engaging your community: creating an effective social ...€¦ · design: theme wic survey social...
TRANSCRIPT
We cannot NOT communicate
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 [email protected] by Monday, 4/7
Everyone will present their campaign in small groups on Saturday, 4/12
Email final campaign plan to [email protected] 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 [email protected] 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)