Aalto sm presentation_badham_2014 3

207 views

Published on

Published in: Education
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
207
On SlideShare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
2
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Aalto sm presentation_badham_2014 3

  1. 1. Planning & Managing Social Media Campaigns Mark Badham Aalto University School of Business
  2. 2. Content SM Communication Campaigns SM Communication Plans SM Communication Tips Content Marketing SM Engagement Case Studies Group Exercise
  3. 3. CC/PR perspective Organisation – stakeholder communication
  4. 4. SM comms strategy process Comms Plan database SRM program media TA
  5. 5. Conversation Age Communication or conversation? What takes place in a conversation? Whose conversation? Starting, joining, managing, manipulating Risks & benefits
  6. 6. Paid, Owned, Earned & Shared (online) Media PAID – online advertisements OWNED - corporate website & SM site (& landing page) • EARNED - your content on someone else's SM site • SHARED – your content shared • • Aim for all
  7. 7. What’s a communication ‘campaign’? Time-specific, coordinated, series of steps ‘designed’ to promote/sell a product, service or business through different mediums (TV, radio, print, online). Build brand image, introduce new product, increase sales, reduce impact of negative news… (within a timeframe).
  8. 8. What’s a Social Media Communication Plan? • • • Objectives Timeline Target audiences
  9. 9. What is a Social Media Communication Plan? • • • • • • Key message/s Tactics SM platforms Convergence ideas (across channels) Staff roles Other...
  10. 10. 15th Anniversary campaign 2012 • Facebook • E-newsletter • Mailchimp e-newsletter management
  11. 11. Question? How can organizations engage customers better online? (eg get them coming back online, posting positive messages, sharing content with friends)
  12. 12. Group Exercise Warning Your Group: Part of FINNAIR SM TEAM Background: From May 2014, Finnair will start flying Helsinki – Chengdu (China) twice a week Campaign Aim: Get more Finns flying to Chengdu
  13. 13. Group Exercise Warning Task: • • • • • • Objectives Timeline Target Audience Key Message & Campaign Name Tactics to get conversations started Tactics to keep conversations going
  14. 14. SAVE OUR CHAPLAINS SM Campaign • Problem: ‘scare’ campaign to stop federal government funding of school chaplaincy • Solution: harness support of stakeholders to pressure government to continue funding program • Target Audiences: politicians, our supporters, media
  15. 15. SAVE OUR CHAPLAINS SM Campaign Built our own SM platform & asked supporters to: • Upload photos • Sign statements of support • Share campaign with friends • Donate to the cause. (? media) Also: • Media publicity (earned media) • Our own communication channels (? media)
  16. 16. SAVE OUR CHAPLAINS SM Campaign Question: What are some ways we could have measured success of campaign?
  17. 17. SAVE OUR CHAPLAINS SM campaign Monitored & managed campaign through: • Staff (roles) • Regular online communication • Scheduled strategy over 5 months Results: Attracted support from almost 85,000 people & raised over $500,000 in 5 months
  18. 18. SAVE OUR CHAPLAINS SM Campaign - Stage 2 http://www.youtube.com/user/SUQld http://backourchappies.com.au/
  19. 19. SAVE OUR CHAPLAINS SM Campaign Questions: What could have been our objectives & key message?
  20. 20. Case Studies - Readings Southwest Airlines Social Media Strategy – Lessons for All Organizations (January 31 - Mike Brown) READ How One Defective Social Media Campaign Spawned Millions in Overcharges (8/15/2012 Mark Fidelman & Becky Carroll) READ
  21. 21. Case Studies - Readings How Airlines Use Social Media: Lessons for Everyone (Pam Dyer - blog) SimpliFlying contacted more than 25 airlines to ask questions such as: • How are airlines managing their SM presence? • What plans do they have for managing their teams in the future? • What size are these teams?
  22. 22. Case Studies - Readings How Airlines Use Social Media: Lessons for Everyone (Pam Dyer - blog) • Communication, not promotion & sales • Need feedback mechanism to engage consumers • How many ways can a customer hear (or see) the same message through the day, each message reinforcing the earlier messages?
  23. 23. Case Studies - Readings How Airlines Use Social Media: Lessons for Everyone (Pam Dyer - blog) • KLM has 125,000 Twitter followers & 200,000 Facebook fans with 23 staff focusing on social media. • Southwest Airlines has only 4 staff in SM (in an integrated model) with over 1 million Twitter followers & over 1 million Facebook fans. • 40% of airlines are expanding their SM staff
  24. 24. Class Activity SM Communication Tips • Students: start a list of what you’ve learned so far from the Readings & Case Studies • Write on board
  25. 25. Case Studies - Readings How Southwest manages its popular social media sites (February 10, 2012 - Samantha Hosenkamp) • Fosters a culture of communication • Coordinated SM efforts using CoTweet to manage Twitter & Facebook - enabling them to assign tasks (eg they each have a shift) and monitor key words and campaigns
  26. 26. Case Studies - Readings How Southwest manages its popular social media sites (February 10, 2012 - Samantha Hosenkamp) • Go-to measurement tool: Vocus
  27. 27. Case Studies - Readings How Southwest manages its popular social media sites (February 10, 2012 - Samantha Hosenkamp) Techniques to keep followers entertained & informed on SM: • Behave like regular people • Don’t appear stiff. Southwest’s tweets & status updates show personality • “You should sound like you’re talking to a real person”
  28. 28. Case Studies - Readings How Southwest manages its popular social media sites (February 10, 2012 - Samantha Hosenkamp) • If there’s a situation Southwest feels its audience should know about, it “posts a statement on Twitter & Facebook so people know they’re handling it - better to be proactive than reactive.”
  29. 29. Case Studies - Readings How Southwest manages its popular social media sites (February 10, 2012 - Samantha Hosenkamp) • • Southwest posts photos with the question, “What airport was this picture posted at?” … inspires engagement from audience App called Vitrue uploads sound bites. Southwest posted a sound bite of co-founder laughing, then asked customers to guess whose laugh it was.
  30. 30. The airline recruited staff to tell stories on the blog. The SM team chose 30 staff—flight attendants, pilots, mechanics and more—armed them with Flip cams and let the “authors” use their voices to tell stories.
  31. 31. Q: How would you get customers involved?
  32. 32. Q: How would you keep customers involved?
  33. 33. Social Relationship Management http://www.oracle.com/us/solutions/social/vitr ue/index.html
  34. 34. Content Marketing • Offer valuable content to stakeholders across multiple channels & formats to engage customers. • Not to sell, but to help solve customer problems • Examples? • Eg Finnair offering stretching tips to travellers Q: Where should they place this ‘content’?
  35. 35. SM Engagement Tips It’s all about CONVERSATIONS • Post regularly • Tell stories, ask for stories • Give, don’t sell Join, monitor, engage in conversations - don't control them • Be real, honest • •
  36. 36. SM Communication Tips 1. Be active 2. Be interesting - My Starbucks Idea platform for ideas (voted) 3. Be humble – eg negative conversations, mistakes 4. Be unprofessional, informal 5. Be honest (Kaplan & Haenlein, 2010)
  37. 37. SM Communication Tips Keep txt short • Facebook posts between 100 & 250 characters receive more likes, comments & shares than longer posts • Twitter: write for retweets. Keep posts between 70 & 100 characters so followers are able to retweet without having to edit your message
  38. 38. SM communication tips More pics, less words • Posts with images & videos get a lot more engagement than posts without • Facebook photo albums receive 180% more engagement, pictures receive 120% more engagement & videos receive 100% more engagement • Tweets with pictures receive twice as much engagement
  39. 39. SM communication tips • Listen to your audience - pay attention to the posts your audience engages with the most, then give them more of those • Test your content – if it doesn’t perform well, readjust (Kia Smith, October 2013, http://www.insidespelman.com/?p=6297)
  40. 40. SM communication tips • Leave formality at the door • Make them feel special (eg rewards) • Invite them to contribute: stories, opinions, pics… • Then stick around for the conversation • Hook them within the first 5 words • Give more than you ask for
  41. 41. • TV ad • Facebook page • Landing page
  42. 42. 2007 Pepto-Bismol Contest Users encouraged to upload to YouTube 1 minute videos of themselves singing about the benefits of Pepto-Bismol. YouTube Twitter post Facebook
  43. 43. Collaborative storytelling
  44. 44. Group Exercise Your Group: Part of FINNAIR SM TEAM Background: From May 2014, Finnair will start flying Helsinki – Chengdu (China) twice a week 1 Month Campaign Aim: Get more Finns flying to Chengdu
  45. 45. Group Exercise Time: Plan 5+ minutes & Discuss 10 minutes Task: • Objectives • Timeline • Target Audience 1. Key Message & Campaign Name 2. 2 Tactics to get conversations started 3. 2 Tactics to keep conversations going 4. What would go into landing page?

×