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Headline Building A Successful Social Media Campaign Steven Bellach & Nik Souris BottomLine Marketing www.blmllc.com January 25, 2017

Building A Successful Social Media Campaign

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HeadlineBuildingASuccessful

SocialMediaCampaign

StevenBellach&NikSourisBottomLineMarketing

www.blmllc.com

January25,2017

© 2015 BottomLine Marketing | 2

Agenda

Introductions

SocialMedia isMoreThanJust Media

StrategyDevelopment– TheEditorialCalendar

Exercise #1– EditorialCalendarDevelopment

BuildingaSocialMediaCampaign

Exercise #2– Social Media CampaignDevelopment

Summary

Introductions

• Name/Role• Thiscoursewillbesuccessfulif…

(Quickly)

TheEvolvingSocialWorld

SomeInitialThoughts…

• Whatisthecurrencyofsocialmedia?

• Issocialmediaawholenewwayofdoingmarketing?

• Doesyourbrandhavetobean“extrovert” tobeaplayerinsocialmedia?Doessocialhavetobe“wacky”?

SocialMediaisMorethanJust Media

6

MediaOvertheYears

One-WayCommunication

CompleteControlOverContent

Two-WayCommunication

ControlOverContent&ClosedFeedbackEnvironment

All-WayCommunication

LimitedControlOverContent;OpenFeedbackEnvironment

“All-WayCommunication” Implications

• Conversationswillhappenwhetheryouwantthemtoornot!

• Youmustmonitortheconversationsthatarehappening:– Foryourbrand torespondtonegativeorinaccuratesentiment

• Youcaninfluencewhatconversationsdostarttohappen– “PlantSeeds”– Newprograms/initiatives– Crisismanagement

• BUT,YOUNEEDTOBEREADYfromacontentandstaffingstrategyperspective beforegettingstarted– Youcannot“dipyourtoe” inthesocialmediawaters!

Media-ContentLinkage

VideoCommercials

AudioCommercials

Copy/Stories

WhatDoesThisMeanforSocialMedia?

10

SomeCommonFormsofSocialContentTheOpportunitiestoEngageareLimitless

Linktoowncontent*:• Blogs• Articles/WhitePapers• infographics

Challenges/Competitions/

Contests

Charts/Lists

Questions/Surveys

News/Posts:• Status• Statement

Linkto3rd partycontent:• Blogs• Articles/WhitePapers• infographics

Videos/Commercials

*Contentmay comeinformof text,photo, infographic, podcast, video

Meme/Gif ShortFormVideos

CreatingYourOwnContentEco-System

Create- Website,Videos,Blogs,Articles,WhitePapers,Posts/Tweets, games,etc.

ContentEco-system

Curate&Collaborate- Blogs,Videos,Posts/Tweets, etc.

Who’sgoingtomanage/monitoryourcontenteco-system?

So,What’sTheRoleofSocialMediainYourMarketingCommunications

TheMarketingFunnel

What Marketing EffortsDo You Currently Have at Each Stage of the Funnel?

Where Does Your Target AudienceConsume Information?

WhereDoesSocialMediaFitIn?

TheMarketingFunnelEngagem

ent

InboundMarketing

Social Network Metrics

BeforeWeProceed,Let’sAskTwoFundamentalQuestions:

WhatisMyOverallBrandStrategy?

WhatisMySocialStrategy?

BrandFundamentals– Checklist

• Doyouhaveasoundbrandstrategy?– Targetmarket,etc.?– Clearlydifferentiatedmessaging strategy– Clearlydefinedbrandpersonality?

• Doyouhaveadeepunderstandingofyourcompetition?

• Doyouhaveadeepunderstandingofyourtargetaudience(s) – whatkindofinformationthey’reseeking?

• Doyouknowwhereyourtargetaudience(s) goesforinformation?

SocialFundamentals– Checklist

• Doyouhavecleargoalsforsocialmedia? Whatpartofthefunnelareyoutryingtoimpact? Whatmetricareyoutryingtomovetheneedle on?

• Doyouhavethehumanresourcestocommittosocialmedia? BeforeyoustartablogorTwitteraccount,askyourselfifyoucanallocatetheresourcesneeded. Socialmedia isaboutreal-time response andconsistently updatedcontent.

• Doyouproduceenoughqualitycontenttosustainsocialmediaconversations? Content feedsthesocialmediabeast. Whathaveyoualreadyproduced?

• Doyouknowwhichsocialnetworksarepopularwithyourtargetaudience?

SocialStrategy– TheEditorialCalendar

DevelopingtheCalendarWhatYou’llNeed

• Overallmarketingcommunications plan

• Eventcalendar

• Understanding ofyour“seasonality” (ifany)

• Calendarshouldbecreatedandupdatedonarolling“asneeded” basis– 90or180days– Daily,weeklyormonthlydetail

TheEditorialCalendarJan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Marketing Communication (e.g., TV Campaigns, etc.)

New ad campaign

New ad campaign

TheEditorialCalendarJan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Marketing Communication (e.g., TV Campaigns, etc.)

New ad campaign

New ad campaign

Key Events Iron FistSDFleet Week

TheEditorialCalendarJan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Marketing Communication (e.g., TV Campaigns, etc.)

New ad campaign

New ad campaign

Key Events Iron FistSDFleet Week

Seasonality(e.g. recruitment periods) College Grads HS Grads

TheEditorialCalendarJan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Marketing Communication (e.g., TV Campaigns, etc.)

New ad campaign

New ad campaign

Key Events Iron FistSDFleet Week

Seasonality(e.g. recruitment periods) College Grads HS Grads

Conferences (Military and other) xx xx xx

TheEditorialCalendarJan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Marketing Communication (e.g., TV Campaigns, etc.)

New ad campaign

New ad campaign

Key Events Iron FistSDFleet Week

Seasonality(e.g. recruitment periods) College Grads HS Grads

Conferences (Military and other) xx xx xx

“Brand Messaging” (fill in some gaps with key Navy/Marine messaging)

xx xx

Exercise#1

EditorialCalendarDevelopment

Exercise#1:BuildingtheEditorialCalendar

• Identifykeycommunicationopportunities foryourorganization

– MarketingCommunication (e.g.,TVCampaigns, etc.)– KeyEvents– Seasonality– Conferences

• Mapoutkeyopportunities into90-dayor180-daycalendar

Then,ForEach”SocialOpportunity”…

IdentifyKeyTarget

Audience(s)

DetermineTheMarketingObjective(MarketingFunnel)

DetermineTheBestSocialNetworks

DetermineTheMost

AppropriateContentForm

DevelopKeyPerformance

Metrics

Break

BuildingaSocialMediaCampaign

ADefinition

• Asocialmediacampaignisacoordinatedefforttoreinforceorassistwithabusinessgoalusingoneormoresocialmediaplatforms.

• Campaignsaremorefocused,targetedandmeasurablethaneverydaysocialmediaefforts.

CreatingaSocialMediaCampaign

• Campaignpurpose• Foundationalelements• Stages

1. TheBefore– Preparation2. TheDuring– Execution3. TheAfter– Celebration

CampaignPurpose:Whyarewedoingthis?

• Buildaudience(emaillist,subscribers,etc.)• Drivetraffic(websiteorlocation)• Directsales• Improvebrandengagement• Solicitfeedback• Supportevent• Supportafunction

– CustomerService, Recruiting• Complementaninitiative

– Thoughtleadership, Product/Service launch

Image:psdgraphics.com

FoundationalElements

• Team– Leader– Skillsneeded– Additionalresources

• Socialinfrastructure– ContentCatalog– EditorialCalendar– ExistingSocialnetworks

Whattocampaignwith:Content

Sourcedfrom:

TheEditorialCalendarJan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Marketing Communication (e.g., TV Campaigns, etc.)

New ad campaign

New ad campaign

Key Events Iron FistSDFleet Week

Seasonality(e.g. recruitment periods) College Grads HS Grads

Conferences (Military and other) xx xx xx

“Brand Messaging” (fill in some gaps with key Navy/Marine messaging)

xx xx

SocialFootprints

SocialMediaCampaignProcess

1. Preparation– Definecampaignobjectives– Pre-campaignactivities– Userjourney/experience– Contentconsiderations– Additionalconsiderations– Planningthecampaign Image:imgur.com/

Define“SMART”ObjectivesandMetrics

Image:slidemodel.com

Pre-campaignActivities

• Evaluatesocialmedianetworks• Considerbuildingupaudience• Reviewothercampaigns• Tohashtagornottohashtag

ChannelInvestigation

Think-thruUserJourneys

Entry• SocialPost• Websiteopt-in• Landingpage

Engagement

Conversion

ThankYOU!

ContentConsiderations

• Content:Create,Curate,Collaborate– Messaging– Formats

• Additionalassets– Existing– Archives– UGC:usergeneratedcontent

TargetingConsiderations

Influencers

Image:madefreshly.com/

Image:vinaora.com

Image:recruitingtools.com

CampaignPlanning

• Projectplan– ContentDevelopment– Resourceallocation– Postingschedule

• Co-ordinationwithotheractivities– Regularpractices– Otherevents/campaigns

CampaignOverview

Sourcedfrom:

Break

HypotheticalExample

FleetWeekNYC• Purpose• Objectives• Targets• SocialNetworks• Content

FleetWeekNYC- Purpose

• DriveawarenessamongstyouthdemographicinNYCmetropolitanarea(NY,NJ,CT)

FleetWeekNYC- Objectives

• 200%increasefrom2016#fleetweeknycinengagement,socialmentionsonyouthsocialplatform

• Activelyengage200NYCareaElementaryandMiddleSchoolInstructors- CareerCounselorsinadvocating#fleetweeknyc

FleetWeekNYC- Targets

• Youths

• ElementaryandMiddleSchoolInstructors- CareerCounselors

FleetWeekNYC– SocialNetworks

• Youthsè Instagram,Twitter,YouTube,Snapchat

• ElementaryandMiddleSchoolInstructors– CareerCounselorsè LinkedIn,Facebook

FleetWeekNYC- Content• PDFs

– Historyof#fleetweeknyc– Programof#fleetweeknyc2017– Activities/opportunities foryouths

• Videos– 1-minuteteaser– 3-4x:15secondclipsfeaturingdifferentactivities– Dailywrap-ups

• Livestreams• Posts/Images

– Createfrequencyandcadencefortheevent– #PicOfTheDay,#FactOfTheDay

• Motivational ideas– Contests– Scavengerhunts

Exercise#2

SocialMediaCampaignDevelopment

Exercise2:SocialMediaCampaignDevelopment

• Pickaneventfromyoureditorialcalendar• DefinePurpose• Determineobjectives• TargetAudience• Socialnetworks• Content

SocialMediaCampaignProcess

2. Execution– Publishagainsttheplan– Monitor– Listen– Optimize

CampaignCalendar

Sourcedfrom:

SocialListening

Trackcontentbyposttitleagainst:• Platformspublishedon• Whenmostfrequentlymentioned• PotentialReach• Shares• Comments

SocialMediaCampaignProcess

3. Celebration– Analyze– Evaluate– Document

TraitsofaSuccessfulSocialMediaCampaign

• Consistency– Relevance,Frequency,Cadence,Quality

• Value– Inform,Educate,Entertain

• Engaging– Memorable– Altruistic– Storytelling

Photo:https://blog.harryanddavid.com/

Summary

Discussion

AndWhatWillYouStartDoingTomorrowBasedonWhatYouLearnedToday?