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Social Media Campaign Planning Workshop
Social Media Campaign Planning Workshop
Social Media Campaign Planning Workshop
Social Media Campaign Planning Workshop
Social Media Campaign Planning Workshop
Social Media Campaign Planning Workshop
Social Media Campaign Planning Workshop
Social Media Campaign Planning Workshop
Social Media Campaign Planning Workshop
Social Media Campaign Planning Workshop
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Social Media Campaign Planning Workshop
Social Media Campaign Planning Workshop
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Social Media Campaign Planning Workshop

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This interactive workshop explored how to define your objectives, plan strategy, run operations and use tactics to get the most out of your projects by engaging with people through social media.

This interactive workshop explored how to define your objectives, plan strategy, run operations and use tactics to get the most out of your projects by engaging with people through social media.

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  • Transcript

    • 1. Social MediaCampaign PlanningAn interactive workshop by Inner Ear
    • 2. Social Media Campaign Planning
    • 3. Social Media Campaign Planning
    • 4. Social Media Campaign Planning This session will explore
    • 5. Social Media Campaign Planning This session will explore how to define your objectives, plan strategy,
    • 6. Social Media Campaign Planning This session will explore how to define your objectives, plan strategy, run operations and use tactics to get the most
    • 7. Social Media Campaign Planning This session will explore how to define your objectives, plan strategy, run operations and use tactics to get the most out of your projects in social media
    • 8. Campaign Planning
    • 9. Campaign Planning• The social media campaign plan:
    • 10. Campaign Planning• The social media campaign plan: ‣ Define your objectives
    • 11. Campaign Planning• The social media campaign plan: ‣ Define your objectives ‣ Assemble your media assets
    • 12. Campaign Planning• The social media campaign plan: ‣ Define your objectives ‣ Assemble your media assets ‣ Choose and connect your channels
    • 13. Campaign Planning• The social media campaign plan: ‣ Define your objectives ‣ Assemble your media assets ‣ Choose and connect your channels ‣ Schedule your updates
    • 14. Campaign Planning• The social media campaign plan: ‣ Define your objectives ‣ Assemble your media assets ‣ Choose and connect your channels ‣ Schedule your updates ‣ Activate and engage
    • 15. Campaign Planning• The social media campaign plan: ‣ Define your objectives ‣ Assemble your media assets ‣ Choose and connect your channels ‣ Schedule your updates ‣ Activate and engage ‣ Stimulate conversation
    • 16. Campaign Planning• The social media campaign plan: ‣ Define your objectives ‣ Assemble your media assets ‣ Choose and connect your channels ‣ Schedule your updates ‣ Activate and engage ‣ Stimulate conversation ‣ Measure and evaluate
    • 17. Inner Ear
    • 18. Inner Ear• Creative content communications
    • 19. Inner Ear• Creative content communications ‣ Digital media production (create content)
    • 20. Inner Ear• Creative content communications ‣ Digital media production (create content) ‣ Social media engagement (communicate content)
    • 21. Inner Ear• Creative content communications ‣ Digital media production (create content) ‣ Social media engagement (communicate content) ‣ Training and consultancy
    • 22. Inner Ear
    • 23. Inner Ear• Produce audio, video, text (blog) and image content
    • 24. Inner Ear• Produce audio, video, text (blog) and image content• Setup, manage and advise on publication and distribution of blogs, podcasts, videos and live streams
    • 25. Inner Ear• Produce audio, video, text (blog) and image content• Setup, manage and advise on publication and distribution of blogs, podcasts, videos and live streams• Seed content through social media
    • 26. Inner Ear• Produce audio, video, text (blog) and image content• Setup, manage and advise on publication and distribution of blogs, podcasts, videos and live streams• Seed content through social media• Consult on campaign planning, strategy, operations and tactics
    • 27. Inner Ear
    • 28. Inner Ear• Extensive content management experience
    • 29. Inner Ear• Extensive content management experience ‣ Radio Magnetic (www.radiomagnetic.com)
    • 30. Inner Ear• Extensive content management experience ‣ Radio Magnetic (www.radiomagnetic.com) ‣ Began online broadcast in March 2001
    • 31. Inner Ear• Extensive content management experience ‣ Radio Magnetic (www.radiomagnetic.com) ‣ Began online broadcast in March 2001 ‣ UK’s longest running independent internet radio station
    • 32. Inner Ear• Extensive content management experience ‣ Radio Magnetic (www.radiomagnetic.com) ‣ Began online broadcast in March 2001 ‣ UK’s longest running independent internet radio station ‣ Credibility with music and media
    • 33. Inner Ear• Extensive content management experience ‣ Radio Magnetic (www.radiomagnetic.com) ‣ Began online broadcast in March 2001 ‣ UK’s longest running independent internet radio station ‣ Credibility with music and media ‣ “Shop window” proof of concept
    • 34. Inner Ear• Extensive content management experience ‣ Radio Magnetic (www.radiomagnetic.com) ‣ Began online broadcast in March 2001 ‣ UK’s longest running independent internet radio station ‣ Credibility with music and media ‣ “Shop window” proof of concept
    • 35. Before we begin
    • 36. Before we beginExercise: throughout this workshop, we encourage you to ask questions, visit the websites we reference, tweet ideas and feedback, interact with each other and share tips
    • 37. Before we beginExercise: throughout this workshop, we encourage you to ask questions, visit the websites we reference, tweet ideas and feedback, interact with each other and share tips
    • 38. Before we begin
    • 39. Before we beginConsider the three core elements of web 2.0:
    • 40. Before we begin Consider the three core elements of web 2.0:RSS (really simple syndication: feeds, streams, etc.)
    • 41. Before we begin Consider the three core elements of web 2.0:RSS (really simple syndication: feeds, streams, etc.)Embeddable media (video and audio players, etc.)
    • 42. Before we begin Consider the three core elements of web 2.0: RSS (really simple syndication: feeds, streams, etc.) Embeddable media (video and audio players, etc.)Tags (user defined, non-hierarchical taxonomy system)
    • 43. Before we begin Consider the three core elements of web 2.0: RSS (really simple syndication: feeds, streams, etc.) Embeddable media (video and audio players, etc.)Tags (user defined, non-hierarchical taxonomy system)
    • 44. Define your objectives
    • 45. Define your objectives• Question: what are your objectives?
    • 46. Define your objectives• Question: what are your objectives? ‣ Amplify your brand online
    • 47. Define your objectives• Question: what are your objectives? ‣ Amplify your brand online ‣ Reach a new audience
    • 48. Define your objectives• Question: what are your objectives? ‣ Amplify your brand online ‣ Reach a new audience ‣ Find prospects
    • 49. Define your objectives• Question: what are your objectives? ‣ Amplify your brand online ‣ Reach a new audience ‣ Find prospects ‣ Establish yourself as a voice of authority
    • 50. Define your objectives• Question: what are your objectives? ‣ Amplify your brand online ‣ Reach a new audience ‣ Find prospects ‣ Establish yourself as a voice of authority ‣ Sell tickets or products
    • 51. Define your objectives
    • 52. Define your objectives Objectives can start out as dreams...
    • 53. Define your objectives Objectives can start out as dreams...... that become visions and turn into goals
    • 54. Define your objectives Objectives can start out as dreams...... that become visions and turn into goals from which you can set targets
    • 55. Define your objectives Objectives can start out as dreams...... that become visions and turn into goals from which you can set targets
    • 56. Assemble your assets
    • 57. Assemble your assets• Text
    • 58. Assemble your assets• Text ‣ Blogs, newsletters, press releases, brochures
    • 59. Assemble your assets• Text ‣ Blogs, newsletters, press releases, brochures• Video
    • 60. Assemble your assets• Text ‣ Blogs, newsletters, press releases, brochures• Video ‣ Reportage, interviews, live streams
    • 61. Assemble your assets• Text ‣ Blogs, newsletters, press releases, brochures• Video ‣ Reportage, interviews, live streams• Audio
    • 62. Assemble your assets• Text ‣ Blogs, newsletters, press releases, brochures• Video ‣ Reportage, interviews, live streams• Audio ‣ Podcasts, live recordings, AudioBoo soundbites
    • 63. Assemble your assets• Text ‣ Blogs, newsletters, press releases, brochures• Video ‣ Reportage, interviews, live streams• Audio ‣ Podcasts, live recordings, AudioBoo soundbites• Images
    • 64. Assemble your assets• Text ‣ Blogs, newsletters, press releases, brochures• Video ‣ Reportage, interviews, live streams• Audio ‣ Podcasts, live recordings, AudioBoo soundbites• Images ‣ Flyers, photos, programmes
    • 65. Assemble your assets
    • 66. Assemble your assetsQuestion: what assets do you have to promote yourself with?
    • 67. Assemble your assetsQuestion: what assets do you have to promote yourself with? Audio
    • 68. Assemble your assetsQuestion: what assets do you have to promote yourself with? Audio
    • 69. Assemble your assetsQuestion: what assets do you have to promote yourself with? Audio Video
    • 70. Assemble your assetsQuestion: what assets do you have to promote yourself with? Audio Video
    • 71. Assemble your assetsQuestion: what assets do you have to promote yourself with? Audio Video Text
    • 72. Assemble your assetsQuestion: what assets do you have to promote yourself with? Audio Video Text
    • 73. Assemble your assetsQuestion: what assets do you have to promote yourself with? Audio Video Text Image
    • 74. Assemble your assetsQuestion: what assets do you have to promote yourself with? Audio Video Text Image
    • 75. Assemble your assets
    • 76. Assemble your assets Curate as well as create...
    • 77. Assemble your assets Curate as well as create... ... look for content in platforms
    • 78. Assemble your assets Curate as well as create... ... look for content in platformsPodcasts
    • 79. Assemble your assets Curate as well as create... ... look for content in platformsPodcasts
    • 80. Assemble your assets Curate as well as create... ... look for content in platformsPodcasts Presentations
    • 81. Assemble your assets Curate as well as create... ... look for content in platformsPodcasts Presentations
    • 82. Assemble your assets Curate as well as create... ... look for content in platformsPodcasts Presentations Videos
    • 83. Assemble your assets Curate as well as create... ... look for content in platformsPodcasts Presentations Videos
    • 84. Assemble your assets Curate as well as create... ... look for content in platformsPodcasts Presentations Videos Documents
    • 85. Assemble your assets Curate as well as create... ... look for content in platformsPodcasts Presentations Videos Documents
    • 86. Assemble your assets
    • 87. Assemble your assetsDemo: search for content in social media platforms
    • 88. Assemble your assetsDemo: search for content in social media platformsPodcasts Presentations Videos Documents
    • 89. Choose your channels
    • 90. Choose your channels Twitter
    • 91. Choose your channels Twitter Facebook
    • 92. Choose your channels Twitter Facebook LinkedIn
    • 93. Choose your channels Twitter Facebook LinkedInYouTube
    • 94. Choose your channels Twitter Facebook LinkedInYouTube Mixcloud
    • 95. Choose your channels Twitter Facebook LinkedInYouTube Mixcloud Flickr
    • 96. Choose your channels Twitter Facebook LinkedInYouTube Mixcloud FlickrSlideshare
    • 97. Choose your channels Twitter Facebook LinkedInYouTube Mixcloud FlickrSlideshare Livestream
    • 98. Choose your channels Twitter Facebook LinkedInYouTube Mixcloud FlickrSlideshare Livestream Issuu
    • 99. Choose your channels
    • 100. Choose your channelsQuestion: which channels are right for you?
    • 101. Choose your channelsQuestion: which channels are right for you? And why?
    • 102. Choose your channelsQuestion: which channels are right for you? And why?
    • 103. Choose your channels
    • 104. Choose your channels• Setup a profile in each channel you want to use
    • 105. Choose your channels• Setup a profile in each channel you want to use• Ensure your brand is represented in each channel
    • 106. Choose your channels• Setup a profile in each channel you want to use• Ensure your brand is represented in each channel• Use social networking functions in platforms
    • 107. Choose your channels• Setup a profile in each channel you want to use• Ensure your brand is represented in each channel• Use social networking functions in platforms• Connect your channels
    • 108. Choose your channels
    • 109. Choose your channelsDemo: connect channels together using linking services
    • 110. Choose your channelsDemo: connect channels together using linking services
    • 111. Schedule your updates
    • 112. Schedule your updates Once you have assembled your assets...
    • 113. Schedule your updates Once you have assembled your assets... ... and chosen your channels...
    • 114. Schedule your updates Once you have assembled your assets... ... and chosen your channels...you can schedule your updates to be published over the duration of the campaign
    • 115. Choose your channels
    • 116. Choose your channelsDemo: scheduling content in Posterous
    • 117. Choose your channelsDemo: scheduling content in Posterous
    • 118. Activate and engage
    • 119. Activate and engageSocial media is not about technology...
    • 120. Activate and engage Social media is not about technology...it’s about real people having real conversations
    • 121. Activate and engage Social media is not about technology...it’s about real people having real conversations treat people like you would in the real world
    • 122. Activate and engage Social media is not about technology...it’s about real people having real conversations treat people like you would in the real world and interact with them in a human manner
    • 123. Activate and engage
    • 124. Activate and engage• Monitor and listen:
    • 125. Activate and engage• Monitor and listen: ‣ Before, during and after
    • 126. Activate and engage• Monitor and listen: ‣ Before, during and after• Seed your content
    • 127. Activate and engage• Monitor and listen: ‣ Before, during and after• Seed your content ‣ Upload it to platforms
    • 128. Activate and engage• Monitor and listen: ‣ Before, during and after• Seed your content ‣ Upload it to platforms ‣ Position it on networks
    • 129. Activate and engage• Monitor and listen: ‣ Before, during and after• Seed your content ‣ Upload it to platforms ‣ Position it on networks• Engage your audience
    • 130. Activate and engage• Monitor and listen: ‣ Before, during and after• Seed your content ‣ Upload it to platforms ‣ Position it on networks• Engage your audience ‣ Involve them throughout the campaign
    • 131. Activate and engage
    • 132. Activate and engage• Interact:
    • 133. Activate and engage• Interact: ‣ Ask questions
    • 134. Activate and engage• Interact: ‣ Ask questions ‣ Comment and converse
    • 135. Activate and engage• Interact: ‣ Ask questions ‣ Comment and converse ‣ Use Polls
    • 136. Activate and engage• Interact: ‣ Ask questions ‣ Comment and converse ‣ Use Polls
    • 137. Activate and engage
    • 138. Activate and engage• Use metadata to help users find your content
    • 139. Activate and engage• Use metadata to help users find your content• A core element of SEO, metadata includes:
    • 140. Activate and engage• Use metadata to help users find your content• A core element of SEO, metadata includes: ‣ Title (snappy, catchy, provocative)
    • 141. Activate and engage• Use metadata to help users find your content• A core element of SEO, metadata includes: ‣ Title (snappy, catchy, provocative) ‣ Description (concise, informative, engaging, helpful)
    • 142. Activate and engage• Use metadata to help users find your content• A core element of SEO, metadata includes: ‣ Title (snappy, catchy, provocative) ‣ Description (concise, informative, engaging, helpful) ‣ Tags (include branded, specific and generic)
    • 143. Activate and engage• Use metadata to help users find your content• A core element of SEO, metadata includes: ‣ Title (snappy, catchy, provocative) ‣ Description (concise, informative, engaging, helpful) ‣ Tags (include branded, specific and generic) ‣ Links (to source and/or your blog or website)
    • 144. Stimulate conversation
    • 145. Stimulate conversation• Use content to get people talking about your project
    • 146. Stimulate conversation• Use content to get people talking about your project• Encourage conversation about issues and events
    • 147. Stimulate conversation• Use content to get people talking about your project• Encourage conversation about issues and events ‣ Be provocative but be responsive too
    • 148. Stimulate conversation• Use content to get people talking about your project• Encourage conversation about issues and events ‣ Be provocative but be responsive too ‣ Be a thought leader on industry/sector topics
    • 149. Stimulate conversation• Use content to get people talking about your project• Encourage conversation about issues and events ‣ Be provocative but be responsive too ‣ Be a thought leader on industry/sector topics• Observe conversations in social networks
    • 150. Stimulate conversation• Use content to get people talking about your project• Encourage conversation about issues and events ‣ Be provocative but be responsive too ‣ Be a thought leader on industry/sector topics• Observe conversations in social networks ‣ Emulate good ideas to get people talking
    • 151. Stimulate conversation
    • 152. Stimulate conversation• Use content to get people talking about your project
    • 153. Stimulate conversation• Use content to get people talking about your project• Encourage conversation about issues and events
    • 154. Stimulate conversation• Use content to get people talking about your project• Encourage conversation about issues and events ‣ Be provocative but be responsive too
    • 155. Stimulate conversation• Use content to get people talking about your project• Encourage conversation about issues and events ‣ Be provocative but be responsive too ‣ Be a thought leader on industry/sector topics
    • 156. Stimulate conversation• Use content to get people talking about your project• Encourage conversation about issues and events ‣ Be provocative but be responsive too ‣ Be a thought leader on industry/sector topics• Observe conversations in social networks
    • 157. Stimulate conversation• Use content to get people talking about your project• Encourage conversation about issues and events ‣ Be provocative but be responsive too ‣ Be a thought leader on industry/sector topics• Observe conversations in social networks ‣ Emulate good ideas to get people talking
    • 158. Stimulate conversation
    • 159. Stimulate conversationDemo: look at some examples of social conversations
    • 160. Stimulate conversationDemo: look at some examples of social conversations
    • 161. Assemble your assets
    • 162. Assemble your assetsQuestion: what tactics can you employ to get people talking?
    • 163. Assemble your assetsQuestion: what tactics can you employ to get people talking?
    • 164. Measure and evaluate
    • 165. Measure and evaluate• Measure against initial targets
    • 166. Measure and evaluate• Measure against initial targets ‣ If the campaign is ongoing, adjust accordingly
    • 167. Measure and evaluate• Measure against initial targets ‣ If the campaign is ongoing, adjust accordingly• Benchmark yourself against peers
    • 168. Measure and evaluate• Measure against initial targets ‣ If the campaign is ongoing, adjust accordingly• Benchmark yourself against peers ‣ How are you competitors doing?
    • 169. Measure and evaluate• Measure against initial targets ‣ If the campaign is ongoing, adjust accordingly• Benchmark yourself against peers ‣ How are you competitors doing?• Evaluate, adapt and evolve
    • 170. Measure and evaluate• Measure against initial targets ‣ If the campaign is ongoing, adjust accordingly• Benchmark yourself against peers ‣ How are you competitors doing?• Evaluate, adapt and evolve ‣ How can you do better next time?
    • 171. Measure and evaluate
    • 172. Measure and evaluateSocial Mention
    • 173. Measure and evaluateSocial Mention
    • 174. Measure and evaluateSocial Mention Klout
    • 175. Measure and evaluateSocial Mention Klout
    • 176. Measure and evaluateSocial Mention Klout TweetReach
    • 177. Measure and evaluateSocial Mention Klout TweetReach
    • 178. Measure and evaluate Social Mention Klout TweetReachFacebook Insights
    • 179. Measure and evaluate Social Mention Klout TweetReachFacebook Insights
    • 180. Measure and evaluate Social Mention Klout TweetReachFacebook Insights Quantcast
    • 181. Measure and evaluate Social Mention Klout TweetReachFacebook Insights Quantcast
    • 182. Measure and evaluate Social Mention Klout TweetReachFacebook Insights Quantcast Google Analytics
    • 183. Measure and evaluate Social Mention Klout TweetReachFacebook Insights Quantcast Google Analytics
    • 184. Measure and evaluate
    • 185. Measure and evaluate• Quantitative analysis includes number of:
    • 186. Measure and evaluate• Quantitative analysis includes number of: ‣ Twitter followers, mentions and retweets
    • 187. Measure and evaluate• Quantitative analysis includes number of: ‣ Twitter followers, mentions and retweets ‣ Facebook likes and fans
    • 188. Measure and evaluate• Quantitative analysis includes number of: ‣ Twitter followers, mentions and retweets ‣ Facebook likes and fans ‣ Blog comments
    • 189. Measure and evaluate• Quantitative analysis includes number of: ‣ Twitter followers, mentions and retweets ‣ Facebook likes and fans ‣ Blog comments ‣ Website visitors
    • 190. Measure and evaluate• Quantitative analysis includes number of: ‣ Twitter followers, mentions and retweets ‣ Facebook likes and fans ‣ Blog comments ‣ Website visitors ‣ Media plays
    • 191. Measure and evaluate
    • 192. Measure and evaluate• Qualitative analysis includes:
    • 193. Measure and evaluate• Qualitative analysis includes: ‣ Tone of comments
    • 194. Measure and evaluate• Qualitative analysis includes: ‣ Tone of comments ★ Positive or negative?
    • 195. Measure and evaluate• Qualitative analysis includes: ‣ Tone of comments ★ Positive or negative? ‣ Relevance of content to target audience
    • 196. Measure and evaluate• Qualitative analysis includes: ‣ Tone of comments ★ Positive or negative? ‣ Relevance of content to target audience ★ Did they like it? If not, why not?
    • 197. Case Studies
    • 198. Case Studies• Jaisu: Straight Out The MPC
    • 199. Case Studies• Jaisu: Straight Out The MPC ‣ http://jaisu.bandcamp.com
    • 200. Case Studies• Jaisu: Straight Out The MPC ‣ http://jaisu.bandcamp.com• FOUND: Cybraphon
    • 201. Case Studies• Jaisu: Straight Out The MPC ‣ http://jaisu.bandcamp.com• FOUND: Cybraphon ‣ http://cybraphon.com
    • 202. Case Studies• Jaisu: Straight Out The MPC ‣ http://jaisu.bandcamp.com• FOUND: Cybraphon ‣ http://cybraphon.com• Inner Ear: Social Media Workshops
    • 203. Case Studies• Jaisu: Straight Out The MPC ‣ http://jaisu.bandcamp.com• FOUND: Cybraphon ‣ http://cybraphon.com• Inner Ear: Social Media Workshops ‣ http://www.innerear.co.uk/tag/workshops-1106
    • 204. Case Studies• Jaisu: Straight Out The MPC ‣ http://jaisu.bandcamp.com• FOUND: Cybraphon ‣ http://cybraphon.com• Inner Ear: Social Media Workshops ‣ http://www.innerear.co.uk/tag/workshops-1106• Hue And Cry: Soundcheck Experience
    • 205. Case Studies• Jaisu: Straight Out The MPC ‣ http://jaisu.bandcamp.com• FOUND: Cybraphon ‣ http://cybraphon.com• Inner Ear: Social Media Workshops ‣ http://www.innerear.co.uk/tag/workshops-1106• Hue And Cry: Soundcheck Experience ‣ http://www.hueandcry.co.uk/glasgowkisstickets.html
    • 206. Reference and resources• http://www.delicious.com/innerear• http://www.slideshare.net/innerear• http://www.issuu.com/innerear• http://www.vimeo.com/innereartv• http://www.facebook.com/innerearuk• LinkedIn: Creative Content Communications• Twitter: @innerearuk
    • 207. Contact• Inner Ear Ltd.• 16 Argyle Court, 1103 Argyle Street, G3 8ND• 0141 226 8808• www.innerear.co.uk ‣ dougal@innerear.co.uk ‣ andy@innerear.co.uk ‣ anny@innerear.co.uk

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