Building The Right Social Media Campaign For Your Audience
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Learn how to bridge the gap between your social media community and your brand's business goals by creating social media campaigns that delight and return on investment. Take a look at case studies of what Hawaiian Airlines has done with its social media campaigns to meet specific business goals while acquiring and retaining Fans and followers.
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Building The Right Social Media Campaign For Your Audience
- 1. Presented by Asiana Ponciano Social Media Marketing Coordinator
- 2. The goal of Hawaiian Airlines social media is to highlight the uniqueness of the Hawaiian Airlines experience - to share aloha, initiate unique experiences and moments, and build a community of people that are passionate about Hawaii and Hawaiian Airlines. If this goal is accomplished, then community members become brand advocates, causing word-of-mouth marketing and conversion. Aaron Landry (@s4xton) at the Downbeat Diner @HawaiianAir Tweetup, January 2012
- 3. Prepared by Daniel Wood, tenfour
- 6. Hard business goals Softer social media goals Ticket purchases General brand or specific product awareness Site visits Interactions Loyalty program sign-ups Viral pass along E-Certificate redemptions Retweets Brick and mortar traffic New Fans Credit card usage New Followers
- 7. • Promotion ran from May 12, 2010 – May 26, 2010 • Presented five entry paths • Total increase in Fans, Followers, New HawaiianMiles members: 27,969 • Facebook Fan Change: 96.71% increase • Twitter Follower Change: 20.74% • Total entrants: 200,000 • ROI: 4,202%
- 8. • Promotion ran from November 16 – December 24, 2011 • Users entered themselves and one of their Facebook friends • Total increase in Fans: 28,873 • Total entrants: 21,831 • One-day high for page views: 54,196 (Nov 22, 2011) • Campaign-high for people talking about brand: 17,478 (Nov 22 – 28, 2011) • Campaign-high for people who saw a post mentioning brand: 103,675 (Nov 23 – 29, 2011) • ROI: 1,280%
- 9. • Promotion ran from February 23 – March 8, 2011 • Total increase in Fans: 1,884 • Total increase in Followers: 1,229 • Total entrants: 20,000+ • HawaiianMiles members: 331 • Agency received a Web Visionary Award for “Friending Social” category • ROI: 7,909%
- 10. • Promotion ran from October 8 – 10, 2011 • 77 Shares • 897 Comments • 32,146 People seen this post • 821 Likes
- 12. 1. Tap into social behavior: creativity, conversation, and benevolence 2. Establish a customized set of social analysis with specific hard and soft goals 3. Integrate business tools and touch points through out campaign infrastructure 4. Start with something simple 5. Gradually add complexity with each new campaign 6. Crowdsource brand elements 7. Engage with small giveaways and fun games to retain your audience 8. Push the envelope to create buzz 9. Like and Follow other brands to interact with social campaigns from a “Fan’s” perspective 10. Wash and repeat
- 13. QUESTIONS?