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Social Media Campaign Planning Guide
 

Social Media Campaign Planning Guide

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Tools, tips and techniques to creating a social media campaign. Goals, objectives, strategy, tactics. Finding and engaging with audience. Finding and leveraging influencers. Picking relevant social ...

Tools, tips and techniques to creating a social media campaign. Goals, objectives, strategy, tactics. Finding and engaging with audience. Finding and leveraging influencers. Picking relevant social channels. Defining and tracking KPIs and metrics. Refine and iterate.

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    Social Media Campaign Planning Guide Social Media Campaign Planning Guide Document Transcript

    • 1 Thursday, September 12, 2013 Mala Sarat Chandra Page 1 Social Media Campaign Planning Guide 1. Research the Market place to find your Audience Use Listening Tools to figure out where your target audience is online and discover opportunities for participating in their conversations. Note what is being said, whether the sentiment is positive, neutral or negative, what content is being shared, who the more prolific people are. A few examples of free tools are: Google Alerts http://www.google.com/alerts emails you whenever your chosen keyword is mentioned online Google Blog Search http://www.blogsearch.google.com scans the blogosphere for any keyword or phrase input. Twitter Search http://www.search/twitter.com scans all Twitter posts for keyword or phrase Socialcast http://www.socialcast.com offers realtime analytics on microblogs and other social activities SocialMention http://www.socialmention.com enables searching keywords and phrases by channel category (blogs, images, news, videos, etc.) or everything. It will generate emails when the keyword or phrase is found online. Alexa http://www.alexa.com analyses your website and provides lots of interesting analytics including sites linking in, demographics of people accessing the site, top queries, overall ranking of the website etc Google Reader http://www.google.com/reader enables creating a dashboard to track, organize and share different feeds you subscribe to. NetVibes.com http://www.netvibes.com enables creating private and public dashboard to integrate content from anywhere on the web. There is a free version and fee version. Who are the most vocal people, what are they talking about? What is the general sentiment? Be sure to look for and listen to the social chatter about your competitors. How are the competitors participating and responding? Which social media platforms are they present on? You can find this out by visiting their company website. Look at their profile pages, what tone and wording do they use? Who are their fans and followers? Are these customers, employees, partners or general public?
    • 2 Thursday, September 12, 2013 Mala Sarat Chandra Page 2 Are these the same users you wish to engage? How do they interact with their audience? How often do they post new content? What techniques do they use to initiate new conversations? How do they lead people back to their company website? Do they link online conversations to offline events? How do they report on the offline events - video, photo, blog, tweets? How is their audience responding to them? How often and what percent of their content gets engagement and how deep is the engagement? Be sure to check the comments/discussion threads. How rapidly are they growing their fan/follower base? http://www.competitious.com (free) and http://www.rivalmap.com (fee) are two tools that enable tracking information about your competitors. 2. Decide which social media sites to focus your efforts on. Start with the big ones: Facebook, Twitter, LinkedIn, YouTube, Flickr, Pinterest, Tumblr, Instagram, Wikipedia and Blogs. If you have an international presence, find sites that are most popular in your target region. Establish profiles on these sites, after learning about the “culture” within these sites. Find the pages of leaders in your industry within these sites, analyze how they interact with users; similarly with competitors. Develop a naming architecture, with meaningful “usernames” or “handles” for each site that represent your brand and brand values best that are easy to discover on various social sites. Make sure nobody has hijacked your brand names or is illegally representing your brand. http://www.namechk.com is a good place to check whether the usernames you want are available. Make usernames easy to type - avoid punctuations such as_ , -. 3. Develop Goals and Objectives Create Specific Measurable Actionable Relevant and Timely goals that tie back to your business goals. at a high level, goals track back to one of the big 3 business goals: Increase Revenue, Reduce Cost, Ensure Customer Satisfaction. For example: Tied to the Business Goal of Increasing Revenue, could be the Social Media Goal, Raise awareness of your product or service. The objectives tied to this goal could comprise results from all the social media sites involved in the social media campaign. For example, Gather 500 Likes on your Facebook Fan Page; Stimulate 200 retweets of your tweets of blog posts by subject matter experts in your company; attract
    • 3 Thursday, September 12, 2013 Mala Sarat Chandra Page 3 2000 views of your product demonstration video on YouTube, all these results to be accomplished in the first 6 months following product or service launch. When launching social media campaigns to stimulate awareness, be sure to create and include tracking handles such as unique URLs, discount codes etc to enable tracking by analytics tools. Google Analytics http://google.com/analytics/ tracks referrals from the company’s social media profiles. Twitalyzer http://beta.twitalyzer.com measures how influential a person or company is and how big is their reach. http://www.klout.com is a similar Twitter influence tracking tool. The most important point in measuring all these metrics is to turn them into business insights and return on investments in social media. Examples of business insights gained would be Amount of new revenue generated by various campaign venues The conversion rate of people visiting various social media sites and your company website The cost per lead Amount of customer service time, resources and costs saved To generate a return on investment calculation, these metrics can then be compared to those resulting from traditional media campaigns. 4. Develop a plan to get attention, rise above the din Creating Awareness is the first step in getting attention. Brainstorm and develop creative ways to gain awareness on the social sites you have identified in step 2. For example, see case study of Radian6 Twebinar, “a mashup between the real-time, multi-directional messaging and networking power of Twitter, with the convenience and rich media experience of a video webinar”. To raise awareness, messages must be heard by many people in the target audience. Raising awareness is a critical first step to any marketing campaign. As Jim Sterne says, “you can’t sell to someone who has never heard of you”. Since this is true for all forms of marketing, the metric used in traditional marketing are also relevant with social media - “Reach”, which is a measure of the percentage of people in your target audience you want listen to your message. How many of the people in the target audience can be reached, what/where is the best way to reach them? What content can you publish that will stimulate people to share it with their networks, thereby increasing Reach? A mix of traditional media and social media are often the most effective way to reach target audiences: TV, Radio, Billboards, tradeshows, offline sponsored events, direct email, company websites and social media. All these are efforts to stimulate word-of-mouth marketing, which can rapidly amplify on social media. A good example is Microsoft’s word-of-mouth campaign to launch Windows 7 “Get the OS free, host a Windows 7 launch party”.
    • 4 Thursday, September 12, 2013 Mala Sarat Chandra Page 4 The keys to awareness, is to quickly become memorable; people need to remember your company/brand name, your products or services, your logo. How many people saw your blog post? How many people saw your tweets? How many people got the message? How many people wrote about your company? How many people viewed and voted on your videos, photos? http://www.feedburner.com is a tool that helps track the number of subscribers to various feeds. It also reports on “reach” which is the “total number of people who have taken action - viewed or clicked - on the content in your feed”. http://www.postrank.com is a fee-based website with many analytics to track various social media metrics such as the number of brand mentions. They frequently publish free industry reports, e.g. the report on twitter users and their banking practices http://reports.postrank.com/2011/04/where-tweeple-do-their-banking-citibank- bofa_community-wellsfargo/. http://www.hitwise.com and http://www.comscore.com are fee tools that provide a wealth of information on social media metrics including audience, demographics, psychographics, engagement statistics and much more. http://www.budurl.com offers a free 21 day trial. It integrates many online sites including mobile and has support for QR codes. http://www.getclicky.com provides free and fee based realtime web analytics. http://www.hubspot.com offers an integrated set of tools and a free 30 day trial. Reach helps determine how many people had the opportunity to learn about your company or brand, how many outbound messages got heard and whether messages are getting to the right audience. 5. Find your Influencers and understand their sentiment. Who are the influencers in the audience you can leverage to increase reach? What is the size of their audience? What is their authority level, or clout? For example, http://www.technorati.com determines the authority level of blog; http://www.hubspot.com provides services that measure authority. How often do they share content you publish or share information about your company, product or service? How often do they return to your online sites? For example how many times are tweets retweeted? http://www.rapleaf.com is an interesting service that derives demographic data from email addresses, which can be used to send customized emails, tailor content and derive analytics data. Ken Burbarry maintains a wiki of social media monitoring tools here: http://wiki.kenburbary.com/social- meda-monitoring-wiki
    • 5 Thursday, September 12, 2013 Mala Sarat Chandra Page 5 Fresh Networks created the following list of free tools that could be used to find social media influencers: Addict-o-matic – produces a consolidated page with search matches across blogs, Twitter,Digg, Flickr and more. Alltop – the online magazine rack – search for influential bloggers listed by specific subject and topics. Blogpulse – an automated trend discovery system for blogs. It analyzes and reports on daily activity in the blogosphere. Boardreader - search engine for forums. Get fast and quality search for your own forum. Buzzstream – helps you build a dossier about your influencers. Dailylife - search news and editorial commentary for influencers in traditional media. Facebook – use the “search” function to identify topics and people who are talking about them. Google – possibly still the ultimate free tool for finding influencers, especially since the launch of Google Blog search, Google Realtime search and their “Discussion” search option. HubSpot Twitter grader – check the power of a twitter profile compared to millions of others that have been graded. IceRocket – search social networking sites and blogs to find influencers and online creators (people who upload images or talk passionately on a social network about a brand). Klout – currently the most respected measure of Twitter influence, Klout allows users to track the impact of their opinions, links and recommendations. Lijit – build relationships with the online influencers and connect directly to their audiences. MentionMap – visualiser tool that allows you to quickly assess the most influential people on Twitter. Monitter – monitor Twitter for key words, phrases and topics that are being discussed online. ObjectiveMarketer – find your influencers and amplifiers across various social media platforms. PeerIndex - helps you discover the authorities and opinion formers on a given topic. PostRank analytics – discover your influencers, identify which social networks give you most traction and benchmark yourself against the competition. Pulse of the Tweeters – uses data mining and sentiment analysis to mine millions of tweets and find the most influential people on Twitter. Socialmention – features an interesting combination of metrics including reach, sentiment, passion, and strength for blogs, Twitter, news, images, video, and audio. Social Profile – keeps you informed of other peoples’ activity in the social web. Social Seek – helps you find out who is making the most noise about your brand. Technorati – considered to be the leading blog search engine – useful for finding influential blogs. TipTop – Search for current trends and topics of interest. TouchGraph – interactive graphs to help visualise links and for mind mapping. Trendistic – find out what the most influential topics of discussion are on Twitter. Tribe Monitor – measure presence across several different social media platforms. Twazzup – real-time news based on Twitter focused sentiment, top links etc. Tweetlevel – measures an individual’s importance on Twitter. Twendz -helps see who your influencers are on Twitter. Twitalyzer – Twitter focused tool looking at influence, impact and engagement. Refer to social technographics profile. Find the social broadcasters, determine if they can help promote awareness through their blogs. Who are the mass influencers? What programs will best stimulate their interests?
    • 6 Thursday, September 12, 2013 Mala Sarat Chandra Page 6 What role could peer influencers play? FMS Group’s Sentinel Visualizer (Free trial) provides a powerful graphical overview of social connectedness of influencers along many categories such as how connected is a person or group, how does information flow within their network, what is their overall importance? It also suggests reports all paths, the shortest path, or the best path between entities. It has a time slider control to see how networks form, change and interact with each other over time (Jim Sterne). http://www.fmsasg.com/SocialNetworkAnalysis/ How many people read your posts, tweets and uploads? What is the overall sentiment in these posts? How frequently do people talk about and share information that you publish? What are they saying? How often do they retweet, forward, share? http://www.samepoint.com is a keyword based social media monitoring tool that finds negative posts, conversations, sentiment, posts on various blogging platforms, social networks, etc Go to Online Forums on topics related to your industry or topic and find people who post the most; who answer questions frequently. Find authors on related topics for example, Amazon Profiles. Sentiment Analysis Most of these tools also publish sentiment metrics: Positive, Neutral, Negative. Favorable mentions are defined as Positive, often interpreted as someone who is likely to do business with, subscribe or join. Negative is interpreted as someone who is less likely to do business with the organization. Neutral conveys no sentiment. These sentiments can be seen as a substitute for a “Net Promoter Score” - are your customers recommending your brand, product or service? Since most sentiment analysis tools search on a set of words, which in different contexts could be positive or negative, they need to be manually reviewed to draw insights from. Finding influencers is key to creating a successful social media strategy and campaign. Creating an influencer strategy is an essential step: 1. Think about who would make a good influencer for your product or service. What would they be likely doing online? Where are they likely to be online? Which forums or social media sites are they likely to post on? Where are they most likely to find their sources of content? Who influences them? Build a list of influencers and begin conversing with them. Ask them for recommendations of other influencers. If influencers span a variety of topics, find multiple subject matter experts in your company to interact with them e.g., marketing, product, support. 2. Discover how big their sphere of influence is. Plan an influencer program that lasts at least 6 months, and involves a group small enough to foster 1-1 conversations. Research shows a
    • 7 Thursday, September 12, 2013 Mala Sarat Chandra Page 7 group of 8-10 people is most effective. Cycle new groups of influencers through the influencer program, thereby cementing the ties with your company and each other and nurture these groups with ideas, content and other activities that cement and increase their commitment. For example, the Microsoft MVP program. 3. Two-way communication is essential. Corporate messaging, official position/policy statements or conventional outbound marketing messages will utterly fail with influencers. They are good at what they do - building up large numbers of followers by providing helpful insights. Appealing to these influencers in a transparent, open manner, soliciting their feedback, seeking/allowing their expertise to influence product/service outcomes will resonate well and form strong support. The people on your team who interact with them need to be likewise strong at relationship building and subject matter experts. 4. Provide them with an opportunity to influence you. When influencers seek you out, respond in a timely manner. For example, Dooce and Windows 7 launch program. 5. Spread the word using a series of steps that are tuned to the social venue, to the social influencer. Track how well the social influencer strategy is progressing by tracking reach across various social venues. 6. Design the social media campaign. Select the social media venues that will be used in the campaign, for example, Blogs, Twitter, Facebook, YouTube, Flickr, Pinterest, Instagram or Tumblr. Content that is interesting to influencers, easy to customize and share, optimized for the best user experience in each venue, yet convey consistent messaging and amplifies overall awareness of the brand, product or service. Content should not be focused on selling; rather, it should be helpful as customers and potential customers traverse the marketing funnel, from awareness to consideration to action. K.D. Payne points out that the old paradigm of reputation-based decision making has undergone a significant change, from: to: “Most decisions today are influenced in some way by Google, Yahoo, Bing, or whatever your favorite search engine is” (K.D. Payne). Searches seldom start with a brand name, but rather, with a category or Awareness Consideration Preference Trial Purchase Search Lurk/Observe Participate Engage Purchase
    • 8 Thursday, September 12, 2013 Mala Sarat Chandra Page 8 type of problem to be solved. Based on search engine results, your customer may click through to a blog post by someone they know (social broadcaster), or look for content posted on forums (mass influencer) or look for recommendations by friends and family on a social networking site (peer influencer). The call to action most likely to be heeded will come from a trusted expert or close friend or family member. Seth Godin provides tips on what makes good content, designed to drive traffic to the venue: Topical Newsworthy (breaking news or announcements) Short, pithy posts Timelessness Timeliness Expert points of view Helpful suggestions and tips Interactive (poll, survey, meters, voting) Multimedia (video/photo/audio) Ad-free (or only relevant, high quality ads) Always include RSS to make it easy for people to subscribe and create dashboards. Encourage readers to “vote up” or “like” content to make it appear at the top of various lists (Digg, Delicious, Reddit). Consider using syndication services such as http://www.synnd.com, http://www.hubspot.com to drive readership and voting across multiple venues, with built-in analysis tools to track key performance indicators and measurement metrics. 7. Measure customer engagement and conversion. Jim Sterne says “Engagement is when somebody cares and interacts. And both are necessary”. K.D, Payne says that “engagement is a way to determine whether you are really having a dialog or you are just yelling ever more loudly”. In addition to measuring “reach”, which is an indicator of how many people had the chance to “listen” to your message, it is important to track how many people participated by clicking on a call-to-action button, to share your content on Facebook, tweet, vote, comment, list and/or vote on social bookmarking sites, subscribe to a feed, or make an online purchase, within a given time span. The value of friendships and contacts, which result in customer and potential customer engagement, is high. It follows then that reaching the right members of an audience is more important (see section 6 above) than reaching massive numbers of audience members.
    • 9 Thursday, September 12, 2013 Mala Sarat Chandra Page 9 Clarity of social media goals and objectives, tied back to business goals and objectives is critical. For example, the Obama 2008 campaign goal to “increase donations” led to a focus on statistical tools and analysis of average donations per website visitor (new, returning) and multivariate testing and analysis to determine optimum page design. If the social media goal is to increase engagement, there needs to be a clear definition of what constitutes engagement. For example, engagement could be measured by the number of click-through from social channels to the company website, number of registrations or subscriptions resulting in content download, number and type of content downloads. Based on the goals defined for the social media campaign, metrics can be chosen to measure and track the success of the campaign. For the examples above, the metrics could be %increase in click-through to specific URLs, % increase in online-donations, %increase in member sign-ups, number of comments to blog posts, star ratings on various social sites, number of Diggs or Stumbles, number of brand mentions online. Web analytics tools such as Google Analytics provide engagement measures for the company website. For example, % increase in unique visitors, Number of Uplinks and Downlinks, Number of visitors that register or subscribe. Indicators of improved relationships would include Net Promoter Score (number of positive mentions less number of negative mentions), % increase in trust, % return customers. http://www.sdl.com/products/social-intelligence/ provides analysis of brand engagement, including daily volume, share of voice, demographics, sentiment, Top Authors, Top domains, etc. 8. Driving Business Results While a social campaign is in progress, it is important to track the key performance indicators of the goals and objectives defined in section 3 above. Depending on the results, it may be necessary to make adjustments and iterate (example, Obama campaign’s multivariate analysis of the MyBo splash screen). In general, social media campaigns will take 3 to 12 months of effort to determine if/how well it is working, says Web Metrics Guru Marshall Sponder.
    • 10 Thursday, September 12, 2013 Mala Sarat Chandra Page 10 Social Media Campaign Plan Outline Step Description Activity Tools Schedule 1 Listen Audience Industry Competitors 2 Develop SMART Goals and Objectives Tie back to Business goals and objectives KPIs and Success Metrics 3. Raise Awareness Online participation Offline events 4. Find Influencers Analyze online content & Sentiment Identify Social Broadcasters, Mass Influencers, Peer Influencers 5. Design Social Campaign Content Strategy Communities Social Venues Traditional Media &email Tie-in Offline events 6. Implement & Measure Engagement KPIs 7. Analyze & Refine Multivariate testing 8. Report Results Campaign success metrics Business Goals impact