Facebook, social media seems to be and perhaps end with it. But is that factual? Some Instagram chatter in this class, too.

1. S T R AT E G I C D I G I TA L P R I I +
FA C E B O O K ( A N D A L I T T L E I N S TA G R A M )
C L A S S 3

2. C A M PA I G N S - W H AT M AT T E R S
M U S T H A V E C O N S I D E R A T I O N S F O R D I G I TA L C A M PA I G N S

3. W H AT I S T H E
C A M PA I G N G O A L ?
• Media Relations - Coverage,
influencer hits, WOMM, buzz, tie
to larger campaign?
• Sales/leads - Inbound website
traffic, first touch, in store traffic
• Fundraising - Crowdfunding,
peer-to-peer, trad. development
• Crisis/issues management -
Reputation management
• Advocacy - Perceptions,
favorability, actions, votes

4. G O A L S D R I V E
M E A S U R E M E N T
• Media Relations - WOMM, hits, inbound
traffic, SEO links, reputation, search
• Sales/leads - First touch leads, last
touch conversions, assists, reviews
• Fundraising - Dollars, individual actions,
fundraisers
• Crisis/issues management - Sentiment,
tonality, volume of conversations
• Advocacy - Actions taken, WOMM,
issue sentiment
• WARNING SIGN - Bolting on campaign
analytics after designing campaign

5. A U D I E N C E S
• Who is the audience for
the campaign?
• Has the brand listened to
them?
• Build customer profiles:
What compels them?
• How do you reach them?

6. C A M PA I G N M E S S A G I N G
M U S T C O M P E L A U D I E N C E W H I L E A C H I E V I N G G O A L
T H E O M B U D S W O M A N / M A N

7. C H A N N E L S A N D TA C T I C S
• Identify the channels that will work?
• What is the best medium to convey the message? NIKE Dream Crazy
- Video
• Are there supporting media and tactics that can help? Secondary
content (photos, support videos, blogs/articles, white papers), SEO,
social updates, media/influencer outreach, paid ads, email activation,
private groups, etc.
• LONG TAIL TIP: Always factor in search
• Test and refine the approach - Small sample sizes, advocates, focus
groups

8. C A M PA I G N M E T R I C S -
A R E W E A P P R O A C H I N G
O U R G O A L S ?
• Reach
• Shares
• Conversations
• Tonality
• Traffic
• Clicks
• Actions
• Speed and frequency
• And?

9. FA C E B O O K ( A N D A L I T T L E
I N S TA G R A M )

11. FA C E B O O K
• Pages have lost a lot of vitality
• Was a top source of news
• Certain types of content work:
Live, photos, videos
• But really the algorithmic throttling
of business pages has made
Facebook an advertising property
• Groups offer a great way to
engage influencers
• Increasing ties to Instagram

12. C H A L L E N G E S
• Political ads now tightly
vetted
• Tighter data control
• Engagement bait is
actively policed
• Continued algorithm
throttling

13. H O W FA C E B O O K
A N D I N S TA G R A M
C R O S S P O L L I N A T E
• Advertising platforms
• Contacts
• Stories
• Live technologies
• Cross targeting

14. T H E P O W E R A N D L I M I T S O F
FA C E B O O K A D V E R T I S I N G P L AT F O R M

15. A D S : W H AT
Y O U C A N D O
• Hyper target and re-target
• Manage ads in real time
• Multivariate and A/B Test
• Diverse types of goals
• Track conversions (via Pixel)
• Events, video, photos, and yes, text
• Advantage: They are cheap
• Disadvantage: Many question their
impact and value

16. T I P S
• Hyper targeting
• Precision content
• Measure, measure, measure
• Make it awesome - Great
content wins
• Visual
• Humor
• Unique offers

17. I N S TA G R A M
D I F F E R S H O W ?
• Average age of user
• The rise of the IG influencer
• Privacy? Maybe. Maybe not
• SnapChat hacks
• Pics, videos, and IGTV, not
much else
• More U.S. centric

18. H O W A M A J O R
P L AT F O R M B E C A M E A
F O R C E F O R A D V O C A C Y
A C T I V I S M , O R A C H I E V I N G
O R G A N I Z AT I O N A L
O B J E C T I V E S .
Y O U R 1 S T PA P E R

19. Y O U R PA P E R A S S I G N M E N T
Please consider the following questions as you build your paper.
What was the organization or cause?
What were they trying to achieve?
How did they engage on said social network? What tactics did they use?
Content, video, community management, chats, etc., etc. What was the tipping
point?
How did they leverage success from the social network and extend it into their
other efforts (online and/or in real life)?
What are the reasons why this is considered successful?
How is efficacy being determined? What data is available to demonstrate that this
actually was a success?
Why this social network and not another one?
Due on October 1. Three to five pages.