Building A Successful Social Media Campaign

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<ol><li> 1. Headline BuildingASuccessful SocialMediaCampaign StevenBellach&amp;NikSouris BottomLineMarketing www.blmllc.com January25,2017 </li><li> 2. 2015 BottomLine Marketing | 2 Agenda Introductions SocialMediaisMoreThanJust Media StrategyDevelopment TheEditorialCalendar Exercise #1 EditorialCalendarDevelopment BuildingaSocialMediaCampaign Exercise#2 Social MediaCampaignDevelopment Summary </li><li> 3. Introductions Name/Role Thiscoursewillbesuccessfulif (Quickly) </li><li> 4. TheEvolvingSocialWorld </li><li> 5. SomeInitialThoughts Whatisthecurrencyofsocialmedia? Issocialmediaawholenewwayofdoing marketing? Doesyourbrandhavetobeanextroverttobea playerinsocialmedia?Doessocialhavetobe wacky? </li><li> 6. SocialMediaisMorethanJust Media 6 </li><li> 7. MediaOvertheYears One-Way Communication CompleteControlOver Content Two-Way Communication ControlOverContent&amp; ClosedFeedback Environment All-Way Communication LimitedControlOverContent; OpenFeedbackEnvironment </li><li> 8. All-WayCommunicationImplications Conversationswillhappenwhetheryouwantthemtoornot! Youmustmonitortheconversationsthatarehappening: Foryourbrand torespondtonegativeorinaccuratesentiment Youcaninfluencewhatconversationsdostarttohappen PlantSeeds Newprograms/initiatives Crisismanagement BUT,YOUNEEDTOBEREADYfromacontentandstaffingstrategy perspectivebeforegettingstarted Youcannotdipyourtoeinthesocialmediawaters! </li><li> 9. Media-ContentLinkage Video Commercials Audio Commercials Copy/Stories </li><li> 10. WhatDoesThisMeanforSocialMedia? 10 </li><li> 11. SomeCommonFormsofSocialContent TheOpportunitiestoEngageareLimitless Linktoowncontent*: Blogs Articles/WhitePapers infographics Challenges/ Competitions/ Contests Charts/Lists Questions/ Surveys News/Posts: Status Statement Linkto3rd partycontent: Blogs Articles/WhitePapers infographics Videos/ Commercials *Contentmaycomeinformoftext,photo,infographic, podcast,video Meme/Gif ShortForm Videos </li><li> 12. CreatingYourOwnContentEco-System Create - Website,Videos,Blogs,Articles,White Papers,Posts/Tweets,games,etc. Content Eco-system Curate&amp;Collaborate - Blogs,Videos,Posts/Tweets,etc. Whosgoingtomanage/monitoryourcontenteco-system? </li><li> 13. So,WhatsTheRoleofSocial MediainYourMarketingCommunications </li><li> 14. TheMarketingFunnel What Marketing Efforts Do You Currently Have at Each Stage of the Funnel? Where Does Your Target Audience Consume Information? WhereDoesSocial MediaFitIn? </li><li> 15. TheMarketingFunnel Engagement InboundMarketing </li><li> 16. Social Network Metrics </li><li> 17. BeforeWeProceed, LetsAskTwoFundamentalQuestions: WhatisMyOverallBrandStrategy? WhatisMySocialStrategy? </li><li> 18. BrandFundamentals Checklist Doyouhaveasoundbrandstrategy? Targetmarket,etc.? Clearlydifferentiatedmessaging strategy Clearlydefinedbrandpersonality? Doyouhaveadeepunderstandingofyourcompetition? Doyouhaveadeepunderstandingofyourtargetaudience(s) whatkindof informationtheyreseeking? Doyouknowwhereyourtargetaudience(s)goesforinformation? </li><li> 19. SocialFundamentals Checklist Doyouhavecleargoalsforsocialmedia?Whatpartofthefunnelareyou tryingtoimpact?Whatmetricareyoutryingtomovetheneedleon? Doyouhavethehumanresourcestocommittosocialmedia?Beforeyou startablogorTwitteraccount,askyourselfifyoucanallocatetheresources needed.Socialmediaisaboutreal-timeresponseandconsistentlyupdated content. Doyouproduceenoughqualitycontenttosustainsocialmedia conversations?Contentfeedsthesocialmediabeast.Whathaveyoualready produced? Doyouknowwhichsocialnetworksarepopularwithyourtargetaudience? </li><li> 20. SocialStrategy TheEditorialCalendar </li><li> 21. DevelopingtheCalendar WhatYoullNeed Overallmarketingcommunications plan Eventcalendar Understandingofyourseasonality(ifany) Calendarshouldbecreatedandupdatedonarollingasneededbasis 90or180days Daily,weeklyormonthlydetail </li><li> 22. TheEditorialCalendar Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Marketing Communication (e.g., TV Campaigns, etc.) New ad campaign New ad campaign </li><li> 23. TheEditorialCalendar Jan 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 Fist SD Fleet Week </li><li> 24. TheEditorialCalendar Jan 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 Fist SD Fleet Week Seasonality (e.g. recruitment periods) College Grads HS Grads </li><li> 25. TheEditorialCalendar Jan 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 Fist SD Fleet Week Seasonality (e.g. recruitment periods) College Grads HS Grads Conferences (Military and other) xx xx xx </li><li> 26. TheEditorialCalendar Jan 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 Fist SD Fleet 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 </li><li> 27. Exercise#1 EditorialCalendarDevelopment </li><li> 28. Exercise#1:BuildingtheEditorialCalendar Identifykeycommunicationopportunities foryourorganization MarketingCommunication (e.g.,TVCampaigns,etc.) KeyEvents Seasonality Conferences Mapoutkeyopportunities into90-dayor180-daycalendar </li><li> 29. Then,ForEachSocialOpportunity IdentifyKey Target Audience(s) DetermineThe Marketing Objective (Marketing Funnel) DetermineThe BestSocial Networks DetermineThe Most Appropriate ContentForm DevelopKey Performance Metrics </li><li> 30. Break </li><li> 31. BuildingaSocialMediaCampaign </li><li> 32. ADefinition Asocialmediacampaignisacoordinatedeffortto reinforceorassistwithabusinessgoalusingoneor moresocialmediaplatforms. Campaignsaremorefocused,targetedandmeasurable thaneverydaysocialmediaefforts. </li><li> 33. Creatinga SocialMediaCampaign Campaignpurpose Foundationalelements Stages 1. TheBefore Preparation 2. TheDuring Execution 3. TheAfter Celebration </li><li> 34. CampaignPurpose: Whyarewedoingthis? Buildaudience(emaillist,subscribers,etc.) Drivetraffic(websiteorlocation) Directsales Improvebrandengagement Solicitfeedback Supportevent Supportafunction CustomerService, Recruiting Complementaninitiative Thoughtleadership, Product/Service launch Image:psdgraphics.com </li><li> 35. FoundationalElements Team Leader Skillsneeded Additionalresources Socialinfrastructure ContentCatalog EditorialCalendar ExistingSocialnetworks </li><li> 36. Whattocampaignwith: Content Sourcedfrom: </li><li> 37. TheEditorialCalendar Jan 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 Fist SD Fleet 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 </li><li> 38. SocialFootprints </li><li> 39. SocialMediaCampaignProcess 1. Preparation Definecampaignobjectives Pre-campaignactivities Userjourney/experience Contentconsiderations Additionalconsiderations Planningthecampaign Image:imgur.com/ </li><li> 40. DefineSMART ObjectivesandMetrics Image:slidemodel.com </li><li> 41. Pre-campaignActivities Evaluatesocialmedianetworks Considerbuildingupaudience Reviewothercampaigns Tohashtagornottohashtag </li><li> 42. ChannelInvestigation </li><li> 43. Think-thruUserJourneys Entry SocialPost Websiteopt-in Landingpage Engagement Conversion Thank YOU! </li><li> 44. ContentConsiderations Content:Create,Curate,Collaborate Messaging Formats Additionalassets Existing Archives UGC:usergeneratedcontent </li><li> 45. TargetingConsiderations Influencers Image:madefreshly.com/ Image:vinaora.com Image:recruitingtools.com </li><li> 46. CampaignPlanning Projectplan ContentDevelopment Resourceallocation Postingschedule Co-ordinationwithotheractivities Regularpractices Otherevents/campaigns </li><li> 47. CampaignOverview Sourcedfrom: </li><li> 48. Break </li><li> 49. HypotheticalExample FleetWeekNYC Purpose Objectives Targets SocialNetworks Content </li><li> 50. FleetWeekNYC- Purpose DriveawarenessamongstyouthdemographicinNYC metropolitanarea(NY,NJ,CT) </li><li> 51. FleetWeekNYC- Objectives 200%increasefrom2016#fleetweeknycin engagement,socialmentionsonyouthsocialplatform Activelyengage200NYCareaElementaryandMiddle SchoolInstructors- CareerCounselorsinadvocating #fleetweeknyc </li><li> 52. FleetWeekNYC- Targets Youths ElementaryandMiddleSchoolInstructors- Career Counselors </li><li> 53. FleetWeekNYC SocialNetworks Youths Instagram,Twitter,YouTube,Snapchat ElementaryandMiddleSchoolInstructors Career Counselors LinkedIn,Facebook </li><li> 54. FleetWeekNYC- Content PDFs Historyof#fleetweeknyc Programof#fleetweeknyc2017 Activities/opportunities foryouths Videos 1-minuteteaser 3-4x:15secondclipsfeaturingdifferentactivities Dailywrap-ups Livestreams Posts/Images Createfrequencyandcadencefortheevent #PicOfTheDay,#FactOfTheDay Motivationalideas Contests Scavengerhunts </li><li> 55. Exercise#2 SocialMediaCampaignDevelopment </li><li> 56. Exercise2:SocialMediaCampaignDevelopment Pickaneventfromyoureditorialcalendar DefinePurpose Determineobjectives TargetAudience Socialnetworks Content </li><li> 57. SocialMediaCampaignProcess 2. Execution Publishagainsttheplan Monitor Listen Optimize </li><li> 58. CampaignCalendar Sourcedfrom: </li><li> 59. SocialListening Trackcontentbyposttitleagainst: Platformspublishedon Whenmostfrequentlymentioned PotentialReach Shares Comments </li><li> 60. SocialMediaCampaignProcess 3. Celebration Analyze Evaluate Document </li><li> 61. TraitsofaSuccessful SocialMediaCampaign Consistency Relevance,Frequency,Cadence,Quality Value Inform,Educate,Entertain Engaging Memorable Altruistic Storytelling Photo:https://blog.harryanddavid.com/ </li><li> 62. Summary </li><li> 63. Discussion AndWhatWillYouStartDoing TomorrowBasedonWhatYouLearnedToday? </li><li> 64. SteveBellach 858-204-2078 steve@blmllc.com blmllc.com NikSouris 407-421-4212 nik.souris@gmail.com </li></ol>