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.

1. Building(a(Killer(Social(
Media(Campaign
Taught by Gwen Woltz
Co-founder, Wahine Media
social media strategy, training
& implementation for business
Slides: slideshare.net/wahinemedia

2. Campaign - verb: Work in an
organized and active way
toward a particular goal.

3. Time

4. Resources

5. Dedication

6. Plan Answer(7(Questions

7. 1.(Goals:(what(do(you(
hope(to(achieve?
• Define clear goals
• Often a campaign goal is derived from a
problem
• Set realistic goals

8. 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.

9. 2.(Audience:(who(is(your(
perfect(participant?
• Gender
• Age
• Location
• Employer
• Hobbies & interests
• Family & marital status
• Their connection with your brand
• Where they reside on social
• Build a bio for 2-3 people

10. 3.(Story(&(message:(what(
do(you(want(to(say?
• Is there a compelling story to highlight?
• How will you draw people in?
• How will you relate to your audience?
• What are the core messages?
• Draft example post, even if vague

11. 4.(Timeline:(map(out(
the(plan
• Use collaborative calendar tool
• Mark milestones
• Set weekly/monthly tasks
• Give time for planning!

12. Week 1 Research & strategize
Month 1 Launch and promote
Week 2
Develop & build (baseline
metrics)
Week 3 Launch (posts on social)
Week 4 Promote (launch FB ads)
Week 5 Promote (influencer Tweetup)
Month 2 Collaborate and push
Week 6 Promote (feature entries so far)
Week 7 Final push (incentivize the share)
Week 8 Announce winner

13. 5.(Measurement:(How(will(
you(prove(it(worked?
• What are the tangible metrics?
• What are the intangible metrics?
• Be sure they are tied back to goals
• Be sure to get baseline measurements
• Set benchmarks
• Set final numeric goals

14. 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

15. 6.(Risk(assessment(&(
mitigation:(what(if?
• Plan for the worst, hope for the best
• 3-4 worst case scenarios
• Author example responses or PR plan
• Research recent news surrounding
campaign topics

16. 7.(Team(members:(who(
is(involved?
• Who is the main contact?
• Who are the supporting team members?
• Are there any collaborators?
• Who can be called upon for support?
• Internal collaboration?

17. Build The(nuts(and(bolts

18. Establish(platforms
• Just because you’re active on 5
platforms doesn’t mean you should
execute on all 5
• Focus on where you target audience is
• Start by ramping up activity on target
platforms

19. #Hashtags
• Keep it simple, stupid
• Used for entry method?
• Used to accompany live event?
• Research first!
• Keep it relevant

20. Contests(&(giveaways
• Entry requirements & functionality
• Quality over quantity
• Entry forms - what you need to know
• The prize
• Contest terms

21. 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

31. Tools
• 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

33. Content:(keep(in(mind
• Language & captions
• Promotional posts
• Optimize for each profile
• Supporting content
• High impact visuals
• Include #hashtags
• Easy to share

34. Content
• User generated content
• Blog posts
• Content calendar

35. Social(Ads
• Boost post or promote tweet
• Promote page or profile
• Dive traffic to website
• Promote app
• Solving the Facebook “fan-gate”
restriction

36. 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.

37. Implementation

38. Scheduling(posts
• Save time & resources
• When to use and not use 3rd party tools
• Native scheduling
• Twitter Cards

39. Live(posting,(monitoring(
&(engagement
• Set aside time daily
• Monitor progress
• Share live content
• Respond to comments
• Take benchmark measurements
• Enjoy your growing community!

40. Examples

41. 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.

42. 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/

43. 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.

44. On[Page(Contests

47. Keep(in(touch!
Wahine Media
web: wahinemedia.com
blog: wahinemedia.com/wahineblog
facebook: facebook.com/wahinemedia
twitter: @wahinemedia
Gwen Woltz
@gjwahine
Download this slideshow:
http://slideshare.net/wahinemedia