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Social Media Campaign Planning Workshop

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This interactive workshop explored how to define your objectives, plan strategy, run operations and use tactics to get the most out of your projects by engaging with people through social media.

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Social Media Campaign Planning Workshop

  1. 1. Social MediaCampaign PlanningAn interactive workshop by Inner Ear
  2. 2. Social Media Campaign Planning
  3. 3. Social Media Campaign Planning
  4. 4. Social Media Campaign Planning This session will explore
  5. 5. Social Media Campaign Planning This session will explore how to define your objectives, plan strategy,
  6. 6. Social Media Campaign Planning This session will explore how to define your objectives, plan strategy, run operations and use tactics to get the most
  7. 7. Social Media Campaign Planning This session will explore how to define your objectives, plan strategy, run operations and use tactics to get the most out of your projects in social media
  8. 8. Campaign Planning
  9. 9. Campaign Planning• The social media campaign plan:
  10. 10. Campaign Planning• The social media campaign plan: ‣ Define your objectives
  11. 11. Campaign Planning• The social media campaign plan: ‣ Define your objectives ‣ Assemble your media assets
  12. 12. Campaign Planning• The social media campaign plan: ‣ Define your objectives ‣ Assemble your media assets ‣ Choose and connect your channels
  13. 13. Campaign Planning• The social media campaign plan: ‣ Define your objectives ‣ Assemble your media assets ‣ Choose and connect your channels ‣ Schedule your updates
  14. 14. Campaign Planning• The social media campaign plan: ‣ Define your objectives ‣ Assemble your media assets ‣ Choose and connect your channels ‣ Schedule your updates ‣ Activate and engage
  15. 15. Campaign Planning• The social media campaign plan: ‣ Define your objectives ‣ Assemble your media assets ‣ Choose and connect your channels ‣ Schedule your updates ‣ Activate and engage ‣ Stimulate conversation
  16. 16. Campaign Planning• The social media campaign plan: ‣ Define your objectives ‣ Assemble your media assets ‣ Choose and connect your channels ‣ Schedule your updates ‣ Activate and engage ‣ Stimulate conversation ‣ Measure and evaluate
  17. 17. Inner Ear
  18. 18. Inner Ear• Creative content communications
  19. 19. Inner Ear• Creative content communications ‣ Digital media production (create content)
  20. 20. Inner Ear• Creative content communications ‣ Digital media production (create content) ‣ Social media engagement (communicate content)
  21. 21. Inner Ear• Creative content communications ‣ Digital media production (create content) ‣ Social media engagement (communicate content) ‣ Training and consultancy
  22. 22. Inner Ear
  23. 23. Inner Ear• Produce audio, video, text (blog) and image content
  24. 24. Inner Ear• Produce audio, video, text (blog) and image content• Setup, manage and advise on publication and distribution of blogs, podcasts, videos and live streams
  25. 25. Inner Ear• Produce audio, video, text (blog) and image content• Setup, manage and advise on publication and distribution of blogs, podcasts, videos and live streams• Seed content through social media
  26. 26. Inner Ear• Produce audio, video, text (blog) and image content• Setup, manage and advise on publication and distribution of blogs, podcasts, videos and live streams• Seed content through social media• Consult on campaign planning, strategy, operations and tactics
  27. 27. Inner Ear
  28. 28. Inner Ear• Extensive content management experience
  29. 29. Inner Ear• Extensive content management experience ‣ Radio Magnetic (www.radiomagnetic.com)
  30. 30. Inner Ear• Extensive content management experience ‣ Radio Magnetic (www.radiomagnetic.com) ‣ Began online broadcast in March 2001
  31. 31. Inner Ear• Extensive content management experience ‣ Radio Magnetic (www.radiomagnetic.com) ‣ Began online broadcast in March 2001 ‣ UK’s longest running independent internet radio station
  32. 32. Inner Ear• Extensive content management experience ‣ Radio Magnetic (www.radiomagnetic.com) ‣ Began online broadcast in March 2001 ‣ UK’s longest running independent internet radio station ‣ Credibility with music and media
  33. 33. Inner Ear• Extensive content management experience ‣ Radio Magnetic (www.radiomagnetic.com) ‣ Began online broadcast in March 2001 ‣ UK’s longest running independent internet radio station ‣ Credibility with music and media ‣ “Shop window” proof of concept
  34. 34. Inner Ear• Extensive content management experience ‣ Radio Magnetic (www.radiomagnetic.com) ‣ Began online broadcast in March 2001 ‣ UK’s longest running independent internet radio station ‣ Credibility with music and media ‣ “Shop window” proof of concept
  35. 35. Before we begin
  36. 36. Before we beginExercise: throughout this workshop, we encourage you to ask questions, visit the websites we reference, tweet ideas and feedback, interact with each other and share tips
  37. 37. Before we beginExercise: throughout this workshop, we encourage you to ask questions, visit the websites we reference, tweet ideas and feedback, interact with each other and share tips
  38. 38. Before we begin
  39. 39. Before we beginConsider the three core elements of web 2.0:
  40. 40. Before we begin Consider the three core elements of web 2.0:RSS (really simple syndication: feeds, streams, etc.)
  41. 41. Before we begin Consider the three core elements of web 2.0:RSS (really simple syndication: feeds, streams, etc.)Embeddable media (video and audio players, etc.)
  42. 42. Before we begin Consider the three core elements of web 2.0: RSS (really simple syndication: feeds, streams, etc.) Embeddable media (video and audio players, etc.)Tags (user defined, non-hierarchical taxonomy system)
  43. 43. Before we begin Consider the three core elements of web 2.0: RSS (really simple syndication: feeds, streams, etc.) Embeddable media (video and audio players, etc.)Tags (user defined, non-hierarchical taxonomy system)
  44. 44. Define your objectives
  45. 45. Define your objectives• Question: what are your objectives?
  46. 46. Define your objectives• Question: what are your objectives? ‣ Amplify your brand online
  47. 47. Define your objectives• Question: what are your objectives? ‣ Amplify your brand online ‣ Reach a new audience
  48. 48. Define your objectives• Question: what are your objectives? ‣ Amplify your brand online ‣ Reach a new audience ‣ Find prospects
  49. 49. Define your objectives• Question: what are your objectives? ‣ Amplify your brand online ‣ Reach a new audience ‣ Find prospects ‣ Establish yourself as a voice of authority
  50. 50. Define your objectives• Question: what are your objectives? ‣ Amplify your brand online ‣ Reach a new audience ‣ Find prospects ‣ Establish yourself as a voice of authority ‣ Sell tickets or products
  51. 51. Define your objectives
  52. 52. Define your objectives Objectives can start out as dreams...
  53. 53. Define your objectives Objectives can start out as dreams...... that become visions and turn into goals
  54. 54. Define your objectives Objectives can start out as dreams...... that become visions and turn into goals from which you can set targets
  55. 55. Define your objectives Objectives can start out as dreams...... that become visions and turn into goals from which you can set targets
  56. 56. Assemble your assets
  57. 57. Assemble your assets• Text
  58. 58. Assemble your assets• Text ‣ Blogs, newsletters, press releases, brochures
  59. 59. Assemble your assets• Text ‣ Blogs, newsletters, press releases, brochures• Video
  60. 60. Assemble your assets• Text ‣ Blogs, newsletters, press releases, brochures• Video ‣ Reportage, interviews, live streams
  61. 61. Assemble your assets• Text ‣ Blogs, newsletters, press releases, brochures• Video ‣ Reportage, interviews, live streams• Audio
  62. 62. Assemble your assets• Text ‣ Blogs, newsletters, press releases, brochures• Video ‣ Reportage, interviews, live streams• Audio ‣ Podcasts, live recordings, AudioBoo soundbites
  63. 63. Assemble your assets• Text ‣ Blogs, newsletters, press releases, brochures• Video ‣ Reportage, interviews, live streams• Audio ‣ Podcasts, live recordings, AudioBoo soundbites• Images
  64. 64. Assemble your assets• Text ‣ Blogs, newsletters, press releases, brochures• Video ‣ Reportage, interviews, live streams• Audio ‣ Podcasts, live recordings, AudioBoo soundbites• Images ‣ Flyers, photos, programmes
  65. 65. Assemble your assets
  66. 66. Assemble your assetsQuestion: what assets do you have to promote yourself with?
  67. 67. Assemble your assetsQuestion: what assets do you have to promote yourself with? Audio
  68. 68. Assemble your assetsQuestion: what assets do you have to promote yourself with? Audio
  69. 69. Assemble your assetsQuestion: what assets do you have to promote yourself with? Audio Video
  70. 70. Assemble your assetsQuestion: what assets do you have to promote yourself with? Audio Video
  71. 71. Assemble your assetsQuestion: what assets do you have to promote yourself with? Audio Video Text
  72. 72. Assemble your assetsQuestion: what assets do you have to promote yourself with? Audio Video Text
  73. 73. Assemble your assetsQuestion: what assets do you have to promote yourself with? Audio Video Text Image
  74. 74. Assemble your assetsQuestion: what assets do you have to promote yourself with? Audio Video Text Image
  75. 75. Assemble your assets
  76. 76. Assemble your assets Curate as well as create...
  77. 77. Assemble your assets Curate as well as create... ... look for content in platforms
  78. 78. Assemble your assets Curate as well as create... ... look for content in platformsPodcasts
  79. 79. Assemble your assets Curate as well as create... ... look for content in platformsPodcasts
  80. 80. Assemble your assets Curate as well as create... ... look for content in platformsPodcasts Presentations
  81. 81. Assemble your assets Curate as well as create... ... look for content in platformsPodcasts Presentations
  82. 82. Assemble your assets Curate as well as create... ... look for content in platformsPodcasts Presentations Videos
  83. 83. Assemble your assets Curate as well as create... ... look for content in platformsPodcasts Presentations Videos
  84. 84. Assemble your assets Curate as well as create... ... look for content in platformsPodcasts Presentations Videos Documents
  85. 85. Assemble your assets Curate as well as create... ... look for content in platformsPodcasts Presentations Videos Documents
  86. 86. Assemble your assets
  87. 87. Assemble your assetsDemo: search for content in social media platforms
  88. 88. Assemble your assetsDemo: search for content in social media platformsPodcasts Presentations Videos Documents
  89. 89. Choose your channels
  90. 90. Choose your channels Twitter
  91. 91. Choose your channels Twitter Facebook
  92. 92. Choose your channels Twitter Facebook LinkedIn
  93. 93. Choose your channels Twitter Facebook LinkedInYouTube
  94. 94. Choose your channels Twitter Facebook LinkedInYouTube Mixcloud
  95. 95. Choose your channels Twitter Facebook LinkedInYouTube Mixcloud Flickr
  96. 96. Choose your channels Twitter Facebook LinkedInYouTube Mixcloud FlickrSlideshare
  97. 97. Choose your channels Twitter Facebook LinkedInYouTube Mixcloud FlickrSlideshare Livestream
  98. 98. Choose your channels Twitter Facebook LinkedInYouTube Mixcloud FlickrSlideshare Livestream Issuu
  99. 99. Choose your channels
  100. 100. Choose your channelsQuestion: which channels are right for you?
  101. 101. Choose your channelsQuestion: which channels are right for you? And why?
  102. 102. Choose your channelsQuestion: which channels are right for you? And why?
  103. 103. Choose your channels
  104. 104. Choose your channels• Setup a profile in each channel you want to use
  105. 105. Choose your channels• Setup a profile in each channel you want to use• Ensure your brand is represented in each channel
  106. 106. Choose your channels• Setup a profile in each channel you want to use• Ensure your brand is represented in each channel• Use social networking functions in platforms
  107. 107. Choose your channels• Setup a profile in each channel you want to use• Ensure your brand is represented in each channel• Use social networking functions in platforms• Connect your channels
  108. 108. Choose your channels
  109. 109. Choose your channelsDemo: connect channels together using linking services
  110. 110. Choose your channelsDemo: connect channels together using linking services
  111. 111. Schedule your updates
  112. 112. Schedule your updates Once you have assembled your assets...
  113. 113. Schedule your updates Once you have assembled your assets... ... and chosen your channels...
  114. 114. Schedule your updates Once you have assembled your assets... ... and chosen your channels...you can schedule your updates to be published over the duration of the campaign
  115. 115. Choose your channels
  116. 116. Choose your channelsDemo: scheduling content in Posterous
  117. 117. Choose your channelsDemo: scheduling content in Posterous
  118. 118. Activate and engage
  119. 119. Activate and engageSocial media is not about technology...
  120. 120. Activate and engage Social media is not about technology...it’s about real people having real conversations
  121. 121. Activate and engage Social media is not about technology...it’s about real people having real conversations treat people like you would in the real world
  122. 122. Activate and engage Social media is not about technology...it’s about real people having real conversations treat people like you would in the real world and interact with them in a human manner
  123. 123. Activate and engage
  124. 124. Activate and engage• Monitor and listen:
  125. 125. Activate and engage• Monitor and listen: ‣ Before, during and after
  126. 126. Activate and engage• Monitor and listen: ‣ Before, during and after• Seed your content
  127. 127. Activate and engage• Monitor and listen: ‣ Before, during and after• Seed your content ‣ Upload it to platforms
  128. 128. Activate and engage• Monitor and listen: ‣ Before, during and after• Seed your content ‣ Upload it to platforms ‣ Position it on networks
  129. 129. Activate and engage• Monitor and listen: ‣ Before, during and after• Seed your content ‣ Upload it to platforms ‣ Position it on networks• Engage your audience
  130. 130. Activate and engage• Monitor and listen: ‣ Before, during and after• Seed your content ‣ Upload it to platforms ‣ Position it on networks• Engage your audience ‣ Involve them throughout the campaign
  131. 131. Activate and engage
  132. 132. Activate and engage• Interact:
  133. 133. Activate and engage• Interact: ‣ Ask questions
  134. 134. Activate and engage• Interact: ‣ Ask questions ‣ Comment and converse
  135. 135. Activate and engage• Interact: ‣ Ask questions ‣ Comment and converse ‣ Use Polls
  136. 136. Activate and engage• Interact: ‣ Ask questions ‣ Comment and converse ‣ Use Polls
  137. 137. Activate and engage
  138. 138. Activate and engage• Use metadata to help users find your content
  139. 139. Activate and engage• Use metadata to help users find your content• A core element of SEO, metadata includes:
  140. 140. Activate and engage• Use metadata to help users find your content• A core element of SEO, metadata includes: ‣ Title (snappy, catchy, provocative)
  141. 141. Activate and engage• Use metadata to help users find your content• A core element of SEO, metadata includes: ‣ Title (snappy, catchy, provocative) ‣ Description (concise, informative, engaging, helpful)
  142. 142. Activate and engage• Use metadata to help users find your content• A core element of SEO, metadata includes: ‣ Title (snappy, catchy, provocative) ‣ Description (concise, informative, engaging, helpful) ‣ Tags (include branded, specific and generic)
  143. 143. Activate and engage• Use metadata to help users find your content• A core element of SEO, metadata includes: ‣ Title (snappy, catchy, provocative) ‣ Description (concise, informative, engaging, helpful) ‣ Tags (include branded, specific and generic) ‣ Links (to source and/or your blog or website)
  144. 144. Stimulate conversation
  145. 145. Stimulate conversation• Use content to get people talking about your project
  146. 146. Stimulate conversation• Use content to get people talking about your project• Encourage conversation about issues and events
  147. 147. Stimulate conversation• Use content to get people talking about your project• Encourage conversation about issues and events ‣ Be provocative but be responsive too
  148. 148. Stimulate conversation• Use content to get people talking about your project• Encourage conversation about issues and events ‣ Be provocative but be responsive too ‣ Be a thought leader on industry/sector topics
  149. 149. Stimulate conversation• Use content to get people talking about your project• Encourage conversation about issues and events ‣ Be provocative but be responsive too ‣ Be a thought leader on industry/sector topics• Observe conversations in social networks
  150. 150. Stimulate conversation• Use content to get people talking about your project• Encourage conversation about issues and events ‣ Be provocative but be responsive too ‣ Be a thought leader on industry/sector topics• Observe conversations in social networks ‣ Emulate good ideas to get people talking
  151. 151. Stimulate conversation
  152. 152. Stimulate conversation• Use content to get people talking about your project
  153. 153. Stimulate conversation• Use content to get people talking about your project• Encourage conversation about issues and events
  154. 154. Stimulate conversation• Use content to get people talking about your project• Encourage conversation about issues and events ‣ Be provocative but be responsive too
  155. 155. Stimulate conversation• Use content to get people talking about your project• Encourage conversation about issues and events ‣ Be provocative but be responsive too ‣ Be a thought leader on industry/sector topics
  156. 156. Stimulate conversation• Use content to get people talking about your project• Encourage conversation about issues and events ‣ Be provocative but be responsive too ‣ Be a thought leader on industry/sector topics• Observe conversations in social networks
  157. 157. Stimulate conversation• Use content to get people talking about your project• Encourage conversation about issues and events ‣ Be provocative but be responsive too ‣ Be a thought leader on industry/sector topics• Observe conversations in social networks ‣ Emulate good ideas to get people talking
  158. 158. Stimulate conversation
  159. 159. Stimulate conversationDemo: look at some examples of social conversations
  160. 160. Stimulate conversationDemo: look at some examples of social conversations
  161. 161. Assemble your assets
  162. 162. Assemble your assetsQuestion: what tactics can you employ to get people talking?
  163. 163. Assemble your assetsQuestion: what tactics can you employ to get people talking?
  164. 164. Measure and evaluate
  165. 165. Measure and evaluate• Measure against initial targets
  166. 166. Measure and evaluate• Measure against initial targets ‣ If the campaign is ongoing, adjust accordingly
  167. 167. Measure and evaluate• Measure against initial targets ‣ If the campaign is ongoing, adjust accordingly• Benchmark yourself against peers
  168. 168. Measure and evaluate• Measure against initial targets ‣ If the campaign is ongoing, adjust accordingly• Benchmark yourself against peers ‣ How are you competitors doing?
  169. 169. Measure and evaluate• Measure against initial targets ‣ If the campaign is ongoing, adjust accordingly• Benchmark yourself against peers ‣ How are you competitors doing?• Evaluate, adapt and evolve
  170. 170. Measure and evaluate• Measure against initial targets ‣ If the campaign is ongoing, adjust accordingly• Benchmark yourself against peers ‣ How are you competitors doing?• Evaluate, adapt and evolve ‣ How can you do better next time?
  171. 171. Measure and evaluate
  172. 172. Measure and evaluateSocial Mention
  173. 173. Measure and evaluateSocial Mention
  174. 174. Measure and evaluateSocial Mention Klout
  175. 175. Measure and evaluateSocial Mention Klout
  176. 176. Measure and evaluateSocial Mention Klout TweetReach
  177. 177. Measure and evaluateSocial Mention Klout TweetReach
  178. 178. Measure and evaluate Social Mention Klout TweetReachFacebook Insights
  179. 179. Measure and evaluate Social Mention Klout TweetReachFacebook Insights
  180. 180. Measure and evaluate Social Mention Klout TweetReachFacebook Insights Quantcast
  181. 181. Measure and evaluate Social Mention Klout TweetReachFacebook Insights Quantcast
  182. 182. Measure and evaluate Social Mention Klout TweetReachFacebook Insights Quantcast Google Analytics
  183. 183. Measure and evaluate Social Mention Klout TweetReachFacebook Insights Quantcast Google Analytics
  184. 184. Measure and evaluate
  185. 185. Measure and evaluate• Quantitative analysis includes number of:
  186. 186. Measure and evaluate• Quantitative analysis includes number of: ‣ Twitter followers, mentions and retweets
  187. 187. Measure and evaluate• Quantitative analysis includes number of: ‣ Twitter followers, mentions and retweets ‣ Facebook likes and fans
  188. 188. Measure and evaluate• Quantitative analysis includes number of: ‣ Twitter followers, mentions and retweets ‣ Facebook likes and fans ‣ Blog comments
  189. 189. Measure and evaluate• Quantitative analysis includes number of: ‣ Twitter followers, mentions and retweets ‣ Facebook likes and fans ‣ Blog comments ‣ Website visitors
  190. 190. Measure and evaluate• Quantitative analysis includes number of: ‣ Twitter followers, mentions and retweets ‣ Facebook likes and fans ‣ Blog comments ‣ Website visitors ‣ Media plays
  191. 191. Measure and evaluate
  192. 192. Measure and evaluate• Qualitative analysis includes:
  193. 193. Measure and evaluate• Qualitative analysis includes: ‣ Tone of comments
  194. 194. Measure and evaluate• Qualitative analysis includes: ‣ Tone of comments ★ Positive or negative?
  195. 195. Measure and evaluate• Qualitative analysis includes: ‣ Tone of comments ★ Positive or negative? ‣ Relevance of content to target audience
  196. 196. Measure and evaluate• Qualitative analysis includes: ‣ Tone of comments ★ Positive or negative? ‣ Relevance of content to target audience ★ Did they like it? If not, why not?
  197. 197. Case Studies
  198. 198. Case Studies• Jaisu: Straight Out The MPC
  199. 199. Case Studies• Jaisu: Straight Out The MPC ‣ http://jaisu.bandcamp.com
  200. 200. Case Studies• Jaisu: Straight Out The MPC ‣ http://jaisu.bandcamp.com• FOUND: Cybraphon
  201. 201. Case Studies• Jaisu: Straight Out The MPC ‣ http://jaisu.bandcamp.com• FOUND: Cybraphon ‣ http://cybraphon.com
  202. 202. Case Studies• Jaisu: Straight Out The MPC ‣ http://jaisu.bandcamp.com• FOUND: Cybraphon ‣ http://cybraphon.com• Inner Ear: Social Media Workshops
  203. 203. Case Studies• Jaisu: Straight Out The MPC ‣ http://jaisu.bandcamp.com• FOUND: Cybraphon ‣ http://cybraphon.com• Inner Ear: Social Media Workshops ‣ http://www.innerear.co.uk/tag/workshops-1106
  204. 204. Case Studies• Jaisu: Straight Out The MPC ‣ http://jaisu.bandcamp.com• FOUND: Cybraphon ‣ http://cybraphon.com• Inner Ear: Social Media Workshops ‣ http://www.innerear.co.uk/tag/workshops-1106• Hue And Cry: Soundcheck Experience
  205. 205. Case Studies• Jaisu: Straight Out The MPC ‣ http://jaisu.bandcamp.com• FOUND: Cybraphon ‣ http://cybraphon.com• Inner Ear: Social Media Workshops ‣ http://www.innerear.co.uk/tag/workshops-1106• Hue And Cry: Soundcheck Experience ‣ http://www.hueandcry.co.uk/glasgowkisstickets.html
  206. 206. Reference and resources• http://www.delicious.com/innerear• http://www.slideshare.net/innerear• http://www.issuu.com/innerear• http://www.vimeo.com/innereartv• http://www.facebook.com/innerearuk• LinkedIn: Creative Content Communications• Twitter: @innerearuk
  207. 207. Contact• Inner Ear Ltd.• 16 Argyle Court, 1103 Argyle Street, G3 8ND• 0141 226 8808• www.innerear.co.uk ‣ dougal@innerear.co.uk ‣ andy@innerear.co.uk ‣ anny@innerear.co.uk

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