Building A Successful Social Media Campaign
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Course slides from UCSD Rady Center of Development program developed for the USMC on "Building A Social Media Campaign" presented by Steve Bellach and Nik Souris on January 25, 2017 at Camp Pendleton.
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Building A Successful Social Media Campaign
- 2. © 2015 BottomLine Marketing | 2 Agenda Introductions Social Media is More Than Just Media Strategy Development – The Editorial Calendar Exercise #1 – Editorial Calendar Development Building a Social Media Campaign Exercise #2 – Social Media Campaign Development Summary
- 5. Some Initial Thoughts… • What is the currency of social media? • Is social media a whole new way of doing marketing? • Does your brand have to be an “extrovert” to be a player in social media? Does social have to be “wacky”?
- 8. “All-Way Communication” Implications • Conversations will happen whether you want them to or not! • You must monitor the conversations that are happening: – For your brand to respond to negative or inaccurate sentiment • You can influence what conversations do start to happen – “Plant Seeds” – New programs/initiatives – Crisis management • BUT, YOU NEED TO BE READY from a content and staffing strategy perspective before getting started – You cannot “dip your toe” in the social media waters!
- 11. Some Common Forms of Social Content The Opportunities to Engage are Limitless Link to own content*: • Blogs • Articles/White Papers • infographics Challenges/ Competitions/ Contests Charts/Lists Questions/ Surveys News/Posts: • Status • Statement Link to 3rd party content: • Blogs • Articles/White Papers • infographics Videos/ Commercials *Content may come in form of text, photo, infographic, podcast, video Meme/Gif Short Form Videos
- 15. The Marketing Funnel What Marketing Efforts Do You Currently Have at Each Stage of the Funnel? Where Does Your Target Audience Consume Information? Where Does Social Media Fit In?
- 19. Brand Fundamentals – Checklist • Do you have a sound brand strategy? – Target market, etc.? – Clearly differentiated messaging strategy – Clearly defined brand personality? • Do you have a deep understanding of your competition? • Do you have a deep understanding of your target audience(s) – what kind of information they’re seeking? • Do you know where your target audience(s) goes for information?
- 20. Social Fundamentals – Checklist • Do you have clear goals for social media? What part of the funnel are you trying to impact? What metric are you trying to move the needle on? • Do you have the human resources to commit to social media? Before you start a blog or Twitter account, ask yourself if you can allocate the resources needed. Social media is about real-time response and consistently updated content. • Do you produce enough quality content to sustain social media conversations? Content feeds the social media beast. What have you already produced? • Do you know which social networks are popular with your target audience?
- 22. Developing the Calendar What You’ll Need • Overall marketing communications plan • Event calendar • Understanding of your “seasonality” (if any) • Calendar should be created and updated on a rolling “as needed” basis – 90 or 180 days – Daily, weekly or monthly detail
- 23. The Editorial Calendar Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Marketing Communication (e.g., TV Campaigns, etc.) New ad campaign New ad campaign
- 24. The Editorial Calendar Jan 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 Fist SD Fleet Week
- 25. The Editorial Calendar Jan 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 Fist SD Fleet Week Seasonality (e.g. recruitment periods) College Grads HS Grads
- 26. The Editorial Calendar Jan 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 Fist SD Fleet Week Seasonality (e.g. recruitment periods) College Grads HS Grads Conferences (Military and other) xx xx xx
- 27. The Editorial Calendar Jan 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 Fist SD Fleet 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
- 29. Exercise #1: Building the Editorial Calendar • Identify key communication opportunities for your organization – Marketing Communication (e.g., TV Campaigns, etc.) – Key Events – Seasonality – Conferences • Map out key opportunities into 90-day or 180-day calendar
- 31. Break
- 34. Creating a Social Media Campaign • Campaign purpose • Foundational elements • Stages 1. The Before – Preparation 2. The During – Execution 3. The After – Celebration
- 35. Campaign Purpose: Why are we doing this? • Build audience (email list, subscribers, etc.) • Drive traffic (website or location) • Direct sales • Improve brand engagement • Solicit feedback • Support event • Support a function – Customer Service, Recruiting • Complement an initiative – Thought leadership, Product/Service launch Image: psdgraphics.com
- 36. Foundational Elements • Team – Leader – Skills needed – Additional resources • Social infrastructure – Content Catalog – Editorial Calendar – Existing Social networks
- 38. The Editorial Calendar Jan 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 Fist SD Fleet 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
- 40. Social Media Campaign Process 1. Preparation – Define campaign objectives – Pre-campaign activities – User journey / experience – Content considerations – Additional considerations – Planning the campaign Image: imgur.com/
- 42. Pre-campaign Activities • Evaluate social media networks • Consider building up audience • Review other campaigns • To hashtag or not to hashtag
- 44. Think-thru User Journeys Entry • Social Post • Website opt-in • Landing page Engagement Conversion Thank YOU!
- 45. Content Considerations • Content: Create, Curate, Collaborate – Messaging – Formats • Additional assets – Existing – Archives – UGC: user generated content
- 47. Campaign Planning • Project plan – Content Development – Resource allocation – Posting schedule • Co-ordination with other activities – Regular practices – Other events/campaigns
- 49. Break
- 50. Hypothetical Example Fleet Week NYC • Purpose • Objectives • Targets • Social Networks • Content
- 52. Fleet Week NYC - Objectives • 200% increase from 2016 #fleetweeknyc in engagement, social mentions on youth social platform • Actively engage 200 NYC area Elementary and Middle School Instructors - Career Counselors in advocating #fleetweeknyc
- 53. Fleet Week NYC - Targets • Youths • Elementary and Middle School Instructors - Career Counselors
- 54. Fleet Week NYC – Social Networks • Youths è Instagram, Twitter, YouTube, Snapchat • Elementary and Middle School Instructors – Career Counselors è LinkedIn, Facebook
- 55. Fleet Week NYC - Content • PDFs – History of #fleetweeknyc – Program of #fleetweeknyc 2017 – Activities/opportunities for youths • Videos – 1-minute teaser – 3-4x :15 second clips featuring different activities – Daily wrap-ups • Livestreams • Posts / Images – Create frequency and cadence for the event – #PicOfTheDay, #FactOfTheDay • Motivational ideas – Contests – Scavenger hunts
- 57. Exercise 2: Social Media Campaign Development • Pick an event from your editorial calendar • Define Purpose • Determine objectives • Target Audience • Social networks • Content
- 58. Social Media Campaign Process 2. Execution – Publish against the plan – Monitor – Listen – Optimize
- 60. Social Listening Track content by post title against: • Platforms published on • When most frequently mentioned • Potential Reach • Shares • Comments
- 61. Social Media Campaign Process 3. Celebration – Analyze – Evaluate – Document
- 62. Traits of a Successful Social Media Campaign • Consistency – Relevance, Frequency, Cadence, Quality • Value – Inform, Educate, Entertain • Engaging – Memorable – Altruistic – Storytelling Photo: https://blog.harryanddavid.com/
- 63. Summary