will be ineligible.

• Discourage posting the same Tweet repeatedly

- do not post duplicate, or near duplicate updates or links

• Don’t set rules to encourage lots of duplicate updates (like saying, “whoever retweets

this the most wins”).  

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While they don’t have specific rules, they suggest you keep the following guidelines in

mind.

DON’T...

• Suggest Pinterest sponsors or endorses you or the contest.

• Require people to pin from a selection— let them pin their own stuff.

• Make people pin or repin your rules.

• Run sweepstakes where each pin, repin, board, like or follow represents an entry.

• Encourage ‘spammy’ behaviour, such as asking participants to comment.

• Ask pinners to vote with pins, repins, boards, or likes.

• Require a minimum number of pins. One is plenty.

Popular Campaign Apps

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Quiz Application

• Get your fans’ attention & deepen engagement with a

unique quiz.

• Create one-on-one connections by serving up specific

content based on responses.

• Help your fans discovering which of your products or

services are the best match for them.

CAMPAIGN STEPS1. Visitors Like the page

2. Visitors answer a few questions about their taste

3. Visitors fill a contact form

4. Visitors get a product recommendation based on their answers

5. Visitors are prompted share a message on their wall (optional)

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Example 1

• Quiz mechanic

• Data capture

• Education about the brand

• Valuable lead generating

information

https://www.facebook.com/simplychateauholidays

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Map Discovery App

• Get your fans to discover your venue/products/

services day-after-day in a fun way.

• Create engagement by getting your fans to visit

your page every day.

CAMPAIGN STEPS1. Visitors Like the page

2. Visitors reveal the prize of the day

3. Visitors fill a contact form

4. Visitors are prompted to share a message on their wall (optional)

5. Visitors come back the next day for a chance to win another prize

Example 2

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Present this voucher at the London Eye to receive 2 for the price of one entry

At 135m the London Eye is the world’s largest cantilevered observation wheel and one of the best way to view London

A breathtaking feat of design, passengers in the London Eye’s capsules can see up to 40 kilometres in all directions!

Special promotion 2 for 1

Download Coupon

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Sweepstakes

• The easiest way to grow your fan base.

• Collect contact information and opt-ins with

custom forms.

CAMPAIGN STEPS

1. Visitors Like the page

2. Visitors fill an entry form

3. Visitors are prompted share a message on their wall (optional)

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Photo Contest

• Boost engagement across multiple social networks

with fun photo contests.

• Encourage fans to upload and vote on photos.

• Accept submissions through Facebook, Twitter &

Instagram, & share entries through Facebook, Twitter,

Pinterest.

• Easily publish to Facebook, mobile & your website.

CAMPAIGN STEPS1. Visitors Like the page

2. Visitors upload a picture via the chosen network

3. Visitors ask their friends to vote for their picture

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Example 3

• Upload photo of you in a

Facemask

• Share

• Montage of images post

campaign

• Great, viral and humorous

content

https://www.facebook.com/ChampneysResorts?fref=ts

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Pin it to Win it

• Increase your Pinterest follower base.

• Increase visibility of your brand.

• Increase sales.

CAMPAIGN STEPS

1. Visitors follow the brand’s Pinterest page

2. They re-pin the campaign image together with images of their favourite products from the brand

3. They submit the link of their Pinterest board together with their contact details.

For more informationwww.digitalvisitor.com / anthony@