HOW TO: Launch a social media campaign

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HOW TO: Launch a social media campaign

  1. 1. HOW TO: Launch a Successful Social Media Campaign By Deanna Ferrari HELLO :)
  2. 2. ABOUT ME <ul><li>2006 Graduate of Slippery Rock University </li></ul><ul><li>Social Business Specialist at MARC USA Pittsburgh </li></ul><ul><li>Board member of PRSA Pittsburgh (social media co-chair) </li></ul><ul><li>Blogger </li></ul>
  3. 3. DEFINING SOCIAL MEDIA
  4. 5. <ul><li>Listen, monitor, assess (the space and competition) </li></ul>STEP1
  5. 6. Why Monitor? <ul><li>Understand consumer motivation </li></ul><ul><li>Identify brand influencers and advocates </li></ul><ul><li>Identify ways to further connect with consumers and internal audiences </li></ul><ul><li>Identify potential crises, customer service, and employee issues </li></ul><ul><li>Determine social engagement strategy </li></ul>
  6. 7. Platforms to Monitor
  7. 8. What to Monitor <ul><li>Blogs </li></ul><ul><li>Online forums </li></ul><ul><li>Facebook fan pages and public profile pages </li></ul><ul><li>Twitter </li></ul><ul><li>Online media sources </li></ul><ul><li>Top rich media sites (video and image sharing sites) </li></ul><ul><li>LinkedIn Answers </li></ul>
  8. 9. Determine the strategy STEP 2
  9. 10. <ul><li>Build awareness of your brand’s social presence </li></ul><ul><li>Gain followers and likes for Twitter and Facebook </li></ul><ul><li>Create interest by informing consumers about the content they can expect to find on the pages </li></ul><ul><li>Increase interaction with consumers </li></ul><ul><li>Increase positive brand perception </li></ul><ul><li>Connect with and develop network of brand advocates and key influencers who can be leveraged to spread brand messages to target audiences </li></ul><ul><li>Drive conversion against business objectives </li></ul>
  10. 11. Set up pages based on where customers are from monitoring research STEP 3
  11. 12. BECOMING ORGANIZATIONALLY READY Determine “personality” of page; draft content, response protocols STEP 4
  12. 13. Proactively Engaging <ul><li>Facebook and Twitter </li></ul><ul><ul><li>Editorial calendar of content will align with marketing and other key business efforts </li></ul></ul><ul><ul><li>Multiple posts per week </li></ul></ul>
  13. 14. Responding <ul><li>Respond to people who write to your brand on Facebook and Twitter </li></ul><ul><ul><li>Replies will be based on our response protocol </li></ul></ul><ul><ul><li>Engage with fans and followers via the integrated team </li></ul></ul><ul><li>Respond to blogs, forums, employee sites, and more </li></ul><ul><li>Identify and address online crises with an early warning system to bring issues to the team ’s attention </li></ul>
  14. 15. Response Team <ul><li>Real Time Response </li></ul><ul><li>Response Protocol ensure seamless, timely, accurate responses </li></ul><ul><ul><li>Determines which posts require response along with clearly identified topic ownership </li></ul></ul><ul><ul><li>Response dictated by social style guide </li></ul></ul>
  15. 16. BUILDING A COMPREHENSIVE SOCIAL STRATEGY Determine launch strategy STEP 5
  16. 17. Promoting your presence <ul><li>Website icons </li></ul><ul><li>“ Connect with us” page (includes social networks, RSS feed, blogs, mobile, etc.) </li></ul><ul><li>Emails </li></ul><ul><li>Email signature </li></ul><ul><li>Icons on outdoor, POS, TV spots, etc. </li></ul>
  17. 18. BUILDING A COMPREHENSIVE SOCIAL STRATEGY Go! STEP 6
  18. 19. BUILDING A COMPREHENSIVE SOCIAL STRATEGY Evaluate, Refine, Continue STEP 7
  19. 20. Tools to Help Us Analyze <ul><li>Charts within the monitoring dashboard track key metrics </li></ul><ul><li>We can slice the data to understand: </li></ul><ul><ul><li>Who ’s talking </li></ul></ul><ul><ul><li>What they ’re saying </li></ul></ul><ul><ul><li>Their reach – who ’s listening, and how much weight they carry </li></ul></ul><ul><ul><li>Where and when they ’re talking </li></ul></ul><ul><ul><li>How they feel </li></ul></ul>
  20. 21. WHAT HAPPENS IF YOU MESS UP?
  21. 22. CASE STUDY: GOING ROGUE WITH THE RED CROSS
  22. 23. 2/15/11 11:24 P.M.
  23. 24. 2/15/11 11:30 P.M.
  24. 25. 2/15/11 11:54 P.M.
  25. 26. 2/16/11 10:00 A.M.
  26. 27. 2/16/11 11:30 A.M.
  27. 28. 2/16/11 NOON
  28. 29. Keeping the humor up
  29. 30. The Red Cross’ moral of the story 2 words of caution: You ’ll want to space out giving a pint of blood and drinking a pint of beer for health reasons. Be careful of Hootsuite!
  30. 31. THANK YOU! Twitter: @dferrari GOODBYE :)

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