How to build a social media campaign: strategy and tools

How to build a
social media
campaign

CLIVE BETH
@cliveandrews @bethgranter

You?

- Your expectations
- objectives
- specific gaps
- barriers?

Agenda

- Context
- Principles
- Process
1. People
2. Objectives
3. Listening
4. Technology
5. Measurement

Exercise

Traditional vs. new modes of
communication

Age distribution

http://blog.kissmetrics.com/social-media-by-demographic/

YouTube Ireland demographics

http://www.google.com/videotargeting/ifa/buildQuery

Facebook statistics

http://www.facebook.com/press/info.php?statistics

Exercise: what social spaces do you know of?

http://www.flickr.com/photos/pagedooley/3413789541/

14% trust traditional advertising

http://www.flickr.com/photos/44221420@N00/3284555653
Source: Nielson trust advertising survey

74% trust peer to peer recommendations
(and average rating is 4.3 out of 5)

Source: Nielson trust advertising
survey

the wisdom of crowds
(fast version)

the long tail
„Short head‟

Volume Broad reach e.g The Sun

„Long Tail‟

Rank Obscure niches: e.g. ID
Magazine

Source: The Long Tail, Chris Anderson

Take aways

• Social media isn‟t just for kids
• The creators are the tip of the iceberg (1:9:90)
• People trust each other more than you
• Crowdsourcing can provide value

Agenda

- Context ✓
- Principles
- Process
1. People
2. Objectives
3. Listening
4. Technology
5. Measurement

Integration
Social media is just another channel
to communicate your PR campaigns
through.
• Coordinate announcement timings
across channels.
• Link to PR coverage from your
social profiles.
• Link to your brands‟ social profiles
in your PR materials.
• Search for the people you meet at
networking events and connect with
them online.

Integration

Whitepaper – top 10 tips

Case study – video interview

Traditional PR Letter to the editor – blog Online
comment PR
News release – Facebook
Notes

Tone – getting it wrong $4,158,000,000

What can we learn from Innocent?

Tone - response exercise
I have just purchased a new XYZ model and after only twelve days
of ownership I am experiencing problems and the shop staff are
failing to find a resolution over many visits.
What has astounded me is their complete lack of interest. No
response to correspondence or return telephone calls, just simply
referring you to the retailer who is powerless to resolve your issue.
I am convinced that their strategy is simply to ignore the customer
for long enough and he or she will eventually lose
their tenacity.
Jim Shotton, Hartlepool

Tone - response exercise

1. your first line e.g. Dear Jim (?)

2. (don‟t worry about the middle bit)

3. your last line e.g. Yours sincerely (?)

When mistakes happen…apologise

http://www.flickr.com/photos/alltheaces/673008768/

How a camcorder can damage a 50 year old
brand

Over a million views before the video was removed
from YouTube

Dell says sorry

“Instead of trying to control information that
was made public, we should simply have
corrected anything that was inaccurate.”

Speed - social media won‟t wait for you to keep up

Rules of online issues management

1. Acknowledge the issue as quickly as possible
2. Keep statements simple and transparent
3. Respond in the same social space and link to
further information on owned spaces
4. Ensure your team understands what can and can‟t
be said online

Conversation cultivation
Provide opportunities for people to gain social capital.
Friend lists
Badges
Awards
Roles

“Everybody builds social capital individually by improving each others‟
knowledge capital collaboratively” The Art of Hosting Good
Conversations Online - Howard Rheingold
http://www.flickr.com/photos/dislocations/1348895033/

Agenda

- Context ✓
- Principles ✓
- Process
1. People
2. Objectives
3. Listening
4. Technology
5. Measurement

process/strat
egy
People, Objectives, L
istening, Technology,
Measurement

RSPCA case study
People:
• UK
• higher welfare chicken buyers
• foodies
• RSPCA supporters
• retailers

Objectives:
• sustain the demand for higher welfare chicken by:
• information dissemination to consumers
• motivating consumers
• informing & reinforcing consumers about understanding labeling
• making the growing demand for higher welfare chicken highly visible to
retailers

RSPCA case study
Listening:
• Google searches for key terms identified a number of relevant
influential bloggers
• Twitter searches for key terms identified lots of people talking about
relevant issues
• Searches of Twitter directories e.g. Twellow revealed lots of
relevant influential people on Twitter
• Searches on Facebook Ad Planner revealed lots of people with
relevant interests

RSPCA case study
Strategy:
Long-term blogger relations – building on existing relationships.
Animal welfare and foodie blogs; and citizen journalism sites.

Facebook Ads to drive high volume, targeted traffic.

Infographic to communicate dry data effectively.

Twitter outreach for immediate effect.

RSPCA case study
Technology:

Facebook ads ->

Blogger outreach

Infographic

Twitter outreach

RSPCA case study
Technology:

Facebook ads

Blogger outreach ->

Infographic

Twitter outreach

RSPCA case study
Technology:

Facebook ads

Blogger outreach

Infographic ->

Twitter outreach

RSPCA case study
Technology:

Facebook ads

Blogger outreach

Infographic

Twitter outreach ->

RSPCA case study
Measurement:
• Blogger outreach:
• Seven postal addresses of UK bloggers, all sent a toy chicken.
• 12 pieces of coverage achieved (two of these were on citizen
journalism sites).
• This is a total success rate of 28%, much higher than the usual
5-10% expected when cold contacting bloggers.
• Average Google PageRank of the sites covering the story was
5.2, which indicates a very good level of influence and a high
possibility of high traffic.

RSPCA case study
Measurement:

• Facebook ads:
• Each ad was similarly successful, driving a total of 4,848 clicks

•Twitter outreach:
• 39 new followers on Twitter
• added to 5 new twitter lists
• 24 ReTweets
• 132 clicks of http://bit.ly/chickenpoll
• 19 @replies

1. People - technographics

http://www.forrester.com/empowered/tool_consumer.html

1. People – Google ad planner

1. Exercise: people - influencers…
What does „influence‟ mean to you?
What kind of things could indicate whether a person is
an influencer?

1. People - popularity vs influence

Agenda

- Context ✓
- Principles ✓
- Process
1. People ✓
2. Objectives
3. Listening
4. Technology
5. Measurement

2. Objectives - exercise

Across all media for your
brand/client:
• What owned spaces Owned
do/could you use?
• What spaces do you /
could you earn?
Bought Earned
• Which spaces could be
bought? (literally,
excluding professional
services)

2. Objectives - exercise – what objectives is social
good for?

What kind of objectives are
met by each type of space? Owned

Bought Earned

2. Objectives - exercise

What three objectives do you want social media to
meet?

2. Objectives
• Create buzz and awareness
• Build loyalty through engagement
• Drive traffic?
• Short term / long term
• Build influencer relationships
• Customer relationships
• Market research

2. Agree objectives -> success metrics

http://www.flickr.com/photos/darrenhester/

2. Objectives
e.g. reach influencers
of the mobile industry

2. Objectives
e.g. build buzz around
an event

Building buzz around an event

• Invite bloggers and key online influencers
• Invite live tweets (hashtag) and display the
conversation on a projector
• Use a social media platform to invite people
• Create and upload event footage and images on to a
YouTube channel or Flickr account

2. Objectives
e.g. building loyalty
through engagement

Agenda

- Context ✓
- Principles ✓
- Process
1. People ✓
2. Objectives ✓
3. Listening
4. Technology
5. Measurement

3. Listening

Listening
…why
bother?

3. Listening… why bother?
Complaints and issues
management
Complements
Questions
Competitors
New trends
Influencers
R&D
Correct misinformation

3. Listening – finding conversations - forums

3. Listening – finding conversations - Twitter

3. Listening – finding influencers - Twitter

3. Listening – finding influencers – Twitter

3. Listening – analysing influencers – Peer index

3. Listening – finding conversations - Radian6

3. Listening - Measuring popularity -
traffic

3. Listening - Measuring popularity –
inbound links (influence)

3. Listening – conversation search

1 & 3 - Tools to find people &
listen
http://google.com/insights/search/ Google Insights for Search
http://trends.google.com/websites Google Trends for Websites - traffic
http://search.twitter.com/advanced Advanced Twitter search
http://www.twellow.com/ Twitter user directory
http://twitter.grader.com/search Twitter user search & ranking
http://google.com > Filter results by Discussions or Blogs
http://www.facebook.com/ads/create/ Facebook Ad creator –
demographic size
http://www.peerindex.net Analysing Twitter influence/topics from a user
http://www.radian6.com/ Paid buzz monitoring dashboard & reporting
http://www.icerocket.com/ Social media search engine & trends

Take aways
Now you can:
• Find online conversations that are relevant to your
campaign
• Identify who to listen to and how, when and where
to engage
• This is your strategy

Agenda

- Context ✓
- Principles ✓
- Process
1. People ✓
2. Objectives ✓
3. Listening ✓
4. Technology
5. Measurement

How can we use Twitter for PR?

4. technology - Twitter
Twitter can be useful for
• Listening as well as responding
• Influencer mapping
• Identifying hot topics
• Issues early warning system
• Reaching new audiences with your news

anatomy of a tweet

username
message - 140 characters or less favourite this tweet
avatar

timestamp app reply to this tweet

how tweets spread

retweet @reply

URL shortener

#hashtag

4. Technology – Facebook – RSVP events

4. Technology – Facebook – Holiday matchmaker

4. Technology - know your blogs!

4. Technology – blogger outreach spreadsheet

4. Technology – blogger outreach spreadsheet

• URL
• Project/s posted about
• Overall blog subject
• Inbound links
• Google PageRank
• Notes
• Date contacted
• Date responded
• Response
• Address
• Email/contact form/comment

Technology – blogs - approaching bloggers

• Conversational but professional tone of voice
• Tailor communications – send interesting bullet
points not attached press releases
• Make them aware of other social assets that they
can use
• Refer to interesting posts to show you‟ve read their
blog
• Hobby bloggers vs. professional bloggers
• Build proactive relations with key contacts

4. Technology - forums
• Read the forum rules
• Contact the forum owner directly if unclear
• Members are often highly engaged with each other
holding in-depth conversations, make sure you don‟t
just interrupt
• If you‟re responding to a forum thread, be prepared
to join a conversation rather than post a stand alone
comment

4. Technology – API - Facebook Connect

4. Technology – API - Twitter Anywhere

Agenda

- Context ✓
- Principles ✓
- Process
1. People ✓
2. Objectives ✓
3. Listening ✓
4. Technology ✓
5. Measurement

Measurement

Refer back to your baseline report and translate
changes in data into meaningful insights
• Are you engaging the right people?
• Are you meeting your objectives?
• Which tactics and themes are working well / aren‟t
working well?
• How can you improve your campaign?
• Is any of the above relevant to offline activity?

http://www.flickr.com/photos/darrenhester/3901158717

5. Measurement – Facebook insights

5. Measurement
Some free tools – use your listening tools and take number of
results daily, weekly or monthly. See
http://www.delicious.com/bethgranter/statistics for a
whole list of tools and articles.

http://twittercounter.com/ Twitter follower stats
http://www.klout.net Twitter influence stats
http://facebook.com/insights Facebook Pages stats
http://brandwatch.com Paid buzz measurement tool
http://trend.icerocket.com/ Free buzz monitoring

Agenda

- Context ✓
- Principles ✓
- Process
1. People ✓
2. Objectives ✓
3. Listening ✓
4. Technology ✓
5. Measurement ✓

4oD Sundays – a brief

Channel 4 online video on demand service, „4OD‟, has low views
on Sundays. They would like to increase Sunday viewings.
They have coined the phrase „4OD Sundays‟ and would like 4OD
to be synonymous with Sundays.
People:………………………………………………………….
Objectives:……………………………………………………...
Listening:………………………………………………………..
Technology:…………………………………………………….
Measurement:…………………………………………………..

#4oDSundays – engaging 1:1 with the audience

Personalised
recommendations for 4oD
We asked for people‟s age
and mood
We recommended
something from @4oD from
the archives

#4oDSundays

30% increase of
views on
Sundays during
campaign

Agenda

- Questions?
- Anything else?

How to build a social media campaign: strategy and tools

How to build a social media campaign: strategy and tools

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