This document provides tips for building short-term and long-term social media campaigns. For short-term campaigns, it recommends setting clear goals, identifying available resources like social media platforms and influencers, and creating a detailed plan with scheduled promotions. For long-term campaigns, it advises setting broader goals that include sales, allocating resources over time, and executing promotions regularly to engage followers. Examples provided include a short-term campaign for a gifting event and a long-term campaign to promote a company's products. The document concludes with contact information for follow up questions.

1. Building a Social
Media Campaign
With Jennifer Priest of Rainmaker Media Works &
Jen Cushman of ICE Resin Susan Lenart Kazmer

2. Short Term + Long Term
Campaigns
• Similar Parts:
• SET GOALS
• IDENTIFY RESOURCES
• MAKE A PLAN + EXECUTE
• Short Term Campaign – Emmy’s
Gifting Suite Campaign,
#CraftingTheEmmys
• Long Term Campaign –
Reason to Resin

3. Short Term: Setting Goals
• Be Very Clear, Concise: 1
- 3 goals
• This Isn’t About “Sales”
• Example:
#CraftingTheEmmys goals
were:
• To entice and intrigue our
loyal mixed-media
audience with something
new and different for ICE
Resin.
• To get new followers who
were also interested in
celebrities, fashion,
jewelry, and the Emmys

4. Short Term: Identify Resources
• Identify Resources and
Then Use Them Wisely,
Strategically, and in
Innovative Ways
• Work with your current
resources.
• Identify outside, non-
social media resources
• Work with other
influencers
• Identify what you can
get double and triple
duty out of

5. Short Term: Identify Resources
• Work with current resources
• Social Media:
• Reach your followers on the platforms you know they will be on.
Twitter, Instagram helped reach our younger, celeb focused crowd
while Facebook helped us reach our loyal, more mature FB
following, and Google Hangouts helped us reach across all
platforms and provide content for our YouTube audience.
• Before Event: Google Hangouts, Twitter Chats, Facebook Chats
• During Event: Instagram, live tweeting the day of the event, using
the event hashtag
• Hashtag - #CraftingTheEmmys.
• Make it descriptive, meaningful, easy to remember, and innocuous.
Think like users.
• #SusanAlbumParty can be read as #SusAnalBumParty

6. Short Term: Identify Resources
• Work with current resources
• Design Team and Designer Contacts:
• Spread the word on
THEIR social media, blog
about the event
• Involve them in YOUR
social media
• Tap them for production
and design
• Staff & Team
• Graphic Designers , Web
Designers, Internal
Marketing Team

7. Short Term: Identify Resources
• Identify outside, non-social
media resources, such as
print media, TV, podcasters,
trade publications, industry
publications and blogs, or
radio that you can bring the
“story” to.
• Looking for Content
• Passive way – press releases
• Tweet to them, post on their
social media
• Interweave was a big player in
our success

8. Short Term: Identify Resources
• Work with other influencers
• Anyone involved or relevant
• Google Hangout with Vendors
• Identify those who key players in the space

9. Short Term: Identify Resources
• Work with other influencers
• Example: We found an influencer in both areas (craft/mixed
media and entertainment/member of the Academy) to do a
Facebook chat with to promote our event.

10. Short Term: Identify Resources
• Work with other influencers
• Example: Nestle Coffee-Mate
Valentine promo – get artists
(influencers) to turn follower love
letters shared on social media with
#CMValentine into graphics to be
shared

11. Short Term: Identify Resources
• Identify what you can get double and triple duty out of
• Monetize long term or use the content for another project
• Bracelets = celebrity gifts + ebook with royalites + webinar
• Leftover bezels used for other Make N Takes, Giveaway
• Record Google Hangouts + add to YouTube channel
• Turn graphics into blinkies and social media profile images
• Share the hashtag
• Video & Photos

12. Short Term: Make A Plan
• Schedule everything
out.
• Split time up into
manageable sections
• Promote on the day
of to involve
outsiders
• Involve the media
• Take Action to Get
Long-Term Value out
of the content you
create for the event

13. Short Term: Make A Plan
• Schedule everything out.
• We had 6 weeks to plan it all and get all of the marketing in
place.
• Included logistics of the home office shipping product to our 8-
person Design Team with them making over 575 unique and
handmade bezels for the make n’ take plus 100 handmade and
unique bracelets given by the organizer to key celebrities.
• Set deadlines realistically with contingencies
• Split time up into manageable sections on multiple
platforms
• We split the time up into weeks; we knew we could do one good
promotion per week with our resources so we scheduled a
different promotion on a different platform each week leading
up to the event.

14. Short Term: Make A Plan
• Promote on the day of to involve outsiders.
• Use social media to draw the attention of those not in attendance, call
them to action, or allow them to participate in an event they cannot
attend physically.
• The Emmy’s Gifting Suite was exclusive and invite-only – best way to
include our followers was via social media.
• Instagram photos (that also posted to Facebook).
• LIVE twitter chat during the event - off-site moderator, on-site staff
posted relevant content.

15. Short Term: Make A Plan
• Involve the media -- Enlarging our circle to gain new
followers and provide interesting editorial content to our
media partner (in the case Interweave and Cloth, Paper,
Scissors magazine).
• Get Long-Term Value out of the content you create for
the event:
• Make an ebook.
• Webinar
• Record It
• Print Media
• Other ideas: monetize videos on a YouTube channel, do a blog
hop after the event, do an anniversary social media promotion a
year after the event. Think of ways to continue squeezing juice
from that event.

16. #PeterSomForKohls
Hashtag + Google Hangout + Google+ Campaign + Blogger Campaign with Agency

17. Long Term: Set Goals
• Goals will be less specific
• Sales will be part of the goals. Short-term events will help
build the infrastructure (community, credibility, notoriety) that
will drive sales in the long-term.
• Long term goals can still include education, community
building, establishing credibility or expertise, and providing
other value to followers

18. Long Term: Identify Resources
• Resources can include money and investing in spokespeople,
bloggers, or other ambassadors to promote a long-term
message
• Can allocate resources over a long period of time but don’t let
that stand in the way of being innovative. Think outside of just
buying ads or paying someone to tweet about your company.
• Use your offline resources (print media, for example) with the
social media campaign in mind.

19. Long Term: Make A Plan
• Need to be executed regularly. Needs to be dependable and
something people look forward to seeing.
• There is no rush on the part of your followers to participate.
Create deadlines within the promotion - create a challenge
they can enter, do a giveaway (sparingly) at a certain point
(number of comments for example), set a deadline like
someone’s birthday or a holiday.
• Determine an end date, if needed. This will help you have an
“out” when the time comes to move on to a new promotion
or strategy.

20. #ReasonToResin

21. Biltwell Helmets Art
• Ongoing
• Customers
submit photos of
helmets with
their custom art
on them

22. Q&A Session
Contact us after the show:
Jennifer@hydrangeahippo.com
jen@iceresin.com
View presentation online at:
Rainmakermediaworks.com/cha15social