Guardian Seminars: Running a Social Media Campaign
How to create and manage a social media campaign Thursday 28 June, 2012 #gdnseminars
What will we be covering?• Setting the goals for your campaign• Picking the right platforms for delivery• Creating great content to share• Planning and implementation• Measuring success• Defining long term impact• Troubleshooting and crisis management
Let’s look at your last campaign• What were the goals of your last campaign?• Who were you targeting?• What worked well?• What could have gone better?• What interests you about using Social Media?• What content do you have / are you creating?
Where do I need to be?Picking the right platform for your campaign
Factors to consider• Which platforms are your target audience using?• Are they open to brand messages on that platform?• Are there alternative ways to reach them?• How SM enable you to reach your ultimate campaign goals?
User Perspective• Facebook algorithms dictate the Newsfeed• Interaction happens within the Newsfeed• Limited tolerance for “Page Noise”• Text vs picture, video & poll• Influence of the Ticker
Plan with a goal in mind• Use facebook Insights to inform future posts• Use Google Insights for search terms• Is “Places” a tool you can use?• Photo & Video tagging• Optimum time for posting (to your audience)• Questions & prompts• Recommendations
Facebook’s impact on JustGiving• 30% visits to JustGiving come from Facebook• 27% of donations come from Facebook• That’s a 130% increase year on year for FB donations• The JustGiving app has seen a 44% increase in FB donations – largely thought to be down to not having to leave FB to donate
Lead the conversation• Keep an eye on trending topics and if they are relevant to you, get involved• Use a popular # strategically to get more clicks on links• Mention @ prominent figures within your industry• Don’t be a broadcaster, be a conversationalist
WorldVision + Sian =• Access to an audience of over 300 bloggers at Cybher 2012 to launch #ShareNiger• Evidence and real life stories shared in a lively, tangible and hugely impactful way• Interviews with CNN as well as local radio• Quality content for a network of bloggers to share
Showcase to the business crowd• Profile Apps make it easy to showcase your social media content / activity• Empower other employees to share on LinkedIn. There is often less noise for updates etc• Groups are a great way to get in front of the right people• Remember – check stats!
Where can brands go to stand out? The new kids on the block
• Sharing on Instagram gives you content you can also share on other platforms• Using tools like searchinstagram.com you can find out if others are talking about your brand (also web.stagram.com)• Use #tags to run competitions or bring fans / customers together
In the US Pinterestrefers more webtraffic thanLinkedIn, Google+and YouTubecombined
• 55% of consumers share their purchases socially on networks like Facebook, Twitter &Pinterest• 59% of Pinterest users have bought something they have seen on the site compared to only 33% of Facebook users• US online consumers follow an average of 9.3 brands on Pinterest compared to only 6.9 on Facebook
• Tell a story with your pins• Celebrate the iconic history of your organisation – create a time capsule• Use it to create a resource for users• Don’t just use Pinterest for marketing and SEO – Plan your work and create mood boards• Use Pinterest to give your brand personality• Don’t forget to post video
Over 12million users StumbleUpon passed the 25billion clicks in August 2011
More than 50% of US social media traffic towebsites comes from StumbleUpon 2.2 million web pages are added to StumbleUpon every monthThe half life of a tweet is 2.8 hours,FB update 3.2, StumbleUpon is 400! Average webpage view is 58 seconds, the average SU view is 72
• Be careful to track bounce rates for your SU traffic, SU audience can be fickle• Relevance is key so tag pages appropriately to maximise any traffic engagement• SU is free and easy to use and can drive real traffic so experiment!
Old Guard – New Changes Twitter #Pages Facebook #Rick links
Key elements of success• Plan your content, do your research• Don’t forget about SEO• Text descriptions, titles and tagging• Link planning – where are you driving traffic?• Ease of sharing• Infographics / Video / Instagram – does your content have value?
Key points on sharing• Stick to key values of content marketing – make sure anything you want shared has inherent value to the user• Mention video when courting PR and media attention• Ensure there are links from your clip to appropriate pages on your website• Remember YouTube is now owned by Google so clips give you more opportunities to appear in search!
Community engagement• Does “How to” fit with your organisation?• Could your content work as a series?• Are there opportunities to get your clients involved?• Don’t forget SlideShare and LinkedIn• Spend time and effort engaging with bloggers in your sector, encourage them to embed your content
Remember: Engaging with bloggers is about you providing content that’s interesting and beneficial to THEIR audience. Don’t try to sell them on your business, spend timelearning about their audience and (provided the audience is relevant to you) build content they will enjoy.
You’ve thought about visual – what about audio?
Running competitions• Have clear guidelines• Make it as easy as possible for potential entrants to be included• Use Playlist functionality to shortlist videos• Use multiple marketing platforms to invite entry• Make your timeline realistic
Social Media Guidelines• Encourage staff to engage and talk about your brand on twitter• Be clear about your company caveats• Keep your community rules simple & share them with everyone• Request that employees using their own accounts preface their comments when they relate to your brand
Remember: Your social mediapolicy / code of conduct, shouldnot differ wildly from the normalstandards of behaviour and datamanagement you would expect from an employee.
Staying faithful to your goals• Set your organisational goals before deciding which platforms to use• Know what you want success to look like (don’t be surprised if / when it looks different)• Don’t be afraid to measure but pick your metrics carefully• Don’t shy away from user generated content, it can surprise you
Keeping ahead of the curve• Find SM ambassadors amongst your staff• Bring naysayers on board to fix problems• Follow influential & well informed bloggers• Take part in appropriate twitter chats• Don’t just look at what your competitors are doing – keep an eye on case studies from an array of different organisations
Most importantly• Don’t jump on every new (or old) platform, especially if you have limited time and resources• Don’t write off new platforms, play around with them and assess how you might use them• Be open minded, sometimes it’s our clients that tell us how we should be communicating