The Six Essential Elements of a Successful Social Media Campaign

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  • The Six Essential Elements of a Successful Social Media Campaign

    1. 1. Mashable’s Social Media Day : Manchester A day to celebrate the revolution of media becoming social Hosted by Hash Tags Skylab #smday #smdaymcr Supported by MediaTank Website Melbourne Server Hosting www.smdaymcr.co.uk 24-7 North
    2. 2. Introduction Nigel Collier - MD, Skylab @nigelcollier from @studioskylab Hash Tags Website #smday www.smdaymcr.co.uk #smdaymcr
    3. 3. Social Media Day : Manchester A day to celebrate the revolution of media becoming social Itinerary - approx :) 7.00pm welcome drinks provided by Melbourne Server Hosting 7.30pm Introduction 7.45pm John Greenway - Manchester Airport 8.00pm Live link up with Portugal (WiFi allowing :) 8.15pm Martine Alexander - Fashion Stylist 8.30pm Live link up with USA (WiFi allowing :) 8.45pm ChiChi Ekweozor & Rick Guttridge 9.00pm Dominic ‘The Hodge’ Hodgson 9.15pm Nigel Collier - MD, Skylab PRIZE DRAW !!!!
    4. 4. Quote
    5. 5. Quote “Social media allows anyone, to say anything, about everything”
    6. 6. Quote “Social media allows anyone, to say anything, about everything” Nigel Collier
    7. 7. Speaker 1 John Greenway - Manchester Airport @manairport
    8. 8. Live Link To Portugal WiFi Allowing :)
    9. 9. Speaker 2 Martine Alexander - Fashion Stylist @yourstylist
    10. 10. Live Link To America WiFi Allowing :)
    11. 11. Speaker 3 Chi-chi Ekweozor Rick Guttridge Director MD, Smoking Gun PR @realfreshtv @smokinggunpr
    12. 12. Speaker 4 Dom ‘The Hodge’ Hodgson @thehodge
    13. 13. Speaker 5 Nigel Collier - MD, Skylab @nigelcollier from @studioskylab
    14. 14. Speaker 5 Nigel Collier - MD, Skylab @nigelcollier from @studioskylab Skylab’s 6 Essential Elements For A Social Media Strategy
    15. 15. MediaTank Website www.mediatankhq.com
    16. 16. The 6 Essential Elements REVIEW & PLAN 1 6 LISTEN ENGAGEMENT 2 PEOPLE 5 CAMPAIGN TECHNOLOGY 3 4 OBJECTIVES CONTENT
    17. 17. The 6 Essential Elements REVIEW & PLAN 1 6 LISTEN ENGAGEMENT 2 PEOPLE 5 CAMPAIGN TECHNOLOGY 3 4 OBJECTIVES CONTENT
    18. 18. 1. Listen Use online tools to track conversations about your subject / service / brand / competitors… Listening is the essential first step that allows you to consider:
    19. 19. 1. Listen Use online tools to track conversations about your subject / service / brand / competitors… Listening is the essential first step that allows you to consider: a) Benchmarking - what’s our starting point? Helps when working out your ROI. You may find that there is very little activity, but at least you’ll know!
    20. 20. 1. Listen Use online tools to track conversations about your subject / service / brand / competitors… Listening is the essential first step that allows you to consider: a) Benchmarking - what’s our starting point? Helps when working out your ROI. You may find that there is very little activity, but at least you’ll know! b) The Competition - What are they up to? What works for them? Espionage is good.
    21. 21. 1. Listen Use online tools to track conversations about your subject / service / brand / competitors… Listening is the essential first step that allows you to consider: a) Benchmarking - what’s our starting point? Helps when working out your ROI. You may find that there is very little activity, but at least you’ll know! b) The Competition - What are they up to? What works for them? Espionage is good. c) Hang Outs - identifying where the conversations are occurring is social media gold dust!
    22. 22. 1. Listen Use online tools to track conversations about your subject / service / brand / competitors… Listening is the essential first step that allows you to consider: a) Benchmarking - what’s our starting point? Helps when working out your ROI. You may find that there is very little activity, but at least you’ll know! b) The Competition - What are they up to? What works for them? Espionage is good. c) Hang Outs - identifying where the conversations are occurring is social media gold dust! d) Influencers - create relationships with “community figures” to magnify your message.
    23. 23. 1. Listen Use online tools to track conversations about your subject / service / brand / competitors… Listening is the essential first step that allows you to consider: a) Benchmarking - what’s our starting point? Helps when working out your ROI. You may find that there is very little activity, but at least you’ll know! b) The Competition - What are they up to? What works for them? Espionage is good. c) Hang Outs - identifying where the conversations are occurring is social media gold dust! d) Influencers - create relationships with “community figures” to magnify your message. e) Sentiment - are people happy, sad, annoyed or excited? Emotion is a critical metric.
    24. 24. The 6 Essential Elements REVIEW & PLAN 1 6 LISTEN ENGAGEMENT 2 PEOPLE 5 CAMPAIGN TECHNOLOGY 3 4 OBJECTIVES CONTENT
    25. 25. The 6 Essential Elements REVIEW & PLAN 1 6 LISTEN ENGAGEMENT 2 PEOPLE 5 CAMPAIGN TECHNOLOGY 3 4 OBJECTIVES CONTENT
    26. 26. 2. People Understand your audience intimately. What interests them? What motivates them? It’s ok if you don’t know, but it’s unacceptable to embark on a social media campaign if you don’t find out first! To successfully engage with people you have to empathise.
    27. 27. 2. People Understand your audience intimately. What interests them? What motivates them? It’s ok if you don’t know, but it’s unacceptable to embark on a social media campaign if you don’t find out first! To successfully engage with people you have to empathise. a) Real World - map out your real world networks - friends / colleagues / suppliers / client.
    28. 28. 2. People Understand your audience intimately. What interests them? What motivates them? It’s ok if you don’t know, but it’s unacceptable to embark on a social media campaign if you don’t find out first! To successfully engage with people you have to empathise. a) Real World - map out your real world networks - friends / colleagues / suppliers / client. b) Segment Your Audience - Success is borne from understanding audience segments.
    29. 29. 2. People Understand your audience intimately. What interests them? What motivates them? It’s ok if you don’t know, but it’s unacceptable to embark on a social media campaign if you don’t find out first! To successfully engage with people you have to empathise. a) Real World - map out your real world networks - friends / colleagues / suppliers / client. b) Segment Your Audience - Success is borne from understanding audience segments. c) Personas - fictional users are great qualitative tools for understanding audience needs.
    30. 30. 2. People Understand your audience intimately. What interests them? What motivates them? It’s ok if you don’t know, but it’s unacceptable to embark on a social media campaign if you don’t find out first! To successfully engage with people you have to empathise. a) Real World - map out your real world networks - friends / colleagues / suppliers / client. b) Segment Your Audience - Success is borne from understanding audience segments. c) Personas - fictional users are great qualitative tools for understanding audience needs. d) Technographics - Forrester Research’s analysis of audience technology behaviour.
    31. 31. 2. People Understand your audience intimately. What interests them? What motivates them? It’s ok if you don’t know, but it’s unacceptable to embark on a social media campaign if you don’t find out first! To successfully engage with people you have to empathise. a) Real World - map out your real world networks - friends / colleagues / suppliers / client. b) Segment Your Audience - Success is borne from understanding audience segments. c) Personas - fictional users are great qualitative tools for understanding audience needs. d) Technographics - Forrester Research’s analysis of audience technology behaviour. e) Identify Needs - empathise. No one cares about your company, they’re into their journey. Identify where you can add real value in order to engage your audience.
    32. 32. 2. People - Technographics explained...
    33. 33. 2. People - Technographics explained...
    34. 34. 2. People - Technographics explained... Audience Type Description Creators make social content e.g. photography, articles, video Conversationalists update their status Critics respond to content from others e.g. reviews, comments, forums posts Collectors organise content using feeds, tags, bookmarking sites etc Joiners connect in social networks Spectators consume social content Inactives neither create nor consume
    35. 35. 2. People - Technographics explained... Audience Type Description Creators make social content e.g. photography, articles, video Conversationalists update their status Critics respond to content from others e.g. reviews, comments, forums posts Collectors organise content using feeds, tags, bookmarking sites etc Joiners connect in social networks Spectators consume social content Inactives neither create nor consume
    36. 36. 2. People - Technographics explained... Audience Type Description Creators make social content e.g. photography, articles, video Conversationalists update their status Critics respond to content from others e.g. reviews, comments, forums posts Collectors organise content using feeds, tags, bookmarking sites etc Joiners connect in social networks Spectators consume social content Inactives neither create nor consume
    37. 37. 2. People - Technographics explained... Audience Type Description Creators make social content e.g. photography, articles, video Conversationalists update their status Critics respond to content from others e.g. reviews, comments, forums posts Collectors organise content using feeds, tags, bookmarking sites etc Joiners connect in social networks Spectators consume social content Inactives neither create nor consume
    38. 38. 2. People - Technographics explained... Audience Type Description Creators make social content e.g. photography, articles, video Conversationalists update their status Critics respond to content from others e.g. reviews, comments, forums posts Collectors organise content using feeds, tags, bookmarking sites etc Joiners connect in social networks Spectators consume social content Inactives neither create nor consume
    39. 39. 2. People - Technographics explained... Audience Type Description Creators make social content e.g. photography, articles, video Conversationalists update their status Critics respond to content from others e.g. reviews, comments, forums posts Collectors organise content using feeds, tags, bookmarking sites etc Joiners connect in social networks Spectators consume social content Inactives neither create nor consume
    40. 40. 2. People - Technographics explained... Audience Type Description Creators make social content e.g. photography, articles, video Conversationalists update their status Critics respond to content from others e.g. reviews, comments, forums posts Collectors organise content using feeds, tags, bookmarking sites etc Joiners connect in social networks Spectators consume social content Inactives neither create nor consume
    41. 41. 2. People - Technographics explained... Audience Type Description Creators make social content e.g. photography, articles, video Conversationalists update their status Critics respond to content from others e.g. reviews, comments, forums posts Collectors organise content using feeds, tags, bookmarking sites etc Joiners connect in social networks Spectators consume social content Inactives neither create nor consume Source: Groundswell, Forrester Research
    42. 42. The 6 Essential Elements REVIEW & PLAN 1 6 LISTEN ENGAGEMENT 2 PEOPLE 5 CAMPAIGN TECHNOLOGY 3 4 OBJECTIVES CONTENT
    43. 43. The 6 Essential Elements REVIEW & PLAN 1 6 LISTEN ENGAGEMENT 2 PEOPLE 5 CAMPAIGN TECHNOLOGY 3 4 OBJECTIVES CONTENT
    44. 44. 3. Objectives Clear objectives make for a more successful strategy. Social media objectives map very well onto normal business functions:
    45. 45. 3. Objectives Clear objectives make for a more successful strategy. Social media objectives map very well onto normal business functions:
    46. 46. 3. Objectives Clear objectives make for a more successful strategy. Social media objectives map very well onto normal business functions: Business Social Media Description Function Equivalent Ongoing monitoring of customers conversations with each other, instead of Research Listening occasional surveys and focus groups. Participating and stimulating 2 way conversations, not just outbound Marketing Talking communication to your customers. Sales Energising Making it possible for you enthusiastic customers to help sell to each other. Support Supporting Enabling your customers to support each other. Helping you customers work with each other to come up with ideas to improve your Development Embracing products and services.
    47. 47. 3. Objectives Clear objectives make for a more successful strategy. Social media objectives map very well onto normal business functions: Business Social Media Description Function Equivalent Ongoing monitoring of customers conversations with each other, instead of Research Listening occasional surveys and focus groups. Participating and stimulating 2 way conversations, not just outbound Marketing Talking communication to your customers. Sales Energising Making it possible for you enthusiastic customers to help sell to each other. Support Supporting Enabling your customers to support each other. Helping you customers work with each other to come up with ideas to improve your Development Embracing products and services.
    48. 48. 3. Objectives Clear objectives make for a more successful strategy. Social media objectives map very well onto normal business functions: Business Social Media Description Function Equivalent Ongoing monitoring of customers conversations with each other, instead of Research Listening occasional surveys and focus groups. Participating and stimulating 2 way conversations, not just outbound Marketing Talking communication to your customers. Sales Energising Making it possible for you enthusiastic customers to help sell to each other. Support Supporting Enabling your customers to support each other. Helping you customers work with each other to come up with ideas to improve your Development Embracing products and services.
    49. 49. 3. Objectives Clear objectives make for a more successful strategy. Social media objectives map very well onto normal business functions: Business Social Media Description Function Equivalent Ongoing monitoring of customers conversations with each other, instead of Research Listening occasional surveys and focus groups. Participating and stimulating 2 way conversations, not just outbound Marketing Talking communication to your customers. Sales Energising Making it possible for you enthusiastic customers to help sell to each other. Support Supporting Enabling your customers to support each other. Helping you customers work with each other to come up with ideas to improve your Development Embracing products and services.
    50. 50. 3. Objectives Clear objectives make for a more successful strategy. Social media objectives map very well onto normal business functions: Business Social Media Description Function Equivalent Ongoing monitoring of customers conversations with each other, instead of Research Listening occasional surveys and focus groups. Participating and stimulating 2 way conversations, not just outbound Marketing Talking communication to your customers. Sales Energising Making it possible for you enthusiastic customers to help sell to each other. Support Supporting Enabling your customers to support each other. Helping you customers work with each other to come up with ideas to improve your Development Embracing products and services.
    51. 51. 3. Objectives Clear objectives make for a more successful strategy. Social media objectives map very well onto normal business functions: Business Social Media Description Function Equivalent Ongoing monitoring of customers conversations with each other, instead of Research Listening occasional surveys and focus groups. Participating and stimulating 2 way conversations, not just outbound Marketing Talking communication to your customers. Sales Energising Making it possible for you enthusiastic customers to help sell to each other. Support Supporting Enabling your customers to support each other. Helping you customers work with each other to come up with ideas to improve your Development Embracing products and services. Source: Groundswell, Forrester Research
    52. 52. The 6 Essential Elements REVIEW & PLAN 1 6 LISTEN ENGAGEMENT 2 PEOPLE 5 CAMPAIGN TECHNOLOGY 3 4 OBJECTIVES CONTENT
    53. 53. The 6 Essential Elements REVIEW & PLAN 1 6 LISTEN ENGAGEMENT 2 PEOPLE 5 CAMPAIGN TECHNOLOGY 3 4 OBJECTIVES CONTENT
    54. 54. 4. Content It’s content that drives the conversations in a social media space. Bring something of value to the conversations...
    55. 55. 4. Content It’s content that drives the conversations in a social media space. Bring something of value to the conversations... a) Brand - never forget who you are.
    56. 56. 4. Content It’s content that drives the conversations in a social media space. Bring something of value to the conversations... a) Brand - never forget who you are. b) Value - why should your audience care?
    57. 57. 4. Content It’s content that drives the conversations in a social media space. Bring something of value to the conversations... a) Brand - never forget who you are. b) Value - why should your audience care? c) Resource - so who’s going to make this happen? Do it yourself / internally? Outsource?
    58. 58. 4. Content It’s content that drives the conversations in a social media space. Bring something of value to the conversations... a) Brand - never forget who you are. b) Value - why should your audience care? c) Resource - so who’s going to make this happen? Do it yourself / internally? Outsource? d) Quality - it has to be appropriate, either great quality or purposefully home made.
    59. 59. The 6 Essential Elements REVIEW & PLAN 1 6 LISTEN ENGAGEMENT 2 PEOPLE 5 CAMPAIGN TECHNOLOGY 3 4 OBJECTIVES CONTENT
    60. 60. The 6 Essential Elements REVIEW & PLAN 1 6 LISTEN ENGAGEMENT 2 PEOPLE 5 CAMPAIGN TECHNOLOGY 3 4 OBJECTIVES CONTENT
    61. 61. 5. Technology Most people jump straight in without a strategy, which is cool, but if you consider the previous 4 steps, they will help you make better choices about technology platforms.
    62. 62. 5. Technology Most people jump straight in without a strategy, which is cool, but if you consider the previous 4 steps, they will help you make better choices about technology platforms. a) Blogs - don’t assume you need one.
    63. 63. 5. Technology Most people jump straight in without a strategy, which is cool, but if you consider the previous 4 steps, they will help you make better choices about technology platforms. a) Blogs - don’t assume you need one. b) Wikis - great for collaborating.
    64. 64. 5. Technology Most people jump straight in without a strategy, which is cool, but if you consider the previous 4 steps, they will help you make better choices about technology platforms. a) Blogs - don’t assume you need one. b) Wikis - great for collaborating. c) Forums - build it and they won’t come! Forums are hard work. Roll your sleeves up!
    65. 65. 5. Technology Most people jump straight in without a strategy, which is cool, but if you consider the previous 4 steps, they will help you make better choices about technology platforms. a) Blogs - don’t assume you need one. b) Wikis - great for collaborating. c) Forums - build it and they won’t come! Forums are hard work. Roll your sleeves up! d) Social Networks - Facebook, Twitter or maybe more niche?
    66. 66. The 6 Essential Elements REVIEW & PLAN 1 6 LISTEN ENGAGEMENT 2 PEOPLE 5 CAMPAIGN TECHNOLOGY 3 4 OBJECTIVES CONTENT
    67. 67. The 6 Essential Elements REVIEW & PLAN 1 6 LISTEN ENGAGEMENT 2 PEOPLE 5 CAMPAIGN TECHNOLOGY 3 4 OBJECTIVES CONTENT
    68. 68. 6. Engagement Have an engagement plan and make sure you or your business is ready to push the big red button!
    69. 69. 6. Engagement Have an engagement plan and make sure you or your business is ready to push the big red button! a) Authority - can you really say what you just said? Do you have the authority?
    70. 70. 6. Engagement Have an engagement plan and make sure you or your business is ready to push the big red button! a) Authority - can you really say what you just said? Do you have the authority? b) Risk - have a plan B such as escalation policies for if it goes wrong.
    71. 71. 6. Engagement Have an engagement plan and make sure you or your business is ready to push the big red button! a) Authority - can you really say what you just said? Do you have the authority? b) Risk - have a plan B such as escalation policies for if it goes wrong. c) Resource - do you really have the time?
    72. 72. 6. Engagement Have an engagement plan and make sure you or your business is ready to push the big red button! a) Authority - can you really say what you just said? Do you have the authority? b) Risk - have a plan B such as escalation policies for if it goes wrong. c) Resource - do you really have the time? d) Best Practice - squeeze value from every tweet using the right methodology per platform.
    73. 73. Review and plan every month
    74. 74. ...and finally.
    75. 75. Free Big Prize Draw Big ticket items are up for grabs...
    76. 76. Free Big Prize Draw Big ticket items are up for grabs... 1. Donated by Manchester Airport
    77. 77. Free Big Prize Draw Big ticket items are up for grabs... 1. Donated by Manchester Airport 2 x entries into the brand new VIP ‘Escape’ Airport Lounge at Terminal 1.
    78. 78. Free Big Prize Draw Big ticket items are up for grabs... 1. Donated by Manchester Airport 2 x entries into the brand new VIP ‘Escape’ Airport Lounge at Terminal 1. 2. Donated by ManchesterConfidential.com
    79. 79. Free Big Prize Draw Big ticket items are up for grabs... 1. Donated by Manchester Airport 2 x entries into the brand new VIP ‘Escape’ Airport Lounge at Terminal 1. 2. Donated by ManchesterConfidential.com 2 paid memberships for the next 6 months to their VIP ‘Heroes’ loyalty scheme.
    80. 80. Free Big Prize Draw Big ticket items are up for grabs... 1. Donated by Manchester Airport 2 x entries into the brand new VIP ‘Escape’ Airport Lounge at Terminal 1. 2. Donated by ManchesterConfidential.com 2 paid memberships for the next 6 months to their VIP ‘Heroes’ loyalty scheme. 3. Donated by Melbourne Server Hosting
    81. 81. Free Big Prize Draw Big ticket items are up for grabs... 1. Donated by Manchester Airport 2 x entries into the brand new VIP ‘Escape’ Airport Lounge at Terminal 1. 2. Donated by ManchesterConfidential.com 2 paid memberships for the next 6 months to their VIP ‘Heroes’ loyalty scheme. 3. Donated by Melbourne Server Hosting Free Ultra VM Cloud Server for a year!
    82. 82. Free Big Prize Draw Big ticket items are up for grabs... 1. Donated by Manchester Airport 2 x entries into the brand new VIP ‘Escape’ Airport Lounge at Terminal 1. 2. Donated by ManchesterConfidential.com 2 paid memberships for the next 6 months to their VIP ‘Heroes’ loyalty scheme. 3. Donated by Melbourne Server Hosting Free Ultra VM Cloud Server for a year! 4. Donated by Skylab
    83. 83. Free Big Prize Draw Big ticket items are up for grabs... 1. Donated by Manchester Airport 2 x entries into the brand new VIP ‘Escape’ Airport Lounge at Terminal 1. 2. Donated by ManchesterConfidential.com 2 paid memberships for the next 6 months to their VIP ‘Heroes’ loyalty scheme. 3. Donated by Melbourne Server Hosting Free Ultra VM Cloud Server for a year! 4. Donated by Skylab Free design & build of MediaTank video platform and 6 months hosting of 100GB / month!
    84. 84. Free Big Prize Draw Big ticket items are up for grabs... 1. Donated by Manchester Airport 2 x entries into the brand new VIP ‘Escape’ Airport Lounge at Terminal 1. 2. Donated by ManchesterConfidential.com 2 paid memberships for the next 6 months to their VIP ‘Heroes’ loyalty scheme. 3. Donated by Melbourne Server Hosting Free Ultra VM Cloud Server for a year! 4. Donated by Skylab Free design & build of MediaTank video platform and 6 months hosting of 100GB / month! 5. Donated by Skylab
    85. 85. Free Big Prize Draw Big ticket items are up for grabs... 1. Donated by Manchester Airport 2 x entries into the brand new VIP ‘Escape’ Airport Lounge at Terminal 1. 2. Donated by ManchesterConfidential.com 2 paid memberships for the next 6 months to their VIP ‘Heroes’ loyalty scheme. 3. Donated by Melbourne Server Hosting Free Ultra VM Cloud Server for a year! 4. Donated by Skylab Free design & build of MediaTank video platform and 6 months hosting of 100GB / month! 5. Donated by Skylab 5 x exclusive Social Media Day t-shirts, with custom colour and size to suit you!

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