SOCIAL MEDIA

campaign
By : Robin Low

change has occurred in the “ A radical advertising and marketing World of ”

why social media?
• Reach networks of people • Word of mouth / viral propagation • Continuous engagement, before / during / after event • Compliments marketing efforts • Search engine visibility • Market research, feedback • more…

traditional methods
• Email lists • Newpaper ads / TV ads • Cold calling leads • Other interruptive marketing

Consumers are not listening anymore

Interruptive marketing has seen it’s day
Source: http://www.=.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf

The Audience is creating

Source: http://www.iirusa.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf

The Audience is selecting
Time Shift technology

Source: http://www.iirusa.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf

The Audience is changing

Source: http://www.iirusa.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf

advancements of… digital

media

Consumers control the online environment so brands need to think about facilitating usercreated actions, not just user-generated content." Unlike newspapers and TV where the advertisers are speaking at consumers, the Internet allows for more back and forth interaction.

Source: http://china.seekingalpha.com/article/30979

People are self organizing

The masses are not afraid of sharing their opinion

How?

anatomy of social media campaign
• Planning
– Identify goals, stakeholders and audience.
• Goals must be trackable • Educate stakeholders, manage expectations, get a lot of people involved. • Segment your audience, preferable verify with data set.

the question
Will the concept fit a social model? Fundamentally, social media has the potential to create an audience and encourage interaction and sharing of ideas. How would this engagement further your cause?

know what you want to accomplish

Develop a social media campaign for a specific goal or purpose. This will help you pick which site to use and how to measure success.

decide on purpose of social media and

organization’s position
Social media is not a pure sales medium, decide on what you company would want to use it for. Your social media presence is more for online branding, educating your customers and engaging the public.

decide on which

platform to use

There are many different social media platforms to use, which one fits your company best? Find where your niche and audience are located and which platforms they are on and engage them there. Tip: Engage in 3 – 4 platforms. Cross marketing between the platforms creates multiple touch points.

execution
• • • • Test with real users Deploy with room to scale Decide on platform Analyze, optimize and iterate – enhance your process

social media

involves

• creating FB pages, Twitter account, ONE OFF YouTube account. • Updating profile, bio. EVERY CHANGE DAILY • Getting Fans to join page • Planning theme and strategy to MONTHLY engage public. • Creating Engaging Content DAILY • Monitoring Comments and DAILY Feedback. • Analyzing Reports MONTHLY

facebook
• 600+ million users • Can register smaller groups and engage crowds already present in established groups • Post photos / videos of events • Tag fans and create a community • Polls • Events

facebook
• Facebook Pages can be the center of Public engagement. • Facebook Ads (Social Ads) can quickly spread awareness through very specific targeting • Engagement Ads • Viral Apps

facebook
Content

• • • • • •

Video Photos Events Blogs and Links Reviews Discussions
– much more

Facebook usage statistics by country - Dec 31st 2010
Rank 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Country USA Indonesia UK Turkey France Philippines Mexico Italy India Canada Germany Argentina Spain Colombia Australia Malaysia Brazil Taiwan Chile Venezuela # of Facebook users Dec 31st 2008 42,078,960 897,040 14,937,180 7,934,340 6,587,240 390,700 1,440,640 5,585,700 1,071,280 10,862,040 1,255,480 2,255,300 2,596,080 3,632,760 4,330,040 850,420 209,460 112,900 4,153,060 1,874,220 # of Facebook users Dec 31st 2009 101,303,240 14,681,580 22,625,300 16,943,780 14,290,700 8,387,560 6,505,040 13,272,760 5,397,480 14,228,460 5,799,520 7,387,120 7,701,200 7,243,520 7,611,920 3,975,640 2,413,900 5,490,300 5,808,020 4,952,340 # of Facebook users Dec 31st 2010 145,749,580 32,129,460 28,661,600 24,163,600 20,469,420 18,901,900 18,488,700 17,812,800 17,288,900 17,288,620 13,678,200 12,359,260 12,235,080 11,665,860 9,661,720 9,544,580 8,821,880 8,752,640 7,586,060 7,552,760 12 month growth % 43.90% 118.80% 26.70% 42.60% 43.20% 125.40% 184.20% 34.20% 220.30% 21.50% 135.90% 67.30% 58.90% 61.10% 26.90% 140.10% 265.50% 59.40% 30.60% 52.50% 24 month growth % 246.40% 3481.70% 91.90% 204.50% 210.70% 4738% 1183.40% 218.90% 1513.90% 59.20% 989.50% 448% 371.30% 221.10% 123.10% 1022.30% 4111.70% 7652.60% 82.70% 303%

twitter
“With twitter gaining popularity, number of users greatly increased after celebrities began to use this social media platform. Many people are only beginning to realize the true value in it. ”

1.Networking 2.Updated news 3.Relationships 4.Information 5.Alerts on Upcoming Events

build your

community

• • • • • • • •

Tweetups! After event engagement? Ad hoc meetings? Face to face engagement. Crowdsourcing ideas. Fundraising. Spreading awareness. Sharing updates.

twitter
• Event #hashtags
– Spread awareness of event – Monitor feedback – Channel of communication – Customer support – Media engagement – Q&A

blogs &

Articles

• Write articles to inform people about new development and advances of the industry. • Give value and knowledge that people will find useful, for products and services related to your company. • Brand yourself as an “expert” in the industry. • Improve your credibility by sharing knowledge. • Millions of people read articles on ezinearticles.com, blogger.com or wordpress.com everyday.

growth of

social media

growth of

social media

decide on how your

social media will be managed

Who will be in charge of the Twitter account and Facebook Pages? Find out the rules needed for management to be comfortable. Find different roles for people with different comfort levels and skill sets.

areas of

focus

• Promotion • Execution • Follow up

market

passively

Social media folks are not used to aggressive marketing, and will be turned off by it. Aggressive marketing may bring negative results.

The new paradigm

Attention

Engagement

think

social media apps

desktop apps

widgets

RSS

promote repeatly
• Facebook Connect • http://mashable.com/2009/01/12/facebookconnect-implementations/ • Open Graph • http://developers.facebook.com/docs/open graph • Badges and Logos

add

value

Be sure you provide many great reasons to follow you. Keep content interesting and varied. Always have your audience in mind.

be

consistent

Consistency is key. Allocate a few hours a week to monitor your social media progress. Consistently be part of a community, not there only to market products. Participate in conversations and do not leave conversations you started.

be helpful and

approachable

Do not just broadcast your own messages. RT (Re-tweet) interesting news and information to your audience. Reply to comments. Answer questions you know the answer to that appear in your feeds. Participate in conversations.

focus on

quality rather than quantity

On Twitter and Facebook, focus on quality interactions, and build deep relationships. Convert fans into Evangelists and hope they can promote your company through word of mouth. Numbers may mean more chances of spreading message but DOES NOT GUARANTEE that.

cross promote and

share messages

There are applications that allow you to update status on LinkedIn, Twitter and Facebook. If they are the same message you want to update for all your mediums, simply use Hootsuite. It is ok to update your new blog post on all your different channels and no reason why you should not do that.

be in for

long haul

Building relationship and trust takes time. Do not give up after trying out for one month. Relationships are not built overnight. Social media can increase your profile and open many opportunities if you try, you may not even actively market yourself or your company.

don’t allow it to

consume your time

If not managed properly, social media can be a distraction if you just have conversations in small groups. Make you’re your efforts are not in the way of doing business.

run

events

Run events and meetups to try to engage your fans and supporters in a physical way. “Put a face” to that digital avatar. Promote your ideas, products and services. – Make it tangible!

engagement does not end after event
• • • • • • • Build your community Blog Stream / video edits Photos of events Twitter Get feedback / extend the dialog Promote your next event

engagement does not end after event
• • • • • Share summaries Share slides Extend engagement for paid attendees Link to relevant blogs Reply to feedback / comments during event • Build relationships

engagement does not end after event
• Launch survey to collect information on:
– Speakers – Topics – Event

• Run polls on what they like best about the event • Create a place to further facilitate discussions • Use backchannels as archive

summary
• • • • Questions and concepts How do I make it fun? (Gaming concept to get people come back for more) How do I make it usable so users can come back for more? How do I provide value? Keep it simple!

summary
• How do users share my content? • How do users contribute and engage? (Do I allow user express themselves?) • Integration and context
– Will users use my information and is there a larger Eco-system that your campaign can integrate?

ROI
Use Facebook Analytics for your pages.

conclusion
• Use technology, build relationships • Create and foster dialog. • Find innovative ways to increase engagement and attendance. • Encourage openly sharing of content, not keep for private use. • Build community, facilitate networking. • Embrace change.

conclusion
• Users are not on Facebook or any social platforms for you or your products. • Be useful or fun. -> Don’t intrude. • Many ways to succeed in a campaign, be hollistic, but don’t lose your big picture. • Use analytics and analyze data, change strategies according to data. • Plan and think long term. • Educate Stakeholders.

use social media for your
campaigns and build relationships
Twitter: dmediaacademy Blog: http://digitalmediaacademy.blogspot.com/ Facebook: http://www.facebook.com/digitalmediaacademy

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