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How to run an integrated and successful Social Media campaign
 

How to run an integrated and successful Social Media campaign

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ZGM's Peter Bishop and Heleena Webber's presentation at MRU Shift

ZGM's Peter Bishop and Heleena Webber's presentation at MRU Shift

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  • Nice presentation.

    Just a thought: if you combine all the tools in slide no 57, you get Simplify360 :) You might want to take a look!!
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  • Talk about the overall goal of the presentation – it being about how social media fits into the rest of our marketing materials. My name is Peter Bishop, title, exp introduce Heleena
  • About ZGM Collaborative Marketing, Like our name says – collaborative not just a buzz word. Meet early and often, culture
  • definition of marketing
  • Example of how messages are displayed across various mediums.
  • Example of how messages are displayed across various mediums.
  • Example of how messages are displayed across various mediums.
  • Example of how messages are displayed across various mediums.
  • Within social media – there are even more tools. Can be exciting OR daunting. Pick the right tools for your campaign, and only what you can properly manage. Don’t spread yourself too thin and social can be exciting!
  • Our presentation will take you through 4 steps to set up your social media campaign (or even an overall plan).The first is to SCAN – what’s being said about your brand? What are the trends?The second is to PLAN – why are you doing this? What’s your overall strategy?The third step is execution – this is where you actually launch and work through your campaign. Lastly, you want to review, refine & repeat – make sure you’re always getting better.
  • mobile growthcustomers have controlmust have good content – be valuable, funny,conversational, tell a story, etc
  • First step is to scan – you want a really good idea of what’s our there on your brand, in your industry and just in general.
  • Number of tools out there from free to very expensive to help you do this.
  • Google Alerts is a FREE tool that lets you set up alerts based on keywords.
  • SDL SM2 (formerly Alterian) is a HIGH-END tool with lots of possibilities.Look up information from years ago. Different reports you can run on sentiment, brand mentions over the years/locations, etc.
  • SDL SM2 (formerly Alterian) is a HIGH-END tool with lots of possibilities.Look up information from years ago. Different reports you can run on sentiment, brand mentions over the years/locations, etc.
  • SDL SM2 (formerly Alterian) is a HIGH-END tool with lots of possibilities.Look up information from years ago. Different reports you can run on sentiment, brand mentions over the years/locations, etc.
  • A great tool for many small to medium sized businesses is Sprout Social. Allows you to look up keywords, demographics, etc on social. Lots of options out there depending on your needs and budgets.
  • A great tool for many small to medium sized businesses is Sprout Social. Allows you to look up keywords, demographics, etc on social. Lots of options out there depending on your needs and budgets.
  • A part of your marketing process should be analyzing your competitors and others in your industry. Visit their websites. Search for their campaigns online. Visit their locations. Etc EtcJust like in marketing be aware of what’s working and what isn’t. Determine different touch points, and how you can ‘own’ a unique space.
  • What else is popular right now?Types of content people are consuming and WHERE they are consuming it. Great blogs you can follow for this information – Mashable, Business2Community, etc.
  • Almost every brand or business can create unique visuals for their social media accounts!
  • Almost every brand or business can create unique visuals for their social media accounts!
  • Oreo is a great example of creating a unique, funny visual for almost every holiday and big occasion.
  • Almost every brand or business can create unique visuals for their social media accounts!
  • From St. Patricks Day to their infamous “dunk in the dark” at last year’s Super Bowl.
  • Almost every brand or business can create unique visuals for their social media accounts!
  • Watch our and be aware of new platforms, was Pinterest and this year’s darling might be Vine.While big brands have the budget and manpower to try them out, it’s tougher for small to med-sized.
  • Pick a couple platforms and try them out personally. Who knows if they might get big, or be a perfect campaign fit!
  • Real life example. We worked with Brett & his team to launch his new book. ((Overall Marketing)) Lots of ways this was promoted – website, public relations, print ads, social media.
  • Shared these, and his audience loved them – shared and liked. For social media – we reviewed: > Brett’s demographics,What was currently popular online,What would work with the rest of the book’s and Brett’s brand?Developed social media quotes from key points in his book – available as desktop images, cover photos, sharable images. All available on a special page on his website (so we could also track downloads and analytics).
  • Shared these, and his audience loved them – shared and liked. For social media – we reviewed: > Brett’s demographics,What was currently popular online,What would work with the rest of the book’s and Brett’s brand?Developed social media quotes from key points in his book – available as desktop images, cover photos, sharable images. All available on a special page on his website (so we could also track downloads and analytics).
  • Shared these, and his audience loved them – shared and liked. Went on to even do a second set since it was so successful the first time.
  • Next you want to plan, or develop a strategy.
  • Overall marketing objective & how this ties into social.
  • What sort of budget do you have? How much man-power?Owned earned paid
  • Target audience from Marketing planExisting demographic stats (e.g. from Facebook analytics))Use this info to develop personas
  • Forrester reseach
  • Should already have your brand’s online voice.What messages should you have on specific social channels?Actually determine posts for specific days. Can schedule them into a social media management program.Remember to keep your resources in mind – don’t bite off more than you can chew!
  • Should already have your brand’s online voice.What messages should you have on specific social channels?Actually determine posts for specific days. Can schedule them into a social media management program.Remember to keep your resources in mind – don’t bite off more than you can chew!
  • Real life exampleObjective – Increase traffic in the mall. Secondary, build social awareness. Target – Primarily families in Calgary’s NW. What – Market Mall Carnimal promoted botanical animals in mall.What did we do?Advertising in the area (direct mail, transit shelters)Online support (micro-site, promoted Facebook posts, part of social content plan)Contest (people took and uploaded photos, generate excitement & build awareness)
  • Real life exampleObjective – Increase traffic in the mall. Secondary, build social awareness. Target – Primarily families in Calgary’s NW. What – Market Mall Carnimal promoted botanical animals in mall.What did we do?Advertising in the area (direct mail, transit shelters)Online support (micro-site, promoted Facebook posts, part of social content plan)Contest (people took and uploaded photos, generate excitement & build awareness)
  • Real life exampleObjective – Increase traffic in the mall. Secondary, build social awareness. Target – Primarily families in Calgary’s NW. What – Market Mall Carnimal promoted botanical animals in mall.What did we do?Advertising in the area (direct mail, transit shelters)Online support (micro-site, promoted Facebook posts, part of social content plan)Contest (people took and uploaded photos, generate excitement & build awareness)
  • Real life exampleObjective – Increase traffic in the mall. Secondary, build social awareness. Target – Primarily families in Calgary’s NW. What – Market Mall Carnimal promoted botanical animals in mall.What did we do?Advertising in the area (direct mail, transit shelters)Online support (micro-site, promoted Facebook posts, part of social content plan)Contest (people took and uploaded photos, generate excitement & build awareness)
  • Real life exampleObjective – Increase traffic in the mall. Secondary, build social awareness. Target – Primarily families in Calgary’s NW. What – Market Mall Carnimal promoted botanical animals in mall.What did we do?Advertising in the area (direct mail, transit shelters)Online support (micro-site, promoted Facebook posts, part of social content plan)Contest (people took and uploaded photos, generate excitement & build awareness)
  • Real life exampleObjective – Increase traffic in the mall. Secondary, build social awareness. Target – Primarily families in Calgary’s NW. What – Market Mall Carnimal promoted botanical animals in mall.What did we do?Advertising in the area (direct mail, transit shelters)Online support (micro-site, promoted Facebook posts, part of social content plan)Contest (people took and uploaded photos, generate excitement & build awareness)
  • Here’s where you actually implement your plan and start your campaign!
  • First off, we understand you’re busy with your day-to-day job. As many of you probably know, social tools save a lot of time (in addition to providing awesome analytics).Can range from very cheap/free and limited, to more expensive but very powerful (especially for stats). Review, research and find the best one for your business.
  • Another thing to keep in mind, even though it’s “social media” you want your brand to look and sound polished.Big difference between good and bad writing and design.
  • Another thing to keep in mind, even though it’s “social media” you want your brand to look and sound polished.Big difference between good and bad writing and design.
  • Another thing to keep in mind, even though it’s “social media” you want your brand to look and sound polished.Big difference between good and bad writing and design.
  • Another thing to keep in mind, even though it’s “social media” you want your brand to look and sound polished.Big difference between good and bad writing and design.
  • Another thing to keep in mind, even though it’s “social media” you want your brand to look and sound polished.Big difference between good and bad writing and design.
  • From your content plan, you can use your tool to schedule in posts (and make your life easier).
  • Just because you’ve scheduled your posts doesn’t mean you can walk away.As a social media manager, you know what it’s like to be connected 24/7. Monitor what your customers are saying – respond back & engage. Monitor effectiveness as you go – using a tool you can see a snapshot of engagement on specific posts.Social media must be fluid!
  • Social media must be fluid. Conversations happen each minute and you should be a part of them. Things change fast and it’s true benefit is it’s immediacy.
  • Real life example. I manage ZGM social media in addition to by normal day-to-day work. Example of my day:8 to 8:30 – review Reader (soon to be Feed.ly)8:30 to 9 – schedule in postsDO other work!Throughout the day, Sprout is always open – checking messages and responses and engaging back3 to 3:30 – review more blogs to stay in the know, review stats for the day4 – post photos of staff event on-the-flyIn the evening, I’m still logged in, checking clients and ZGM in-between things
  • Real life example. I manage ZGM social media in addition to by normal day-to-day work. Example of my day:8 to 8:30 – review Reader (soon to be Feed.ly)8:30 to 9 – schedule in postsDO other work!Throughout the day, Sprout is always open – checking messages and responses and engaging back3 to 3:30 – review more blogs to stay in the know, review stats for the day4 – post photos of staff event on-the-flyIn the evening, I’m still logged in, checking clients and ZGM in-between things
  • When your campaign is complete – it’s important to have a post-mortem to review how everything stacked up against your original objectives and goals.
  • Use your social media tool to pull reports – engagement, new followers, etc – across your campaign dates. Notice any trends?Anything correlate to other marketing efforts during that time period?Compare against your original goals.
  • What would do different next time? New technologies? New platforms? Expand on something? Pull resources out of something?Beauty of online and social is you can modify and improve – online stats help us measure our effectiveness (unlike most traditional marketing).Not sure what we said we could use as an example on this one? Our notes aren’t making sense to me on this one hahaha.
  • We’ve covered a lot of info and examples.
  • But remember the four steps to a social media campaign (or even a plan). FIRST is to SCAN What’s being said about your brand? What’s being done in the industry? What’s trending?SECOND is to PLAN What do you want to achieve?Who are you talking to?How does this relate to your overall marketing plan/strategy?How will your message be communicated across all touch points?THIRD is to EXECUTEWrite and schedule posts on various social media channels. Continue to monitor and engage on an ongoing basis.Look at stats on a regular basis in case there is a great opportunity.LAST is to REVIEW, REVISE & REPEATReview stats and compare against your objectives. Learn from it – what worked well? What could be better?Do it all over again – use this knowledge to always improve.
  • Thanks for joining us. Can find this presentation online (with card we passed out)Contact us.

How to run an integrated and successful Social Media campaign How to run an integrated and successful Social Media campaign Presentation Transcript