Recent presentation for Guardian Media Academy.

1. How to create and manage a
social media campaign
Thursday 28 June, 2012
#gdnseminars

2. What will we be covering?
• Setting the goals for your campaign
• Picking the right platforms for delivery
• Creating great content to share
• Planning and implementation
• Measuring success
• Defining long term impact
• Troubleshooting and crisis management

3. Proportion
of UK
adults with
broadband
= 76%*

4. Proportion of
UK adults
who use
social
networking
sites
= 51%*

5. Proportion of
people who
use their
mobile
handsets to
access the
internet
= 34%*
*Ofcom http://media.ofcom.org.uk/facts/

6. Campaign Goals
What’s important to you?

7. Let’s look at your last campaign
• What were the goals of your last
campaign?
• Who were you targeting?
• What worked well?
• What could have gone better?
• What interests you about using Social
Media?
• What content do you have / are you
creating?

8. Workbook moment

9. Goal Target Route Outcome
Audience
Disseminate key
information
Acquire new
donors
Improve end user
relationships
Attract new
students
Engage Alumni
Commercial
Transactions

10. Goal Outcome Landing Page? Goal Page
(G/analytics)
Disseminate key
information
Acquire new
donors
Improve end user
relationships
Attract new
students
Engage Alumni
Commercial
Transactions

11. Goal Soft Indicators Baseline Target
Conversion
Disseminate key
information
Acquire new
donors
Improve end user
relationships
Attract new
students
Engage Alumni
Commercial
Transactions

12. Where do I need to be?
Picking the right platform for your
campaign

13. Factors to consider
• Which platforms are your target audience
using?
• Are they open to brand messages on that
platform?
• Are there alternative ways to reach them?
• How SM enable you to reach your ultimate
campaign goals?

14. Facebook

15. http://mashable.com/2011/11/18/facebook-stats/

16. User Perspective
• Facebook algorithms dictate the
Newsfeed
• Interaction happens within the
Newsfeed
• Limited tolerance for “Page Noise”
• Text vs picture, video & poll
• Influence of the Ticker

21. Plan with a goal in mind
• Use facebook Insights to inform future posts
• Use Google Insights for search terms
• Is “Places” a tool you can use?
• Photo & Video tagging
• Optimum time for posting (to your audience)
• Questions & prompts
• Recommendations

22. Facebook’s impact on JustGiving
• 30% visits to JustGiving come from
Facebook
• 27% of donations come from Facebook
• That’s a 130% increase year on year for
FB donations
• The JustGiving app has seen a 44%
increase in FB donations – largely thought
to be down to not having to leave FB to
donate

23. Twitter

24. Lead the conversation
• Keep an eye on trending topics and if they
are relevant to you, get involved
• Use a popular # strategically to get more
clicks on links
• Mention @ prominent figures within your
industry
• Don’t be a broadcaster, be a
conversationalist

27. visibletweets.com

29. #ShareNiger
A WorldVision lesson in
awarding perks to the right
people

30. Step 1: Identify your
influencer

31. Step 2: Engage

32. Step 3: Don’t talk – act!

33. Step 4: Watch the story spread

34. WorldVision + Sian =
• Access to an audience of over 300
bloggers at Cybher 2012 to launch
#ShareNiger
• Evidence and real life stories shared in a
lively, tangible and hugely impactful way
• Interviews with CNN as well as local radio
• Quality content for a network of bloggers
to share

35. LinkedIn

39. Showcase to the business crowd
• Profile Apps make it easy to showcase
your social media content / activity
• Empower other employees to share on
LinkedIn. There is often less noise for
updates etc
• Groups are a great way to get in front of
the right people
• Remember – check stats!

40. Where can brands go to stand
out?
The new kids on the block

41. • Sharing on Instagram gives you content
you can also share on other platforms
• Using tools like searchinstagram.com you
can find out if others are talking about your
brand (also web.stagram.com)
• Use #tags to run competitions or bring
fans / customers together

43. In the US Pinterest
refers more web
traffic than
LinkedIn, Google+
and YouTube
combined

44. • 55% of consumers share their purchases
socially on networks like Facebook, Twitter
&Pinterest
• 59% of Pinterest users have bought
something they have seen on the site
compared to only 33% of Facebook users
• US online consumers follow an average of
9.3 brands on Pinterest compared to only
6.9 on Facebook

47. • Tell a story with your pins
• Celebrate the iconic history of your
organisation – create a time capsule
• Use it to create a resource for users
• Don’t just use Pinterest for marketing and
SEO – Plan your work and create mood
boards
• Use Pinterest to give your brand
personality
• Don’t forget to post video

48. Don’t forget social
bookmarking

49. Over 12million users
StumbleUpon passed the 25billion
clicks in August 2011

50. More than 50% of US social media traffic to
websites comes from StumbleUpon
2.2 million web pages are added to
StumbleUpon every month
The half life of a tweet is 2.8 hours,
FB update 3.2, StumbleUpon is 400!
Average webpage view is 58 seconds,
the average SU view is 72

51. • Be careful to track bounce rates for your
SU traffic, SU audience can be fickle
• Relevance is key so tag pages
appropriately to maximise any traffic
engagement
• SU is free and easy to use and can drive
real traffic so experiment!

52. Old Guard – New Changes
Twitter #Pages
Facebook #Rick links

55. Creating Great Content
Where to begin?

56. Key elements of success
• Plan your content, do your research
• Don’t forget about SEO
• Text descriptions, titles and tagging
• Link planning – where are you driving
traffic?
• Ease of sharing
• Infographics / Video / Instagram – does
your content have value?

60. Key points on sharing
• Stick to key values of content marketing –
make sure anything you want shared has
inherent value to the user
• Mention video when courting PR and media
attention
• Ensure there are links from your clip to
appropriate pages on your website
• Remember YouTube is now owned by
Google so clips give you more opportunities
to appear in search!

62. Community engagement
• Does “How to” fit with your organisation?
• Could your content work as a series?
• Are there opportunities to get your clients
involved?
• Don’t forget SlideShare and LinkedIn
• Spend time and effort engaging with
bloggers in your sector, encourage them to
embed your content

63. Remember:
Engaging with bloggers is about you
providing content that’s interesting and
beneficial to THEIR audience. Don’t try to
sell them on your business, spend time
learning about their audience and (provided
the audience is relevant to you) build
content they will enjoy.

64. You’ve thought about visual
– what about audio?

68. Get your audience involved!

70. Running competitions
• Have clear guidelines
• Make it as easy as possible for potential
entrants to be included
• Use Playlist functionality to shortlist videos
• Use multiple marketing platforms to invite
entry
• Make your timeline realistic

71. What do you want to say?

72. Integrating your campaign
Telling your story through different
mediums

73. Facebook Twitter
Pictures / Video / Articles
Blog LinkedIn

74. Target Audience Type of comm Target metric
Facebook
Twitter
LinkedIn
Instagram
Pinterest
YouTube
iTunes etc

75. Date Content Platform

76. Social Media Dashboards
Make sharing easier and
more efficient

80. Tweetdeck

81. Measuring & Improving

82. Evaluation
Website Metric Stat • Measure stats collected
GAnalytics Twitter Visits 104 against campaign goals
GAnalytics FB Visits 78 • Assess throughout your
GAnalytics LinkedIn Visits 47 campaign and tweak to
Bitly.com Link clicks 20,000
maximise impact
BufferApp Retweets 1,000
• Look at comments for
feedback
TweetReach Exposure of 342
tweet • Storify your campaign to
Blog Stats G+ shares remind you of successes
Blog Stats StumbleUpon and improvements
shares
YouTube Views
YouTube Likes

90. Troubleshooting
(when it all goes terribly wrong…)

91. 3 choices!
•Reply
•Delete
•Ignore

93. Social Media Guidelines
• Encourage staff to engage and talk about
your brand on twitter
• Be clear about your company caveats
• Keep your community rules simple &
share them with everyone
• Request that employees using their own
accounts preface their comments when
they relate to your brand

94. socialmediagovernance.com/policies

95. Remember: Your social media
policy / code of conduct, should
not differ wildly from the normal
standards of behaviour and data
management you would expect
from an employee.

96. Staying faithful to your goals
• Set your organisational goals before
deciding which platforms to use
• Know what you want success to look like
(don’t be surprised if / when it looks
different)
• Don’t be afraid to measure but pick your
metrics carefully
• Don’t shy away from user generated
content, it can surprise you

97. Keeping ahead of the curve
• Find SM ambassadors amongst your staff
• Bring naysayers on board to fix problems
• Follow influential & well informed bloggers
• Take part in appropriate twitter chats
• Don’t just look at what your competitors are
doing – keep an eye on case studies from an
array of different organisations

98. Most importantly
• Don’t jump on every new (or old) platform,
especially if you have limited time and
resources
• Don’t write off new platforms, play around
with them and assess how you might use
them
• Be open minded, sometimes it’s our
clients that tell us how we should be
communicating

99. Useful resources
• Mashable.com
• TheNextWeb.com
• Technorati.com
• Reddit.com
• SocialMediaToday.com
• FastCompany.com
• BitRebels.com

100. Contact: Jennifer Begg
Email: jennifer@livefreerange.com
Twitter: @livefreerange
Website: www.livefreerange.com