How to build asocial mediacampaign
CLIVE          BETH@cliveandrews   @bethgranter
NixonMcInnes
You?- Your expectations- objectives- specific gaps- barriers?
Agenda - Context - Principles - Process   1. People   2. Objectives   3. Listening   4. Technology   5. Measurement
context
ExerciseTraditional vs. new modes ofcommunication
Age distribution   http://blog.kissmetrics.com/social-media-by-demographic/
Gender
YouTube Ireland demographics      http://www.google.com/videotargeting/ifa/buildQuery
Facebook statistics       http://www.facebook.com/press/info.php?statistics
Facebook statistics
Exercise: what social spaces do you know of? http://www.flickr.com/photos/pagedooley/3413789541/
Social spaces
The 1:9:90 rule
14% trust traditional advertising   http://www.flickr.com/photos/44221420@N00/3284555653   Source: Nielson trust advertisi...
74% trust peer to peer recommendations (and average rating is 4.3 out of 5)Source: Nielson trust advertisingsurvey
the wisdom of crowds(fast version)
the long tail         „Short head‟Volume              Broad reach e.g The Sun                                             ...
Take aways• Social media isn‟t just for kids• The creators are the tip of the iceberg (1:9:90)• People trust each other mo...
Agenda - Context ✓ - Principles - Process   1. People   2. Objectives   3. Listening   4. Technology   5. Measurement
PRINCIPLES
Strategy hasn‟t changed
Integration              Social media is just another channel              to communicate your PR campaigns              t...
Integration                   Whitepaper – top 10 tips                 Case study – video interview Traditional PR Letter ...
Tone &complaintshandling
Tone - getting it wrong
Tone – getting it wrong
Tone – getting it wrong $4,158,000,000
Tone - getting it right
Tone - getting it right
What can we learn from Innocent?
Tone - response exerciseI have just purchased a new XYZ model and after only twelve daysof ownership I am experiencing pro...
Tone - response exercise 1. your first line e.g. Dear Jim (?) 2. (don‟t worry about the middle bit) 3. your last line e.g....
When mistakes happen…apologisehttp://www.flickr.com/photos/alltheaces/673008768/
How a camcorder can damage a 50 year oldbrand Over a million views before the video was removed from YouTube
Domino‟s response
Dell says sorry    “Instead of trying to control information that       was made public, we should simply have       corre...
Speed - social media won‟t wait for you to keep up
Rules of online issues management1. Acknowledge the issue as quickly as possible2. Keep statements simple and transparent3...
Conversation cultivationProvide opportunities for people to gain social capital.   Friend lists   Badges   Awards   Roles ...
Agenda - Context ✓ - Principles ✓ - Process   1. People   2. Objectives   3. Listening   4. Technology   5. Measurement
process/strategyPeople, Objectives, Listening, Technology,Measurement
RSPCA case studyPeople:• UK• higher welfare chicken buyers• foodies• RSPCA supporters• retailersObjectives:• sustain the d...
RSPCA case studyListening:• Google searches for key terms identified a number of relevantinfluential bloggers• Twitter sea...
RSPCA case studyStrategy:Long-term blogger relations – building on existing relationships.Animal welfare and foodie blogs;...
RSPCA case studyTechnology:Facebook ads ->Blogger outreachInfographicTwitter outreach
RSPCA case studyTechnology:Facebook adsBlogger outreach ->InfographicTwitter outreach
RSPCA case studyTechnology:Facebook adsBlogger outreachInfographic ->Twitter outreach
RSPCA case studyTechnology:Facebook adsBlogger outreachInfographicTwitter outreach ->
RSPCA case studyMeasurement:• Blogger outreach:   • Seven postal addresses of UK bloggers, all sent a toy chicken.   • 12 ...
RSPCA case studyMeasurement:• Facebook ads:  • Each ad was similarly successful, driving a total of 4,848 clicks•Twitter o...
process/strategyPeople, Objectives, Listening, Technology,Measurement
1. people
1. People - technographics    http://www.forrester.com/empowered/tool_consumer.html
1. People – Google ad planner
1. Exercise: people - influencers…What does „influence‟ mean to you?What kind of things could indicate whether a person is...
1. People - popularity vs influence
Agenda - Context ✓ - Principles ✓ - Process   1. People ✓   2. Objectives   3. Listening   4. Technology   5. Measurement
2. objectives
2. Objectives - exerciseAcross all media for your  brand/client:• What owned spaces                  Owned  do/could you u...
2. Objectives - exercise – what objectives is socialgood for? What kind of objectives are met by each type of space?      ...
2. Objectives - exerciseWhat three objectives do you want social media to meet?
2. Objectives• Create buzz and awareness• Build loyalty through engagement• Drive traffic?• Short term / long term• Build ...
2. Agree objectives -> success metricshttp://www.flickr.com/photos/darrenhester/
2. Objectivese.g. reach influencersof the mobile industry
2. Objectivese.g. build buzz aroundan event
Building buzz around an event
Building buzz around an event  • Invite bloggers and key online influencers  • Invite live tweets (hashtag) and display th...
2. Objectivese.g. building loyaltythrough engagement
Agenda - Context ✓ - Principles ✓ - Process   1. People ✓   2. Objectives ✓   3. Listening   4. Technology   5. Measurement
3. Listening Listening …why  bother?
3. Listening… why bother? Complaints and issues  management Complements Questions Competitors New trends Influencers R&D C...
3. Listening - keywords
3. Listening
3. Listening
3. Listening – finding conversations - forums
3. Listening – finding conversations - Twitter
3. Listening – finding influencers - Twitter
3. Listening – finding influencers – Twitter
3. Listening – analysing influencers – Peer index
3. Listening – finding conversations - Radian6
3. Listening - Measuring popularity -traffic
3. Listening - Measuring popularity –inbound links (influence)
3. Listening – conversation search
1 & 3 - Tools to find people & listenhttp://google.com/insights/search/ Google Insights for Searchhttp://trends.google.com...
Take awaysNow you can:• Find online conversations that are relevant to your  campaign• Identify who to listen to and how, ...
Agenda - Context ✓ - Principles ✓ - Process   1. People ✓   2. Objectives ✓   3. Listening ✓   4. Technology   5. Measurem...
4. technology
How can we use Twitter for PR?
4. technology - TwitterTwitter can be useful for• Listening as well as responding• Influencer mapping• Identifying hot top...
anatomy of a tweet         username                    message - 140 characters or less   favourite this tweetavatar      ...
how tweets spread         retweet   @reply                            URL shortener               #hashtag
Hashtags
4. technology – bit.ly
4. technology - YouTube
4. technology – Facebook
4. technology - Facebook
4. Technology – Facebook – RSVP events
4. Technology – Facebook – Holiday matchmaker
4. Technology - know your blogs!
Contacting bloggers
4. Technology – blogger outreach spreadsheet
4. Technology – blogger outreach spreadsheet•   URL•   Project/s posted about•   Overall blog subject•   Inbound links•   ...
Technology – blogs - approaching bloggers• Conversational but professional tone of voice• Tailor communications – send int...
4. Technology - forums• Read the forum rules• Contact the forum owner directly if unclear• Members are often highly engage...
4. Technology - forums
4. Technology - slideshare
4. Technology - widgets
4. Technology – API - Facebook Connect
4. Technology – API - Twitter Anywhere
Agenda - Context ✓ - Principles ✓ - Process   1. People ✓   2. Objectives ✓   3. Listening ✓   4. Technology ✓   5. Measur...
5. measurement
Measurement  Refer back to your baseline report and translate  changes in data into meaningful insights  • Are you engagin...
5. Measurement - Brandwatch
5 – Measurement: Icerocket
5. Measurement – Facebook insights
5. Measurement - Klout
5. MeasurementSome free tools – use your listening tools and take number ofresults daily, weekly or monthly. Seehttp://www...
Agenda - Context ✓ - Principles ✓ - Process   1. People ✓   2. Objectives ✓   3. Listening ✓   4. Technology ✓   5. Measur...
4oD Sundays – a briefChannel 4 online video on demand service, „4OD‟, has low viewson Sundays. They would like to increase...
#4oDSundays – engaging 1:1 with the audiencePersonalisedrecommendations for 4oDWe asked for people‟s ageand moodWe recomme...
#4oDSundays
#4oDSundays
#4oDSundays 30% increase of views on Sundays during campaign
Agenda - Questions? - Anything else?
How to build a social media campaign: strategy and tools
How to build a social media campaign: strategy and tools
How to build a social media campaign: strategy and tools
How to build a social media campaign: strategy and tools
How to build a social media campaign: strategy and tools
How to build a social media campaign: strategy and tools
How to build a social media campaign: strategy and tools
How to build a social media campaign: strategy and tools
How to build a social media campaign: strategy and tools
How to build a social media campaign: strategy and tools
How to build a social media campaign: strategy and tools
How to build a social media campaign: strategy and tools
How to build a social media campaign: strategy and tools
How to build a social media campaign: strategy and tools
Upcoming SlideShare
Loading in...5
×

How to build a social media campaign: strategy and tools

1,816

Published on

Social Media Training course delivered to MediaContact http://www.mediacontact.ie/details-conference-87.html

Published in: Technology, Business
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,816
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
0
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

How to build a social media campaign: strategy and tools

  1. 1. How to build asocial mediacampaign
  2. 2. CLIVE BETH@cliveandrews @bethgranter
  3. 3. NixonMcInnes
  4. 4. You?- Your expectations- objectives- specific gaps- barriers?
  5. 5. Agenda - Context - Principles - Process 1. People 2. Objectives 3. Listening 4. Technology 5. Measurement
  6. 6. context
  7. 7. ExerciseTraditional vs. new modes ofcommunication
  8. 8. Age distribution http://blog.kissmetrics.com/social-media-by-demographic/
  9. 9. Gender
  10. 10. YouTube Ireland demographics http://www.google.com/videotargeting/ifa/buildQuery
  11. 11. Facebook statistics http://www.facebook.com/press/info.php?statistics
  12. 12. Facebook statistics
  13. 13. Exercise: what social spaces do you know of? http://www.flickr.com/photos/pagedooley/3413789541/
  14. 14. Social spaces
  15. 15. The 1:9:90 rule
  16. 16. 14% trust traditional advertising http://www.flickr.com/photos/44221420@N00/3284555653 Source: Nielson trust advertising survey
  17. 17. 74% trust peer to peer recommendations (and average rating is 4.3 out of 5)Source: Nielson trust advertisingsurvey
  18. 18. the wisdom of crowds(fast version)
  19. 19. the long tail „Short head‟Volume Broad reach e.g The Sun „Long Tail‟ Rank Obscure niches: e.g. ID Magazine Source: The Long Tail, Chris Anderson
  20. 20. Take aways• Social media isn‟t just for kids• The creators are the tip of the iceberg (1:9:90)• People trust each other more than you• Crowdsourcing can provide value
  21. 21. Agenda - Context ✓ - Principles - Process 1. People 2. Objectives 3. Listening 4. Technology 5. Measurement
  22. 22. PRINCIPLES
  23. 23. Strategy hasn‟t changed
  24. 24. Integration Social media is just another channel to communicate your PR campaigns through. • Coordinate announcement timings across channels. • Link to PR coverage from your social profiles. • Link to your brands‟ social profiles in your PR materials. • Search for the people you meet at networking events and connect with them online.
  25. 25. Integration Whitepaper – top 10 tips Case study – video interview Traditional PR Letter to the editor – blog Online comment PR News release – Facebook Notes
  26. 26. Tone &complaintshandling
  27. 27. Tone - getting it wrong
  28. 28. Tone – getting it wrong
  29. 29. Tone – getting it wrong $4,158,000,000
  30. 30. Tone - getting it right
  31. 31. Tone - getting it right
  32. 32. What can we learn from Innocent?
  33. 33. Tone - response exerciseI have just purchased a new XYZ model and after only twelve daysof ownership I am experiencing problems and the shop staff arefailing to find a resolution over many visits.What has astounded me is their complete lack of interest. Noresponse to correspondence or return telephone calls, just simplyreferring you to the retailer who is powerless to resolve your issue.I am convinced that their strategy is simply to ignore the customerfor long enough and he or she will eventually losetheir tenacity. Jim Shotton, Hartlepool
  34. 34. Tone - response exercise 1. your first line e.g. Dear Jim (?) 2. (don‟t worry about the middle bit) 3. your last line e.g. Yours sincerely (?)
  35. 35. When mistakes happen…apologisehttp://www.flickr.com/photos/alltheaces/673008768/
  36. 36. How a camcorder can damage a 50 year oldbrand Over a million views before the video was removed from YouTube
  37. 37. Domino‟s response
  38. 38. Dell says sorry “Instead of trying to control information that was made public, we should simply have corrected anything that was inaccurate.”
  39. 39. Speed - social media won‟t wait for you to keep up
  40. 40. Rules of online issues management1. Acknowledge the issue as quickly as possible2. Keep statements simple and transparent3. Respond in the same social space and link to further information on owned spaces4. Ensure your team understands what can and can‟t be said online
  41. 41. Conversation cultivationProvide opportunities for people to gain social capital. Friend lists Badges Awards Roles “Everybody builds social capital individually by improving each others‟ knowledge capital collaboratively” The Art of Hosting Good Conversations Online - Howard Rheingold http://www.flickr.com/photos/dislocations/1348895033/
  42. 42. Agenda - Context ✓ - Principles ✓ - Process 1. People 2. Objectives 3. Listening 4. Technology 5. Measurement
  43. 43. process/strategyPeople, Objectives, Listening, Technology,Measurement
  44. 44. RSPCA case studyPeople:• UK• higher welfare chicken buyers• foodies• RSPCA supporters• retailersObjectives:• sustain the demand for higher welfare chicken by: • information dissemination to consumers • motivating consumers • informing & reinforcing consumers about understanding labeling • making the growing demand for higher welfare chicken highly visible to retailers
  45. 45. RSPCA case studyListening:• Google searches for key terms identified a number of relevantinfluential bloggers• Twitter searches for key terms identified lots of people talking aboutrelevant issues• Searches of Twitter directories e.g. Twellow revealed lots ofrelevant influential people on Twitter• Searches on Facebook Ad Planner revealed lots of people withrelevant interests
  46. 46. RSPCA case studyStrategy:Long-term blogger relations – building on existing relationships.Animal welfare and foodie blogs; and citizen journalism sites.Facebook Ads to drive high volume, targeted traffic.Infographic to communicate dry data effectively.Twitter outreach for immediate effect.
  47. 47. RSPCA case studyTechnology:Facebook ads ->Blogger outreachInfographicTwitter outreach
  48. 48. RSPCA case studyTechnology:Facebook adsBlogger outreach ->InfographicTwitter outreach
  49. 49. RSPCA case studyTechnology:Facebook adsBlogger outreachInfographic ->Twitter outreach
  50. 50. RSPCA case studyTechnology:Facebook adsBlogger outreachInfographicTwitter outreach ->
  51. 51. RSPCA case studyMeasurement:• Blogger outreach: • Seven postal addresses of UK bloggers, all sent a toy chicken. • 12 pieces of coverage achieved (two of these were on citizen journalism sites). • This is a total success rate of 28%, much higher than the usual 5-10% expected when cold contacting bloggers. • Average Google PageRank of the sites covering the story was 5.2, which indicates a very good level of influence and a high possibility of high traffic.
  52. 52. RSPCA case studyMeasurement:• Facebook ads: • Each ad was similarly successful, driving a total of 4,848 clicks•Twitter outreach: • 39 new followers on Twitter • added to 5 new twitter lists • 24 ReTweets • 132 clicks of http://bit.ly/chickenpoll • 19 @replies
  53. 53. process/strategyPeople, Objectives, Listening, Technology,Measurement
  54. 54. 1. people
  55. 55. 1. People - technographics http://www.forrester.com/empowered/tool_consumer.html
  56. 56. 1. People – Google ad planner
  57. 57. 1. Exercise: people - influencers…What does „influence‟ mean to you?What kind of things could indicate whether a person is an influencer?
  58. 58. 1. People - popularity vs influence
  59. 59. Agenda - Context ✓ - Principles ✓ - Process 1. People ✓ 2. Objectives 3. Listening 4. Technology 5. Measurement
  60. 60. 2. objectives
  61. 61. 2. Objectives - exerciseAcross all media for your brand/client:• What owned spaces Owned do/could you use?• What spaces do you / could you earn? Bought Earned• Which spaces could be bought? (literally, excluding professional services)
  62. 62. 2. Objectives - exercise – what objectives is socialgood for? What kind of objectives are met by each type of space? Owned Bought Earned
  63. 63. 2. Objectives - exerciseWhat three objectives do you want social media to meet?
  64. 64. 2. Objectives• Create buzz and awareness• Build loyalty through engagement• Drive traffic?• Short term / long term• Build influencer relationships• Customer relationships• Market research
  65. 65. 2. Agree objectives -> success metricshttp://www.flickr.com/photos/darrenhester/
  66. 66. 2. Objectivese.g. reach influencersof the mobile industry
  67. 67. 2. Objectivese.g. build buzz aroundan event
  68. 68. Building buzz around an event
  69. 69. Building buzz around an event • Invite bloggers and key online influencers • Invite live tweets (hashtag) and display the conversation on a projector • Use a social media platform to invite people • Create and upload event footage and images on to a YouTube channel or Flickr account
  70. 70. 2. Objectivese.g. building loyaltythrough engagement
  71. 71. Agenda - Context ✓ - Principles ✓ - Process 1. People ✓ 2. Objectives ✓ 3. Listening 4. Technology 5. Measurement
  72. 72. 3. Listening Listening …why bother?
  73. 73. 3. Listening… why bother? Complaints and issues management Complements Questions Competitors New trends Influencers R&D Correct misinformation
  74. 74. 3. Listening - keywords
  75. 75. 3. Listening
  76. 76. 3. Listening
  77. 77. 3. Listening – finding conversations - forums
  78. 78. 3. Listening – finding conversations - Twitter
  79. 79. 3. Listening – finding influencers - Twitter
  80. 80. 3. Listening – finding influencers – Twitter
  81. 81. 3. Listening – analysing influencers – Peer index
  82. 82. 3. Listening – finding conversations - Radian6
  83. 83. 3. Listening - Measuring popularity -traffic
  84. 84. 3. Listening - Measuring popularity –inbound links (influence)
  85. 85. 3. Listening – conversation search
  86. 86. 1 & 3 - Tools to find people & listenhttp://google.com/insights/search/ Google Insights for Searchhttp://trends.google.com/websites Google Trends for Websites - traffichttp://search.twitter.com/advanced Advanced Twitter searchhttp://www.twellow.com/ Twitter user directoryhttp://twitter.grader.com/search Twitter user search & rankinghttp://google.com > Filter results by Discussions or Blogshttp://www.facebook.com/ads/create/ Facebook Ad creator – demographic sizehttp://www.peerindex.net Analysing Twitter influence/topics from a userhttp://www.radian6.com/ Paid buzz monitoring dashboard & reportinghttp://www.icerocket.com/ Social media search engine & trends
  87. 87. Take awaysNow you can:• Find online conversations that are relevant to your campaign• Identify who to listen to and how, when and where to engage• This is your strategy
  88. 88. Agenda - Context ✓ - Principles ✓ - Process 1. People ✓ 2. Objectives ✓ 3. Listening ✓ 4. Technology 5. Measurement
  89. 89. 4. technology
  90. 90. How can we use Twitter for PR?
  91. 91. 4. technology - TwitterTwitter can be useful for• Listening as well as responding• Influencer mapping• Identifying hot topics• Issues early warning system• Reaching new audiences with your news
  92. 92. anatomy of a tweet username message - 140 characters or less favourite this tweetavatar timestamp app reply to this tweet
  93. 93. how tweets spread retweet @reply URL shortener #hashtag
  94. 94. Hashtags
  95. 95. 4. technology – bit.ly
  96. 96. 4. technology - YouTube
  97. 97. 4. technology – Facebook
  98. 98. 4. technology - Facebook
  99. 99. 4. Technology – Facebook – RSVP events
  100. 100. 4. Technology – Facebook – Holiday matchmaker
  101. 101. 4. Technology - know your blogs!
  102. 102. Contacting bloggers
  103. 103. 4. Technology – blogger outreach spreadsheet
  104. 104. 4. Technology – blogger outreach spreadsheet• URL• Project/s posted about• Overall blog subject• Inbound links• Google PageRank• Notes• Date contacted• Date responded• Response• Address• Email/contact form/comment
  105. 105. Technology – blogs - approaching bloggers• Conversational but professional tone of voice• Tailor communications – send interesting bullet points not attached press releases• Make them aware of other social assets that they can use• Refer to interesting posts to show you‟ve read their blog• Hobby bloggers vs. professional bloggers• Build proactive relations with key contacts
  106. 106. 4. Technology - forums• Read the forum rules• Contact the forum owner directly if unclear• Members are often highly engaged with each other holding in-depth conversations, make sure you don‟t just interrupt• If you‟re responding to a forum thread, be prepared to join a conversation rather than post a stand alone comment
  107. 107. 4. Technology - forums
  108. 108. 4. Technology - slideshare
  109. 109. 4. Technology - widgets
  110. 110. 4. Technology – API - Facebook Connect
  111. 111. 4. Technology – API - Twitter Anywhere
  112. 112. Agenda - Context ✓ - Principles ✓ - Process 1. People ✓ 2. Objectives ✓ 3. Listening ✓ 4. Technology ✓ 5. Measurement
  113. 113. 5. measurement
  114. 114. Measurement Refer back to your baseline report and translate changes in data into meaningful insights • Are you engaging the right people? • Are you meeting your objectives? • Which tactics and themes are working well / aren‟t working well? • How can you improve your campaign? • Is any of the above relevant to offline activity? http://www.flickr.com/photos/darrenhester/3901158717
  115. 115. 5. Measurement - Brandwatch
  116. 116. 5 – Measurement: Icerocket
  117. 117. 5. Measurement – Facebook insights
  118. 118. 5. Measurement - Klout
  119. 119. 5. MeasurementSome free tools – use your listening tools and take number ofresults daily, weekly or monthly. Seehttp://www.delicious.com/bethgranter/statistics for awhole list of tools and articles.http://twittercounter.com/ Twitter follower statshttp://www.klout.net Twitter influence statshttp://facebook.com/insights Facebook Pages statshttp://brandwatch.com Paid buzz measurement toolhttp://trend.icerocket.com/ Free buzz monitoring
  120. 120. Agenda - Context ✓ - Principles ✓ - Process 1. People ✓ 2. Objectives ✓ 3. Listening ✓ 4. Technology ✓ 5. Measurement ✓
  121. 121. 4oD Sundays – a briefChannel 4 online video on demand service, „4OD‟, has low viewson Sundays. They would like to increase Sunday viewings.They have coined the phrase „4OD Sundays‟ and would like 4ODto be synonymous with Sundays.People:………………………………………………………….Objectives:……………………………………………………...Listening:………………………………………………………..Technology:…………………………………………………….Measurement:…………………………………………………..
  122. 122. #4oDSundays – engaging 1:1 with the audiencePersonalisedrecommendations for 4oDWe asked for people‟s ageand moodWe recommendedsomething from @4oD fromthe archives
  123. 123. #4oDSundays
  124. 124. #4oDSundays
  125. 125. #4oDSundays 30% increase of views on Sundays during campaign
  126. 126. Agenda - Questions? - Anything else?

×