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How to optimise your social media campaigns
 

How to optimise your social media campaigns

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Social media campaigns help to increase brand awareness, create buzz and boost lead generation or sales. This masterclass showed delegates how to optimise your campaigns for maximum impact. We ...

Social media campaigns help to increase brand awareness, create buzz and boost lead generation or sales. This masterclass showed delegates how to optimise your campaigns for maximum impact. We explored:

- General tips on what are the elements of a successful campaign, sharing some good examples and best practice.
- Creative concepts — what works and what doesn’t.
- Brainstorming and getting your staff involved.
- What technologies exist for you to run your campaigns and why you shouldn’t build your own.
- Compliance of different channel’s rules and regulations.
- Social advertising.
- Recommended resource and budget.

If you would like some help running your social media campaigns, please contact Digital Visitor on +44(0)1179 055 195, visit www.digitalvisitor.com or email info@digitalvisitor.com

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    How to optimise your social media campaigns How to optimise your social media campaigns Presentation Transcript

    • ITT Social Media MasterclassFriday May 3rd 2013
    • In this session…• Create your own social media campaign briefs and optimise your campaignsfor maximum impact.• General tips on the elements of a successful campaign, sharing some goodexamples and best practice.• Creative concepts - what works and what doesn‘t.• Brainstorming and getting your staff involved.• What technologies exist for you to run your campaigns and why youshouldnt build your own• Compliance of different channel‘s rules and regulations.• Recommended resource and budget2
    • About Us3We‘re an award-winning social mediaagency, enabling our clients to generaterevenue and meaningful returns fromsocial media through our creativeSocial Media Campaigns & IntegratedSocial Applications
    • Social Media activitiesThere are 4 main types of social media activity1. Strategy2. Channel management3. Campaigns4. Commercial Activities4
    • 1) Strategy5
    • 2) Channel Management• Social media is 24/7 so it‘sessential you keep up your endof the conversation if you want toreap the rewards.– Content*– Topline evaluation andstrategy– Profile design– Audience communication– Customer service– Channel monitoring andmoderation6
    • 3) Campaigns7
    • 4) Commercial Activity8
    • Social Media campaignsSet-up
    • Social Media campaign overview• Creative concept• Tech build• Broadcast, Outreach and PR• Promotion• Review• Commercial Activity• Step 1 is a Campaign brief…10
    • Lets have a go
    • Resource estimatesEstimates of required resource and costshave been provided. Please note these areindicative costs only for an entry level socialmedia campaign for which Digital Visitorwould typically charge £5500.Timings should be considered as theminimum amounts of time that should bededicated to each activity.12
    • Campaign brief (1/2 day)1) Project Overview - what are you doing that makes you want to run acampaign? ……………………………………………………………….e.g. We are launching a new destination this summer and want to promotefantastic experiences that are available in destination to existing customersand also to new audiences13
    • Campaign brief (1/2 day)2) What are my objectives? (specific, measurable, realistic, timebound)1) …………………………………………………2) …………………………………………………3) …………………………………………………• ‗x relevant likes‘ by 30 July 2013• Traffic• Sales14
    • Campaign brief (1/2 day)• Beware of volumes of ‗likes‘ as targets or promises• This is simply database acquisition• Monitor ‗talking about‘ score after and if this is 5% or lower you have got itwrong.• Quality targeting = reach < but higher value likes for commerce• Quantity targeting = reach >, more ‗noise‘• Ultimate aim is BOTH!15QuantityQuality
    • Campaign brief (1/2 day)3)Campaign launch date (allow at least 4 weeks fromnow)………………………………………………………….4)Who is going to own the campaign from your end?………………………………………………………….5)Main contacts for running campaign………………………………………………………….16
    • Campaign brief (1/2 day)6)Target demographic– ………………………………………………………………………– The internet generation or iGeneration. Tweens– Gen Y Growing up with computers, especially responsive to internetcampaigns, process information quickly % are especially brand loyal.– Boomers Theyre at many life stages: empty nesters or full nesters, boomergrandparents, single or married– The Greatest Generation Extremely loyal customers. Like to spend money ontheir grandchildren (75% are grandparents).17
    • Campaign brief (1/2 day)7) What channel is best for them?18% of internetusers who...The service is especiallyappealing to...Use any Social Networking Site 67% Adults ages 18 – 29, womenUse Facebook 67 Women, adults ages 18-29Use Twitter 16 Adults ages 18-29, African-Americans,urban residentsUse Pinterest 15 Women, adults under 50, whites, thosewith some college educationUse Instagram 13 Adults ages 18-29, African-Americans,Latinos, women, urban residentsUse Tumblr 6 Adults ages 18-29
    • Campaign brief8) Existing Channels, what channels areyou currently using?.......................– Communitysize………………………….– Engagement /sharing……………….– Tone……………………………………………– Contentstrategy………………………..9) Competitor analysis Social SWOT19Competitor XStrengths 50,000 Facebook likesWeaknessesLow ‗talking about‘scoreCommunication is allcommercialBoring competitionsOppsThreats
    • Campaign brief10) Markets – UK /Intl……………………………..11)What are your 3 biggest challenges?…………brand awareness……………………….…………reducing marketing costs………………………………………………………………………………….12)Incentives…………………………………………………………….…………………………………………………………….20
    • Campaign brief13)Commercial partners…………………………………………….14)Budget / resources……………………………………………………………………………………………………..21
    • Brainstorming (1/2 day)• Provide your team with the brief• Brainstorming ground rules– Planning must be done by all– Everyone must contribute– No ideas are stupid– Leader shifts direction– Provide feedback on selectedideas220123455 10 15 20 25 30 35 40 45Creativity
    • Creative conceptsDo’s• Easy to enter• Make engaging and colourful• Educate• Include data capture• Drive sharing (consider secondaryincentive)23Don’ts• Require a large time investment• Move away from your brand. ‗Like towin an ipad‘ isn‘t the right way.• Run campaigns for longer than amonth (6 weeks max)• Get suckered in to buying a longterm, expensive Facebook App
    • Tech build (4-8 days)Resources needed for a basic build• 1-2 days research appropriatetechnology (marketing exec)• 2-4 days technology build andtesting + application costs ofapprox. £200 (junior dev)• 1-2 days design (junior designer)24
    • Tech buildPitfalls• Do NOT build your own Facebookapplications. This is a waste ofmoney.• Yes – you need an App – its againstFB guidelines to not use them.• App builds can be unpredictable.Technology is newer and prone toissues. Simpler is better• Do not overcomplicate the mechanic25
    • Social Media campaignsLaunch
    • Make a noise (4-6 days)• Broadcast through Existingmarketing channels such as email• Publicise on website• Social PR and Outreach• Corporate partnership• Optimised Facebook advertising -change every few days27
    • Post Campaign• Report against your objectivesand recommendations.Commercial Activity28
    • Commercial Activity (2-4 days)• Offer• Simple redemption mechanic e.g.voucher code etc…• Time limited• Engage sites where you receivedcoverage for the campaign• Advertising spend optimisation29
    • Case study: Commercial Activity 1• Ancillary travel product• Facebook growth from 0 – 3000• Corporate partner secured• Revisit Online coverage forpromotion of commercial activity• Optimised Facebook Ad Spend• Email communication• 42 brand new customers directly• 22% of all business in the period itwas running30Socialmedia22%36%12%20%10%Sales
    • Case study: Commercial Activity 2• Luxury Accommodation• Grew audience from 900 – 13,500• Revisit Online coverage forpromotion of commercial activity• Flash sales over 48 hrs• £23,000 accommodation booked• 2 further sales throughout the year• Total £50,000 sales31
    • What does success look like?• Engagement during competitionshould spike – up to 500%-1200%• Ongoing ‗talking about‘ should beabout 5%+ of your total ‗likes‘. Thisshows relevance. NIrvana is 10%• Relevant new ‗likes‘ 2000+• Commercial activity = 10% – 30%of the budget for campaign 1.– Consider lifetime value of ‗likes‘– Track FB traffic on your website32
    • Rules and Regulations
    • • Must use a 3rd party App to run competitions.• Facebook features or functions cannot be a condition to enter the competition(e.g.‗Like‘ the Page, ‗Like‘ a status or comment, or upload a photo on the Page)• CAN ‗Like‘ as part of the entry process, but they will need to officially enter thecompetition using the App.• Clearly state that ‗the promotion is in no way sponsored, endorsed oradministered by, or associated with, Facebook‘ & disclose that the participant isproviding information to [disclose recipient(s) of information] and not to Facebook.34***ALWAYS VISIT FACEBOOK’S WEBSITE TO CHECK FOR ANYUPDATES***
    • RE: Cover photo• You may not encouragepeople to uploadyour cover photo to theirpersonal timelines.• Your cover may not includeimages with more than20% text.35
    • Twitter currently doesn‘t have any guidelines regarding competitions but they do suggestthe following;• Discourage the creation of multiple accounts - include a rule stating that anyonefound to use multiple accounts to enter will be ineligible.• Discourage posting the same Tweet repeatedly- do not post duplicate, or near duplicate updates or links• Don‘t set rules to encourage lots of duplicate updates (like saying, ―whoever retweetsthis the most wins‖).36
    • While they don‘t have specific rules, they suggest you keep the following guidelines in mind.DON‘T...• Suggest Pinterest sponsors or endorses you or the contest.• Require people to pin from a selection— let them pin their own stuff.• Make people pin or repin your rules.• Run sweepstakes where each pin, repin, board, like or follow represents an entry.• Encourage ‗spammy‘ behaviour, such as asking participants to comment.• Ask pinners to vote with pins, repins, boards, or likes.• Require a minimum number of pins. One is plenty.37
    • Popular Campaign Apps
    • Quiz Application39• Get your fans‘ attention & deepen engagement with aunique quiz.• Create one-on-one connections by serving up specificcontent based on responses.• Help your fans discovering which of your products orservices are the best match for them.CAMPAIGN STEPS1. Visitors Like the page2. Visitors answer a few questions about their taste3. Visitors fill a contact form4. Visitors get a product recommendation based ontheir answers5. Visitors are prompted share a message on theirwall (optional)
    • Example 140• Quiz mechanic• Data capture• Education about the brand• Valuable lead generatinginformationhttps://www.facebook.com/simplychateauholidays
    • Map Discovery App41• Get your fans to discover your venue/products/services day-after-day in a fun way.• Create engagement by getting your fans to visityour page every day.CAMPAIGN STEPS1. Visitors Like the page2. Visitors reveal the prize of the day3. Visitors fill a contact form4. Visitors are prompted to share a message ontheir wall (optional)5. Visitors come back the next day for a chance towin another prize
    • Example 242Present this voucher at theLondon Eye to receive 2 forthe price of one entryAt 135m the London Eye is theworld‘s largest cantileveredobservation wheel and one of thebest way to view LondonA breathtaking feat ofdesign, passengers in the LondonEye‘s capsules can see up to 40kilometres in all directions!Special promotion 2 for 1Download Coupon
    • Sweepstakes43• The easiest way to grow your fan base.• Collect contact information and opt-ins withcustom forms.CAMPAIGN STEPS1. Visitors Like the page2. Visitors fill an entry form3. Visitors are prompted share a messageon their wall (optional)
    • Photo Contest44• Boost engagement across multiple social networkswith fun photo contests.• Encourage fans to upload and vote on photos.• Accept submissions through Facebook, Twitter &Instagram, & share entries throughFacebook, Twitter, Pinterest.• Easily publish to Facebook, mobile & your website.CAMPAIGN STEPS1. Visitors Like the page2. Visitors upload a picture via the chosen network3. Visitors ask their friends to vote for their picture
    • Example 345• Upload photo of you in aFacemask• Share• Montage of images postcampaign• Great, viral and humorouscontenthttps://www.facebook.com/ChampneysResorts?fref=ts
    • Pin it to Win it46• Increase your Pinterest follower base.• Increase visibility of your brand.• Increase sales.CAMPAIGN STEPS1. Visitors follow the brand‘s Pinterest page2. They re-pin the campaign image togetherwith images of their favourite products fromthe brand3. They submit the link of their Pinterest boardtogether with their contact details.
    • For more informationwww.digitalvisitor.com / anthony@