building a successful social media campaign
TRANSCRIPT
HeadlineBuildingASuccessful
SocialMediaCampaign
StevenBellach&NikSourisBottomLineMarketing
www.blmllc.com
January25,2017
© 2015 BottomLine Marketing | 2
Agenda
Introductions
SocialMedia isMoreThanJust Media
StrategyDevelopment– TheEditorialCalendar
Exercise #1– EditorialCalendarDevelopment
BuildingaSocialMediaCampaign
Exercise #2– Social Media CampaignDevelopment
Summary
SomeInitialThoughts…
• Whatisthecurrencyofsocialmedia?
• Issocialmediaawholenewwayofdoingmarketing?
• Doesyourbrandhavetobean“extrovert” tobeaplayerinsocialmedia?Doessocialhavetobe“wacky”?
MediaOvertheYears
One-WayCommunication
CompleteControlOverContent
Two-WayCommunication
ControlOverContent&ClosedFeedbackEnvironment
All-WayCommunication
LimitedControlOverContent;OpenFeedbackEnvironment
“All-WayCommunication” Implications
• Conversationswillhappenwhetheryouwantthemtoornot!
• Youmustmonitortheconversationsthatarehappening:– Foryourbrand torespondtonegativeorinaccuratesentiment
• Youcaninfluencewhatconversationsdostarttohappen– “PlantSeeds”– Newprograms/initiatives– Crisismanagement
• BUT,YOUNEEDTOBEREADYfromacontentandstaffingstrategyperspective beforegettingstarted– Youcannot“dipyourtoe” inthesocialmediawaters!
SomeCommonFormsofSocialContentTheOpportunitiestoEngageareLimitless
Linktoowncontent*:• Blogs• Articles/WhitePapers• infographics
Challenges/Competitions/
Contests
Charts/Lists
Questions/Surveys
News/Posts:• Status• Statement
Linkto3rd partycontent:• Blogs• Articles/WhitePapers• infographics
Videos/Commercials
*Contentmay comeinformof text,photo, infographic, podcast, video
Meme/Gif ShortFormVideos
CreatingYourOwnContentEco-System
Create- Website,Videos,Blogs,Articles,WhitePapers,Posts/Tweets, games,etc.
ContentEco-system
Curate&Collaborate- Blogs,Videos,Posts/Tweets, etc.
Who’sgoingtomanage/monitoryourcontenteco-system?
TheMarketingFunnel
What Marketing EffortsDo You Currently Have at Each Stage of the Funnel?
Where Does Your Target AudienceConsume Information?
WhereDoesSocialMediaFitIn?
BeforeWeProceed,Let’sAskTwoFundamentalQuestions:
WhatisMyOverallBrandStrategy?
WhatisMySocialStrategy?
BrandFundamentals– Checklist
• Doyouhaveasoundbrandstrategy?– Targetmarket,etc.?– Clearlydifferentiatedmessaging strategy– Clearlydefinedbrandpersonality?
• Doyouhaveadeepunderstandingofyourcompetition?
• Doyouhaveadeepunderstandingofyourtargetaudience(s) – whatkindofinformationthey’reseeking?
• Doyouknowwhereyourtargetaudience(s) goesforinformation?
SocialFundamentals– Checklist
• Doyouhavecleargoalsforsocialmedia? Whatpartofthefunnelareyoutryingtoimpact? Whatmetricareyoutryingtomovetheneedle on?
• Doyouhavethehumanresourcestocommittosocialmedia? BeforeyoustartablogorTwitteraccount,askyourselfifyoucanallocatetheresourcesneeded. Socialmedia isaboutreal-time response andconsistently updatedcontent.
• Doyouproduceenoughqualitycontenttosustainsocialmediaconversations? Content feedsthesocialmediabeast. Whathaveyoualreadyproduced?
• Doyouknowwhichsocialnetworksarepopularwithyourtargetaudience?
DevelopingtheCalendarWhatYou’llNeed
• Overallmarketingcommunications plan
• Eventcalendar
• Understanding ofyour“seasonality” (ifany)
• Calendarshouldbecreatedandupdatedonarolling“asneeded” basis– 90or180days– Daily,weeklyormonthlydetail
TheEditorialCalendarJan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Marketing Communication (e.g., TV Campaigns, etc.)
New ad campaign
New ad campaign
TheEditorialCalendarJan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Marketing Communication (e.g., TV Campaigns, etc.)
New ad campaign
New ad campaign
Key Events Iron FistSDFleet Week
TheEditorialCalendarJan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Marketing Communication (e.g., TV Campaigns, etc.)
New ad campaign
New ad campaign
Key Events Iron FistSDFleet Week
Seasonality(e.g. recruitment periods) College Grads HS Grads
TheEditorialCalendarJan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Marketing Communication (e.g., TV Campaigns, etc.)
New ad campaign
New ad campaign
Key Events Iron FistSDFleet Week
Seasonality(e.g. recruitment periods) College Grads HS Grads
Conferences (Military and other) xx xx xx
TheEditorialCalendarJan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Marketing Communication (e.g., TV Campaigns, etc.)
New ad campaign
New ad campaign
Key Events Iron FistSDFleet Week
Seasonality(e.g. recruitment periods) College Grads HS Grads
Conferences (Military and other) xx xx xx
“Brand Messaging” (fill in some gaps with key Navy/Marine messaging)
xx xx
Exercise#1:BuildingtheEditorialCalendar
• Identifykeycommunicationopportunities foryourorganization
– MarketingCommunication (e.g.,TVCampaigns, etc.)– KeyEvents– Seasonality– Conferences
• Mapoutkeyopportunities into90-dayor180-daycalendar
Then,ForEach”SocialOpportunity”…
IdentifyKeyTarget
Audience(s)
DetermineTheMarketingObjective(MarketingFunnel)
DetermineTheBestSocialNetworks
DetermineTheMost
AppropriateContentForm
DevelopKeyPerformance
Metrics
ADefinition
• Asocialmediacampaignisacoordinatedefforttoreinforceorassistwithabusinessgoalusingoneormoresocialmediaplatforms.
• Campaignsaremorefocused,targetedandmeasurablethaneverydaysocialmediaefforts.
CreatingaSocialMediaCampaign
• Campaignpurpose• Foundationalelements• Stages
1. TheBefore– Preparation2. TheDuring– Execution3. TheAfter– Celebration
CampaignPurpose:Whyarewedoingthis?
• Buildaudience(emaillist,subscribers,etc.)• Drivetraffic(websiteorlocation)• Directsales• Improvebrandengagement• Solicitfeedback• Supportevent• Supportafunction
– CustomerService, Recruiting• Complementaninitiative
– Thoughtleadership, Product/Service launch
Image:psdgraphics.com
FoundationalElements
• Team– Leader– Skillsneeded– Additionalresources
• Socialinfrastructure– ContentCatalog– EditorialCalendar– ExistingSocialnetworks
TheEditorialCalendarJan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Marketing Communication (e.g., TV Campaigns, etc.)
New ad campaign
New ad campaign
Key Events Iron FistSDFleet Week
Seasonality(e.g. recruitment periods) College Grads HS Grads
Conferences (Military and other) xx xx xx
“Brand Messaging” (fill in some gaps with key Navy/Marine messaging)
xx xx
SocialMediaCampaignProcess
1. Preparation– Definecampaignobjectives– Pre-campaignactivities– Userjourney/experience– Contentconsiderations– Additionalconsiderations– Planningthecampaign Image:imgur.com/
Pre-campaignActivities
• Evaluatesocialmedianetworks• Considerbuildingupaudience• Reviewothercampaigns• Tohashtagornottohashtag
Think-thruUserJourneys
Entry• SocialPost• Websiteopt-in• Landingpage
Engagement
Conversion
ThankYOU!
ContentConsiderations
• Content:Create,Curate,Collaborate– Messaging– Formats
• Additionalassets– Existing– Archives– UGC:usergeneratedcontent
TargetingConsiderations
Influencers
Image:madefreshly.com/
Image:vinaora.com
Image:recruitingtools.com
CampaignPlanning
• Projectplan– ContentDevelopment– Resourceallocation– Postingschedule
• Co-ordinationwithotheractivities– Regularpractices– Otherevents/campaigns
FleetWeekNYC- Objectives
• 200%increasefrom2016#fleetweeknycinengagement,socialmentionsonyouthsocialplatform
• Activelyengage200NYCareaElementaryandMiddleSchoolInstructors- CareerCounselorsinadvocating#fleetweeknyc
FleetWeekNYC– SocialNetworks
• Youthsè Instagram,Twitter,YouTube,Snapchat
• ElementaryandMiddleSchoolInstructors– CareerCounselorsè LinkedIn,Facebook
FleetWeekNYC- Content• PDFs
– Historyof#fleetweeknyc– Programof#fleetweeknyc2017– Activities/opportunities foryouths
• Videos– 1-minuteteaser– 3-4x:15secondclipsfeaturingdifferentactivities– Dailywrap-ups
• Livestreams• Posts/Images
– Createfrequencyandcadencefortheevent– #PicOfTheDay,#FactOfTheDay
• Motivational ideas– Contests– Scavengerhunts
Exercise2:SocialMediaCampaignDevelopment
• Pickaneventfromyoureditorialcalendar• DefinePurpose• Determineobjectives• TargetAudience• Socialnetworks• Content
SocialListening
Trackcontentbyposttitleagainst:• Platformspublishedon• Whenmostfrequentlymentioned• PotentialReach• Shares• Comments
TraitsofaSuccessfulSocialMediaCampaign
• Consistency– Relevance,Frequency,Cadence,Quality
• Value– Inform,Educate,Entertain
• Engaging– Memorable– Altruistic– Storytelling
Photo:https://blog.harryanddavid.com/