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Engaging Your Community: Creating an Effective Social Media Campaign
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Jonathan Lance
Engaging Your Community: Creating an Effective Social Media Campaign
“The biggest problem in communication is the illusion that is has taken place.”
-- George Bernard Shaw
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Jonathan Lance
Introductions
1. What is your name?
2. Where are you from?
3. What do you do?
4. What professional project is taking up your time right now?
5. Are you using social media for work?
3 Jonathan Lance
Using Social Media as a Corporate Brand Builder
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To Be Engaging is to Be Invaluable
Find Out Your Customers’ Pain PointsYou need to know what they struggle with. You need to know what they want answers to.
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To Be Engaging is to Be Invaluable
Stop Making It About YouIt’s about them - your
customers/followers. What do they want? How does what you do help them? What’s in it for them?
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To Be Engaging is to Be Invaluable
Become an Endless ResourceSocial media provides such a huge
ability to share information. Your audience wants — and needs – more information. But, it has to be relevant, helpful,
and informative information.
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To Be Engaging is to Be Invaluable
Respond to Customer CommentsPeople want to talk to you. Ignoring
them tells them they aren’t important. That they don’t matter to you.
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To Be Engaging is to Be Invaluable
Be More Than a Business
Taking the responsiveness one step further, be more than just a business. Drop the canned responses, the corporate speak, and the non-committal answers. Be a human and “talk” to the person, as a person.
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Activity: Campaign Case Studies
Read the following social media fails (20 – 25 minutes):Netflix: http://bit.ly/tuQQeP, http://bit.ly/HRuTAY Audi Social Media Fail: http://bit.ly/dZqwTQThe Camry Effect: http://bit.ly/SXtveAKenneth Cole: http://goo.gl/z4zpFq Heinz Balsamic Ketchup: http://onforb.es/vp01Es, http://bit.ly/v71WKC, http://huff.to/w3LQC9http://www.nytimes.com/2011/10/26/business/media/ketchup-moves-upmarket-with-a-balsamic-tinge.html?_r=1As a group, we’ll discuss why they were failures and what could be improved, as well as whether or not Heinz was a failure (20 – 25 minutes).
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Netflix
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Audi
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Progressive Insurance
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Toyota: Camry Effect
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Kenneth Cole
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Lessons Learned
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“A” Is for Audience
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“A” Is for Audience
Who are they
What do/don’t they like
Where are they
Why should they care
How do they interact
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Ask
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Ask
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Be a Lurker: Google
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Be a Lurker: LinkedIn
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Be a Lurker: YouTube
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Be a Lurker: Facebook
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Be a Lurker: TweetDeck
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Be a Lurker: Hootsuite
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Be a Lurker: Instagram
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Don’t Forget Mobil
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Don’t Forget Mobil
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Don’t Forget Mobil
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Design: Theme
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Design: Theme
HILO PRODUCT LAUNCH SOCIAL MEDIA CAMPAIGN PLAN
Audience: Business and IT Users—Director and Above
Theme/Focus: SAP Visual Intelligence product launch at SAPPHIRE Orlando
Goal/Objective: Generate brand awareness for HILO
Messages: • Connect, access, and visualize data without a single line of code – with SAP Visual Intelligence
• Better understand your data for savvier decision making • Get real-time answers on any volume of data• Ease of use
Success Metrics: Blog: average 500 unique views per postFacebook: 20K reach, 50 clicksYouTube: average 500 views per videoTwitter: 300K reach, 200 clicksSlideShare: 400 downloads
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Design: Theme
HILO PRODUCT LAUNCH SOCIAL MEDIA CAMPAIGN PLAN
Audience: Business and IT Users—Director and Above
Theme/Focus: SAP Visual Intelligence: connect, access, and visualize data without a single line of code
Goal/Objective: Generate brand awareness for HILO
Messages: • Better understand your data for savvier decision making • Get real-time answers on any volume of data• Ease of use
Success Metrics: Blog: average 500 unique views per postFacebook: 20K reach, 50 clicksYouTube: average 500 views per videoTwitter: 300K reach, 200 clicksSlideShare: 400 downloads
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Design: Theme
WIC SURVEY SOCIAL MEDIA CAMPAIGN PLANAudience: Consultants and small business owners
Theme/Focus: 10th Annual Best Practices and Compensation Survey: A Decade of Insights and Prediction
Goal/Objective: •Increase WIC comp survey participants from 179 in 2011 to 400 in 2012•Raise non-WIC community participation from 25% to 50% or respondents•Increase participation from social media sources from 7.11% to 20%
Messages: •10 years of insights on compensation and best practices for running and growing successful consulting practices—special 10 year overall trend section in the results•The latest consulting trends•Benchmarks of top consultants nationwide
Success Metrics: •Increase WIC comp survey participants from 179 in 2011 to 400 in 2012•Raise non-WIC community participation from 25% to 50% or respondents•Increase participation from social media sources from 7.11% to 20%
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Design: Theme
WIC SURVEY SOCIAL MEDIA CAMPAIGN PLANAudience: Consultants and small business ownersTheme/Focus: Best Practices and Compensation Survey
Goal/Objective: •Increase WIC comp survey participants •Raise non-WIC community participation •Increase participation from social media sources
Messages: •10th Annual Best Practices and Compensation Survey: A Decade of Insights and Predictions
•10 years of insights on compensation and best practices for running and growing successful consulting practices—special 10 year overall trend section in the results
•The latest consulting trends
Success Metrics: •Increase WIC comp survey participants from 179 in 2011 to 400 in 2012•Raise non-WIC community participation from 25% to 50% or respondents•Increase participation from social media sources from 7.11% to 20%
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Goals Behaving Beautifully
Drive 7,500 to our lounge at SXSW
Generate 200 fresh sales leads
Get 20,000 YouTube video views
Reduce blog bounce rate by 20%
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Goals: WIC’s Overall Strategy
Support WIC’s overall 2014 objectives:– Increase awareness of WIC as a thought leader
and resource for consultants and small business owners in the US
– Increase revenue by 7.5% – Increase membership by 12%– Bolster/clarify/streamline communications
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Goals: WIC Campaign
Increase WIC comp survey participants from 179 in 2013 to 400 in 2014
Raise non-WIC Community participation from 25% to 50% of respondents
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The Best Social Campaigns Aren’t Just Social
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High-Level Campaign Components
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Class Project: Designing a Campaign
I will email out templates to use Class time will be allotted during all three sessions
to work on the campaign You should send your company & campaign topic to
[email protected] by Monday, 11/3 Everyone will present their campaign near the end
of class on Saturday, 11/8
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Session 1: Homework
Read assigned articles (next slide) Read SAP vs. Oracle: A Case of Hashtag Hijacking (#OOW12) in reader/handout; come prepared to discuss at session 2 Bring a flash drive to transport your campaign to and
from class
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Session 1: HomeworkRead assigned articles
Social Media Marketing Strategy | #SMMW13 Insights, Meltwater How to Respond to a Social Media Crisis, Social Media Examiner 5 Social Media Trends for 2014: New Research, Social Media Examiner A Revolutionary Marketing Strategy: Answer Customers’ Questions, NY Times 17 Twitter Marketing Tips from the Pros, Social Media Examiner How to Leverage Twitter's Vine App for B2B Content Marketing, Smart Blog on Social Media Facebook Timeline for Business Pages—21 Key Points to Know, Mari Smith 5 Ways to Increase Fan Page Engagement with Facebook Games, Social Media Examiner How to Benefit From the LinkedIn Publishing Platform, Social Media Examiner LinkedIn Company Page Updates Announced—January 2014, Callis Welcome to Your New YouTube Channel, YouTube Official Blog How to Integrate Video Into Your Social Media Marketing, Michael Stelzner, Social Media
Examiner 9 Killer Tips for Location-Based Marketing, Shane Snow, Mashable 26 Tips for Using Pinterest for Business, Debbie Hemley, SocialMedia Examiner Pinterest Business Accounts: The Definitive Guide to Getting Started, Kristi Hines, Social Media
Examiner
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Engaging Your Community: Creating an Effective Social Media Campaign
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Jonathan Lance
Marketing Overload
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Marketing OverloadBut the good news…
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Marketing OverloadBut the good news…
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Shared Platforms
• You don’t own them• Shared with many, many people• But, you need to be on them• It’s where everybody hangs out• It’s where you find your prospects and
consumers will live• You need to be there!
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Shared Platforms
Name these platforms…
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Shared Platforms
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Owned (YOUR) Platforms
Blog Podcast Email Newsletter App
YOU HAVE COMPLETE CONTROL OF THESE
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Shared Platforms
You pay a premium to people who own the audience (broadcast)
• Your distribution is a the mercy of others (Something like only 6% of your Facebook followers see your postings)
• Your message bombards unintended recipients• But, good for awareness
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Owned (YOUR) Platforms
Less costly to market (free social + owned) You have more control over distribution (owned) Your message is targeted to smaller, relevant
audiences
They made the personal effort of subscribing, because they’re interested
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Owned and Shared Platforms
Provide extremely rich content, regularly– Draws people in– Feeds them what they want to know
People share because it makes them look good– Actions for roots– Free evangelism– Third-person endorsement
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Owned and Shared Platforms
The Elements– Create special content for a specific audience– Draw people to your content with the hope they
subscribe and come back for more The platforms
– Shared: Social networks where you remain “top of mind” and draw people to your content
– Owned Where you feed people and hope they evangelize and become proud customers
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Owned and Shared Platforms
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Get Out There!
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Standing out– Allows your business to remain “top of mind”– Builds a loyal army of fans who’ll gladly refer you
Remaining relevant– You can directly measure, survey, communicate,
and see changing needs of your audience
Love and Cherish Your Evangelists!
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Why Evangelists Trump Influencers
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Evangelists don’t have to be paid, just acknowledged.
Why Evangelists Trump Influencers
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Evangelists have a vested interest in promoting you to their networks
“We enjoy talking to our customers one-to-one. It really is in our nature. We never worry about the fact that this is inefficient because we are only talking to 50 or 60 or a thousand or ten thousand instead of a million. Which you do when you try to slap everybody on the ass with an advertising message. Because we know that our next customers are going to come from their efforts, not from our efforts.”
–Bill Samuels, Maker’s Mark Bourbon
Why Evangelists Trump Influencers
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Evangelists can help you reach your target market.
They know your target audience better than you because they are the target audience!
Why Evangelists Trump Influencers
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Evangelists will tell you what you are screwing up, then they will help you fix it.
Businesses fear hearing criticism from customers. But evangelists are a different breed customer. Customers will say “you suck!”, evangelists will say “here’s where I think you got it wrong.”
Check out evangelist Melody.
Why Evangelists Trump Influencers
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Evangelists want to see you succeed.
They want to be associate with winners. They want you to be as successful as possible.
Picking the Right Tools/Platforms
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Picking the Right Tools/Platforms
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The Big Five: Blogging
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The Big Five: Blogging
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The Big Five: Blogging
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The Big Five: YouTube
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The Big Five: YouTube
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The Big Five: YouTube
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Other Video Fun: Animoto
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Other Video Fun: Vine
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The Big Five: Facebook
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The Big Five: Facebook
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The Big Five: Facebook
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The Big Five: Facebook
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The Big Five: Facebook
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The Big Five: Facebook
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The Big Five: Facebook
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The Big Five: Facebook
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The Big Five: Facebook
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The Big Five: Facebook
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The Big Five: Facebook
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The Big Five: Facebook
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The Big Five: Twitter
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The Big Five: Twitter
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The Big Five: Twitter
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The Big Five: Twitter
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The Big Five: LinkedIn
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The Big Five: LinkedIn
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The Big Five: LinkedIn
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The Big Five: LinkedIn
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The Big Five: LinkedIn
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Tools: Location-Based Marketing
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Tools: Location-Based Marketing
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Tools: Location-Based Marketing
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Tools: Location-Based Marketing
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Tools: Pinterest
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Tools: Pinterest
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But Wait…What About Google+
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But Wait…What About Google+
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But Wait…What About Google+
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But Wait…What About Google+
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But Wait…What About Google+
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Session 2 Activity: Adding to Your Brief
Flesh out all of the high-level campaign components
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Session 2: Homework
Read assigned articles Continue working on campaign project:
– Audience, theme, goal/objective, platforms, timeframe, messages, and resources should be complete when you come to class on Saturday
– If you finish and want to keep working, start building out the components section (tactics detail in the handout)
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Session 2: Homework
Assigned articles:
Three Social Media Metrics Your Business Should Track, Social Media Examiner Maximize the Social Media Presence at Your Next Event, Social Media Examiner The Seven Principles of Community Building (old but still relevant), Geoff
Livingston, Now Is Gone 25 Characteristics of Highly Effective Social Media Campaigns (old but still
relevant), Kwame Boame,Social Media Today How to Use Facebook Insights to Maximize Marketing Performance, Smart Brief on
Social Media New Facebook Page Insights Went Live for All Page Owners, Mari Smith on Facebook How to Use Pinterest Analytics: 6 Metrics Worth Measuring, Social Media Examiner 4 Useful Pinterest Analytics Tools, Search Engine People
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Engaging Your Community: Creating an Effective Social Media Campaign
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Jonathan Lance
Watch out for “Gurus”
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Make Instagram Work For You
Photos
Yes, Instagram is about photos. You can’t post a text update, you can’t share a link, and you can’t share other people’s content (unless you use a reposting app). You have to share a photo.
But, it’s not “just” a photo. If you use Instagram effectively, a simple photo can be so much more than just a photo. It can be an ad, a promotion, a coupon, an announcement, a story.
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Make Instagram Work For You
Videos
Instagram is also really good for videos. You can share videos up to 15 seconds in length to really connect with your audience on a more personal level. You can showcase products, answer frequently asked questions, offer tips, provide solutions, share a greeting, offer a promotion, and about a thousand other options.
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Make Instagram Work For You
Captions
Beyond just your (now) amazing photos or videos, you also have the ability to write whatever you need to say in the post caption. You can actually write up to 2200 characters in the caption, not recommend. But the length of the captions allow you to write whatever it is you need to say. Use this real estate well to convey the message or information.
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Make Instagram Work For You
Hashtags
Seriously, this is maybe one of the best, if not the best way, to make Instagram work for you. Using the right hashtags the right way will make significant impacts in the reach of your posts, the engagement on your posts, and the speed with which you grow your audience.
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Make Instagram Work For You
Target Audience
It’s actually really easy to grow your audience on Instagram. It’s probably easier than almost any other social media site (except – maybe Twitter). But that doesn’t mean that you’re growing the “right” audience. It’s imperative that, if you’re using Instagram for business, you grow a targeted audience that is actually interested in your business.
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Make Instagram Work For You
Contests
Now that you have everything working for you on Instagram, you want to boost your traffic, grow your audience, and significantly improve your engagement rates. It’s time to introduce contests into your Instagram strategy.
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Make Instagram Work For You
Contests
Now that you have everything working for you on Instagram, you want to boost your traffic, grow your audience, and significantly improve your engagement rates. It’s time to introduce contests into your Instagram strategy.
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Make Instagram Work For You
Track Your Analytics
If you’re using Instagram for business, you need to track your analytics and progress. You need to know what’s working and what isn’t. And the best way to do this is with Iconosquare – a free desktop tool that provides you with a ton of Instagram analytics.
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Make Instagram Work For You
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Make Instagram Work For You
Women are increasing the amount of time they spend on social media, especially on platforms other than Facebook, according to eMarketer. In the survey, 48% of women said they increased the amount of time spent on Pinterest and blogs, while 67% said the same about Instagram. Only 30% said they’re spending more time on Facebook.
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Activity: Adding to Your Brief
Designing Your Campaign: Components
Unleashing Your Inner Creativity
Unleashing Your Inner Creativity
Best Practices/Tactics: Let your mind flow and capture ideas without
censure—don’t edit yourself Change it up: get in the habit of doing something
different every day Carry a notepad and pen or a digital recorder Ask yourself “Are there other ways to approach
this?”
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Unleashing Your Inner Creativity
Don’t go it alone, make it a team effort Seek inspiration from others—but don’t be a
copycat; adapt ideas for your audience, goals, business
Watch, look, & listen to successful campaigns for inspiration
Look closely at campaigns that bomb and learn from their mistakes
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Unleashing Your Inner Creativity
Look outside your market/industry—you’ll be surprised at what you can learn from leaders in non-related areas
Let go of perfection and fear of rejection Have fun with it
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Unleashing Your Inner Creativity
Have fun with it!
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Unleashing Your Inner Creativity
It’s a good idea to plan an integrated campaign because all of these social channels feed off of each other. If a potential customer sees your campaign on Facebook, Pinterest, Instagram, etc., they’ll remember it, therefore making it more effective. Just make sure your content is entertaining, share worthy and not disruptive.
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Activity: Finalizing Your Campaign Brief
Measuring Success: Metrics
Measuring Success: Tools
Class Exercise
Class Exercise
Executing: Managing a Campaign
Executing: Monitoring with TweetDeck
Executing: Follow-Up
Activity: Success Metrics/Measurement
Determine what constitutes success for your campaign, how you’ll measure it, the tools you’ll use, and what you’ll do with the results
Course Evaluations & Class Project
Project presentations Complete the evaluations Need a student to collect place in envelope
