In the marketing world, campaigns are typicaly an initiative that has a start and an end. It may be long term or short term, but one important trait of a campaign is it has a specific goal in mind.
Social Media Campaigns can be in many forms, from contests to content, from sweepstakes to #hashtag submissions. This guide is designed to equip you with a checklist on what you should consider when running a campaign, and help inspire you to run the best campaign possible.
FlipGive is a free online fundraising platform that combines ecommerce with fundraising - friends and family support your cause by shopping online for products they actually want and need.
This step-by-step guide will take you through the process of planning, launching, and promoting a fundraising campaign on the FlipGive platform, with plenty of tips and fun facts along the way.
Download the FlipGive Online Fundraising Guide to ensure your next fundraising campaign is a success. Learn more about us at www.flipgive.com
Designed to increase Lady Gaga's online following and fan base, while promoting the release of her new album (dates rearranged to fit project guidelines)
30/ 60/ 10: The Golden Ratio for Social MarketingRallyverse
In planning your social and content marketing strategy, what's the right mix of first-party and third-party content? How often should you post purely promotional messages?
While plenty of people will tell you that it "depends," we're willing to commit to a specific ratio: 30/ 60/ 10. It's how we run our social media and content marketing, and we think it's a good way for you to run yours as well.
David Spark of Spark Media Solution shares how to adopt brand journalism to build influencer relations. Interview top notables in your market space to create a circle of influence for your initiatives which will pay off handsomely. @dspark
#GivingTuesday, the biggest giving day of the year, is just months away. We’re kicking off the countdown with a session to teach you how to maximize the time you have left and lay the foundation for a successful day of giving.
We’ll explore the important role your website plays, powerful tactics you still have time to implement and the essentials for an integrated communications plan. Let us help you create a successful #GivingTuesday strategy that lasts well beyond a one-day event.
Key takeaways:
-Why your website needs a #GivingTuesday page and how to build one.
-How to get your community excited.
-4 critical strategies for Giving Day success.
-Top 10 tricks to becoming a #GivingTuesday pro.
-Checklists to keep you organized and prepared.
FlipGive is a free online fundraising platform that combines ecommerce with fundraising - friends and family support your cause by shopping online for products they actually want and need.
This step-by-step guide will take you through the process of planning, launching, and promoting a fundraising campaign on the FlipGive platform, with plenty of tips and fun facts along the way.
Download the FlipGive Online Fundraising Guide to ensure your next fundraising campaign is a success. Learn more about us at www.flipgive.com
Designed to increase Lady Gaga's online following and fan base, while promoting the release of her new album (dates rearranged to fit project guidelines)
30/ 60/ 10: The Golden Ratio for Social MarketingRallyverse
In planning your social and content marketing strategy, what's the right mix of first-party and third-party content? How often should you post purely promotional messages?
While plenty of people will tell you that it "depends," we're willing to commit to a specific ratio: 30/ 60/ 10. It's how we run our social media and content marketing, and we think it's a good way for you to run yours as well.
David Spark of Spark Media Solution shares how to adopt brand journalism to build influencer relations. Interview top notables in your market space to create a circle of influence for your initiatives which will pay off handsomely. @dspark
#GivingTuesday, the biggest giving day of the year, is just months away. We’re kicking off the countdown with a session to teach you how to maximize the time you have left and lay the foundation for a successful day of giving.
We’ll explore the important role your website plays, powerful tactics you still have time to implement and the essentials for an integrated communications plan. Let us help you create a successful #GivingTuesday strategy that lasts well beyond a one-day event.
Key takeaways:
-Why your website needs a #GivingTuesday page and how to build one.
-How to get your community excited.
-4 critical strategies for Giving Day success.
-Top 10 tricks to becoming a #GivingTuesday pro.
-Checklists to keep you organized and prepared.
The Smart Guide to Working With Bloggers: A Compilation of Expert AdviceGerris
What’s InsideOne of the best ways to apply next level tactics to your own outreach marketing strategy is not to read another post where someone simply outlines steps that you should be doing and tactics you should be applying. Dull right?
This ebook is full of real examples and actionable advice from some of the best and most experienced marketers and communicators when it comes to working strategically with influential bloggers.
Examples Include:
A case study from InStyle Maganzine
Jeff Domansky’s (aka PR Coach) view on influencer relations best practices
Gini Dietrich explains how to PROVE blogger outreach success
And so many more gems that will be sure to help you take your work with bloggers to the next level!
The ins and outs of this simple yet crucial strategy being implemented by marketing and communications professionals in all types of industries.
Actionable steps to get your strategy where it needs to be.
5 Simple Ways to Boost Your Nonprofit's Media Relations StrategyBloomerang
https://bloomerang.co/resources/webinars
Join Antionette Kerr, Co-Author of the book Modern Media Relations for Nonprofits, to learn five simple ways to boost coverage.
Influencer Marketing Overview by BDMI (Aug 2014)Sim Blaustein
Overview of the influencer marketing space including a 'lumascape' inspired chart showing the landscape of companies active in the space.
This is a living document, so check back for updates. Any and all feedback is welcome!
Please feel free to contact us at info@bdmifund.com!
Gizmos, gadgets, and thingamabobs a-plenty! After a decade of experts vying for the "next big thing" in social media, it turns out your greatest tools are ones you've had all along.
Since the rise of social media, communications professionals have tried to solve the ultimate question, "How do you work this thing?" The digital world can be terrifying to the uninitiated and present constant challenges to the most seasoned professional. Although the terrain may be peculiar, there's no fix-all gidget, widget, or whatchamacallit.
By applying old school public relations techniques to the ever-evolving world of social, brands can reign supreme over their digital domains. Join us as we explore the traditional PR process and how it applies to social strategy.
Effective SMO Strategy 2016 to outdo your Social Media Marketing GoalsAbhijit Kumar Roy
Want increased brand recognition. full-growth brand loyalty? Then, enhance fanbase across social channels for your brand, what is a real challenge given a tight competitive marketplace. For better branding performance on social space, you've to hire experienced SMO ninjas who can draw line on how to market your brand across various social channels this year of 2016 ahead. http://www.citytechcorp.com/services/search-engine-marketing/
From media relations to influencer relationsPrezly
Brands no longer share their corporate stories only with the press. They also want to reach internal stakeholders, bloggers or influencers on social media to spread their stories. Corporate communication teams are having a hard time communicating in this new fragmented world. Watch this presentation to learn how your team can leverage modern influencer relations. See practical advice on getting to know your contacts, creating rich stories, sending multimedia pitches and measuring results.
This presentation is made by the team at Prezly
http://www.prezly.com
A team of communication pros and technologists on a mission to help Public Relations teams get their stories told.
Storytelling for Social Media: Finding Your MuseWahine Media
Why storytelling? In a word, connection.
Brands are capturing and keeping the attention of their audience by creating user experiences with content that connects! Learn why storytelling is potent and necessary to your content strategy, how to effortlessly weave storytelling into your campaigns, and how to tell your brand story in a way that resonates and that your audience will root for! Learn the 20 types of story, the ingredients of a potent caption, and how to respond with heart. Walk away with a muse sheet of captions, responses, and a bucket of storytelling ideas to take back to your social profiles.
The Smart Guide to Working With Bloggers: A Compilation of Expert AdviceGerris
What’s InsideOne of the best ways to apply next level tactics to your own outreach marketing strategy is not to read another post where someone simply outlines steps that you should be doing and tactics you should be applying. Dull right?
This ebook is full of real examples and actionable advice from some of the best and most experienced marketers and communicators when it comes to working strategically with influential bloggers.
Examples Include:
A case study from InStyle Maganzine
Jeff Domansky’s (aka PR Coach) view on influencer relations best practices
Gini Dietrich explains how to PROVE blogger outreach success
And so many more gems that will be sure to help you take your work with bloggers to the next level!
The ins and outs of this simple yet crucial strategy being implemented by marketing and communications professionals in all types of industries.
Actionable steps to get your strategy where it needs to be.
5 Simple Ways to Boost Your Nonprofit's Media Relations StrategyBloomerang
https://bloomerang.co/resources/webinars
Join Antionette Kerr, Co-Author of the book Modern Media Relations for Nonprofits, to learn five simple ways to boost coverage.
Influencer Marketing Overview by BDMI (Aug 2014)Sim Blaustein
Overview of the influencer marketing space including a 'lumascape' inspired chart showing the landscape of companies active in the space.
This is a living document, so check back for updates. Any and all feedback is welcome!
Please feel free to contact us at info@bdmifund.com!
Gizmos, gadgets, and thingamabobs a-plenty! After a decade of experts vying for the "next big thing" in social media, it turns out your greatest tools are ones you've had all along.
Since the rise of social media, communications professionals have tried to solve the ultimate question, "How do you work this thing?" The digital world can be terrifying to the uninitiated and present constant challenges to the most seasoned professional. Although the terrain may be peculiar, there's no fix-all gidget, widget, or whatchamacallit.
By applying old school public relations techniques to the ever-evolving world of social, brands can reign supreme over their digital domains. Join us as we explore the traditional PR process and how it applies to social strategy.
Effective SMO Strategy 2016 to outdo your Social Media Marketing GoalsAbhijit Kumar Roy
Want increased brand recognition. full-growth brand loyalty? Then, enhance fanbase across social channels for your brand, what is a real challenge given a tight competitive marketplace. For better branding performance on social space, you've to hire experienced SMO ninjas who can draw line on how to market your brand across various social channels this year of 2016 ahead. http://www.citytechcorp.com/services/search-engine-marketing/
From media relations to influencer relationsPrezly
Brands no longer share their corporate stories only with the press. They also want to reach internal stakeholders, bloggers or influencers on social media to spread their stories. Corporate communication teams are having a hard time communicating in this new fragmented world. Watch this presentation to learn how your team can leverage modern influencer relations. See practical advice on getting to know your contacts, creating rich stories, sending multimedia pitches and measuring results.
This presentation is made by the team at Prezly
http://www.prezly.com
A team of communication pros and technologists on a mission to help Public Relations teams get their stories told.
Storytelling for Social Media: Finding Your MuseWahine Media
Why storytelling? In a word, connection.
Brands are capturing and keeping the attention of their audience by creating user experiences with content that connects! Learn why storytelling is potent and necessary to your content strategy, how to effortlessly weave storytelling into your campaigns, and how to tell your brand story in a way that resonates and that your audience will root for! Learn the 20 types of story, the ingredients of a potent caption, and how to respond with heart. Walk away with a muse sheet of captions, responses, and a bucket of storytelling ideas to take back to your social profiles.
Event management expert, Stefa Normantas of Green Tree Event Consultants, will share best practices for creating a killer event using social media tools. She’ll cover the elements of a killer event, teach you how to build a plan, manage the pieces and avoid event disaster. Presented at Social Media Breakfast Maine by Stefa Normantas
Most social media marketers struggle to measure ROI. Why? It’s not always easy to see how likes and shares relate to your core marketing and business goals. Escape the “posting just to post” mentality and learn how to focus your social marketing efforts on what will have the most impact for your brand.
This presentation is perfect for social marketers who need to prove the ROI of their efforts, C-level marketing execs who aren’t sure what social media is supposed to do for their business, and anyone looking for a common-sense approach to social media that actually helps drive real results.
Originally presented to the Uptown Marketing Professionals Breakfast by Megan Van Groll, Digital Journalism & Content Strategy at Richards Partners. Special thanks to Uptown Dallas, Inc. for organizing these quarterly breakfasts for marketing professionals in the Uptown neighborhood!
Solving the Textbook Cost Crisis Through OERNicole Allen
The cost of college textbooks has grown to a point that virtually every campus is now seeking solutions. While many institutions have successfully reduced costs for students through stop-gap measures such as rental programs, lending libraries and licensing deals, the greatest potential for permanently solving the problem lies in Open Educational Resources (OER). Institutions of all kinds have begun to leverage OER to reduce costs for students, expand access to information, and enable faculty to better tailor materials to their courses. This talk will provide an overview of the OER movement to date, including important definitions, major projects, and what the most successful institutions are doing. It will also help frame the opportunity for regional collaboration and provide specific advice for members of the audience to take back to campus.
Le lien PIB-Énergie expliqué par Zeynep Kahraman du Shift ProjectThe Shift Project
Zeynep Kahraman, économètre et Cheffe de projet au Shift Project, à présenté les résultats de son travail avec l'économiste Gaël Giraud sur le lien entre le PIB et l'énergie.
Ateliers du Shift du 11 décembre 2014
This shows the Result of the external Audit November 2012 of the Saia Burgess Controls "Lean Enterprise Operating System" C-Net along ISO 9001-2008. The development of this system has been made under the Leadership of Juergen Lauber as MD form 2001-2013
How to Create a Social Media Strategy to Effect Social ChangeCindy Frei
Last week I spoke to a group of 40 students from Saudi Arabia here as a part of Legacy International’s Saudi Young Leaders Exchange Program, sponsored by the Embassy of the United States. I was invited to speak about #socialmedia and how to create a strategy to effect social change. I hope the students learned as much from the presentation as I did from them.
Keys to Social Media Success for MinistriesThe A Group
We're here to help take the guesswork out of the often-confusing world of hashtags, timelines, retweets, likes, filters and followers. These three keys to social media for ministries will help you better understand the tools available to you, create unstoppable social media strategies, and build a successful and active community of supporters that fits your mission and brand.
5 Steps to Maximize Your Not for-Profit’s Social Media PresenceCBIZ, Inc.
With a small investment of time and resources each day, social media can have a substantial positive impact on your not-for-profit without compromising your mission. Find out how in this article.
How Nonprofits Can Make Their Fundraising Campaigns More Social (Lightful x N...Tereza Litsa
Social media channels can help you amplify the message of your fundraising campaigns. What’s important is to understand how to make the most of each social media platform.
This webinar will look at the latest trends in social media fundraising and how to improve the success of your campaigns. Topics include:
• How to use every social channel in your fundraising campaign
• Best practices on making your fundraising more social
• The latest trends in social media marketing and how they affect nonprofits
• How to build a funnel for your social fundraising content
• Successful examples of using social media in fundraising
The ultimate purpose of any social media marketing campaign is to connect with your target audience. Whether you are profit or non-profit business, utilizing the power of social media to launch a fundraising campaign can be dually beneficial in any capacity. On average, social media users typically view everything from news and feedback to gossip and reviews as they scroll through their social media timelines. While they are mainly presented with posts from their friends, family members and followers - they are also presented with suggested content based on popularity, individual search history and other factors.
Incorporating a fundraising campaign into the social media marketing for your business can generate many positive impacts.
Social media marketing has matured over the last decade to
become an integral part of the marketing mix for both large
and small businesses. It can have a significant and measurable
impact on your bottom line and – when done well – can be a
powerful marketing tool. Whether you are trying to reach
a local audience or launching a brand nationwide, social
media marketing should be considered as part of your
marketing activity
This presentation is not really about social media or fundraising. Yes, you read that correctly. It’s not about social media, fundraising or even technology because social media is only a tool to communicate and fundraising is only an outcome to a goal-driven plan. What we will discuss are principals that you already know and employ to attract donors as well as how you can accelerate awareness for attracting a new audience of potential donors. In fact, you may decide to rethink your current approach to fundraising efforts, but not because you’ve been doing it wrong – but, rather because you’ve been doing it right. Social media will be built into this discussion, but only as a means to establish or enhance what’s core to success on any front…relationships!
How to create a social media marketing strategy for a mobile worldVantageITes
Having a social media presence is must for business today. Learn to make social media marketing strategy from us to generate more traffic and customer engagement for your business.
How to create a values and vision based communication - social media plan. Presentation at STRONG 2013 - the First Nations Technology Council's Summit of Technology, Resources, Opportunities, Networks and Growth conference.
How to Create a Successful Social Media CampaignSocialmetrix
This document helps you to analyze all the amount of data you can get by listening to your audience. It helps you build your campaigns’ messages, content and conversations around the insights you are able to get..
Build a successful social media campaign requires a good deal of involvement, this document gives you the tools and steps to create a social media campaign that works.
Learn to create a compelling social media campaign that prospects will want to engage and share.
Niagara Business Social Media Application Report 2014 - SMCN Presentation -...Neil Thornton HBA, MA
We recently interviewed 9 local Niagara companies who are successfully using social media to produce measured results. Here is the presentation for those interested.
Let's face it: social media is here to stay. Successful businesses leverage social media to grow and connect to their ideal clients. Here are a few simple social media tips to help you leverage the platforms and maximize your chances of growth.
Social Media Marketing: Success Stories & Case Studies Vanessa CEO
This seminar analyzes examples of how companies and brands have been able to successfully put the power of social media marketing to advance their business success. The plan for this class is to analyze between 4 and 6 difference cases. Social media sites discussed include: Facebook, LinkedIn, Twitter & YouTube. The goal is also to attempt to help attendees convert their own social media business activity into a potential success stories.
Similar to Building Killer Social Media Campaigns: Guidebook (20)
Maximizing Your Budget: Get Value From Social MediaWahine Media
A thriving online presence and reputation is essential to the success of any business today. With the advent of social media in the past 10 years, it has completely revolutionized how we communicate and connect with one another, as well as how brands communicate and connect with their customers. Social media has evolved from a grass roots “free” option, to a complex and competitive environment. How does one decide where to best put their efforts?
In this fast-paced workshop, Gwen will bring you through the best options and best practices for small businesses.
Part 1 will dive into what amazing social media content looks like, and why following through with stellar customer service is important.
Part 2 will dive deeper into the complexities of social media advertisements and maximizing your social ad budgets, then ending with what to measure to show how your efforts are performing.
Social Media Best Practices: Slides from Changing Faces of Women's Leadership...Wahine Media
Slides from Gwen Woltz of Wahine Media's workshop at the Changing Faces of Women's Leadership Seminar: Women as Innovators and Entrepreneurs on June 29, 2016.
Get to know the fundamentals of social media management from "need to have" to "nice to have" to "great to have" in this hands on workshop. Be sure to save this slideshow! It includes examples of great posts by leading businesses, and a link to a hidden gem caption muse database. Please email gwen@wahinemedia.com for questions.
Social Media Advertising: Pacific New Media, June 2016Wahine Media
The landscape of social media has changed dramatically in the last 5 years. For businesses, social media is not free—with most of the investment being in the time it takes to execute. Social media has increasingly become a platform for advertisers, as social networks evolve their business models, and many brands are finding their growth is at a standstill unless they utilize social advertising. Learn the power of social ads, what techniques you should use, and how you know they are working. Participants in this class should have an intermediate understanding of social media, already be using social for business, and be looking to take their strategy to an advanced level. Please bring your laptop.
Gwen Woltz is co-founder of Wahine Media, a local social media agency that specializes in strategically building thriving and engaged online communities for businesses (wahinemedia.com). Gwen is a graduate of the University of Hawaii at Manoa, the past president of Social Media Club Hawaii (smchawaii.org), a finalist for Pacific Edge Magazine's Young Professional of the Year, one of Hawaii's Top 15 Social Media Influencers in 2012, and has over 7 years of digital media and marketing experience.
You have picked up the lingo `Follow Us on Twitter, Like Us on Facebook` but what does that mean in practice? Social media is intended to be both holistic and strategic. Who you follow, how you converse, what content you share, all tells a story of who you are as a company. Through a tour of best practices you leave with a better understanding of the latest trends, etiquette, what it looks like to "do social media right", and why the details matter.
Social Media Management Tools: Pacific New MediaWahine Media
You`ve been posting to your social profiles and trying out new strategies, but you find you`re spending a lot of time managing your profiles. How can you maximize your time and efficiently implement your social media strategy and manage your online community? Learn about a host of tools and techniques that can make managing your profiles easier, scalable, and efficient. From Hootsuite to Sprout Social, Google Alerts to Podio, learn the basic features of each, and how they can come together as a social media tool kit. This is an intermediate to expert class that is for the experienced social media manager who spends their time posting to social profiles and knows the mechanics and best practices of Facebook, Twitter, Instagram, Google+, and LinkedIn.
Gwen Woltz is co-founder of Wahine Media, a local social media agency that specializes in strategically building thriving and engaged online communities for businesses (wahinemedia.com). Gwen is a graduate of the University of Hawaii at Manoa, the president of Social Media Club Hawaii (smchawaii.org), a finalist for Pacific Edge Magazine`s Young Professional of the Year, one of Hawaii`s Top 15 Social Media Influencers in 2012, and has over 7 years of digital media and marketing experience.
What if you could incite the next Ice Bucket Challenge?
What if you knew what to say and how to say it? What if you could share your essence, aspirations and goals of your organization... affordably? What if you could target your outreach to capture the attention of donors, partners, volunteers and attendees? What if you could talk to the world?
Learn about the lure of social media and why campaigns go viral; how to succeed by showing up; the power of the “social” relationship; what constitutes a perfect post; storytelling over pitch; content creators are your gold; creating cool captions and positive spin; the do’s and don’ts of asking for money on social; organic vs. paid visibility; social and traditional marketing– the perfect brew; best social platforms and listening tools; productivity hacks (i.e. automation vs. scheduling); what metrics you should be watching and how to find them, and our favorite non-profit campaigns.
Storytelling for Social Media: Finding Your MuseWahine Media
Why storytelling? In a word, connection.
Brands are capturing and keeping the attention of their audience by creating experiences using content that connects! Learn why storytelling is potent and necessary to your content strategy, how to effortlessly weave storytelling into your campaigns, and how to tell your brand story in a way that resonates and that your audience will root for! Learn the 20 types of story, the ingredients of a potent caption, and how to respond with heart. Walk away with a muse sheet of captions, responses, and a bucket of storytelling ideas to take back to your social profiles.
Creating Killer Social Media CampaignsWahine Media
Being a brand or business on social media can be tough. In constant competition with friends and family, how do you capture the attention of consumers? Campaigns are a great way to build awareness, become familiar with your story or products, engage with your brand, and ultimately convert fans into advocates and advocates into sales. Through case studies and demonstrations, learn some of the techniques that you can use to reach your fans through killer campaigns.
Gwen Woltz is co-founder of Wahine Media, a local social media agency that specializes in strategically building thriving and engaged online communities for businesses (wahinemedia.com). Gwen is a graduate of the University of Hawaii at Manoa, the past president of Social Media Club Hawaii (smchawaii.org), a finalist for Pacific Edge Magazine`s Young Professional of the Year, one of Hawaii`s Top 15 Social Media Influencers in 2012, and has over 7 years of digital media and marketing experience.
Social Advertising: Pacific New Media Class, Feb 2015Wahine Media
The landscape of social media has changed dramatically in the last 5 years. For businesses, social media is not free -- with most of the investment being in the time it takes to execute. Social media has increasingly become a platform for advertisers, as social networks evolve their business models, and many brands are finding their growth is at a standstill unless they utilize social advertising. Learn the power of social ads, what techniques you should use, and how you know they are working. Participants in this class should have an intermediate understanding of social media, already be using social for business, and be looking to take their strategy to an advanced level. Please bring your laptop.
Social Media for Nonprofits | National Philanthropy Day ConferenceWahine Media
What if you could incite the next ice bucket challenge?
What if you knew what to say and how to say it? What if you could share your essence... affordably? What if you could target your outreach to capture the attention of donors, partners, volunteers and attendees? What if you could talk to the world?
Learn about the lure of social media and why campaigns go viral; how to succeed by showing up; the power of the “social” relationship; what constitutes a perfect post; storytelling over pitch; content creators are your gold; creating cool captions and positive spin; the do’s and don’ts of asking for money on social; organic vs paid visibility; best social platforms and listening tools; and what metrics you should be watching, and how to find them.
Storytelling for Social Media | Your MuseWahine Media
When you write a tweet do you think of it as a novel 140 characters at a time? When you share a photo are you extracting the juice for your post? People don`t buy into brands -- they buy into the story behind brands. Brands are earning the attention of their audience by creating a personal experience -- content that connects! Learn why storytelling is potent and necessary to your content strategy, how to effortlessly weave storytelling into your campaigns, and how to tell your brand story in a way that resonates and that your audience will root for!
Social Media Best Practices: Pacific New Media ClassWahine Media
You have picked up the lingo “Follow Us on Twitter, Like Us on Facebook” but what does that mean in practice? Social media is intended to be both holistic and strategic. Who your business follows, how you converse, what content you share, all tells a story of who you are as a company. Through a tour of best practices for each profile - Facebook, Twitter, Instagram, Google+, LinkedIn, Pinterest and YouTube - you leave with a better understanding of the latest trends, etiquette, what it looks like to "do social media right", and why the details matter. This is a beginner, fast-paced class so bring a basic understanding of social media.
Gwen Woltz is co-founder of Wahine Media, a local social media agency that specializes in strategically building thriving and engaged online communities for businesses (wahinemedia.com). Gwen is a graduate of the University of Hawaii at Manoa, the president of Social Media Club Hawaii (smchawaii.org), a finalist for Pacific Edge Magazine's Young Professional of the Year, one of Hawaii's Top 15 Social Media Influencers in 2012, and has over 6 years of digital media and marketing experience.
Taught by Social Media Club Hawaii (SMCHI) professional member.
Overview of Social Platforms | Pacific New Media Course Taught By Wahine MediaWahine Media
Every social media platform has its own language, characteristics and idiosyncrasies and it is necessary to have a basic understanding of the tools before you jump in. From Facebook, Twitter, LinkedIn, Google+, Pinterest, Instagram, YouTube, and more, learn the mechanics of each platform, how to decide what platforms are worthwhile for a business, and how to maximize your time while using them. You leave with a deeper understanding of what each social platform offers and whether it would be beneficial for you to spend time swimming in that community.
Karen Weikert and Gwen Woltz are the co-founders of Wahine Media, a local social media agency. As social media practitioners, they spend their days posting on behalf of clients and training businesses on the best practices of social media. Karen has over 14 years experience in digital media: designing and managing large complex websites and building online communities for both corporations and non-profit clients. Gwen has over 5 years of digital media experience and is the current president of Social Media Club Hawaii. Both Gwen and Karen received Technology News Bytes' Social Media Award in 2012, and were deemed one of Honolulu's top social media influencers. Together, they provide social media services for businesses from universities to tech startups, from health spas to hotel chains, and from health care to HR and staffing companies.
Presentation by Gwen Woltz of Wahine Media and Social Media Club Hawaii to the Chamber of Commerce of Honolulu Young Professionals on April 17th, 2013.
Doing Business Socially on Facebook | Wahine Media at Pacific New MediaWahine Media
Your business has a Facebook page, now what? How do you find and build an audience? Find out what it takes to be visible on Facebook and how to build a vibrant community through outreach and engagement, who to talk to and how. Engagement is the magic 'key to the city' but it takes time. Step through time-saving and helpful tools, get insider tips and, during demonstration, analyze your page and make adjustments real-time. This is a fast-paced class so bring your laptop and a basic understanding of Facebook.
Prerequisite: An open, active Facebook account.
Gwen Woltz is co-founder of Wahine Media, a local social media agency that specializes in strategically building thriving and engaged online communities for businesses (wahinemedia.com). Gwen is a graduate of the University of Hawaii at Manoa, the president of Social Media Club Hawaii (smchawaii.org), a finalist for Pacific Edge Magazine's Young Professional of the Year, one of Hawaii's Top 15 Social Media Influencers in 2012, and has over 6 years of digital media and marketing experience.
Taught by Social Media Club Hawaii (SMCHI) professional member.
Social Media for Business: Wahine Media at Sunset Rotary WaikikiWahine Media
Presentation by Gwen Woltz of Wahine Media and Honolulu Sunset Rotary Club on February 23, 2012.
Why social media for business?
Tips and best practices
Local examples in Hawaii
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
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Building Killer Social Media Campaigns: Guidebook
1.
Building [ insert awesome adjective here ] Social Media Campaigns: A Guidebook April, 2015
Building Thriving Social Media Campaigns: A Guidebook
Stellar
Flourishing
Remarkable
Meaningful
Stunning
Killer
By Gwen Woltz, Co-founder at Wahine Media
gwen@wahinemedia.com
http://wahinemedia.com
808 744-9269
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Building [ insert awesome adjective here ] Social Media Campaigns: A Guidebook April, 2015
Introduction
Campaign - verb: Work in an organized and active way toward a particular goal.
In the marketing world, campaigns are typicaly an initiative that has a start and an end. It
may be long term or short term, but one important trait of a campaign is it has a specific
goal in mind.
Social Media Campaigns can be in many forms, from contests to content, from
sweepstakes to #hashtag submissions. This guide is designed to equip you with a
checklist on what you should consider when running a campaign, and help inspire you to
run the best campaign possible.
Before you think about running any campaign, you must have the following:
Time
Resources
Dedication
Planning
You shouldn’t run a campaign on a whim or half-hazard, and careful planning is
instrumental in a smooth execution. When you first begin to think about running a
campaign, do not think about the details at first. This will hinder you from planning out the
backbone pieces that drive the campaign. The strategic plan should inform the details, the
details should not inform the strategy.
Research and answer the following 7 (SEVEN) QUESTIONS before you think about the
details of executing the campaign. Compile the answers and release this as your project
brief. Be sure to distribute this document among all team members who will be involved
with this campaign.
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Building [ insert awesome adjective here ] Social Media Campaigns: A Guidebook April, 2015
1. GOALS: WHAT DO YOU HOPE TO ACHIEVE?
A clearly defined goal is instrumental in a successful campaign. Usually a campaign is
derived out of a specific problem you may want to solve. For instance, a common problem
is “I have a lot of fans and followers, but why don’t any of them comment or like my posts?”
You also want to be sure your goals are realistic, and that those goals are accomplishable
at the current point in your social media journey. For instance, if you have just begun your
social media journey and only have 500 fans, an unrealistic goal would be to obtain high
quality leads or generate sales. You need to first work on building a fan base (community)
and building a relationship with those people before you can convert to sales.
The following outlines a few goals you may have in mind:
Create Buzz & Awareness
Buzz is all about riding the current
wave of media, adopting the latest
media to promote your message or
brand to the most people possible.
Generate Traffic
Optimizing your use of social media
increases the probability that
people will click through, and most
importantly, pass along your
message to their social networks.
Generate Leads
Leads are the highest sought after
goal in social media, and can only
be obtained after your community
trusts you. When the sale is pitched
it needs to be in a way that won’t
tarnish that relationship.
Influence the Conversation
Individuals and their experiences
matter and hold sway over other
consumers. The conversation will
happen with or without you there,
and joining the conversation is
about identifying where they take
place, and having a strategic and
genuine approach in joining.
Serve Your Community
It pays to get your customers
involved instead of ignoring them.
Social media is a give before you
take environment, and serving your
community for their benefit will
result in long-lasting results that will
serve you in the long run.
Build Your Reputation
Gaining credibility is a longer
process, but is about building a
legitimate social media voice and
developing influence within your
community. This usually entails a
“give-back” component with robust
content and genuine outreach.
Increase Engagement
This is a common problem with
brands on social media, especially
with the “pay to play” model.
Keeping engagement up is key in
continually serving your content to
your community and staying top of
mind.
Gain Market Research
Once you’ve built a community,
members can be valuable in
providing feedback on your brand
or product. Polling or asking for
opinions can often times yield
surprising results that may even
inform some inner workings of your
product or business.
Gain More Subscribers
Whether it’s your blog or email list,
opt-in subscribers are an important
group in your community. They can
turn in to qualified leads, but are
also a group that can be
instrumental in getting your content
shared.
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Building [ insert awesome adjective here ] Social Media Campaigns: A Guidebook April, 2015
2. AUDIENCE: WHO IS YOUR PERFECT PARTICIPANT?
Who are we targeting, specifically? What is the demographic? Where do they live? Be as
specific and descriptive as possible and build a profile for 2-3 people you would like to
reach that outline the following:
• Gender
• Age
• Location
• Employer(s)
• Hobbies & interests
• Family & marital status
• What their connection is with your product or brand
Take this information and write short essay on this person, as you were writing a short
biography. An example profile for a florist business target is as follows:
Amy is 37, does everything she is a mother, wife and up and coming realtor. Originally Amy is from
Seattle but after marrying her Husband Chris moved several places and became a military wife. They
now have two kids (7 and 10), and live in Houston, Texas.
Chris is finishing up his career in the military and has 3 years to go. They really like Houston and plan on
living there after he retires. They lived in Hawaii for 4 years while Chris was stationed there. It was the
beginning of their marriage and they had their oldest Tyler there. They traveled all over the islands and
have a million pictures to prove it. Both Amy and Chris's parents came to visit several times and loved it
here.
After several years moving around Amy is really excited to put down roots and has started a job as
realtor. She specializes in military families and loves buying Hawaiian flower bouquets for clients from
Hawaii.
When she thinks about Hawaii she remembers being happy, young and in love. She likes buying flowers
for her parents and her in-laws for special occasions because they live in different places and they all
visited Hawaii several times.
Lastly, take this information and research which social platforms are relevant to the each of
the profiles you just created. For the profile above, key platforms would be Facebook and
any Military or parenting oriented niche platforms.
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Building [ insert awesome adjective here ] Social Media Campaigns: A Guidebook April, 2015
3. STORY & MESSAGE: WHAT DO YOU WANT TO SAY?
The next step is to build out the “heart” of the campaign that will begin to inform the details.
Is there a compelling story behind the idea of the campaign? How will that story come alive
in the execution of the campaign? How will we draw people into the campaign? What
about this campaign will relate to our key target? What is the core message we are
promoting?
Think deeply about what will you need to include in your campaign that will stand out
among all the other competing noise. Research what your competition has done in the
past, what other brands with similar audiences have done, and how they have connected
with their audience.
The best way to get started with messaging your campaign is to come up with an example
of a post that you would make. Below is an example for a campaign for a florist. In this
campaign, they would like to increase engagement on the profiles, and generate qualified
traffic into the website. The idea is to host a series of small giveaways on Facebook of
products featured on the website.
She kisses boo-boo’s, she tucks in at night, she brings
smiles and giggles—Mothers hold a special place in
our hearts. Show her how much you appreciate all the
love she gives!
Tag your mom in the comments below and write her a
special Mother’s Day message for a chance to win her
a beautiful Hawaiian flower assortment, just in time for
Mother’s Day! Entries close [date].
Prize details: [link]
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Building [ insert awesome adjective here ] Social Media Campaigns: A Guidebook April, 2015
4. TIMELINE: MAP OUT THE PLAN
What is the timeline for the campaign? What are the major milestones that will keep
everyone on track in the execution—content creation period, launch date, content
publishing calendar, key dates or holidays, metric collection dates, push period? Map out
everything you hope to achieve and when on a calendar that is in a sharable and
collaborative form. Google calendars are great for collaboration.
You should map out your campaign with weekly and monthly tasks or objectives, and fill in
as you go with daily tasks. Below is an example of a campaign calendar:
Week 1 Research & strategize
Week 2 Develop & build (baseline metrics)
Week 3 Launch (posts on social)
Week 4 Promote (launch FB ads)
Month 1 Launch and promote
Week 5 Promote (influencer Tweetup)
Week 6 Promote (feature entries so far)
Week 7 Final push (incentivize the share)
Week 8 Announce winner
Month 2 Collaborate and push
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Building [ insert awesome adjective here ] Social Media Campaigns: A Guidebook April, 2015
5. MEASUREMENT: HOW WILL YOU SHOW IT WORKED?
How will you measure success of your campaign? What are the tangible metrics you will
keep track of, such as Facebook likes, comments, re-tweets, mentions, views,
membership, etc.? What are the intangible metrics, such as increased awareness, or
increase in credibility?
Metrics for success should always be tied back to your original campaign goal. Gathering
metrics that speak to general social media performance is a good habit to keep, but what
key performance indicators (KPI’s) will you track to show your campaign is a success?
When planning your measurement strategy, you should first and foremost take baseline
metrics before you start. You should also define benchmarks (metrics along the way) and
numeric goals.
Below are some metrics you could measure for the goals outlined earlier in this guide:
Create Buzz & Awareness
Impressions & reach
Shares & re-tweets
Generate Traffic
Social traffic into website
Traffic into landing page
Traffic into specific blog post
Number of clicks on links on posts
Generate Leads
Number of entries or submissions
Number of uses of a promo code
Number of calls or contact forms filled out
Influence the Conversation
Number of posts / post frequency
Number of blog post published
Number of comments on blogs
Impressions & reach per post
Number of comments/replies per post
Sentiment of comments/replies
Increase Engagement
Number of fans / followers
Engagement rate: number of people taking an action on your page
Applause rate: average number of likes/favorites per post
Conversation rate: average number of comments/replies per post
Amplification rate: average number of shares/re-tweets per post
Posts to page, mentions & private messages
Gain More Subscribers
Number of opt-in’s
Number of subscribers
Serve Your Community
Number of times someone thanked you
Number of “just because” surprise prizes given
Number of dollars donated
Number of conversations
Build Your Reputation
Number of brand advocates
Number of positive reviews
How far a post or tweet reaches
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Building [ insert awesome adjective here ] Social Media Campaigns: A Guidebook April, 2015
6. RISK ASSESSMENT & MITIGATION: WHAT IF?
As with any online activity, there are risks involved. Plan for the worst and hope for the
best. What are potential risks with running this campaign? Is there currently any negative
sentiment surrounding topics or components of the campaign? Search for any recent news
surrounding topics and keywords relating to your campaign. Often times you may be
surprised to find out about headline news topics you may want to steer clear from.
Play the devil’s advocate and outline at least 3 (three) worst-case scenarios and then map
out a plan to mitigate those risks. Come up with sample responses to negative comments
on posts, or internal protocols if a PR nightmare were to happen.
7. TEAM MEMBERS: WHO IS INVOLVED?
Who is the main point person who is in charge of the campaign? Who are the supporting
team members? Are there supporters of your brand who you can call upon individually to
support your campaign?
Will there be collaboration in the campaign? Some of the most successful campaigns are
in collaboration with other businesses or brands. Collaboration is best when both parties
have a win from the campaign. Consider collaborating with another business that has
followers who align with your target audience. What will they gain in return? Will you both
share entry emails? Who will supply the prize?
Collaboration may also be internal. Are you collaborating with another department such as
customer service or HR? Can the social media campaign be supported by other efforts
such as traditional marketing or PR?
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Building [ insert awesome adjective here ] Social Media Campaigns: A Guidebook April, 2015
Build
If you took time for detailed planning, building is much more efficient. Fewer surprises will
come your way, and all team members will be on the same page as issues arise.
Once planning is complete, the fun begins as you dive into the nuts and bolts of what
makes the campaign come alive. Not every campaign follows one formula, but below are
some components of common campaigns.
ESTABLISH PLATFORMS
Just because you’re active on 5 social profiles does not mean you should execute a
campaign on all 5. Especially if you have a contest component in your campaign, you
should envision the user’s experience if you send traffic from one platform to the next.
Decide on the “need to have” platforms for your campaign, and refer to where your target
audience lives online when making this decision. Don’t discount email as a platform that
can help support your campaign.
Begin by becoming more active on those platforms and post more frequently than normal.
You may even consider starting some light social advertisements to get the activity on the
page elevated and the community “primed” for the campaign before it starts.
HASHTAG
Almost every campaign has a hashtag to identify it. Most times the hashtag is used as a
way for people to participate or even enter, but sometimes the hashtag can be used in
order for onlookers to see the activity from the campaign. Using hashtags for live events
are especially useful for keeping everyone engaged in one place from multiple platforms.
When designing a hashtag, do your research first. Are any other brands using the
hashtag? How does the hashtag relate to my brand or contest? Second, don’t make a
complicated hashtag that people cannot remember. Try to avoid numbers or acronyms
that are internal. The best hashtags are catchy word meshes that are easy to remember.
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Building [ insert awesome adjective here ] Social Media Campaigns: A Guidebook April, 2015
CONTESTS AND GIVEAWAYS
A very common component of a campaign is a contest or giveaway. If you have a contest
or giveaway component, you need to brainstorm and build the entry method.
How will someone participate in your campaign? Will they use an entry form, or can they
be a part by posting with a #hashtag or making a comment? Not all participatory
campaigns need an entry form, and with Facebook’s revised guidelines on how
businesses can run a campaign, participating is as simple as a comment on a post.
Entry requirements & functionality
For a contest or giveaway, the entry requirement should be in proportion to the prize. For
instance, you wouldn’t want to require entrants to submit a photo, opt in to your email list all
to win a $10 gift certificate—you won’t get very many participants. If your prize is a round
trip ticket to Hawaii with a 5-night stay, then the entry requirement can be very complex
with multiple steps, or it can be simple if you’re looking for a large number of entrants.
Below are examples of contest entry methods, and their requirement to enter.
Entry Form Within social platform
Photo or video contest
Vote for your favorite
Tell us a story, submit an essay
Opt in to our list enter
Comment to enter
Tag a friend and comment to enter
Post with a #hashtag to enter
Quality over quantity
When designing your entry requirements, consider quality over quantity. Many pages are
suffering a lack of engagement that built a large fan base using a huge prize and easy
entry method, such as a sweepstakes. In order to capture high quality community
members, strive to have some form of engagement when designing a contest or giveaway.
Entry Forms
If you have an entry form component for your campaign, this can be the most
technologically complex portion of a campaign. Some businesses choose to outsource the
creation of an entry form to a company that has the experience and specializes in the
technology.
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Building [ insert awesome adjective here ] Social Media Campaigns: A Guidebook April, 2015
Alternatively, you can build your own entry form by using a 3rd
party tool (possible options
outlined in Tools section). Below are some things to consider when you are building your
own entry form:
Social network terms of use: if your entry form will be on a social platform (whether it’s an installed tab
or comment entry) read the most recent terms of use for each social network the campaign will run on.
Sometimes they will change their rules without a major announcement, and you don’t want to get shut
down mid campaign because of a use violation. For instance, did you know Facebook no longer allows
you to fan gate a contest app?
Where is the form installed? Many 3rd
party tools that build an entry form can also install that form
anywhere on the web, such as your website. If you have an entry form, consider using a web form if
you want to promote a campaign across multiples channels and send all the entry traffic to your
website where the form is installed.
Below are examples of contest executed by real businesses on social media. Please note
these contests are no longer active, and may be in violation of a platform’s terms of use as
of this date. :
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Building [ insert awesome adjective here ] Social Media Campaigns: A Guidebook April, 2015
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Building [ insert awesome adjective here ] Social Media Campaigns: A Guidebook April, 2015
The Prize
The prize is the component of a contest that has the greatest opportunity for success, or
failure. When devising a prize, the most important element is relevancy. If the prize has
nothing to do with the target audience or contest itself, your contest may fall flat. A classic
example of a #campaignfail is giving away an iPad in a sweepstakes with no theme, rhyme
or reason.
The prize also needs to be proportionate to the entry requirements. Sometimes a prize
doesn’t have to be physical, it can be exposure. A popular contest many brands with a
larger following are executing is asking to submit a photo using a #hashtag in exchange
for that photo being featured on the brand’s profile. An example of featuring fan content is:
Contest terms
Contest terms are often overlooked, but very important to spell out and link to from your
contest in some way. In fact, Facebook requires that you link to your contest terms, even if
the contest is executed on your Timeline. Your contest terms outlines all the fine print. Who
qualifies, what is the entry method, when entries close, what the prize is, how the prize will
be delivered, what if the winner doesn’t claim the prize, contact information, and should
always have a liability release clause. Facebook also requires you to release Facebook
from any liability in relation to your contest.
Typically, you should link to the contest terms in an inconspicuous area of your contest, as
most people are not interested in reading it.
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Building [ insert awesome adjective here ] Social Media Campaigns: A Guidebook April, 2015
TOOLS
There are a plethora of social media tools out there to help in execution, and the key is to
keep it simple when choosing your tools. Research all the possibilities, and then narrow
down your choice to only the “need to have” and not “nice to have”. Often times using too
many or overly complicated tools will make for a more time consuming execution.
The following are a few options for tools to assist you in executing your campaign:
Stay organized – Podio, Google Calendars, Trello, Wunderlist, Slack
Keep in touch – Google Hangouts, Join.me, GoToMeeting
Publish content – Hootsuite, Buffer, Sprout Social
Gather submissions – Short Stack, OfferPop
Measure results – Simply Measured, Hootsuite, Sprout Social, Bit.ly, Google Analytics
15.
Building [ insert awesome adjective here ] Social Media Campaigns: A Guidebook April, 2015
CONTENT
Once you design the campaign nuts and bolts, the last step before implementation is
developing content, and building a content calendar. Authoring content before
implementation will make the implementation process go much smoother, and leave room
to focus on maintaining the campaign and the new community it is creating.
When authoring content to be posted on social, make sure you consider the following:
Language and captions: keep captions for social media posts SIMPLE and short. Don’t use salsey
language. Entice people by only divulging details that are necessary for people to get involved. Provide
a link where they can get the details, if they choose.
Social media posts: when promoting your campaign, vary social media posts. Don’t use the same
photo and caption every time you post about the campaign. Tell a story through the content you post,
don’t “give away the farm” by posting too many details.
Optimize content for each profile: When posting to Facebook, post the image, link, or video so it
propagates to be full width. For Twitter, consider using Twitter Cards, which a kind of tweet with more
bells and whistles including a call to action button. Instagram forces you to post natively, but consider
adding filters to the photos that you post to Instagram to make it look and feel as though it was created
just for the platform.
Supporting content: if your campaign has a theme, fill some of the gaps in between promotional posts
with content that has a similar theme. Keep the campaign idea top of mind.
High impact and simple visuals: the best posts on social media are stunning, simple photos or videos.
Don’t overlay your images with promotional text, keep the most important details of the campaign in the
caption. Make sure your images are colorful and will grab someone’s attention. If you don’t you’re your
own photos, invest in stock photography.
Include #hashtags: if you have a campaign hashtag make sure it’s included on every post. In addition
you should research other relevant hashtags you can include that may get the contest exposure in
conversations outside of your profiles.
Easy to share: as a part of short captions and high impact photos/videos, make sure your content is
sharable! Put time and creativity in designing pithy captions that captivate people. Create content
where people want to share for the sheer beauty or creativity of the post itself.
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Building [ insert awesome adjective here ] Social Media Campaigns: A Guidebook April, 2015
User generated content (UGC) and submissions
Does your campaign have a user generation component, and will you share that content
along the way to help promote the campaign? If the campaign has a submission
component, will those submissions be integrated into the nuts and bolts of how that
campaign works?
For example, perhaps you hold a weekly photo contest for 2 months where the top photo
by likes is featured on the profile. Then all the winners from each week are entered to win
the grand prize.
Blog posts
Creating blog posts may be part of the campaign itself (for instance, if a campaign goal
was to build influence), or they could be used to help promote the campaign. Blog posts
are the opportunity to have a longer dialogue, or hold extended information (such as
contest terms).
Be sure to optimize any blog posts with an image, keywords, utilize an SEO plugin to
embed metadata that will help search rankings. If you’re using a blog post to help promote
your campaign, you should also consider making pre-formatted tweets that people can
send straight from the blog post. Remember content should be sharable— make sure
social sharing plugins are installed and working.
Content calendar
Tapping into your content “bank” you built by pre-captioning several posts, build a content
calendar that outlines what posts will happen when on what profile. Use a calendar tool of
choice to build the calendar, and share it with all team members involved in the campaign,
including any collaborators. Google Sheets is a common tool for creating a collaborative
content calendar.
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Building [ insert awesome adjective here ] Social Media Campaigns: A Guidebook April, 2015
SOCIAL ADS
In order to give your social media campaign the exposure it needs, consider running social
ads. Ads can be placed on several social channels including Facebook, Twitter,
Instagram, Pinterest, and for some brands Instagram ads are available.
The benefit of social advertising is you can be very targeted in who you reach, and they
are typically a far lesser expense than traditional media purchases such as print or
television.
You can utilize social ads to reach several objectives to support your campaign including:
Boost post or promote tweet: give the content you post an added “boost”. You can promote posts to
your existing fans/followers, their friends, or a separate group of target audiences.
Promote page or profile: gain fans or followers based upon your specified target audience.
Dive traffic to website: especially useful if a component of your campaign is a content that has an entry
form on your website. You could also use this objective if you are trying to drive traffic into your blog.
Promote app: if you installed an “app” or entry form on Facebook you can design an ad specifically to
gain installs or engagements of that app.
Solving Facebook “fan-gate” restrictions
With Facebook’s new fan-gate incentive restriction, many brands are utilizing Facebook
ads to help increase fans while running a campaign. A couple techniques are as follows:
Technique #1: pinning a campaign post to the top of a page, then running page like ads where the
landing page is the Timeline. The campaign post will be the first thing they see.
Technique #2: creating an entry form app, running page like ads where the landing page is the app.
The app then welcomes new fans, and prompts them to now enter their contest or giveaway.
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Building [ insert awesome adjective here ] Social Media Campaigns: A Guidebook April, 2015
Implementation
In order to keep a campaign alive, follow through of the plan is essential. Using the plans
in the previous two steps, implementation should be simple, leaving time for other tasks
that are often overlooked such as actively engaging with any new followers or activity on
your profiles.
SCHEDULING POSTS
This is the #1 technique that you should utilize when implementing a campaign. Pre-
scheduling posts is the best way to keep everything organized, and save yourself time and
resources. Using a 3rd
party tool is helpful, and in some cases necessary to pre-schedule
posts.
Facebook has a scheduling component built into the platform, and it is recommended to
use Facebook natively to pre-schedule posts. The biggest reason for this is only through
scheduling natively in Facebook can you preserve all the features of a post such as
tagging other pages.
You can schedule posts in Twitter, but a 3rd
party tool such as Hootsuite is recommended
since tweet features are preserved, such as photo uploads. The only feature of Twitter that
is not preserved by a 3rd
party tool is Twitter Cards. If you are utilizing Twitter Cards or ads
in your campaign, it is recommended to keep all scheduled posts in one place.
LIVE POSTING, MONITORING & ENGAGEMENT
Leave room in your schedule to do active posting. You may stumble upon a relevant article
or post from another page that helps tell the story of your campaign. You may have an
element of the campaign that requires you to monitor and post submitted content on an
ongoing basis.
Similarly, the most important piece of implementing a social media campaign is monitoring
and active engagement. Set aside time daily to monitor the progress of your campaign,
look at entries, explore the profiles of new fans on Facebook, check ads. Engage with new
followers by thanking groups at a time, reply to more comments than normal, actively
follow new profiles on Instagram and Twitter, seek out conversations with Influencers, and
have fun with your growing community!
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Building [ insert awesome adjective here ] Social Media Campaigns: A Guidebook April, 2015
TAKING BENCHMARK MEASUREMENTS
Don’t forget to take benchmark measurements along the way. While most measurement
tools can go back in time, taking measurements along the way helps keep the momentum
going of reaching a numeric goal, if one is defined.
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Building [ insert awesome adjective here ] Social Media Campaigns: A Guidebook April, 2015
Case Studies
JW MARRIOTT CANCUN RESORT AND CASAMAGNA MARRIOTT CANCUN
RESORT, MEXICO
Five travel video bloggers were selected to travel to Cancun to each produce one original
video highlighting the two sister resorts, where they were hosted for five days. Vloggers
were also asked to post their experiences on their Facebook, Twitter and Instagram
accounts, using the hashtag #gottequila.
The campaign generated media value of $378,280 and reached 1.8 million viewers.
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Building [ insert awesome adjective here ] Social Media Campaigns: A Guidebook April, 2015
JETBLUE GETAWAYS “GET AWAY WITH IT”
People know JetBlue as an airline, but they don’t know that JetBlue offers flights, hotels,
wheels and more via their JetBlue Getaways product. Our task: take a limited media
budget and increase awareness of JetBlue Getaways in a crowded vacation package
category. Our approach: break through the clutter and encourage participation with
Getaways in a way that is uniquely JetBlue and unique to any category — the first ever
online game show using Skype.
https://youtu.be/Mg3ywbhMKxo
http://www.mullen.com/jetblue-get-away-with-it-the-first-ever-live-online-game-show-
starring-mark-hammerberg/
BAHAMAS TOURISM BUREAU
#BahamasWinterWarmUp
Call To Action On Social: Post a creative video explaining why you’d rather be in the
islands of the Bahamas enjoying sun, sand & sea, for your chance to win a trip for two to
the beautiful Turquoise Cay boutique hotel in The Exumas. All eligible entries will be
judged by The Bahamas judging panel to determine the Grand Prize winner.
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Building [ insert awesome adjective here ] Social Media Campaigns: A Guidebook April, 2015
ON-PAGE CONTESTS
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Building [ insert awesome adjective here ] Social Media Campaigns: A Guidebook April, 2015