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Planning successful social media
marketing campaigns
Mosoco Ltd
What’s it all for?
• Rarely a “stand alone” marketing activity
• Delivers amplification – for better or for worse
– If your products fail they will fail worse with social media
– But if they succeed they will succeed better with social
media
It’s not just about marketing
Sales
Strategy

Marketing

PR

HR

R&D
Four key social campaign elements
•
•
•
•

Planning and understanding
Creating innovative content
Generating engagement
Measurement and ROI
Where to invest
• 10% planning: audience and objectives
• 20% content creation
• 30% audience engagement
– 80% Target audience direct
– 20% Influencers e.g. blogger outreach

• 30% content promotion
– Core channel (e.g. Facebook)
– Complimentary channels (e.g. Pinterest & YouTube)
– Trial channels (e.g. Vine)

• 10% measurement and learning
Planning: who, where, what?
• SMART objectives
– What do you want to achieve: website traffic, leads, brand
engagement, SEO…

• Understanding your audience
– Where is your audience (platforms, trends)
– What are they interested in (psychographics)
– What are your competition doing?
Social potential depends on the brand
Engage with
audience

One-to-one
communications
possible

One-to-many and
many-to-many
communications

Listen to
audience
Planning: generating content ideas
• Idea generation can be hard!
–
–
–
–
–

Book of ideas
Brainstorming
News, company news, industry news
Seasonal changes
Other people’s ideas reinterpreted or disputed

• Different ideas may have different primary content
formats: video, graphics or text
Planning: content management
• Roles of different platforms
• Tone of voice (across platforms)
• Naming ideas for salience (easy if you are Vodafone,
hard if you are Orange)
• Rules of engagement with consumers
• Management and escalation plans
Editorial calendar
•
•
•
•
•
•
•
•

Publication date
Theme and subject
Audience/persona
Keywords
Author
Sign off
Channel
Purpose/Call to action
Great content…
• Has a purpose: business-focussed calls to action
• Is relevant and interesting (e.g. topical)
• Has interest hooks (headline, first sentence, last
sentence)
• Generates engagement with the brand or with other
consumers
• Is well delivered:
– Personal tone of voice
– Appropriate grammar and spelling
– Frequently contains images
Content creation: multiplier effect
• Repurpose content: text, images, video
– 1 whitepaper might yield 3 blogs, 10 tweets, I info-graphic

• Reuse content
– In different channels
– At different times

• One content idea repurposed 3 times and reused 3
times = nine content pieces
Audience engagement
• Proactive promotion of engagement
– Explore (calls to action)
– Share (rewards)
– Respond (questions, competitions)

• Reaction to consumers who engage
– Positive: Reply to comments/thank followers etc
– Negative: Manage but don’t argue

• Don’t forget about email!
Engaging with influencers
• Influencers
– Who and where are they
– How to persuade them to engage

• Top fans – reward them: they may be influencers
one day!
Content promotion
• Regular posting
– Not just 9 to 5
– Not every hour/day is equal: experiment

• Paying for exposure
– Paying social media platforms to increase exposure also
helps you control a campaign
– Not the same thing as paying for followers!

• Make it easy for people to “follow” you on your
website, your emails, your blog etc
– You could even ask them (but don’t beg!)
Measuring ROI
• Leads
• Measurable behaviour
– Website activity
– Indicators (Likes etc)

• Changes to brand perceptions
Take care with measurement
• Need to understand what the data really mean
– How many people will actually see your content?
– Is a simple action such as a “Like” worth much?

• Twitter example:
– “Reach” is potential reach of a tweet: followers and
followers of re-tweeters
– One Twitter user on average:
• Follows 100 people, who each tweet 5 times/day
• Therefore is shown 500 tweets/day
– Real reach is nearer 100 than 500!
• Because user spends only 5 minutes/day on Twitter
Integration
• Paid, owned and earned media
– Paid generates more earned media
– Paid and earned drive traffic to owned media

• Marketing activity
– Integrate messaging and timing

• Consider offline activity if possible (e.g. events)
User experience considerations
• Optimise for mobile devices and mobile behaviour
• Make it easy and intuitive
Thank you
jeremy@mosoco.co.uk

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Planning successful social media marketing campaigns

  • 1. Planning successful social media marketing campaigns Mosoco Ltd
  • 2. What’s it all for? • Rarely a “stand alone” marketing activity • Delivers amplification – for better or for worse – If your products fail they will fail worse with social media – But if they succeed they will succeed better with social media
  • 3. It’s not just about marketing Sales Strategy Marketing PR HR R&D
  • 4. Four key social campaign elements • • • • Planning and understanding Creating innovative content Generating engagement Measurement and ROI
  • 5. Where to invest • 10% planning: audience and objectives • 20% content creation • 30% audience engagement – 80% Target audience direct – 20% Influencers e.g. blogger outreach • 30% content promotion – Core channel (e.g. Facebook) – Complimentary channels (e.g. Pinterest & YouTube) – Trial channels (e.g. Vine) • 10% measurement and learning
  • 6. Planning: who, where, what? • SMART objectives – What do you want to achieve: website traffic, leads, brand engagement, SEO… • Understanding your audience – Where is your audience (platforms, trends) – What are they interested in (psychographics) – What are your competition doing?
  • 7. Social potential depends on the brand Engage with audience One-to-one communications possible One-to-many and many-to-many communications Listen to audience
  • 8. Planning: generating content ideas • Idea generation can be hard! – – – – – Book of ideas Brainstorming News, company news, industry news Seasonal changes Other people’s ideas reinterpreted or disputed • Different ideas may have different primary content formats: video, graphics or text
  • 9. Planning: content management • Roles of different platforms • Tone of voice (across platforms) • Naming ideas for salience (easy if you are Vodafone, hard if you are Orange) • Rules of engagement with consumers • Management and escalation plans
  • 10. Editorial calendar • • • • • • • • Publication date Theme and subject Audience/persona Keywords Author Sign off Channel Purpose/Call to action
  • 11. Great content… • Has a purpose: business-focussed calls to action • Is relevant and interesting (e.g. topical) • Has interest hooks (headline, first sentence, last sentence) • Generates engagement with the brand or with other consumers • Is well delivered: – Personal tone of voice – Appropriate grammar and spelling – Frequently contains images
  • 12. Content creation: multiplier effect • Repurpose content: text, images, video – 1 whitepaper might yield 3 blogs, 10 tweets, I info-graphic • Reuse content – In different channels – At different times • One content idea repurposed 3 times and reused 3 times = nine content pieces
  • 13. Audience engagement • Proactive promotion of engagement – Explore (calls to action) – Share (rewards) – Respond (questions, competitions) • Reaction to consumers who engage – Positive: Reply to comments/thank followers etc – Negative: Manage but don’t argue • Don’t forget about email!
  • 14. Engaging with influencers • Influencers – Who and where are they – How to persuade them to engage • Top fans – reward them: they may be influencers one day!
  • 15. Content promotion • Regular posting – Not just 9 to 5 – Not every hour/day is equal: experiment • Paying for exposure – Paying social media platforms to increase exposure also helps you control a campaign – Not the same thing as paying for followers! • Make it easy for people to “follow” you on your website, your emails, your blog etc – You could even ask them (but don’t beg!)
  • 16. Measuring ROI • Leads • Measurable behaviour – Website activity – Indicators (Likes etc) • Changes to brand perceptions
  • 17. Take care with measurement • Need to understand what the data really mean – How many people will actually see your content? – Is a simple action such as a “Like” worth much? • Twitter example: – “Reach” is potential reach of a tweet: followers and followers of re-tweeters – One Twitter user on average: • Follows 100 people, who each tweet 5 times/day • Therefore is shown 500 tweets/day – Real reach is nearer 100 than 500! • Because user spends only 5 minutes/day on Twitter
  • 18. Integration • Paid, owned and earned media – Paid generates more earned media – Paid and earned drive traffic to owned media • Marketing activity – Integrate messaging and timing • Consider offline activity if possible (e.g. events)
  • 19. User experience considerations • Optimise for mobile devices and mobile behaviour • Make it easy and intuitive