Outline four-step process for planning social media campaigns: setting smart objectives, developing innovative content, generating engagement, measuring and learning

1. Planning successful social media
marketing campaigns
Mosoco Ltd

2. What’s it all for?
• Rarely a “stand alone” marketing activity
• Delivers amplification – for better or for worse
– If your products fail they will fail worse with social media
– But if they succeed they will succeed better with social
media

3. It’s not just about marketing
Sales
Strategy
Marketing
PR
HR
R&D

4. Four key social campaign elements
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Planning and understanding
Creating innovative content
Generating engagement
Measurement and ROI

5. Where to invest
• 10% planning: audience and objectives
• 20% content creation
• 30% audience engagement
– 80% Target audience direct
– 20% Influencers e.g. blogger outreach
• 30% content promotion
– Core channel (e.g. Facebook)
– Complimentary channels (e.g. Pinterest & YouTube)
– Trial channels (e.g. Vine)
• 10% measurement and learning

6. Planning: who, where, what?
• SMART objectives
– What do you want to achieve: website traffic, leads, brand
engagement, SEO…
• Understanding your audience
– Where is your audience (platforms, trends)
– What are they interested in (psychographics)
– What are your competition doing?

7. Social potential depends on the brand
Engage with
audience
One-to-one
communications
possible
One-to-many and
many-to-many
communications
Listen to
audience

8. Planning: generating content ideas
• Idea generation can be hard!
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–
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Book of ideas
Brainstorming
News, company news, industry news
Seasonal changes
Other people’s ideas reinterpreted or disputed
• Different ideas may have different primary content
formats: video, graphics or text

9. Planning: content management
• Roles of different platforms
• Tone of voice (across platforms)
• Naming ideas for salience (easy if you are Vodafone,
hard if you are Orange)
• Rules of engagement with consumers
• Management and escalation plans

10. Editorial calendar
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•
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•
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Publication date
Theme and subject
Audience/persona
Keywords
Author
Sign off
Channel
Purpose/Call to action

11. Great content…
• Has a purpose: business-focussed calls to action
• Is relevant and interesting (e.g. topical)
• Has interest hooks (headline, first sentence, last
sentence)
• Generates engagement with the brand or with other
consumers
• Is well delivered:
– Personal tone of voice
– Appropriate grammar and spelling
– Frequently contains images

12. Content creation: multiplier effect
• Repurpose content: text, images, video
– 1 whitepaper might yield 3 blogs, 10 tweets, I info-graphic
• Reuse content
– In different channels
– At different times
• One content idea repurposed 3 times and reused 3
times = nine content pieces

13. Audience engagement
• Proactive promotion of engagement
– Explore (calls to action)
– Share (rewards)
– Respond (questions, competitions)
• Reaction to consumers who engage
– Positive: Reply to comments/thank followers etc
– Negative: Manage but don’t argue
• Don’t forget about email!

14. Engaging with influencers
• Influencers
– Who and where are they
– How to persuade them to engage
• Top fans – reward them: they may be influencers
one day!

15. Content promotion
• Regular posting
– Not just 9 to 5
– Not every hour/day is equal: experiment
• Paying for exposure
– Paying social media platforms to increase exposure also
helps you control a campaign
– Not the same thing as paying for followers!
• Make it easy for people to “follow” you on your
website, your emails, your blog etc
– You could even ask them (but don’t beg!)

16. Measuring ROI
• Leads
• Measurable behaviour
– Website activity
– Indicators (Likes etc)
• Changes to brand perceptions

17. Take care with measurement
• Need to understand what the data really mean
– How many people will actually see your content?
– Is a simple action such as a “Like” worth much?
• Twitter example:
– “Reach” is potential reach of a tweet: followers and
followers of re-tweeters
– One Twitter user on average:
• Follows 100 people, who each tweet 5 times/day
• Therefore is shown 500 tweets/day
– Real reach is nearer 100 than 500!
• Because user spends only 5 minutes/day on Twitter

18. Integration
• Paid, owned and earned media
– Paid generates more earned media
– Paid and earned drive traffic to owned media
• Marketing activity
– Integrate messaging and timing
• Consider offline activity if possible (e.g. events)

19. User experience considerations
• Optimise for mobile devices and mobile behaviour
• Make it easy and intuitive

20. Thank you
jeremy@mosoco.co.uk