Understand social media campaign

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<ul><li>1.SOCIAL MEDIA campaign By : Robin Low</li></ul> <p>2. A radical advertising and marketingchange has occurred in theWorld of 3. why social media? Reach networks of people Word of mouth / viral propagation Continuous engagement, before / during /after event Compliments marketing efforts Search engine visibility Market research, feedback more 4. traditional methods Email lists Newpaper ads / TVads Cold calling leads Other interruptivemarketing 5. Consumers are not listening anymore Interruptive marketing has seen its daySource: http://www.=.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf 6. The Audience is creatingSource: http://www.iirusa.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf 7. The Audience is selectingTime Shift technologySource: http://www.iirusa.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf 8. The Audience is changingSource: http://www.iirusa.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf 9. advancements of digitalmedia Consumers control the online environment sobrands need to think about facilitating user-created actions, not just user-generatedcontent." Unlike newspapers and TV where theadvertisers are speaking at consumers, the Internet allows for more back and forth interaction.Source: http://china.seekingalpha.com/article/30979 10. People are selforganizing 11. The masses are not afraid of sharing theiropinion 12. How? 13. anatomy of social media campaign Planning Identify goals, stakeholders and audience. Goals must be trackable Educate stakeholders, manage expectations, get alot of people involved. Segment your audience, preferable verify with dataset. 14. the questionWill the concept fit a social model?Fundamentally, social media has thepotential to create an audience andencourage interaction and sharing ofideas.How would this engagement further yourcause? 15. know what you want to accomplishDevelop a social media campaign for aspecific goal or purpose.This will help you pick which site to useand how to measure success. 16. decide on purpose of social media and organizations positionSocial media is not a pure salesmedium, decide on what youcompany would want to use it for.Your social media presence is morefor online branding, educating yourcustomers and engaging the public. 17. decide on which platform to useThere are many different social mediaplatforms to use, which one fits yourcompany best?Find where your niche and audience arelocated and which platforms they are onand engage them there.Tip: Engage in 3 4 platforms. Crossmarketing between the platformscreates multiple touch points. 18. execution Test with real users Deploy with room to scale Decide on platform Analyze, optimize and iterate enhanceyour process 19. social media involves creating FB pages, Twitter account, ONE OFFYouTube account. Updating profile, bio. EVERY CHANGE Getting Fans to join page DAILY Planning theme and strategy to MONTHLYengage public. Creating Engaging Content DAILY Monitoring Comments and DAILYFeedback. Analyzing Reports MONTHLY 20. facebook 600+ million users Can register smaller groups and engagecrowds already present in establishedgroups Post photos / videos of events Tag fans and create a community Polls Events 21. facebook Facebook Pages can be the center ofPublic engagement. Facebook Ads (Social Ads) can quicklyspread awareness through very specifictargeting Engagement Ads Viral Apps 22. facebookContent Video Photos Events Blogs and Links Reviews Discussions much more 23. Facebook usage statistics by country - Dec 31st 2010# of Facebook users # of Facebook users # of Facebook users 12 month 24 month RankCountry Dec 31st 2008 Dec 31st 2009 Dec 31st 2010growth % growth %1USA42,078,960 101,303,240 145,749,58043.90% 246.40%2 Indonesia897,04014,681,58032,129,460118.80%3481.70%3UK 14,937,18022,625,30028,661,60026.70% 91.90%4Turkey 7,934,340 16,943,78024,163,60042.60% 204.50%5 France6,587,240 14,290,70020,469,42043.20% 210.70%6 Philippines390,7008,387,560 18,901,900125.40% 4738%7Mexico 1,440,640 6,505,040 18,488,700184.20%1183.40%8Italy5,585,700 13,272,76017,812,80034.20% 218.90%9India1,071,280 5,397,480 17,288,900220.30%1513.90%10 Canada 10,862,04014,228,46017,288,62021.50% 59.20%11 Germany1,255,480 5,799,520 13,678,200135.90%989.50%12Argentina 2,255,300 7,387,120 12,359,26067.30%448%13Spain 2,596,080 7,701,200 12,235,08058.90% 371.30%14Colombia3,632,760 7,243,520 11,665,86061.10% 221.10%15 Australia4,330,040 7,611,920 9,661,720 26.90% 123.10%16 Malaysia850,4203,975,640 9,544,580 140.10%1022.30%17Brazil 209,4602,413,900 8,821,880 265.50%4111.70%18 Taiwan112,9005,490,300 8,752,640 59.40% 7652.60%19Chile 4,153,060 5,808,020 7,586,060 30.60% 82.70%20Venezuela 1,874,220 4,952,340 7,552,760 52.50%303% 24. twitterWith twitter gaining popularity, number of users greatly increased after celebrities began to use this social media platform. Many people are only beginning to realize the true value in it. 1.Networking2.Updated news3.Relationships4.Information5.Alerts on Upcoming Events 25. build your community Tweetups! After event engagement? Ad hoc meetings? Face to face engagement. Crowdsourcing ideas. Fundraising. Spreading awareness. Sharing updates. 26. twitter Event #hashtags Spread awareness of event Monitor feedback Channel of communication Customer support Media engagement Q&amp;A 27. blogs &amp; Articles Write articles to inform people about newdevelopment and advances of the industry. Give value and knowledge that people will finduseful, for products and services related to yourcompany. Brand yourself as an expert in the industry. Improve your credibility by sharing knowledge. Millions of people read articles onezinearticles.com, blogger.com orwordpress.com everyday. 28. growth of social media 29. growth of social media 30. decide on how your social media will be managedWho will be in charge of the Twitteraccount and Facebook Pages?Find out the rules needed formanagement to be comfortable.Find different roles for people withdifferent comfort levels and skill sets. 31. areas of focus Promotion Execution Follow up 32. market passivelySocial media folks are not used toaggressive marketing, and will beturned off by it.Aggressive marketing may bringnegative results. 33. The new paradigmAttentionEngagement 34. think social media apps desktop appswidgetsRSS 35. promote repeatly Facebook Connect http://mashable.com/2009/01/12/facebook-connect-implementations/ Open Graph http://developers.facebook.com/docs/opengraph Badges and Logos 36. add valueBe sure you provide many greatreasons to follow you.Keep content interesting andvaried.Always have your audience inmind. 37. be consistentConsistency is key.Allocate a few hours a week tomonitor your social media progress.Consistently be part of a community,not there only to market products.Participate in conversations and donot leave conversations you started. 38. be helpful and approachableDo not just broadcast your ownmessages.RT (Re-tweet) interesting news andinformation to your audience.Reply to comments.Answer questions you know theanswer to that appear in your feeds.Participate in conversations. 39. focus on quality rather than quantityOn Twitter and Facebook, focus onquality interactions, and build deeprelationships.Convert fans into Evangelists andhope they can promote your companythrough word of mouth.Numbers may mean more chances ofspreading message but DOES NOTGUARANTEE that. 40. cross promote and share messagesThere are applications that allow you toupdate status on LinkedIn, Twitter andFacebook. If they are the same messageyou want to update for all your mediums,simply use Hootsuite.It is ok to update your new blog post on allyour different channels and no reason whyyou should not do that. 41. be in for long haulBuilding relationship and trust takes time.Do not give up after trying out for onemonth. Relationships are not builtovernight.Social media can increase your profile andopen many opportunities if you try, youmay not even actively market yourself oryour company. 42. dont allow it to consume your timeIf not managed properly, social mediacan be a distraction if you just haveconversations in small groups.Make youre your efforts are not in theway of doing business. 43. run eventsRun events and meetups to try to engageyour fans and supporters in a physicalway. Put a face to that digital avatar.Promote your ideas, products andservices. Make it tangible! 44. engagement does not end after event Build your community Blog Stream / video edits Photos of events Twitter Get feedback / extend the dialog Promote your next event 45. engagement does not end after event Share summaries Share slides Extend engagement for paid attendees Link to relevant blogs Reply to feedback / comments duringevent Build relationships 46. engagement does not end after event Launch survey to collect information on: Speakers Topics Event Run polls on what they like best about theevent Create a place to further facilitatediscussions Use backchannels as archive 47. summaryQuestions and concepts How do I make it fun? (Gaming concept toget people come back for more) How do I make it usable so users cancome back for more? How do I provide value? Keep it simple! 48. summary How do users share my content? How do users contribute and engage? (DoI allow user express themselves?) Integration and context Will users use my information and is there alarger Eco-system that your campaign canintegrate? 49. ROIUse Facebook Analytics for your pages. 50. conclusion Use technology, build relationships Create and foster dialog. Find innovative ways to increaseengagement and attendance. Encourage openly sharing of content, notkeep for private use. Build community, facilitate networking. Embrace change. 51. conclusion Users are not on Facebook or any socialplatforms for you or your products. Be useful or fun. -&gt; Dont intrude. Many ways to succeed in a campaign, behollistic, but dont lose your big picture. Use analytics and analyze data, changestrategies according to data. Plan and think long term. Educate Stakeholders. 52. use social media for yourcampaigns and build relationshipsTwitter: dmediaacademy Blog: http://digitalmediaacademy.blogspot.com/Facebook: http://www.facebook.com/digitalmediaacademy </p>