Jumpstart Campaign Planning Guide


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Beginners Guide for Digital Chameleon's Jumpstart elearning module on social media Campaign Planning.

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Jumpstart Campaign Planning Guide

  1. 1. JumpStart Social Media Campaign Planning Influencers, Content & Channels Learning Objectives Brand and influence 1.) Learn to identify your brand’s Influencers Before we put together our social media plan, we must 2.) Design a content learn about a group that strategy to engage with should be very important to your Influencers us. These are our influenc- 3.) Discover the chal- ers. lenges of managing a Forrester has already social community mapped out some categories 4.) Use paid social me- of social media audience dia to boost and extend segments for us. These campaigns technographics break out the 5.) Grow brand profile varieties of influences and and manage a crisis what they are most interested with digital PR in. Each cluster has charac- teristics that are specific to it. Influencers take actions. They’re active with brands online by both creating and consuming content related to them. Key Takeaways On the trail of our influencers 1.) We should be identify- ing and following our Using listening tools, brand Influencers. we can identify our In- fluencers by the trail 2.) Content offerings they leave on social should be relevant, with platforms, such as 3rd party and user gener- tweets , blogs and re- ated content when appro- sponses to social con- priate. tent. Factors to use 3.) Follow the“road rules” when evaluating Influ- through respectful out- encers include: number reach and response. of followers, blog en- tries, cross– and back 4.) Paid social media can linking, friends, Klout be used to strengthen score, Peer Index score and broaden social media and others. campaigns. Once we are able to 5.) Track campaign effec- monitor our influencer’s tiveness by tying results profile and activity, it back to KPIs. gives us clues as to their 6.) Don’t ignore the many interests, likes, dislikes, uses of digital pr in your and more. In other planning! words, we gain insight on how our brand might appeal even more to them.© Digital Chameleon +61 2 9997 4417 or info@digitalchameleon.net or visit www.digitalchameleon.net
  2. 2. Campaign PlanningInfluencers,Content & Channels Content development Our content strategy should be continually evolving. We’ll be adding to it and curating it on a regular basis. Let’s cover some basic principles when it comes to content manage- ment. Tagging and categorising our content will make it easier for our audience to find it and us. Defining our content purpose and how it connects back to our business strategy is a must. Conducting content gap analysis over our competitor brand messages helps us better position our brand. Tying the content back to our brand’s key themes and messages as well as incorporating recommended topics will keep our content fresh and consistent. In addition, we’ll want to establish guidelines about just who manages our content and the governance issues around it. Finally, we’ll want to tie our social media content publishing efforts back into our brand’s SEO efforts to provide us with maximum exposure on the search engines. Social media: the organic, the paid and the earned Organic social media refers to our own brand social sites and pages. We can build on our organic me- dia by making some paid social media buys on such platforms as Facebook, Twitter, YouTube and LinkedIn, among many, many others. Many companies are seeing growing opportunities to generate earned media. Earned media is created when we use our own channels to communicate with our audience. In this chart, the earned media opportunities get created out of a number of areas, including public relations, public communities, blogs, viral videos, share tools and private com- munities.Page 2© Digital Chameleon +61 2 9997 4417 or info@digitalchameleon.net or visit www.digitalchameleon.net
  3. 3. Guest expert topics in this module Campaign Planning • Social Media Campaign Process (Tip Gloria, Social Media Strategist) Influencers, • Managing Social Communities Content & Channels (Leanne Philpott, Community Manager)This module’sNing Learning • Legal Considerations in Social (Tip Gloria, Social Media Strategist)Missions include:• Social media governance• Celebrity tweeting• Customer lifetime value• Trends map Digital PR wins & FAILs Social media opens brands up to whole new levels of exposure, both for good AND ill. Effec- tive digital PR is one approach to managing potential disasters and even turning them into wins for your brand.JumpStart CampaignPlanning moduleincludes: Play the Campaign Planning game!Outreach and In this module’sresponse mini-quiz virtual reality game, you are a Social Media Manager work-Campaign targeting ing with the market-mini-quiz ing, media and crea- tive managers on theStrategy Game next social media campaign. Your job:Resource Bank advise on the cam- paign’s social as-Glossary pects! Remember: all submissions are en- tered into the draw for a prize! Page 3© Digital Chameleon +61 2 9997 4417 or info@digitalchameleon.net or visit www.digitalchameleon.net
  4. 4. Term Definition Campaign Planning Advocate A social consumer who embraces and promotes a cause, issue orInfluencers, brand Content & Channels Detractor Social consumer who rejects and/or condemns a cause, individual, issue or brand. Earned media Earned media (or free media) refers to favourable publicity gained through promotional efforts other than advertising, as opposed to paid media, which refers to publicity gained through advertising. Folksonomy The process by which many users add metadata in the form of keywords to shared con- tent. Also, called Social Tagging. Frequency The rate at which content from a social consumer or brand reaches a unique individual on a social platform. Influencer An advocate or detractor who can impact sentiment and holds a level of credibility with a group or connection. Interaction Rate The proportion of users who interact with an ad or application. Paid media Media which is purchased. Paid social media options include sponsorships, advertising units, links and other units. SMO Social Media Optimisation (or SMO or Social SEO) is the methodisation of social media activity with the intent of attracting unique visitors to website content. SMO is one of two online methods of website optimisation; the other method is search engine optimization or SEO SMPR Social Media Press Release (SMPR) is a special public relations digest created for usage in social media solely. What makes SMPR different from traditional press releases is that it has to interest and give some useful information to social media users. The concept is quite new and still in the process of being fully developed. A whole new approach is need- ed to hold the attention of social media users who have access to tons of information. Trending The degree to which a topic is increasing or decreasing in terms of both amplitude and dispersion in social media platforms. UGC UGC is an acronym for User Generated Content. This is the manner in which social media users contribute to the content of the website. UGC in fact applies to all websites that ask for the active involvement of visitors (forums, profile pages, etc). User/Consumer A person interacting with any social platform. Widget Portable content that can be installed and/or embedded within a web page or social profile by that pages owner. Page 4© Digital Chameleon +61 2 9997 4417 or info@digitalchameleon.net or visit www.digitalchameleon.net