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Guardian Seminars: Running a Social Media Campaign


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Guardian Seminars: Running a Social Media Campaign

  1. 1. How to create and manage a social media campaign Thursday 28 June, 2012 #gdnseminars
  2. 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. 3. Proportion of UK adults with broadband = 76%*
  4. 4. Proportion of UK adults who use social networking sites = 51%*
  5. 5. Proportion of people who use their mobile handsets to access the internet = 34%* *Ofcom
  6. 6. Campaign Goals What’s important to you?
  7. 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. 8. Workbook moment
  9. 9. Goal Target Route Outcome Audience Disseminate key information Acquire new donors Improve end user relationships Attract new students Engage Alumni Commercial Transactions
  10. 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. 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. 12. Where do I need to be? Picking the right platform for your campaign
  13. 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. 14. Facebook
  15. 15.
  16. 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
  17. 17. 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
  18. 18. 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
  19. 19. Twitter
  20. 20. 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
  21. 21.
  22. 22. #ShareNiger A WorldVision lesson in awarding perks to the right people
  23. 23. Step 1: Identify your influencer
  24. 24. Step 2: Engage
  25. 25. Step 3: Don’t talk – act!
  26. 26. Step 4: Watch the story spread
  27. 27. 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
  28. 28. LinkedIn
  29. 29. 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!
  30. 30. Where can brands go to stand out? The new kids on the block
  31. 31. • Sharing on Instagram gives you content you can also share on other platforms • Using tools like you can find out if others are talking about your brand (also • Use #tags to run competitions or bring fans / customers together
  32. 32. In the US Pinterest refers more web traffic than LinkedIn, Google+ and YouTube combined
  33. 33. • 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
  34. 34. • 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
  35. 35. Don’t forget social bookmarking
  36. 36. Over 12million users StumbleUpon passed the 25billion clicks in August 2011
  37. 37. 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
  38. 38. • 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!
  39. 39. Old Guard – New Changes Twitter #Pages Facebook #Rick links
  40. 40. Creating Great Content Where to begin?
  41. 41. 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?
  42. 42. 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!
  43. 43. 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
  44. 44. 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.
  45. 45. You’ve thought about visual – what about audio?
  46. 46. Get your audience involved!
  47. 47. 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
  48. 48. What do you want to say?
  49. 49. Integrating your campaign Telling your story through different mediums
  50. 50. Facebook Twitter Pictures / Video / Articles Blog LinkedIn
  51. 51. Target Audience Type of comm Target metric Facebook Twitter LinkedIn Instagram Pinterest YouTube iTunes etc
  52. 52. Date Content Platform
  53. 53. Social Media Dashboards Make sharing easier and more efficient
  54. 54. Tweetdeck
  55. 55. Measuring & Improving
  56. 56. 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 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
  57. 57. Troubleshooting (when it all goes terribly wrong…)
  58. 58. 3 choices! •Reply •Delete •Ignore
  59. 59. 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
  60. 60.
  61. 61. 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.
  62. 62. 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
  63. 63. 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
  64. 64. 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
  65. 65. Useful resources • • • • • • •
  66. 66. Contact: Jennifer Begg Email: Twitter: @livefreerange Website: