Planning successful social media marketing campaigns

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Outline four-step process for planning social media campaigns: setting smart objectives, developing innovative content, generating engagement, measuring and learning

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Planning successful social media marketing campaigns

  1. 1. Planning successful social media marketing campaigns Mosoco Ltd
  2. 2. What’s it all for? • Rarely a “stand alone” marketing activity • Delivers amplification – for better or for worse – If your products fail they will fail worse with social media – But if they succeed they will succeed better with social media
  3. 3. It’s not just about marketing Sales Strategy Marketing PR HR R&D
  4. 4. Four key social campaign elements • • • • Planning and understanding Creating innovative content Generating engagement Measurement and ROI
  5. 5. Where to invest • 10% planning: audience and objectives • 20% content creation • 30% audience engagement – 80% Target audience direct – 20% Influencers e.g. blogger outreach • 30% content promotion – Core channel (e.g. Facebook) – Complimentary channels (e.g. Pinterest & YouTube) – Trial channels (e.g. Vine) • 10% measurement and learning
  6. 6. Planning: who, where, what? • SMART objectives – What do you want to achieve: website traffic, leads, brand engagement, SEO… • Understanding your audience – Where is your audience (platforms, trends) – What are they interested in (psychographics) – What are your competition doing?
  7. 7. Social potential depends on the brand Engage with audience One-to-one communications possible One-to-many and many-to-many communications Listen to audience
  8. 8. Planning: generating content ideas • Idea generation can be hard! – – – – – Book of ideas Brainstorming News, company news, industry news Seasonal changes Other people’s ideas reinterpreted or disputed • Different ideas may have different primary content formats: video, graphics or text
  9. 9. Planning: content management • Roles of different platforms • Tone of voice (across platforms) • Naming ideas for salience (easy if you are Vodafone, hard if you are Orange) • Rules of engagement with consumers • Management and escalation plans
  10. 10. Editorial calendar • • • • • • • • Publication date Theme and subject Audience/persona Keywords Author Sign off Channel Purpose/Call to action
  11. 11. Great content… • Has a purpose: business-focussed calls to action • Is relevant and interesting (e.g. topical) • Has interest hooks (headline, first sentence, last sentence) • Generates engagement with the brand or with other consumers • Is well delivered: – Personal tone of voice – Appropriate grammar and spelling – Frequently contains images
  12. 12. Content creation: multiplier effect • Repurpose content: text, images, video – 1 whitepaper might yield 3 blogs, 10 tweets, I info-graphic • Reuse content – In different channels – At different times • One content idea repurposed 3 times and reused 3 times = nine content pieces
  13. 13. Audience engagement • Proactive promotion of engagement – Explore (calls to action) – Share (rewards) – Respond (questions, competitions) • Reaction to consumers who engage – Positive: Reply to comments/thank followers etc – Negative: Manage but don’t argue • Don’t forget about email!
  14. 14. Engaging with influencers • Influencers – Who and where are they – How to persuade them to engage • Top fans – reward them: they may be influencers one day!
  15. 15. Content promotion • Regular posting – Not just 9 to 5 – Not every hour/day is equal: experiment • Paying for exposure – Paying social media platforms to increase exposure also helps you control a campaign – Not the same thing as paying for followers! • Make it easy for people to “follow” you on your website, your emails, your blog etc – You could even ask them (but don’t beg!)
  16. 16. Measuring ROI • Leads • Measurable behaviour – Website activity – Indicators (Likes etc) • Changes to brand perceptions
  17. 17. Take care with measurement • Need to understand what the data really mean – How many people will actually see your content? – Is a simple action such as a “Like” worth much? • Twitter example: – “Reach” is potential reach of a tweet: followers and followers of re-tweeters – One Twitter user on average: • Follows 100 people, who each tweet 5 times/day • Therefore is shown 500 tweets/day – Real reach is nearer 100 than 500! • Because user spends only 5 minutes/day on Twitter
  18. 18. Integration • Paid, owned and earned media – Paid generates more earned media – Paid and earned drive traffic to owned media • Marketing activity – Integrate messaging and timing • Consider offline activity if possible (e.g. events)
  19. 19. User experience considerations • Optimise for mobile devices and mobile behaviour • Make it easy and intuitive
  20. 20. Thank you jeremy@mosoco.co.uk

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