Developing a Social Media Campaign
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How can a local community coalition begin to develop a social media campaign for the first time? Give these steps a try, along with the workbook https://www.dropbox.com/s/jp8w603opy2aq98/SoMeCampaignSlidedoc.compressed.pdf?dl=0
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Developing a Social Media Campaign
- 3. Learning Objectives • Define social media & social media campaign • Review the Social Media Campaign Steps • Define priority population • Draft a Goal • Determine media type(s) for your campaign • Review Content Tips and Tools • Review Metrics and Management Tools
- 4. What is Social Media? What is a Social Media Campaign?
- 5. Assemble a Team Pre-Planning Capacity & Tools Plan the Campaign Establish an Editorial Calendar Create the Content Determine Metrics
- 8. 1. What’s your campaign goal? Timeframe? 2. Who are your partners, supporters? Other allies? 3. Who is it you want to reach? (priority population) 4. What’s the primary purpose of your campaign? (inform, instruct, encourage action, persuade, inspire, entertain) 5. Do you have a campaign budget? (for Paid, earned, owned media)
- 9. Where have you begun to establish your presence?
- 10. Where are your people on Social Media?
- 11. Build the demographic you intend to reach with your campaign. Start with these basics. What other factors will you need to consider? Demographic Men/Women White, Non- Hispanic Black, Non- Hispanic Hispanic 18-29 30-49 50-64 65+ High School Graduation or less Some College College+ Urban Suburban Rural Campaign Demographics Which Tool(s) looks like the best fit?
- 12. Record what you know so far.
- 13. Media Choices Paid Media Paid Ads Newspapers, magazines, radio, television, PSAs, billboards, websites, cinemas, commercial establishments. Earned Media Online WOM News releases, news conferences, interviews, editorial boards, talk shows, Op-Ed, Letters to the Editor, feature stories, testimonials. Owned Media You-own-It Websites, blogs, and any of the social media channels.
- 14. SMART Goal • The Coalition aims to _________________________ using __________________ to __________________________ by __/__/__. conduct a social media campaign which social media platform(s) raise awareness about . . . or inform … etc.
- 15. Create Content Set up Accounts Establish a following #Hashtags Write/prep posts Call to Action Your Gift (Giveaway) Landing Page
- 17. Editorial/Content Calendar Create content Metrics & Measures *App used for image colorization: Color Splash
- 19. Words alone are least effective Images with words works better Video with words works best What draws your attention?
- 21. Available for iPhone & Android • Open the app • Choose a format • Select photos from your phone • Fill each frame • Export to your photo album • Edit/Post wherever you want
- 23. Editorial/Content Calendar Create Content Metrics & Measures
- 24. Assemble a Team Pre-Planning Capacity & Tools Plan the Campaign Establish an Editorial/Content Calendar Create the Content Determine Metrics
- 25. Now …. the work!