Understand social media campaign

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  • 1. SOCIAL MEDIA campaign By : Robin Low
  • 2. “ A radical advertising and marketing change has occurred in the World of ”
  • 3. why social media?• Reach networks of people• Word of mouth / viral propagation• Continuous engagement, before / during / after event• Compliments marketing efforts• Search engine visibility• Market research, feedback• more…
  • 4. traditional methods• Email lists• Newpaper ads / TV ads• Cold calling leads• Other interruptive marketing
  • 5. Consumers are not listening anymore Interruptive marketing has seen it’s daySource: http://www.=.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf
  • 6. The Audience is creatingSource: http://www.iirusa.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf
  • 7. The Audience is selecting Time Shift technologySource: http://www.iirusa.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf
  • 8. The Audience is changingSource: http://www.iirusa.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf
  • 9. advancements of… digital media “ Consumers control the online environment so brands need to think about facilitating user- created actions, not just user-generated content." Unlike newspapers and TV where the advertisers are speaking at consumers, the Internet allows for more back and forth ” interaction.Source: http://china.seekingalpha.com/article/30979
  • 10. People are self organizing
  • 11. The masses are not afraid of sharing their opinion
  • 12. How?
  • 13. anatomy of social media campaign• Planning – Identify goals, stakeholders and audience. • Goals must be trackable • Educate stakeholders, manage expectations, get a lot of people involved. • Segment your audience, preferable verify with data set.
  • 14. the question Will the concept fit a social model?Fundamentally, social media has thepotential to create an audience andencourage interaction and sharing ofideas.How would this engagement further yourcause?
  • 15. know what you want to accomplishDevelop a social media campaign for aspecific goal or purpose.This will help you pick which site to useand how to measure success.
  • 16. decide on purpose of social media and organization’s positionSocial media is not a pure salesmedium, decide on what youcompany would want to use it for.Your social media presence is morefor online branding, educating yourcustomers and engaging the public.
  • 17. decide on which platform to useThere are many different social mediaplatforms to use, which one fits yourcompany best?Find where your niche and audience arelocated and which platforms they are onand engage them there.Tip: Engage in 3 – 4 platforms. Crossmarketing between the platformscreates multiple touch points.
  • 18. execution• Test with real users• Deploy with room to scale• Decide on platform• Analyze, optimize and iterate – enhance your process
  • 19. social media involves• creating FB pages, Twitter account, ONE OFF YouTube account.• Updating profile, bio. EVERY CHANGE• Getting Fans to join page DAILY• Planning theme and strategy to MONTHLY engage public.• Creating Engaging Content DAILY• Monitoring Comments and DAILY Feedback.• Analyzing Reports MONTHLY
  • 20. facebook• 600+ million users• Can register smaller groups and engage crowds already present in established groups• Post photos / videos of events• Tag fans and create a community• Polls• Events
  • 21. facebook• Facebook Pages can be the center of Public engagement.• Facebook Ads (Social Ads) can quickly spread awareness through very specific targeting• Engagement Ads• Viral Apps
  • 22. facebook Content• Video• Photos• Events• Blogs and Links• Reviews• Discussions – much more
  • 23. Facebook usage statistics by country - Dec 31st 2010 # of Facebook users # of Facebook users # of Facebook users 12 month 24 month Rank Country Dec 31st 2008 Dec 31st 2009 Dec 31st 2010 growth % growth % 1 USA 42,078,960 101,303,240 145,749,580 43.90% 246.40% 2 Indonesia 897,040 14,681,580 32,129,460 118.80% 3481.70% 3 UK 14,937,180 22,625,300 28,661,600 26.70% 91.90% 4 Turkey 7,934,340 16,943,780 24,163,600 42.60% 204.50% 5 France 6,587,240 14,290,700 20,469,420 43.20% 210.70% 6 Philippines 390,700 8,387,560 18,901,900 125.40% 4738% 7 Mexico 1,440,640 6,505,040 18,488,700 184.20% 1183.40% 8 Italy 5,585,700 13,272,760 17,812,800 34.20% 218.90% 9 India 1,071,280 5,397,480 17,288,900 220.30% 1513.90% 10 Canada 10,862,040 14,228,460 17,288,620 21.50% 59.20% 11 Germany 1,255,480 5,799,520 13,678,200 135.90% 989.50% 12 Argentina 2,255,300 7,387,120 12,359,260 67.30% 448% 13 Spain 2,596,080 7,701,200 12,235,080 58.90% 371.30% 14 Colombia 3,632,760 7,243,520 11,665,860 61.10% 221.10% 15 Australia 4,330,040 7,611,920 9,661,720 26.90% 123.10% 16 Malaysia 850,420 3,975,640 9,544,580 140.10% 1022.30% 17 Brazil 209,460 2,413,900 8,821,880 265.50% 4111.70% 18 Taiwan 112,900 5,490,300 8,752,640 59.40% 7652.60% 19 Chile 4,153,060 5,808,020 7,586,060 30.60% 82.70% 20 Venezuela 1,874,220 4,952,340 7,552,760 52.50% 303%
  • 24. twitter“With twitter gaining popularity, number of users greatly increased after celebrities began to use this social media platform. Many people are only beginning to realize the true value in it. ” 1.Networking 2.Updated news 3.Relationships 4.Information 5.Alerts on Upcoming Events
  • 25. build your community• Tweetups!• After event engagement?• Ad hoc meetings?• Face to face engagement.• Crowdsourcing ideas.• Fundraising.• Spreading awareness.• Sharing updates.
  • 26. twitter• Event #hashtags – Spread awareness of event – Monitor feedback – Channel of communication – Customer support – Media engagement – Q&A
  • 27. blogs & Articles• Write articles to inform people about new development and advances of the industry.• Give value and knowledge that people will find useful, for products and services related to your company.• Brand yourself as an “expert” in the industry.• Improve your credibility by sharing knowledge.• Millions of people read articles on ezinearticles.com, blogger.com or wordpress.com everyday.
  • 28. growth of social media
  • 29. growth of social media
  • 30. decide on how your social media will be managedWho will be in charge of the Twitteraccount and Facebook Pages?Find out the rules needed formanagement to be comfortable.Find different roles for people withdifferent comfort levels and skill sets.
  • 31. areas of focus• Promotion• Execution• Follow up
  • 32. market passivelySocial media folks are not used toaggressive marketing, and will beturned off by it.Aggressive marketing may bringnegative results.
  • 33. The new paradigm Attention Engagement
  • 34. think social media apps desktop apps widgets RSS
  • 35. promote repeatly• Facebook Connect• http://mashable.com/2009/01/12/facebook- connect-implementations/• Open Graph• http://developers.facebook.com/docs/open graph• Badges and Logos
  • 36. add valueBe sure you provide many greatreasons to follow you.Keep content interesting andvaried.Always have your audience inmind.
  • 37. be consistentConsistency is key.Allocate a few hours a week tomonitor your social media progress.Consistently be part of a community,not there only to market products.Participate in conversations and donot leave conversations you started.
  • 38. be helpful and approachableDo not just broadcast your ownmessages.RT (Re-tweet) interesting news andinformation to your audience.Reply to comments.Answer questions you know theanswer to that appear in your feeds.Participate in conversations.
  • 39. focus on quality rather than quantityOn Twitter and Facebook, focus onquality interactions, and build deeprelationships.Convert fans into Evangelists andhope they can promote your companythrough word of mouth.Numbers may mean more chances ofspreading message but DOES NOTGUARANTEE that.
  • 40. cross promote and share messagesThere are applications that allow you toupdate status on LinkedIn, Twitter andFacebook. If they are the same messageyou want to update for all your mediums,simply use Hootsuite.It is ok to update your new blog post on allyour different channels and no reason whyyou should not do that.
  • 41. be in for long haulBuilding relationship and trust takes time.Do not give up after trying out for onemonth. Relationships are not builtovernight.Social media can increase your profile andopen many opportunities if you try, youmay not even actively market yourself oryour company.
  • 42. don’t allow it to consume your timeIf not managed properly, social mediacan be a distraction if you just haveconversations in small groups.Make you’re your efforts are not in theway of doing business.
  • 43. run eventsRun events and meetups to try to engageyour fans and supporters in a physicalway. “Put a face” to that digital avatar.Promote your ideas, products andservices. – Make it tangible!
  • 44. engagement does not end after event• Build your community• Blog• Stream / video edits• Photos of events• Twitter• Get feedback / extend the dialog• Promote your next event
  • 45. engagement does not end after event• Share summaries• Share slides• Extend engagement for paid attendees• Link to relevant blogs• Reply to feedback / comments during event• Build relationships
  • 46. engagement does not end after event• Launch survey to collect information on: – Speakers – Topics – Event• Run polls on what they like best about the event• Create a place to further facilitate discussions• Use backchannels as archive
  • 47. summary Questions and concepts• How do I make it fun? (Gaming concept to get people come back for more)• How do I make it usable so users can come back for more?• How do I provide value?• Keep it simple!
  • 48. summary• How do users share my content?• How do users contribute and engage? (Do I allow user express themselves?)• Integration and context – Will users use my information and is there a larger Eco-system that your campaign can integrate?
  • 49. ROIUse Facebook Analytics for your pages.
  • 50. conclusion• Use technology, build relationships• Create and foster dialog.• Find innovative ways to increase engagement and attendance.• Encourage openly sharing of content, not keep for private use.• Build community, facilitate networking.• Embrace change.
  • 51. conclusion• Users are not on Facebook or any social platforms for you or your products.• Be useful or fun. -> Don’t intrude.• Many ways to succeed in a campaign, be hollistic, but don’t lose your big picture.• Use analytics and analyze data, change strategies according to data.• Plan and think long term.• Educate Stakeholders.
  • 52. use social media for your campaigns and build relationships Twitter: dmediaacademy Blog: http://digitalmediaacademy.blogspot.com/ Facebook: http://www.facebook.com/digitalmediaacademy