Social Media Campaign


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  • Introduction to social media, social media tools, and social media campaign.
  • The purpose of our time together.
  • Icebreaker activity.
  • Here is the agenda for today.
    Review Agenda
    Most of you deal with social media on a daily basis but we’re going to spend a little time talking about what social media is because social media, social campaigns, and social networking tend to be lumped together as one thing and they are different.
  • Here is the agenda for today (explain agenda). Feel free to ask questions along the way.
  • What is social media?
  • Wikipedia defines social media as "a term used to describe the type of media that is based on conversation and interaction between people online. Where media means digital words, sounds & pictures which are typically shared via the internet and the value can be cultural, societal or even financial.” This is actually a great definition but when you first hear it, its not exactly friendly on the ears. Lets take a look at short video and then we’ll revisit this.
  • Social media explained visually.
  • Ok, here’s the definition again, take a moment and re-read it. How does this feel now?
    The term media is in reference to digital words sounds & pictures (anything missing from this list---video) and people then have conversations about the media and share the media using the internet.
    Lets look at an example.
  • Melissa Brands submitted this photo to National Geographic who posted it on their website, and the squirrel is now known as the Banff squirrel, which was where the photos was taken. What happened was the couple had set the camera to take an auto picture and just as the picture snapped, this squirrel popped up into the photos.
  • Pretend the center portion of this slide is the national geographic website that holds this photo.
    This photo quickly spread across the internet. In fact in less than a week it was viewed by millions of internet users. WHY?
    Content is KING
    Sharing tools included on the National Geographic
    Everyone can share content…..Pre myspace, facebook, twitter you needed to have your own website, now with tools like facebook anyone can share this photo with their friends. The orange dots represent the original visitors to the website. The white lines are connections other people (green dots) that the photo was shared with. In this example there were only 11 original visitors to the site but through social networking sites the photos was viewed with another 133 people.
  • This photo is the perfect an example of content being king. This photo wouldn’t have been forwarded if the squirrel wasn’t in it or if the squirrel was far away or if it was blurry! What made this photo even more fun to share is that the squirrel is front and center and sharply focused….a photoshop user’s dream come true. So while this photo was also making its rounds as it, a new set of Banff Squirrel photos were making its way across the internet.
  • Banff squirrel on moon.
  • Banff squirrel at wedding.
  • Banff squirrel with President and Queen.
  • Here’s an example of how I used the squirrel to brighten up an otherwise boring photo. People loved it and it was shared over and over again.
  • Now that we know what social media is, lets talk about campaigns
    What is a campaign?
    Any Guesses??
  • a campaign is a marketing effort to sell, promote, raise awareness
  • to sell, promote, or raise awareness of WHAT?
  • A social media campaign is marketing "X" USING social media.
    X is a variable here. X is determined by you.
  • Defining your X is ESSENTIAL to the development of your campaign and it's success. If you don't know what you are selling, promoting etc. you wont know which tools to select & use, and you wont know how to measure your success. 
    What is your X?
    Get shared understanding.
  • Divide into 2 groups.
    I’ll read a statement and then you will all respond with FACT or CRAP.
  • How do you know your campaign is a success?
  • Success is in the eye of the beholder which is YOU. You have to set measurable goals for yourself based upon what you can do with the resources available to you.
  • Do not get in the habit of comparing yourself to other organizations and companies.
    If you compare yourself to these bigger companies with hundred’s of thousands of dollars behind them you find yourselves’ feeling like the single seedling.
    This isn’t to say you shouldn’t be looking at what the big boys are doing, because you should---you find a lot of ideas and strategies, but don’t measure yourselves against them.
  • Lets look at an example.
    Lets say ”X” is to end world hunger, and a small goal might be to feed 50 families in a month.
    As part of a social media strategy (NEW TERM) you would then set even small goals that layout how you plan to feed 50 families. These should also be measureable.
  • Monitoring your metrics often is one way in which you can get the temperature on how your campaign is going and by paying close attention to them, the information you receive can you help you with your strategy and improve your final outcome. For example if you keep posting links to a site, but no one is clicking your site, you might want to reconsider where you are sharing.
    Often overlooked and hard to capture are changes in influence and perception. Consider some pre/post surveys, or survey that ask how did you feel before/after.
    If you are fundraising, its easy to see when you’ve reach your goal because you’ve got a tangible # you are trying to reach and that’s easy to measure. If you have a less tangible goal, think about some possible ways you can measure that.
  • Built in Tools is in reference to stats you can collect from the social media tools you are using. For example, facebook has a page dedicated to this.
    Agency Referral: While you will be able to count clicks on specific links you might want to collaborate with agencies you might be referring people to. Can they include a question on their site “Where do you hear about us.” Are there additional stats that might be useful to you. Gender? Race? Socio economic status?
    3rd Party Apps: Tools like Google Analytics which is free tool to measure activity on your website, or Bitly which can track clicks on your links. There are also several tools that can be used with Twitter. Use survey and polling tools that will help you measure influence, perception, change in behavior through pre/post surveys. There are also some 3rd party survey/polling apps you can use with Twitter and Facebook.
  • Before we go further I want us to take some time to take a look at some successful campaigns through a webquest.
    A webquest is tool to help you explore what makes up these campaigns. Today’s webquest is centered on the components and activity of some successful social media campaigns.
    Each pair will be assigned a social campaign to examine through the webquest. (PASS OUT QUEST). Working in pairs examine the campaign, and then  discuss and answer the questions on the webquest. We will take 10-15 minutes to complete this activity and then we’ll come back together as group and do some sharing back.
    These are large scale campaigns so just a reminder you don’t want to compare yourself to these campaigns, but what I do want you to do through the webquest is to look critically at these campaigns to see what worked and gained attention STEAL IDEAS!!
  • Now that you’ve explored some campaigns, lets talk about them.
  • We are going to take a look at the different types of technology and services available to you, then we'll take a break and when we get back we'll look more closely at some of the tools you are using, some 3rd party apps, and we'll end with looking at the steps to planning your own social medial campaign.
  • What makes a piece of technology social? 
  • Two-way communication
  • Social media tools can be broken down into categories.
    For your campaign you will most likely be working with categories pointed out by orange.
    (explain categories/examples)
  • There are literally thousands of tools so you are going to need to pick and choose while considering your goals, your audience, and considering what will be manageable.
  • This graph shows the age distribution of users per service.
    2 things to note.
    This data is current as of February 2010
    This graph doesn’t account for the total number of active users PER TOOL
  • ACTIVE users not just registered
    Facebook has over 400 million
    MySpace 110 million
    Twitter 10-15milion (75 million accounts)
    Bebo has 12.8
    Before you start creating a Bebo account know this:
    On April 7, 2010, AOL announced that they are planning to sell the website or shut it down.[19] This was mainly due to the falling numbers of unique users, Bebo users were moving to the growing Facebook and to MySpace.
    Go where your audience is AND don’t be afraid to start using new tools as you go (change tools midstream). Start small and grow.
  • What tools are you using in each of these categories?
    *Revisit this page when looking at plan details.
  • Break.
    Can anyone guess what we’re about to talk about.
  • Ok, your worlds are about to collide.
    To truly be effective in supporting this campaign you need to have your own accounts so that you can monitor and mange the campaign accounts
    For any service, such as facebook, you have the option of creating multiple accounts assuming you have a separate email address to sign up with. One that is for the professional you, and one for the personal you.
    My recommendation is that you have one account per service.
    Its easier (what account did I post to??….or oops I posted to the wrong account)
    Even with personal account you should assume that anything you post will be seen by anyone. A post to the internet can easily be copy/pasted. PG-13.
    For separation use one account for more personal posts, and another for more professional.
  • Those that already have accounts offer support to anyone that may need it.
    Pass matrix around for people to add their urls.
  • These are the current accounts setup for your campaign.
    Follow these and note the web address for this site.
    Also, pass around the paper with everyone’s username so you can follow each other.
  • Signs of a good facebook page are likes, comments, wall posts, new fans, fans sharing through their own sites.
  • Checkout the social plugins page. Add these to your websites/blog/newsletter.
  • Customize your page.
    There are a ton of apps. To choose, think of your goals and what would be a good way to meet your goal and then see if there’s an app for that.
    Use the Twitter app to show your entire feed as a tab on the page. Use selective twitter to send select tweets as a status update to your page. On Twitter you post more 6 times. On facebook limit it to 3.
    Use FDML to create custom pages. *you have to know html/css
    Page Maps lets you display your location and points of interest you designate.
    Fan Apps is suite of apps centralized for the admin so you can do polls, contests etc.
    MyTop Fans…Finds and features most active fans.
    Slideshare is most know for sharing ppt presentations (it’s a social site in and of itself).
    MyCountdown lets you countdown to anything…an event, a contest.
    Div Share lets your fans share mp3, images, video.
    There are a ton of apps. To choose, think of your goals and what would be a good way to meet your goal and then see if there’s an app for that.
  • Great Facebook page examples.
  • How to add Google Analytics to Facebook Page:
    The link to insights is on the admin page. You’’ll also receive a weekly digest.
    While Twitter may not be your highest location for your audience age group, you do have an audience there, and it’s a tool that can serve you well individually and as an organization. Before we get into some details lets watch a quick video.
    How many of you have this impression of Twitter?
    Your impression is accurate IF you’ve chosen to use Twitter in this way. There’s a better way.
    Twitter can be a very powerful tool, but that’s really dependent upon who you choose to follow and how you behave on Twitter.
  • As was noted earlier, you don’t have the largest audience (Your audience it 0-25) here so you might be wondering why even bother with Twitter.
    Here’s why. If you choose to follow people who share your interests you will have the opportunity to:
    Learn more about the topics you are sharing with your audiences. There are a lot of smart/intelligent people out there doing work similar to you.
    This is an opportunity to learn about new resources
    If you choose to follow those that are into social media, its an opportunity to learn more about that
    It’s a way for you to form new relationships with other people and organizations, that may allow you to further your cause
    Will help you remain current & abreast of news
    Take the information you learn on Twitter and share back on your other services….maybe it sparks an idea for a blog posting
  • Lets watch another short video which will give you an overview of how the tools works.
  • Using Twitter to communicate.
  • Here are some strategies to get you going.
  • Here are more strategies to get you going.
  • This is a tiny sampling of applications to be used with with Twitter. These apps are all tied to Twitter so you login with your twitter account.
    Add photos using TwitPic. Got to twitpic to upload, mobile apps will take of this in the background.
    Add video to your tweets using Bubble Tweet. Register and upload through their site.
    Use Bitly to shorten long urls….bitly also tracks clicks. *will show bitly next slide.
    TweetDeck is a desktop client (you download) that lets you manage multiple twitter accounts, sort content and favorite users. It also works with other tools like google buzz, foursquare. You can schedule updates. Slick looking!
    Hoot Suite is a web-based service that lets you do nearly everything TweetDeck does.
    Twhirl is another desktop client.
    Twinfluence (metric tool)
    Twittalyzer (metric tool)
    Twtpoll (pooling tool)
  • Bitly is a great tool to use with Twitter. Bitly shortens link AND will track your clicks.
  • This is the part of your campaign that eats away at your time so if you are planning on spending 5 minutes a day with social media work, you will find that you won’t get far.
    Spend time reading, listening and commenting back on someone else’s website, blog, facebook page. In doing so leave links back to your sites. Your comment (and links) will be read by the site manager and anyone else who visits the page.
    As you plan your campaign, remember to think about the time to listen.
  • Be good.
  • Next we’re going to talk about how to plan your campaign, but you want to make sure that this doesn’t happen.
  • Throughout this presentation we’ve addressed steps 1, 2, 3, 4, and 6 so this outline shouldn’t feel foreign to you.
    Define  your "X" (what are you trying to accomplish-big picture)
    Identify your audience
    Identify your goals related to X (small, specific, measurable)
    Strategize. How can social media help you meet your goals
    what approaches/tools will be used
    Create a schedule/timeline
    IMPLEMENT PLAN --This is the only step we haven’t addressed as part of this presentation.
    Assess/adapt (refer to metrics)
  • Look at Sample Plans
    Take 5 minutes to review this plan. This is ONE example.
  • Next steps?
  • Final questions.
  • Social Media Campaign

    1. 1. Introduction to Social Media Social MediaTools Social Media Campaign Prepared for the Sonoma County Peer Outreach Coalition
    2. 2. Purpose ofToday To help you formulate your own social media campaign, and to be knowledgeable in the tools used to support your campaign.
    3. 3. Icebreaker Activity
    4. 4. What is Social Media? What is a Social Media Campaign? Fact or Crap Game! Measuring Success WebQuest of Social Media Campaigns Social Media Landscape AGENDA
    5. 5. Worlds Collide Account Sign Up Facebook Twitter Steps to Creating a Campaign Plan Next Steps AgendaAGENDA
    6. 6. What is Social Media?
    7. 7. WikipediA "a term used to describe the type of media that is based on conversation and interaction between people online. Where media means digital words, sounds & pictures which are typically shared via the internet and the value can be cultural, societal or even financial."
    8. 8.
    9. 9. "a term used to describe the type of media that is based on conversation and interaction between people online.Where media means digital words, sounds & pictures which are typically shared via the internet and the value can be cultural, societal or even financial."
    10. 10. What is a Campaign?
    11. 11. What is a Campaign? a campaign is a marketing effort to sell, promote, raise awareness
    12. 12. …to sell, promote, raise awareness… of what?
    13. 13. A social media campaign is marketing "X" USING social media. What is a Social Media Campaign?
    14. 14. What isYour X?
    15. 15. Measuring Success WhenYour Best Isn’t Good Enough
    16. 16. Measure Each Goal Determine Small Goals to AchievingYour X
    17. 17. Less is More. UnlessYou’re Standing Next ToThe One With More.Then Less Just Looks Pathetic.
    18. 18. Campaign EndWorld Hunger Small Measurable Goal Raise enough money to feed 50 families in Sonoma County in 30 days. Social Media STRATEGY • Ask daily for donations on 3 sites. • Ask friends to share donor link with 5 people • Share video about family in need. • Feature those that donate on blog daily.
    19. 19. Common Metrics (metrics is a “fancy” word for stats) Publish/Posting Friends/Followers Subscriptions Comments/Posts Visits to Pages UniqueVisits ClickThrough Rates Donations * influence & perception Shares/Retweets Referrals (links to you) Activity/Likes Surveys/Polls use date ranges
    20. 20. MetricTools Built inTools facebook followers Likes views 3rd Party Apps google analytics bitly survey monkey survey gizmo twitter apps facebook apps Agency Reporting referral source referral stats
    21. 21. WebQuest! Pair Up orWork Individually 10-15min to complete Successful Campaigns
    22. 22. Share Back The name and purpose of the campaign. Did you like the campaign? What was the campaign's greatest strength? What was the campaigns greatest weakness? What would you do different? Ideas to steal?
    23. 23. overview of Social Media CampaignTools
    24. 24. What Makes a Piece of Technology Social?
    25. 25. two way communication two way communication Here’s my content! OMG! Its awesome! Thanks! Actually it Sucks!
    26. 26. Goals Audience Manageable
    27. 27.
    28. 28. Facebook: 25% of 400 million: 100million MySpace: 42% of 110 million: 46.2 million Bebo: 50% of 12.8 million: 6.4 million Twitter: 20% of 15 million: 3 million
    29. 29. WhatWillYou Use? Publish Discuss Share Social Network Microblog Lifestream Select tools based upon what you want to accomplish & your audience. Tools HELP you reach your goals, & ultimately X.
    30. 30. BREAK
    31. 31.
    32. 32. Private vs. Professional
    33. 33. Signup Accounts
    34. 34. Follow
    35. 35. Ways to Attract Fans/Likes Invites Listen & Respond Relationships & Partnerships Add links website/blogs/newsletter Facebook Ads Like Other Pages Contests / 500th fan Add FB address in email/cards
    36. 36. PromoteYour Page - Like Button - Activity Feed - Like Box - Live Stream
    37. 37. Popular Apps Links Video/YouTube Twitter Photo/Flickr Use SelectiveTwitter FDML Page Maps Fan Appz MyTop Fanz SlideShare My Countdown DivShare WARNING: Don’t just randomly add apps.
    38. 38. Page Examples girleffect ONE AFSPnational Unicef SierraClub /
    39. 39. FinalTips Have MoreThan 1 Admin Have non-admins post/comment Add Google Analytics to Page Use Facebook “insights” Conduct Polls (get temperature/measure) Post photos, videos, links Use same username with other sites Large Logo 200 X 600 3 Posts a Day is Good Ask Fans to Suggest New Members Ask Questions
    40. 40.
    41. 41. Why ? Find Resources Find Organizational Partnerships Form Relationships Learn Content Learn Social Media Share Stay Current
    42. 42.
    43. 43. Twitter Communication Tweet: #tag Reply: @username Mention: via @username Retweet: RT @username Direct Message: DM @username
    44. 44. Tips Tweet mix of professional w/personal Use hashtags Retweet others Thank when RT
    45. 45. Tips Use search tool (review tweets, bios) follow Follow based on current following/followers Reuse content Customize background/profile
    46. 46. Twit Pic BubbleTweet Bitly TweetDeck HootSuite Twinfluence Twitalyzer Twtpoll Twitter Applications Twhirl
    47. 47. LISTEN Comment Leave Links
    48. 48. m e m e m em e m e m e resource support How r u? affirmationBAD GOOD
    49. 49. Because Making It Look Good Now Is More Important Than Providing Adequate Support Later
    50. 50. Step 1 DefineYour X Step 2 IdentifyYour Audience Step 3 Set Small Measurable Goals to Achieve X Step 4 Strategize • Identify approaches/tools Step 5 Implement Plan Step 6 Assess/Adapt Plan
    51. 51. MuchWork RemainsTo Be Done Before We Can Announce OurTotal FailureTo Make Any Progress
    52. 52. Next Steps?
    53. 53. Final Questions