HOW TO: Launch a social media campaign

HOW TO: Launch a Successful Social Media Campaign By Deanna Ferrari HELLO :)

ABOUT ME
2006 Graduate of Slippery Rock University
Social Business Specialist at MARC USA Pittsburgh
Board member of PRSA Pittsburgh (social media co-chair)
Blogger

DEFINING SOCIAL MEDIA

Listen, monitor, assess (the space and competition)
STEP1

Why Monitor?
Understand consumer motivation
Identify brand influencers and advocates
Identify ways to further connect with consumers and internal audiences
Identify potential crises, customer service, and employee issues
Determine social engagement strategy

Platforms to Monitor

What to Monitor
Blogs
Online forums
Facebook fan pages and public profile pages
Twitter
Online media sources
Top rich media sites (video and image sharing sites)
LinkedIn Answers

Determine the strategy STEP 2

Build awareness of your brand’s social presence
Gain followers and likes for Twitter and Facebook
Create interest by informing consumers about the content they can expect to find on the pages
Increase interaction with consumers
Increase positive brand perception
Connect with and develop network of brand advocates and key influencers who can be leveraged to spread brand messages to target audiences
Drive conversion against business objectives

Set up pages based on where customers are from monitoring research STEP 3

BECOMING ORGANIZATIONALLY READY Determine “personality” of page; draft content, response protocols STEP 4

Proactively Engaging
Facebook and Twitter
Editorial calendar of content will align with marketing and other key business efforts
Multiple posts per week

Responding
Respond to people who write to your brand on Facebook and Twitter
Replies will be based on our response protocol
Engage with fans and followers via the integrated team
Respond to blogs, forums, employee sites, and more
Identify and address online crises with an early warning system to bring issues to the team ’s attention

Response Team
Real Time Response
Response Protocol ensure seamless, timely, accurate responses
Determines which posts require response along with clearly identified topic ownership
Response dictated by social style guide

BUILDING A COMPREHENSIVE SOCIAL STRATEGY Determine launch strategy STEP 5

Promoting your presence
Website icons
“ Connect with us” page (includes social networks, RSS feed, blogs, mobile, etc.)
Emails
Email signature
Icons on outdoor, POS, TV spots, etc.

BUILDING A COMPREHENSIVE SOCIAL STRATEGY Go! STEP 6

BUILDING A COMPREHENSIVE SOCIAL STRATEGY Evaluate, Refine, Continue STEP 7

Tools to Help Us Analyze
Charts within the monitoring dashboard track key metrics
We can slice the data to understand:
Who ’s talking
What they ’re saying
Their reach – who ’s listening, and how much weight they carry
Where and when they ’re talking
How they feel

WHAT HAPPENS IF YOU MESS UP?

CASE STUDY: GOING ROGUE WITH THE RED CROSS

2/15/11 11:24 P.M.

2/15/11 11:30 P.M.

2/15/11 11:54 P.M.

2/16/11 10:00 A.M.

2/16/11 11:30 A.M.

2/16/11 NOON

Keeping the humor up

The Red Cross’ moral of the story 2 words of caution: You ’ll want to space out giving a pint of blood and drinking a pint of beer for health reasons. Be careful of Hootsuite!

THANK YOU! Twitter: @dferrari GOODBYE :)

HOW TO: Launch a social media campaign

by Deanna Ferrari on Jul 10, 2011

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