Post on 30-Sep-2020
We cannot NOT communicate
Effective Social Media Campaigns
SMM 9540: Fall 2016
The Best Social Campaigns Aren’t Just Social
High-Level Campaign Components
“A” Is for Audience
“A” Is for Audience
Who are theyWhat do/don’t they like
Where are they
Why should they care
How do they interact
Ask
Ask
Be a Lurker: Google
Be a Lurker: LinkedIn
Be a Lurker: YouTube
Be a Lurker: Facebook
Be a Lurker: Hootsuite
Design: Focus
Design: Focus
SAP LUMIRA PRODUCT LAUNCH SOCIAL MEDIA CAMPAIGN PLAN
Audience: Business and IT Users—Director and AboveFocus: SAP Lumira product launch at SAPPHIRE Orlando Goal/Objective: Generate brand awareness for LumiraMessages: Connect, access, and visualize data without a single line of code –
with SAP Lumira 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
Design: Focus
WIC SURVEY SOCIAL MEDIA CAMPAIGN PLANAudience: Consultants and small business owners
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: •400 survey participants•Non-WIC community participation 50% of respondents•20% of participants come via social media sources
Design: Focus
WIC SURVEY SOCIAL MEDIA CAMPAIGN PLANAudience: Consultants and small business owners
Focus: Best Practices and Compensation SurveyGoal/Objective: Increase WIC comp survey participants from 179 in 2013 to 400 in
2014 Raise non-WIC community participation from 25% to 50%
or respondents Increase participation from social media sources from
7.11% to 20%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 trendsSuccess Metrics: •400 survey participants
•Non-WIC community participation 50% of respondents•20% of participants come via social media sources
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%
Goals: WIC’s Overall Strategy
Support WIC’s overall 2016 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
Goals: WIC Campaign
Increase WIC comp survey participants from 179 in 2015 to 400 in 2016
Raise non-WIC Community participation from 25% to 50% of respondents
High-Level Campaign Components
Activity: Campaign Case Studies
Netflix: http://bit.ly/tuQQeP, http://bit.ly/HRuTAY Audi Social Media Fail: http://bit.ly/dZqwTQ The Camry Effect: http://bit.ly/SXtveA
Take 20-25 minutes to read the two Netflix articles first, then Audi Social Media Fail, and, if time, Camry – think about why these are such spectacular failures
Come back as a class to discuss what we can learn from them
Netflix
Audi
Toyota: Camry Effect
Class Project: Designing a Campaign
Campaign template is at www.aveconsulting.com/sfsu.html—use “Campaign Template for Class Project” under Guidelines and Templates
Class time will be allotted during the next two sessions to work on the campaign
You should send your company & campaign topic to avery@aveconsulting.com by Monday, 10/31
Everyone will present their campaign on Tuesday, 11/15 Presentation template is at www.aveconsulting.com/sfsu.html—use
“Presentation Template” under Guidelines and Templates Email your final campaign presentation to avery@aveconsulting.com no
later than 9pm on Monday, 11/14, or bring it to class on a Flash drive, along with a printed copy, on Tuesday, 11/15 (if bringing to class, please arrive at 5:50pm to allow time to load on computer)
Be prepared to present your campaign in class on Tuesday –presentations are limited to 11 minutes, plus 7 minutes for Q&A
Session 1 Homework: Reading & Start Campaign
Read assigned articles on www.aveconsulting.com/session_1.html
Download “Campaign Template for Class Project” at www.aveconsulting.com/sfsu.html
Decide on a company and campaign for your class project and send to avery@aveconsulting.com by Monday, 10/31
Bring a flash drive to transport your campaign to and from class
Session 1 Homework: Prep for Live Streaming Activity on 11/1
Download the Periscope app– Sign up for a Periscope account– Attach it to the Twitter account you’d like it to stream from– Under settings, choose to save the videos to your iPhone once streaming is done
Download or update the Facebook app (you need the latest version for Facebook Live to be available to you)
Think about a topic you’d like to cover during your live stream – You’ll only do one live video stream: either Facebook or Periscope– You’ll need a title for it as well, before you start live streaming– You need to speak for at least 2 minutes but no more than 3 minutes
Picking the Right Tools/Platforms
The Big Five: Blogging
The Big Five: Blogging
The Big Five: Blogging
http://www.nytimes.com/2013/02/28/business/smallbusiness/increasing-sales-by-answering-customers-questions.html?_r=0
The Big Five: YouTube
The Big Five: YouTube
The Big Five: YouTube
Other Video Fun: Twitter
Other Video Fun: Periscope
Other Video Fun: Periscope
https://www.periscope.tv/sapanalytics
Other Video Fun: Facebook Live
Other Video Fun: Facebook Live
Activity: Periscope or Facebook Live Streaming Video
Break into groups of 3, and have either Periscope or Facebook ready on your phone (should have downloaded them last night)
Go to the four corners of the room or feel free to go out into the hallway, to keep background noise to a minimum
Take turns streaming a live video on your predetermined topic you, using one of the two apps (up to 3 minutes)
When you’re the one streaming, have one team member record you and the other person feed you questions from the audience, if any (acknowledge who asked the question)
Practice answering audience questions, if you get them Things to do at the beginning:
– Take time to craft a title that will catch people’s attention– Introduce yourself and feel free to let your audience know that you’re doing this as part
of a class assignment (if appropriate for your channel/topic/audience)– Before stopping your live stream, thank the audience for listening
The Big Five: Facebook
The Big Five: Facebook
The Big Five: Facebook
The Big Five: Facebook
The Big Five: Facebook
The Big Five: Facebook
The Big Five: Facebook
The Big Five: Facebook
The Big Five: Facebook
The Big Five: Facebook
The Big Five: Twitter
The Big Five: Twitter
The Big Five: Twitter
https://twitter.com/SAPAnalytics/status/736246339462385665
https://twitter.com/SAPAnalytics/status/732204902043111424
The Big Five: Twitter
Session 2 Activity: Starting Your Campaign
Flesh out all of the high-level campaign components
Session 2: Homework
Read assigned articles on http://www.aveconsulting.com/session_2.html
Review course handout pages 20 – 21 Continue working on campaign project:
– Audience, focus, goal/objective, platforms, timeframe, messages, and resources should be complete when you come to class on 11/8
– Build out the tactics section (you can finalize after session 3) and play around with the editorial calendar (tactics detail in the handout)
The Big Five: LinkedIn
The Big Five: LinkedIn
The Big Five: LinkedIn
Tools: Google+
Tools: Pinterest
Tools: Pinterest
Tools: Instagram
Tools: Snapchat
Designing Your Campaign: Components
Unleashing Your Inner Creativity
Measuring Success: Metrics
Measuring Success: Tools
Executing: Managing a Campaign
Executing: Monitoring with Hootsuite
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
Session 3: Homework
Finish your campaign:– Fill out success metrics, assessment tools,
measurement/tracking, and follow-up– Complete the editorial calendar and anything else not finished
Transfer the relevant components to the campaign presentation template – Download the campaign presentation template– Email your final presentation to avery@aveconsulting.com no
later than 9pm on Monday, 11/14 or bring it to class on a Flash drive, along with a printed copy, on Tuesday, 11/15 (if bringing to class, please arrive at 5:50pm to allow time to load on computer)
Be prepared to present your campaign in class on Tuesday –presentations are limited to 11 minutes, plus 7 minutes for Q&A