Building & Launching Effective Social Media Campaigns

Select Your Platform

Facebook – informal

LinkedIn – professional

Twitter – journalists/current

Instagram – youth

Pinterest – women

Snapchat - youth

What type of audience are you targeting?

Network Explosion

• Age group• LSM• Rural or urban• Cultural diversity• Location• What do they

value?

+KarenLancaster1

Implementation – decorate cover pics

Implementation – presentation & content

Implementation – fill in all sections of the profile

+NetworkExplosionCoZa

Implementation – pin to the top of the page

+NetworkExplosionCoZa

Engage Your Audience

https://media.giphy.com/media/Fli4eRg3346YM/giphy.gif

Get rid of the red tape

+NetworkExplosionCoZa

Be aware of the legal issues

Use Visual Content

• Photos and pics – Pinterest/Instagram• Infographics – Pinterest/Blogs• Video snippets – Vine/Instagram/Snapchat• Slightly longer video – YouTube/Vimeo• Live video – Periscope/Meerkat/Blab/Facebook

Live

@karidbn

Tips on the Use of Pics in Social Media

@networkexplosion

Visual storytelling

Tips on the Use of Pics in Social Media

@networkexplosion

Make an emotional connection

Tips on the Use of Pics in Social Media

@networkexplosion

Match your brand

Tips on the Use of Pics in Social Media

@networkexplosion

Similar style of pic

Tips on the Use of Pics in Social Media

@networkexplosion

Mobile, mobile, mobile

Tips on the Use of Pics in Social Media

@networkexplosion

Know your audience

Tips on the Use of Pics in Social

Media

@networkexplosion

Happy moments

Engaging Stories in Dull Industries

• What’s trending?• What touches your heart?

• What’s your story?• Company news• Humour

What is User Generated Content? (UGC)

Posts that your audience post on your platforms such as videos, selfies, hashtags, competition entries, ratings, polls, promotions, etc

@karidbn

@networkexplode

Your customers are sharing content about your brand anyway. Use it to present your brand in a new way and develop a stronger connection with your audience?

facebook.com/kari.lancaster

In Generation C, 75% of YouTube users said, ‘If there’s a brand I love, I tend to tell everybody about it’. (YouTube Insights 2013)

UGC videos are trusted 50% more than information from other sources and is 35% more memorable than other sources amongst Millennials

Three technical innovations are merging to change the way that brands relate to their customers:

• The rise of mobile broadband• Smartphones with powerful cameras• Explosion of social media

Two thirds of content is created by consumers

• 72% of internet users are active on social media, and using it every day

• Facebook - 350m photos uploaded per day• Instagram - 55m photos posted per day• Twitter – 500m tweets per day• Pinterest - 5m articles pinned per day• Youtube – 300 minutes of video uploaded every

minute

facebook.com/networkexplosion

People upload and share over 1.8 billion photos a day across Flickr, Snapchat, Instagram, Facebook & WhatsApp – 21000 photos/second!

@karidbn

Starbucks’ White Cup Contest Customers were asked to doodle on their Starbucks cups and submit pictures as entries. The winning entry would be the template for a new limited edition Starbucks cup. Nearly 4,000 customers submitted entries in 3 weeks.

Coca-Cola’s “Share a Coke” campaign

Karen Petersen Lancaster

Tips for UGC

• Promote the campaign over your website and social profiles

• Offer consumers a prize to encourage participation• Reward customers for presenting your products or

services positively

Is Your Content Strategy Aligned with Your Campaign & Business Goals?

Evaluation – Monitor the results

Evaluation – Monitor the results

• How did the campaign perform?• Did we achieve our goals?• What can we change?• How can we use the results?

Thank-You