HOW TO: Launch a social media campaign
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Transcript of HOW TO: Launch a social media campaign
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HOW TO:Launch a Successful
Social Media Campaign
By Deanna Ferrari
HELLO
:)
ABOUT ME
2006 Graduate of Slippery Rock University Social Business Specialist at MARC USA Pittsburgh
Board member of PRSA Pittsburgh (social media co-chair) Blogger
DEFINING SOCIAL MEDIA
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STEP1
Listen, monitor, assess (the space and competition)
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Why Monitor?
Understand consumer motivation Identify brand influencers and advocates Identify ways to further connect with consumers and
internal audiences Identify potential crises, customer service, and
employee issues Determine social engagement strategy
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Platforms to Monitor
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What to Monitor
Blogs Online forums Facebook fan pages and public profile pages Twitter Online media sources Top rich media sites (video and image sharing
sites) LinkedIn Answers
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Determine the strategy
STEP 2
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Build awareness of your brand’s social presence Gain followers and likes for Twitter and Facebook Create interest by informing consumers about the
content they can expect to find on the pages Increase interaction with consumers Increase positive brand perception Connect with and develop network of brand
advocates and key influencers who can be leveraged to spread brand messages to target audiences
Drive conversion against business objectives
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Set up pages based on where customers are from
monitoring research
STEP 3
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BECOMING ORGANIZATIONALLY READY
Determine “personality” of page; draft content, response
protocols
STEP 4
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Proactively Engaging
Facebook and Twitter – Editorial calendar of content will align with marketing and other
key business efforts
– Multiple posts per week
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Responding
Respond to people who write to your brand on Facebook and Twitter
– Replies will be based on our response protocol
– Engage with fans and followers via the integrated team
Respond to blogs, forums, employee sites, and more
Identify and address online crises with an early warning system to bring issues to the team’s attention
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Response Team
Real Time Response Response Protocol ensure seamless, timely,
accurate responses – Determines which posts require response along with clearly
identified topic ownership
– Response dictated by social style guide
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BUILDING A COMPREHENSIVE SOCIAL STRATEGY
Determine launch strategy
STEP 5
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Promoting your presence
Website icons “Connect with us” page (includes social networks,
RSS feed, blogs, mobile, etc.) Emails Email signature Icons on outdoor, POS, TV spots, etc.
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BUILDING A COMPREHENSIVE SOCIAL STRATEGY
Go!
STEP 6
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BUILDING A COMPREHENSIVE SOCIAL STRATEGY
Evaluate, Refine, Continue
STEP 7
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Tools to Help Us Analyze
Charts within the monitoring dashboard track key metrics We can slice the data to understand:
– Who’s talking
– What they’re saying
– Their reach – who’s listening, and how much weight they carry
– Where and when they’re talking
– How they feel
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WHAT HAPPENS IF YOU MESS UP?
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CASE STUDY: GOING ROGUE WITH THE
RED CROSS
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2/15/1111:24 P.M.
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2/15/1111:30 P.M.
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2/15/1111:54 P.M.
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2/16/1110:00 A.M.
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2/16/1111:30 A.M.
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2/16/11NOON
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Keeping the humor
up
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The Red Cross’ moral of the story
2 words of caution:
You’ll want to space out giving a pint of blood and drinking a pint of beer for
health reasons.
Be careful of Hootsuite!
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THANK YOU!
Twitter: @dferrari
GOODBYE
:)