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How to build a social media campaign: strategy and tools
 

How to build a social media campaign: strategy and tools

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

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

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    How to build a social media campaign: strategy and tools How to build a social media campaign: strategy and tools Presentation Transcript

    • 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 advertising survey
    • 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 „Long Tail‟ Rank Obscure niches: e.g. ID Magazine Source: The Long Tail, Chris Anderson
    • 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
    • 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 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.
    • Integration Whitepaper – top 10 tips Case study – video interview Traditional PR Letter to the editor – blog Online comment PR News release – Facebook Notes
    • 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 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
    • 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 (?)
    • 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 corrected anything that was inaccurate.”
    • 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. 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
    • 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/
    • 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 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
    • 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
    • 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.
    • 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 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.
    • 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
    • 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 an influencer?
    • 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 use?• What spaces do you / could you earn? Bought Earned• Which spaces could be bought? (literally, excluding professional services)
    • 2. Objectives - exercise – what objectives is socialgood for? What kind of objectives are met by each type of space? Owned Bought Earned
    • 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 influencer relationships• Customer relationships• Market research
    • 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 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
    • 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 Correct misinformation
    • 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/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
    • 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
    • Agenda - Context ✓ - Principles ✓ - Process 1. People ✓ 2. Objectives ✓ 3. Listening ✓ 4. Technology 5. Measurement
    • 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 topics• Issues early warning system• Reaching new audiences with your news
    • anatomy of a tweet username message - 140 characters or less favourite this tweetavatar timestamp app reply to this tweet
    • 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• Google PageRank• Notes• Date contacted• Date responded• Response• Address• Email/contact form/comment
    • 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
    • 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
    • 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. Measurement
    • 5. measurement
    • 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
    • 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.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
    • Agenda - Context ✓ - Principles ✓ - Process 1. People ✓ 2. Objectives ✓ 3. Listening ✓ 4. Technology ✓ 5. Measurement ✓
    • 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:…………………………………………………..
    • #4oDSundays – engaging 1:1 with the audiencePersonalisedrecommendations for 4oDWe asked for people‟s ageand moodWe recommendedsomething from @4oD fromthe archives
    • #4oDSundays
    • #4oDSundays
    • #4oDSundays 30% increase of views on Sundays during campaign
    • Agenda - Questions? - Anything else?