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How to Create an Awareness Campaign with Social Media | Mayo Clinic Social Media Network Webinar

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Marie Ennis-O'Connor
Marie Ennis-O'Connor

Is creating an online campaign part of your 2018 marketing strategy? Do you need a plan to get started? Whether you are an individual, a small non-profit, or a large healthcare organization, a strategic plan is essential to your campaign’s success. In this webinar you will learn how to plan and execute a social media campaign to match your organization’s goals and resources. You will also discover creative ideas and best practice tips from other successful campaigns.

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Social network penetration worldwide is increasing exponentially
Number of social media users worldwide from 2010 to 2021 (in billions)
Percentage of U.S. population with a social media profile from 2008 to 2017
Participation is no longer an option
Amplify • Reach more people • Expand reach • Multiple exposure Trust • Social dynamics • Listen & Engage Measurable • Targeted • Track Impact
Research, Research, Research • What internal resources do you have (including available staff and time) • What has succeeded/failed before for you and why? • What is your budget? • Is your timeline realistic? Internal • What external awareness activities are ongoing? • What is making a real impact? • Who are your competitors/potential collaborators? • Do you need to hire in outside expertise? External
Social Media Audit
Developing Your Campaign Strategy Goals Audience Channels ContentAmplify Monitor Measure
Set Your Campaign Goals Goals
Set SMART Goals
Build KPIs/Metrics Into Your Goal Goals Measure
Define Your Audience Audience Content
Who Is Your Audience? (Hint: It’s Not Everyone)
Google Analytics
• Twitter and Facebook analytics
Geography • National • Regional • Local • Urban • Rural Socio- Demography • Age • Sex • Income • Occupation • Education Psychography • Lifestyle • Attitudes • Preferences • Interests Behavioral • Relevant behaviour • Duration of behaviour • Readiness to change
What do they know/believe about your organization and campaign issue? Perception Who influences them? Influence Which online platforms do they get their information from? Platforms
RSS Feed Reader
Search Twitter Hashtags
Symplur Hashtag Project
Buzzsumo
Quora
Reddit
Choose Your Campaign Channel Goals AudienceChannels
Google Analytics
Buzzsumo
Find Existing Data
Create Compelling Content Goals Audience Channels Content
Establish A Messaging Arc Awareness Interest Action
Invite Stories
• Be upfront about how the story will be used • Allow people to tell their story in their own voice • Avoid stereotyping and victimising • Share parts of a person’s story that lets us see the person is more than their illness Ethical Storytelling
A person’s story is a precious thing; take care of it… and them!
Priming The Pump
Content Calendar
Scaling Your Content – Repurposing
Developing Your Campaign Strategy Content Amplify
Your content should come with an amplification strategy baked in!
1. Understand The Psychology of Social Sharing
2. Create Engaging Content
WORLDWIDE BREAST CANCER CAMPAIGN #KnowYourLemons
Creating Impactful Images
Video
Live Video Source: Whisk Data
Mayo Clinic Match Day Live
3. Make Your Audience The Hero
4.Tap Into Cultural Trends
Make Me Viral!
5. Use strong emotional drivers to make people care and share
Source: Fractl
Plutchik’s Wheel of Emotions
Emotional Multipliers • Interest: Is the idea engaging and clever? • Amusement: Is the idea entertaining and fun? • Surprise: Is the idea unexpected or novel?
#6 Leverage The Power Of Influencers
#7 Post At The Right Times
#8 Make It Easy To Share
#9 Involve Your Supporters
#10 Pay To Play Source: Social Flow
Developing Your Campaign Strategy Amplify Monitor
Nurture Community
Movember Campaign
Developing Your Campaign Strategy Goals MonitorMeasure
UTM Parameters
Facebook Pixels
Developing Your Campaign Strategy Goals Audience Channels ContentAmplify Monitor Measure
How to Create an Awareness Campaign with Social Media | Mayo Clinic Social Media Network Webinar

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