My presentation slides from the NCWIT Summit in May 2014. "Learn from cold, hard case studies as we explore the best (and worst!) practices when creating a social media campaign. We'll explore everything from ideation to how to choose the right platform(s), incentives, timing (launch and length of the campaign), how to choose and achieve your specific goals, marketing the campaign, and much more. Leave with a solid checklist that will guide you through building a valuable social media campaign from start to finish, no matter how big or small your brand is."

1. 1
WHY YOU SHOULD NEVER
RAFFLE OFF AN IPAD
(UNLESS YOU’RE APPLE)
Social Media Campaigns:
How to Do Them Right, Wrong, and Sideways

2. 2
RACHAEL KING
Head of Communications,
DogVacay
@rachaelgking

3. 3
SOCIAL CAMPAIGNS
But why?
GET THE WORD OUT TO A WHOLE NEW GROUP OF PEOPLE
Brand
Awareness
Growth
Lead
Gen
User
acquisition

4. 4
WHAT KIND of campaigns?
INSPIRED
CONTENT
REAL TIMEGIVEAWAY
PARTNER
SHIPS
RESEARCH
1. 2. 3. 4. 5.

5. DOGVACAY: CESAR MILLAN
Giveaway
5

6. SMITHSONIAN ZOO: #ENDANGEREDSONG
Partnership
6

7. 7
LAYS: Do us a flavor
Research

8. 8
DOVE: REAL BEAUTY SKETCHES
Inspired Content

9. 9
OREO: THE SUPERBOWL TWEET
Real Time

10. 10
A1 “CONSCIOUSLY UNCOUPLES” from steak
Real Time Bonus

11. KEY COMPONENTS
Goals Prep Execution
11
1 2 3

12. 12
HOW TO CREATE
Brilliant ideas come from…
MIND MAP
CROWDSOURCE
PARTNER
COLLABORATIONS
HACKATHON
“BORROW”
& TWEAK

13. 13
HOW TO MARKET
Shout it from the top of a mountain!
LIST
BUIlding
Cross-
promotion
MEDIA
outreach
Awesome
assets
CONSISTENT
MESSAGing
FOLLOW
UP AND
THROUGH
REPEAT?

14. 14
How to measure
It’s all about the GOAL
Track twice, report once.
Sign ups CONVERSATIONS USER
ACQUISITION
FAN
GROWTH
User-
Generated
content
SALES

15. 15
FANTASTIC TOOLS
Mostly free, too!

16. 16
Campaign blooper reel
Doing it wrong…

17. 17
Campaign blooper reel, Pt. 2
Still doing it wrong…

18. Campaign blooper reel, Pt. 3
Doing it the wrong-est.
18

19. 19
TAKEAWAYS
Guiding principles
be
CREATIVE
1 2 3
be
SMART
be
TIMELY

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Questions?
Bring ‘em on
Thanks!

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Get in touch:
@rachaelgking