The document provides information on social media strategies versus campaigns. It defines strategies as long-term plans of action to achieve a vision, while campaigns are short-term operations to accomplish a specific purpose. The document then gives examples of how different organizations can utilize specific social media platforms for their strategies and campaigns, and highlights best practices for running effective social media campaigns.

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Social Media Strategy and Campaigns
April 12, 2012

2. Definition of Strategy:
A strategy is a plan of action designed to achieve a vision.
DATE
April 12, 2012 CLIENT
Baptist Communicators

3. Definition of Campaign:
A campaign is an operation or series of operations energetically pursued to
accomplish a purpose.
DATE
April 12, 2012 CLIENT
Baptist Communicators

4. Who’s developed and followed a strategy?
Who’s done a campaign?
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April 12, 2012 CLIENT
Baptist Communicators

5. Social Media: Strategy vs. Campaign
Social Media Strategy Social Media Campaign
• Part of organization’s strategic marketing plan • Part of the social media strategy
• Long-term umbrella approach: 1 year+ • Shorter term: typically 1 to 3 months
• Build foundation for all social media efforts- • Build on use of social media resources
determine best media for you • Builds on strategy’s audience data
• Analyze and understand audience • Drive to a specific targeted response
• Map and plan out allocation of resources • Page views
• Staff • Enrollment, Appointments, Fundraising
• Time • Shorter term ROO (Return on Objectives)
• Brand Strengthening • Specific short term impact
• Providing/creating content for long-term • Not brand as a whole
community relationships
• Longer term ROE (Return on Engagement)
http://www.jmorganmarketing.com/the-difference-between-a-social-media-strategy-and-a-social-media-campaign/
DATE
April 12, 2012 CLIENT
Baptist Communicators

6. Social Media: Strategy vs. Campaign
Social Media Strategy Social Media Campaign
• Dictate where, when and how often to • Call to action for specific objectives that
communicate the brand’s mission and vision support the brand’s mission and vision
DATE
April 12, 2012 CLIENT
Baptist Communicators

7. Points to Consider
• A campaign is not a strategy
• Short-term
• Specific and measurable objectives
• Find what works
• Don’t try everything and just see what sticks
• Know your audience
• Define the “why” and make it memorable
DATE
April 12, 2012 CLIENT
Baptist Communicators

8. Social Media: What’s what and when
Twitter- I need to eat
Facebook- I ate
Foursquare- Where I eat
YouTube- Watch how I eat
LinkedIn- I’m really good at eating
Pinterest- See how pretty everything I eat is
Google+ - I know the cool places before anyone else does
DATE
April 12, 2012 CLIENT
Baptist Communicators

9. Social Media: Audiences Reached
General Current Future Past Current Future
Medium Media
Market Customer Customer Customer Employees Employees
Facebook Yes Yes Yes Yes Yes Yes Yes
Twitter Not likely Yes Yes Yes Yes Yes Yes
Foursquare No Yes No No No Yes No
YouTube Yes Yes Yes Yes Yes Yes Yes
LinkedIn Not likely Likely Not likely Not likely Likely Yes Yes
Pinterest Yes Yes Yes Yes Likely Likely Likely
Google+ Yes Yes Yes Yes Yes Yes Yes
DATE
April 12, 2012 CLIENT
Baptist Communicators

10. Social Media: People really do use it
http://therealtimereport.com/2012/04/06/social-networking-stats-sina-weibo-tops-300-million-users-rltm-scoreboard/
DATE
April 12, 2012 CLIENT
Baptist Communicators

11. Social Media: W should use what
ho
Medium Education Hospital Non-Profit Restaurant Hotel Amusement Park Church
Facebook Yes Yes Yes Yes Yes Yes Yes
Twitter Yes Yes Yes Yes Yes Yes Yes
Foursquare Yes Yes Yes Yes Yes Yes Yes
YouTube Yes Yes Yes Yes Yes Yes Yes
LinkedIn Yes Yes Yes Yes Yes Yes Yes
Pinterest Yes Yes Yes Yes Yes Yes Yes
Google+ Yes Yes Yes Yes Yes Yes Yes
http://socialfresh.com/brands-on-pinterest/
DATE
April 12, 2012 CLIENT
Baptist Communicators

12. Education on Facebook
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April 12, 2012 CLIENT
Baptist Communicators

13. Hospital on Twitter
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April 12, 2012 CLIENT
Baptist Communicators

14. Restaurant on Foursquare
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April 12, 2012 CLIENT
Baptist Communicators

15. Hotel on Y ube
ouT
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April 12, 2012 CLIENT
Baptist Communicators

16. Amusement Park on LinkedIn
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April 12, 2012 CLIENT
Baptist Communicators

17. Non Profit on Pinterest
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April 12, 2012 CLIENT
Baptist Communicators

18. Church on Google+
DATE
April 12, 2012 CLIENT
Baptist Communicators

19. Social Media Campaign Best Practices
What to do
•Use existing social media presence
• Builds on existing relationships
• More receptive audience
• Already built community
• More likely to move needles
• They already know who you are, like you, engage with you
What not to do
•Develop social media presence for one campaign
•Overwhelm current strategized messaging and presence with
campaign messaging
DATE
April 12, 2012 CLIENT
Baptist Communicators

20. Social Media: W are we trying to do?
hat
Define your objectives
•Increase your social media following
•Increase general awareness
•Increase visits to website
•Increase donations from current contributors
•Increase enrollment
•Increase employment applications
DATE
April 12, 2012 CLIENT
Baptist Communicators

21. Social Media: Does it match?
Do your campaign goals match up with your social media
audience?
•No?
• Then this isn’t the place for the campaign
• Pursue objective completion through other components of
Strategic Marketing Plan- email, direct mail, phone solicitations
•Yes!!!
• Engage with them!
DATE
April 12, 2012 CLIENT
Baptist Communicators

22. Social Media: It matches
Change Profile Post images/links Post videos/ links Encourage interaction- polls,
Medium Specific
Medium Used Image to images to videos questions, links to site
Change cover photo,
Facebook Yes Yes Yes Yes highlight posts, organize
app tabs
Twitter Yes Yes Yes Yes N/A
Post tips as a user, post
Foursquare No N/A N/A No
offers
Change landing page
YouTube Yes N/A Yes No
video
LinkedIn No Maybe Maybe No N/A
Create a pin board
Pinterest Yes Yes Yes No
specific to campaign
Google+ Yes Yes Yes Yes N/A
DATE
April 12, 2012 CLIENT
Baptist Communicators

23. Education on Facebook
DATE
April 12, 2012 CLIENT
Baptist Communicators

24. Hospital on Twitter
DATE
April 12, 2012 CLIENT
Baptist Communicators

25. Hotel on Y ube
ouT
DATE
April 12, 2012 CLIENT
Baptist Communicators

26. Non Profit on Pinterest
DATE
April 12, 2012 CLIENT
Baptist Communicators

27. Did we do what we wanted to do?
Revisit Objectives
•Related directly to Social Media
• Use Facebook Insights / Google Analytics/ Other 3 party
rd
• Identify # of likes for pages, posts, shares, follows, retweets,
repins, check-ins, views
•Moving the needle elsewhere
• Did people:
• Sign up for information
• Apply for classes
• Make an appointment
• Donate
• Do what you wanted them to do?
DATE
April 12, 2012 CLIENT
Baptist Communicators

28. Social Media Campaigns in Action
Who: 3M Canada, 2008
Objective: Increase sales of new tape dispenser (revitalize brand)
Action taken: Product launch of shoe shaped tape dispenser on
Facebook including contests and paid Facebook ads
Results:
• Ads delivered 1.5 million impressions and 300,000 CTs
• Scotch Shoe sold old out in stores almost immediately
• Paid Facebook ads generated 11 million impressions
• Belief that product and promotion revitalized brand
http://marketingprofs.com/casestudy/137
DATE
April 12, 2012 CLIENT
Baptist Communicators

29. Social Media Campaigns in Action
Who: KodakGallery.com, 2008
Objective: Increase traffic to website and online sales
Action taken: Development of MakeMeSuper.com, branded
Facebook page and blogger outreach
Results:
• Site received 3 million visitors (2 million unique)
• KodakGallery.com doubled its monthly traffic
• Product sales increased (program paid for itself)
http://marketingprofs.com/casestudy/130
DATE
April 12, 2012 CLIENT
Baptist Communicators

30. Social Media Campaigns in Action
Who: BALSAMS Grand Resort Hotel, 2010
Objective: Increase Bookings
Action taken: Social Media Competition
Results:
• Winner chosen to live at resort for
2 months
• Used social media daily to share experiences
• In August 2010 saw a 20% increase in bookings
http://blog.hubspot.com/blog/tabid/6307/bid/29272/5-Awesome-Examples-of-Engaging-Social-Media-Campaigns.aspx
DATE
April 12, 2012 CLIENT
Baptist Communicators

31. Social Media Campaigns in Action
Who: Wendy’s, 2011
Objective: Create a 6 value menu offering with follower input
th
Action taken: Create Twitter exclusive game show environment with
@GirlBehindSix as host
Results:
• Gained 30,000 followers in one month
• Used one promoted tweet
• Cross promotion with @Wendys
• Promotion of new value menu item
• Drove traffic to @Wendys
• Followers had fun engaging
http://blog.hubspot.com/blog/tabid/6307/bid/29272/5-Awesome-Examples-of-Engaging-Social-Media-Campaigns.aspx
DATE
April 12, 2012 CLIENT
Baptist Communicators

32. Social Media Campaigns in Action
Who: Blue Orchid Handbags, 2011
Objective: Increase Facebook fan base
Action taken: Email promotions and “Like gating” an announcement
Results:
• 330% uptick in fans (30 to 130 in 2 days)
• Increased show attendance
• Purchase of bag because of Facebook
http://www.marketingprofs.com/articles/2012/7546/want-real-business-results-from-facebook-run-a-social-campaign
DATE
April 12, 2012 CLIENT
Baptist Communicators

33. Social Media Campaigns in Action
Who: Sugarbush Resort, 2012
Objective: Increase Facebook fan base and email subscribers
Action taken: Contest to win $15,000 in prizes- email submission
Results:
• 1,315 new Facebook fans
• 1,968 email subscribers
• Kept Sugarbush top of mind
• Reminded fans to book a ski trip
• Attracted new prospects
http://www.marketingprofs.com/articles/2012/7546/want-real-business-results-from-facebook-run-a-social-campaign
DATE
April 12, 2012 CLIENT
Baptist Communicators

34. Social Media Campaigns in Action
Who: Artist @GregBurney, 2012
Objective: Gain Twitter Followers
Action taken: A vow to sketch the first 3,000 new twitter followers
gained
Results:
• Started out with 70 followers
• Used #drawmyfollowers
• End of the day over 2,000 followers
• Now has 5,030 followers +8,000% change
• Still working on drawing everyone
http://blog.hubspot.com/blog/tabid/6307/bid/29272/5-Awesome-Examples-of-Engaging-Social-Media-Campaigns.aspx
DATE
April 12, 2012 CLIENT
Baptist Communicators

35. Social Media Campaigns in Action
Who: Healthy Choice, 2012
Objective: Increase Facebook fan base and engagement
Action taken: Progressive coupon, more likes = more savings
Results:
• Started out with 7,000 fans and 75¢ coupon
• Ended with 60,000 fans and “BOGO” coupon
• Paid Facebook ads generated 11 million impressions
• 60% of new fans subscribed to newsletter
http://blog.hubspot.com/blog/tabid/6307/bid/29272/5-Awesome-Examples-of-Engaging-Social-Media-Campaigns.aspx
DATE
April 12, 2012 CLIENT
Baptist Communicators

36. Campaigns in Action
What did these campaigns all have in common?
These examples gave people something of value or it was special
and unique
http://blog.hubspot.com/blog/tabid/6307/bid/29272/5-Awesome-Examples-of-Engaging-Social-Media-Campaigns.aspx
DATE
April 12, 2012 CLIENT
Baptist Communicators

37. Empowerment
Make your message known
•Fundraising for a cause?
• What can my $20 do for the cause?
• Buy shoes, a week’s worth of meals, keep the lights on
•Enrollment in organization?
• What have alumni done before them?
• Why should I pursue creating my own legacy?
•Set an appointment
• What are prior patients now doing in life?
Give people the tools to act
•Accurate links
•Updates to encourage action
DATE
April 12, 2012 CLIENT
Baptist Communicators

38. THANK YOU!