It's surprising how complicated many people make social media campaign planning. The most successful campaigns are usually the most simple, and they often follow the same pattern. Einstein once said that "things should be made simpler but not simple". I've certainly over-simplified these two models, but they work as a good demonstration to show how easily you can build an effective social media campaign.

1. How to Plan a
Successful Social
Media Campaign
@JeremyWaite | Head of Social Strategy, Adobe EMEA

3. Great Campaigns Have 4 Goals
“You can’t
1. Driving Innovation manage
Innovate rapidly and often, and be what you
recognized for it. Move fast and don’t
break things… measure”.
2. Create Compelling Content
Create (or curate) content that
delivers relevant and meaningful
experiences across all channels.
3. Understanding Big Data
Identify actionable insights and
segments across channels to drive
engagement and leads.
4. Measure ROI
Make sure that your campaign is
set up to show exactly what impact
it has made to your bottom line.

4. When planning a successful
social media campaign
you need to know two things…
1. Where 2. Where
Should I Should I
Spend Focus
My Budget? My Time?

5. Planning a 60% Social Intelligence “You can’t manage
10% Strategy what you can’t
Successful 30% Measurement
10% Reporting
measure”.
Social “Don’t spend
Campaign 60%
Where to spend your budget
more
Creative
time creating
30% Content content than
- 60:30:10 Model 30% you do talking
Community to your
10% Influencers audience”.
60%
Core
Channel “Use paid media
to accelerate
60% Media great content,
not to prop up
average content”.
30%
Complimentary
Channel
@JeremyWaite
Head of Social Strategy
Adobe EMEA 10% Viral Channel

7. Planning a 10% 1 hour a day
Successful Creating Content
Social
Campaign
- 90:10 Model Where to focus your time
90% 9 hours
Engaging with per day
your audience
@JeremyWaite
Head of Social Strategy
Adobe EMEA

8. Want more help with your next
campaign? Check out
Adobe.com/UK/products/Social
@JeremyWaite
Head of Social Strategy, Adobe EMEA
8

9. @AdobeSocial