How to run a killer social media campaign
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The document provides an overview of how to plan and run a social media campaign using the CMI (Content Marketing Institute) framework. It discusses establishing goals and objectives, understanding your target audience through personas, developing a central story or theme, planning the process including a content calendar, and defining metrics to measure performance. The framework is demonstrated through an example of planning a quarterly content strategy around the theme of mortgages.
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How to run a killer social media campaign
- 1. How to run a killer social media campaign Social Day 2019 Social Circle
- 2. Tweet: @10Kirstie Insta: @_makeandbelieve Link: kirstiecmcmith Hello, I’m Kirstie Social Circle
- 6. 1. Introduction to the CMI framework 2. 5-step campaign process 3. A LOAD of planning tools you can use to run your own campaigns Social Circle Today Use me
- 8. Content Marketing Framework Why you are creating content, and what value it will provide 1. Purpose & goals 2. Audience Who you are creating content for, and how they will benefit 3. Story What specific, unique, and valuable ideas you will build your content assets around 4. Process How you will structure and manage your operations in order to activate your plans 5. Measurement How you will gauge performance and continually optimize your efforts
- 9. What do we mean by Content Marketing? I got this Social Circle
- 10. “Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.” Content marketing institute Social Circle
- 12. Always On campaigns Small campaigns Big campaigns Time ImpactSo, this ‘5 steps to planning a campaign’…. Where do I apply it? Social Circle Social Circle
- 13. STEP 1 Purpose and Goals Social Circle
- 14. Start with you… Why are you here? What do you want to achieve? Social Circle
- 15. Social Circle Source: Andrew and Pete Understand your values
- 16. We… Positioning statement for your campaign provide this service/value for… a specific audience by… an individual approach because… we want to achieve… Which all adds up to… Source: HubSpot Social Circle WHAT WHO HOW WHY
- 17. We… Social Circle | Purpose provide this service/value for… a specific audience by… an individual approach because… we want to achieve… Social Circle we want to put Birmingham on the map for digital marketing like-minded social media peeps learning, sharing and caring Provide networking and training
- 18. Simon Sinek’s Golden Circles Find your “why” for your campaign “People don’t buy what you do; they buy why you do it. ― Simon Sinek, Start With Why Social Circle Source: Simon Sinkek What? How? Why? What do you do? What are your products and services? How do you do what you do? What are your USPs?Why do you do what you do? What’s your purpose?
- 19. Objective 1 Setting campaign GOALS Objective 2 Objective 3 ConvertActReach GOAL METRICS TO MEASURE Engage Inspire Acquire Retention Reach xxx current and xxx new consumers by xx Grow social communities by xxx xxx traffic driven to xxx landing pages xxx brand name mentions • Organic reach • Paid reach • Organic search traffic uplift • Key page views • New fans / followers • Video views • Sales by channel • AOV • CR • Vouchers redeemed • Sales by channel Social Circle
- 20. Objectives & Goals Reach Raise awareness. Get the brand, product or service recognised. Act Generate acquisitions. Make users interact with your brand, product or service. Conversion Turn them into sales. Persuade the user to become a customer. (Re) Engage Build loyalty. Turn the user into an advocate of the brand! Source: Smart Insights Social Circle
- 22. “Who you are creating content for, and how they will benefit?” Social Circle Source: CMI
- 23. Segments are not enough Social Circle
- 24. Turn your segments in to Personas o Gender o Age o Demographic/household income o Which brands do they like? o Who influences them o What media do they consume • Where are they most active? • When are they most active? • What are their digital touchpoints? But, who are they really?
- 25. Q- How do I know what they want to hear? A – ASK & LISTEN • Survey • Focus group • Stories questions • Google keyword planner tool • UberSuggest • Google Trends • Google consumer barometer Social Circle
- 26. 1. WHEN to talk about your services 2. What else to say
- 27. 1. HOW to talk about your services 2. WHEN to talk about your services
- 28. What to do with audience insights? Audience information Content needs Informs decisions on… Content output 1. How do they frame their questions? 2. How do they talk about relevant topics? 3. Current digital habits 4. What they say about your brand and competitors Social Circle What problems can you solve for them Keywords and phrases for SEO Customer journey / channel planning Content planning and refinement
- 29. STEP 3 Story (and stories) Social Circle
- 30. “What specific, unique and valuable ideas will you build your content assets around?” Social Circle Source: CMI
- 31. Story (big idea) per campaign • What have you got that your audience (potential clients or customers ) don’t have? Give it away for FREE • Consider a lead tool / magnet (B2B) • What value can you provide? . • It must earn their trust in your products and services. • It must align with yours and your audience values Social Circle
- 32. You inspire us P&Co Big idea/ story
- 33. Planning a lot of content? Create content themes Something you have permission to talk about Something your audience needs to hear Content themes Social Circle
- 34. Content tree Story What Who How Why Roots What value / services you offer Who you offer this to What makes you unique? Your purpose, your why, how you will make a difference Social Circle Introducing Kirstie’s Content tree
- 35. Story Persona 1 P Theme 1 Theme 2 Topic 1 Topic 2 Format 1 Format 2 Example for Social Circle Personas 1. Social media managers 2. Agency owners Format 1 Format and channel • Guest blog (partner website) • LinkedIn Article (LinkedIn) • Keynote slides (Slideshare) Content themes 1. Staying relevant 2. Social media innovation 3. Socialising Topics • New social media innovations in 2019 • Top tools training your team • 10 networking events in Birmingham
- 37. “How will you structure and manage your processes to activate your content plan” Social Circle Source: CMI
- 38. Month 1 Month 2 Month 3 Product focus Mortgage SEO focus “best mortgage” Content theme overview Preparation Finding a mortgage Moving Theme 1 What can I afford Fixed rates Preparing to move Theme 2 Credit score Tracker mortgages Household bills Theme 3 Saving Brokers Home improvements Email 1 per month RSS feed from 4 x blog post per month, creating a editorial led newsletter Eguide 1 per quarter “10 steps to picking the right mortgage broker” 5 page downloadable e-book, incl. data capture. Webinar 1 per month “Work out the right deal for you” “How much can I borrow” “Planning for your move” Twitter Q&A 1 per month Twitter Q&A with expert the first Tuesday of every month, for live and instant advice. Video 1 per quarter “Finding the best mortgage for you” 60 sec explainer animation Blog posts 4 per month Blog posts based on long tail keyword research, based on the theme for the month. 1 blog per month created by guest writer / influencer. Infographic 1 per quarter Partner with Purple Bricks: “Mortgage process in 10 easy steps” Outreach focus 10 inbound links per month LinkedIn Twitter LinkedIn Social channel art 1 per quarter Headers updated based on E-guide with CTA to FB app to read Quarterly content / editorial plan example Social Circle
- 39. Learn to re Re-purpose, re-use, re-format Monthly Event 10 new innovations in social media Speaker Blog Series 1 5 innovations Blog Series 2 5 innovations Blog 5 ways to update your strategy LinkedIn post 5 innovations LinkedIn post 5 innovations LinkedIn post 5 innovations LinkedIn post 5 innovations LinkedIn post 5 way Tweet 1 Tweet 2 Tweet 3 Tweet 4 Tweet 5 Tweet 6 Tweet 7 Tweet 8 Tweet 9 Tweet 10 Video version on YouTube Video version Sent by email SlideshareBlog Social Circle
- 41. Find meaning in the maths & Establish a ‘need to know’ hierarchy Social Circle
- 42. Socialmediameasurement Paid Owned Earned YouTube Facebook Social buzz Facebook Twitter Blogs Twitter Instagram Press Advocate YouTube Objective 1Brand objectives Social content Website content Social outreach Blogger outreach Press Twitter Impressions Facebook Reach Brand mentions #mentions Press coverage Sentiment Search queries Search engine ranking Off page video views On page video views Data capture Social and YouTube fan acquisition Social fan interactions Data capture Voucher sends Voucher redemptions Videos uploaded Facebook share Re-tweet Share video from content hub Referral traffic to content hub New inbound link Social mention / link Key Business metrics and KPIs Channels Operational measures YouTube channel Facebook Twitter Instagram Content hub Content hub YouTube Instagram Website Email Objective 2 ReferralConversionActions / intentionAwareness Reach Sentiment Fan acquisition Video views Video upload Kids offer Inbound link Share Social Circle
- 45. Re-appraisal 1 Acquisition 2 Conversion 3 Engagement 4 Brand and local awareness 5 Reputation 6 • Engagement of current fans • Retention of social fans • Redemption of offers for current fans • New Facebook fan • New Twitter follower • New Instagram follower • New YouTube subscriber • New Super fan influencer • Referral traffic to website • Inbound link • New data capture • Table booking • Voucher redemptions • Social sentiment • Press sentiment • Local review scores • Reviews: TripAdvisor, Yell, Bookatable, Google, Facebook Key social media objectives Measurement metrics • Facebook Engagement % • Twitter engagement % • Average video view length • Positive social interactions • Brand and local Facebook reach • Brand and local Twitter impressions • Instagram reach • YouTube views • Social mentions • Blogger mentions • Other online press mentions Social Circle
- 46. Content Marketing Framework Why you are creating content, and what value it will provide 1. Purpose & goals 2. Audience Who you are creating content for, and how they will benefit 3. Story What specific, unique, and valuable ideas you will build your content assets around 4. Process How you will structure and manage your operations in order to activate your plans 5. Measurement How you will gauge performance and continually optimize your efforts
- 47. Thank you Let’s connect www.makeandbelievedigital.com Insta: @_makeandbelieve Twitter: @10Kirstie Link: Kirstiecmsmith Social Circle
- 48. Mission / Vision Objective Goal (KPI) Strategy Channels Tactic Metric The Why The reason the company / business / brand exists The where to What are you trying to accomplish this year / campaign / month • Awareness • Consideration • Acquisition • Purchase • Loyalty • Retention How much ? Using SMART criteria e.g. increase donations by 20% in a year The how Bog ideas – our organizing idea Segmentation, proposition and customer journey Strategy by channel The where deployed Where our audience are e.g. Facebook, Twitter, Pinterest, LinkedIn The what The implementation Using paid, owned and earned media The measurement Indicators to measure the success of your tactics BONUS SLIDE: Terminology - Quick guide Social Circle
- 49. Re-appraisal Acquisition Conversion Engagement Awareness Reputation • Engagement of current fans • Retention of social fans • Redemption of offers for current fans • New Facebook fans • New Twitter followers • New Instagram followers • New YouTube subscribers • New Superfan influencers • Referral traffic to website • Inbound links • Data capture • Bookings • Sales • ATV • Conversion rate • Voucher redemptions • Facebook Engagement % • Twitter engagement % • Average video view length • Positive social interactions • Social shares from website • Brand and local Facebook reach • Brand and local Twitter impressions • Instagram reach • YouTube video views • Social mentions • Blogger mentions • Other online press mentions • Social sentiment • Press sentiment • Local review scores • Number of engaged influencers BONUS SLIDE: Social media metrics Social Circle