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Baptist communicators creating a social media strategy 2012
 

Baptist communicators creating a social media strategy 2012

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Basics for what's a social media campaign and what's a social media strategy.

Basics for what's a social media campaign and what's a social media strategy.

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    Baptist communicators creating a social media strategy 2012 Baptist communicators creating a social media strategy 2012 Presentation Transcript

    • twitter.com/@AndersonMktg facebook.com/andersonmarketingSocial Media Strategy and Campaigns April 12, 2012
    • Definition of Strategy: A strategy is a plan of action designed to achieve a vision.DATE April 12, 2012 CLIENT Baptist Communicators
    • Definition of Campaign: A campaign is an operation or series of operations energetically pursued to accomplish a purpose.DATE April 12, 2012 CLIENT Baptist Communicators
    • Who’s developed and followed a strategy? Who’s done a campaign?DATE April 12, 2012 CLIENT Baptist Communicators
    • Social Media: Strategy vs. Campaign Social Media Strategy Social Media Campaign • Part of organization’s strategic marketing plan • Part of the social media strategy • Long-term umbrella approach: 1 year+ • Shorter term: typically 1 to 3 months • Build foundation for all social media efforts- • Build on use of social media resources determine best media for you • Builds on strategy’s audience data • Analyze and understand audience • Drive to a specific targeted response • Map and plan out allocation of resources • Page views • Staff • Enrollment, Appointments, Fundraising • Time • Shorter term ROO (Return on Objectives) • Brand Strengthening • Specific short term impact • Providing/creating content for long-term • Not brand as a whole community relationships • Longer term ROE (Return on Engagement) http://www.jmorganmarketing.com/the-difference-between-a-social-media-strategy-and-a-social-media-campaign/DATE April 12, 2012 CLIENT Baptist Communicators
    • Social Media: Strategy vs. Campaign Social Media Strategy Social Media Campaign • Dictate where, when and how often to • Call to action for specific objectives that communicate the brand’s mission and vision support the brand’s mission and visionDATE April 12, 2012 CLIENT Baptist Communicators
    • Points to Consider • A campaign is not a strategy • Short-term • Specific and measurable objectives • Find what works • Don’t try everything and just see what sticks • Know your audience • Define the “why” and make it memorableDATE April 12, 2012 CLIENT Baptist Communicators
    • Social Media: What’s what and when Twitter- I need to eat Facebook- I ate Foursquare- Where I eat YouTube- Watch how I eat LinkedIn- I’m really good at eating Pinterest- See how pretty everything I eat is Google+ - I know the cool places before anyone else doesDATE April 12, 2012 CLIENT Baptist Communicators
    • Social Media: Audiences Reached General Current Future Past Current Future Medium Media Market Customer Customer Customer Employees Employees Facebook Yes Yes Yes Yes Yes Yes Yes Twitter Not likely Yes Yes Yes Yes Yes Yes Foursquare No Yes No No No Yes No YouTube Yes Yes Yes Yes Yes Yes Yes LinkedIn Not likely Likely Not likely Not likely Likely Yes Yes Pinterest Yes Yes Yes Yes Likely Likely Likely Google+ Yes Yes Yes Yes Yes Yes YesDATE April 12, 2012 CLIENT Baptist Communicators
    • Social Media: People really do use it http://therealtimereport.com/2012/04/06/social-networking-stats-sina-weibo-tops-300-million-users-rltm-scoreboard/DATE April 12, 2012 CLIENT Baptist Communicators
    • Social Media: W should use what ho Medium Education Hospital Non-Profit Restaurant Hotel Amusement Park Church Facebook Yes Yes Yes Yes Yes Yes Yes Twitter Yes Yes Yes Yes Yes Yes Yes Foursquare Yes Yes Yes Yes Yes Yes Yes YouTube Yes Yes Yes Yes Yes Yes Yes LinkedIn Yes Yes Yes Yes Yes Yes Yes Pinterest Yes Yes Yes Yes Yes Yes Yes Google+ Yes Yes Yes Yes Yes Yes Yes http://socialfresh.com/brands-on-pinterest/DATE April 12, 2012 CLIENT Baptist Communicators
    • Education on FacebookDATE April 12, 2012 CLIENT Baptist Communicators
    • Hospital on TwitterDATE April 12, 2012 CLIENT Baptist Communicators
    • Restaurant on FoursquareDATE April 12, 2012 CLIENT Baptist Communicators
    • Hotel on Y ube ouTDATE April 12, 2012 CLIENT Baptist Communicators
    • Amusement Park on LinkedInDATE April 12, 2012 CLIENT Baptist Communicators
    • Non Profit on PinterestDATE April 12, 2012 CLIENT Baptist Communicators
    • Church on Google+DATE April 12, 2012 CLIENT Baptist Communicators
    • Social Media Campaign Best Practices What to do •Use existing social media presence • Builds on existing relationships • More receptive audience • Already built community • More likely to move needles • They already know who you are, like you, engage with you What not to do •Develop social media presence for one campaign •Overwhelm current strategized messaging and presence with campaign messagingDATE April 12, 2012 CLIENT Baptist Communicators
    • Social Media: W are we trying to do? hat Define your objectives •Increase your social media following •Increase general awareness •Increase visits to website •Increase donations from current contributors •Increase enrollment •Increase employment applicationsDATE April 12, 2012 CLIENT Baptist Communicators
    • Social Media: Does it match? Do your campaign goals match up with your social media audience? •No? • Then this isn’t the place for the campaign • Pursue objective completion through other components of Strategic Marketing Plan- email, direct mail, phone solicitations •Yes!!! • Engage with them!DATE April 12, 2012 CLIENT Baptist Communicators
    • Social Media: It matches Change Profile Post images/links Post videos/ links Encourage interaction- polls, Medium SpecificMedium Used Image to images to videos questions, links to site Change cover photo, Facebook Yes Yes Yes Yes highlight posts, organize app tabs Twitter Yes Yes Yes Yes N/A Post tips as a user, post Foursquare No N/A N/A No offers Change landing page YouTube Yes N/A Yes No video LinkedIn No Maybe Maybe No N/A Create a pin board Pinterest Yes Yes Yes No specific to campaign Google+ Yes Yes Yes Yes N/ADATE April 12, 2012 CLIENT Baptist Communicators
    • Education on FacebookDATE April 12, 2012 CLIENT Baptist Communicators
    • Hospital on TwitterDATE April 12, 2012 CLIENT Baptist Communicators
    • Hotel on Y ube ouTDATE April 12, 2012 CLIENT Baptist Communicators
    • Non Profit on PinterestDATE April 12, 2012 CLIENT Baptist Communicators
    • Did we do what we wanted to do? Revisit Objectives •Related directly to Social Media • Use Facebook Insights / Google Analytics/ Other 3 party rd • Identify # of likes for pages, posts, shares, follows, retweets, repins, check-ins, views •Moving the needle elsewhere • Did people: • Sign up for information • Apply for classes • Make an appointment • Donate • Do what you wanted them to do?DATE April 12, 2012 CLIENT Baptist Communicators
    • Social Media Campaigns in ActionWho: 3M Canada, 2008Objective: Increase sales of new tape dispenser (revitalize brand)Action taken: Product launch of shoe shaped tape dispenser onFacebook including contests and paid Facebook adsResults: • Ads delivered 1.5 million impressions and 300,000 CTs • Scotch Shoe sold old out in stores almost immediately • Paid Facebook ads generated 11 million impressions • Belief that product and promotion revitalized brand http://marketingprofs.com/casestudy/137DATE April 12, 2012 CLIENT Baptist Communicators
    • Social Media Campaigns in ActionWho: KodakGallery.com, 2008Objective: Increase traffic to website and online salesAction taken: Development of MakeMeSuper.com, brandedFacebook page and blogger outreachResults: • Site received 3 million visitors (2 million unique) • KodakGallery.com doubled its monthly traffic • Product sales increased (program paid for itself) http://marketingprofs.com/casestudy/130DATE April 12, 2012 CLIENT Baptist Communicators
    • Social Media Campaigns in ActionWho: BALSAMS Grand Resort Hotel, 2010Objective: Increase BookingsAction taken: Social Media CompetitionResults: • Winner chosen to live at resort for 2 months • Used social media daily to share experiences • In August 2010 saw a 20% increase in bookings http://blog.hubspot.com/blog/tabid/6307/bid/29272/5-Awesome-Examples-of-Engaging-Social-Media-Campaigns.aspxDATE April 12, 2012 CLIENT Baptist Communicators
    • Social Media Campaigns in ActionWho: Wendy’s, 2011Objective: Create a 6 value menu offering with follower input thAction taken: Create Twitter exclusive game show environment with@GirlBehindSix as hostResults: • Gained 30,000 followers in one month • Used one promoted tweet • Cross promotion with @Wendys • Promotion of new value menu item • Drove traffic to @Wendys • Followers had fun engaging http://blog.hubspot.com/blog/tabid/6307/bid/29272/5-Awesome-Examples-of-Engaging-Social-Media-Campaigns.aspxDATE April 12, 2012 CLIENT Baptist Communicators
    • Social Media Campaigns in ActionWho: Blue Orchid Handbags, 2011Objective: Increase Facebook fan baseAction taken: Email promotions and “Like gating” an announcementResults: • 330% uptick in fans (30 to 130 in 2 days) • Increased show attendance • Purchase of bag because of Facebook http://www.marketingprofs.com/articles/2012/7546/want-real-business-results-from-facebook-run-a-social-campaignDATE April 12, 2012 CLIENT Baptist Communicators
    • Social Media Campaigns in ActionWho: Sugarbush Resort, 2012Objective: Increase Facebook fan base and email subscribersAction taken: Contest to win $15,000 in prizes- email submissionResults: • 1,315 new Facebook fans • 1,968 email subscribers • Kept Sugarbush top of mind • Reminded fans to book a ski trip • Attracted new prospects http://www.marketingprofs.com/articles/2012/7546/want-real-business-results-from-facebook-run-a-social-campaignDATE April 12, 2012 CLIENT Baptist Communicators
    • Social Media Campaigns in ActionWho: Artist @GregBurney, 2012Objective: Gain Twitter FollowersAction taken: A vow to sketch the first 3,000 new twitter followersgainedResults: • Started out with 70 followers • Used #drawmyfollowers • End of the day over 2,000 followers • Now has 5,030 followers +8,000% change • Still working on drawing everyone http://blog.hubspot.com/blog/tabid/6307/bid/29272/5-Awesome-Examples-of-Engaging-Social-Media-Campaigns.aspxDATE April 12, 2012 CLIENT Baptist Communicators
    • Social Media Campaigns in ActionWho: Healthy Choice, 2012Objective: Increase Facebook fan base and engagementAction taken: Progressive coupon, more likes = more savingsResults: • Started out with 7,000 fans and 75¢ coupon • Ended with 60,000 fans and “BOGO” coupon • Paid Facebook ads generated 11 million impressions • 60% of new fans subscribed to newsletter http://blog.hubspot.com/blog/tabid/6307/bid/29272/5-Awesome-Examples-of-Engaging-Social-Media-Campaigns.aspxDATE April 12, 2012 CLIENT Baptist Communicators
    • Campaigns in Action What did these campaigns all have in common? These examples gave people something of value or it was special and unique http://blog.hubspot.com/blog/tabid/6307/bid/29272/5-Awesome-Examples-of-Engaging-Social-Media-Campaigns.aspxDATE April 12, 2012 CLIENT Baptist Communicators
    • Empowerment Make your message known •Fundraising for a cause? • What can my $20 do for the cause? • Buy shoes, a week’s worth of meals, keep the lights on •Enrollment in organization? • What have alumni done before them? • Why should I pursue creating my own legacy? •Set an appointment • What are prior patients now doing in life? Give people the tools to act •Accurate links •Updates to encourage actionDATE April 12, 2012 CLIENT Baptist Communicators
    • THANK YOU!