How to bu i ld a soc ia l media campaign that wi l l de l ight your aud ience and meet your bus iness goa ls

Presented by Asiana PoncianoSocial Media Marketing Coordinator

Identify how and why your brand is using social media

The goal of Hawaiian Airlines social media is to highlight the uniqueness of the Hawaiian Airlines experience - to share aloha, initiate unique experiences and moments, and build a community of people that are passionate about Hawaii and Hawaiian Airlines. If this goal is accomplished, then community members become brand advocates, causing word-of-mouth marketing and conversion.

Aaron Landry (@s4xton) at the Downbeat Diner @HawaiianAir Tweetup, January 2012

Tailor your metrics to the channel and consider audience values

Prepared by Daniel Wood, tenfour

Study the unique attributes of your social media communities

Understand the social media behaviors before tailoring a campaign to elicit actions that create positive results

http://www.briansolis.com/2011/02/behaviorgraphics-discovering-the-me-in-social-media/

Identify your goals BEFORE thinking about concepts

Hard business goals Softer social media goals

Ticket purchases General brand or specific product awareness

Site visits Interactions

Loyalty program sign-ups Viral pass along

E-Certificate redemptions Retweets

Brick and mortar traffic New Fans

Credit card usage New Followers

Increase audience size by having a low barrier sweepstakes that is behind a Facebook Like Gate and uses a preset Twitter messages as one forms of entry

• Promotion ran from May 12, 2010 – May 26, 2010

• Presented five entry paths• Total increase in Fans, Followers, New

HawaiianMiles members: 27,969• Facebook Fan Change: 96.71% increase• Twitter Follower Change: 20.74%• Total entrants: 200,000

• ROI: 4,202%

Referral campaigns can build audience by tapping into your brand’s existing potential reach

• Promotion ran from November 16 – December 24, 2011

• Users entered themselves and one of their Facebook friends

• Total increase in Fans: 28,873• Total entrants: 21,831• One-day high for page views: 54,196 (Nov 22,

2011)• Campaign-high for people talking about brand:

17,478 (Nov 22 – 28, 2011)• Campaign-high for people who saw a post

mentioning brand: 103,675 (Nov 23 – 29, 2011)

• ROI: 1,280%

Retain your audience by engaging them with fun giveaways and educate them about products and services with interactive microsites

• Promotion ran from February 23 – March 8, 2011

• Total increase in Fans: 1,884• Total increase in Followers: 1,229• Total entrants: 20,000+• HawaiianMiles members: 331 • Agency received a Web Visionary Award for

“Friending Social” category

• ROI: 7,909%

Generate buzz and activate word of mouth marketers with outside-of-the-box, crowdsourcing campaigns

• Promotion ran from October 8 – 10, 2011

• 77 Shares• 897 Comments• 32,146 People seen this post• 821 Likes

Look around the social landscape and identify patterns of what’s working and take heed to what’s not

Go forth, touch upon social media behavioral triggers, and meet those “un-social” goals

1. Tap into social behavior: creativity, conversation, and benevolence

2. Establish a customized set of social analysis with specific hard and soft goals

3. Integrate business tools and touch points through out campaign infrastructure

4. Start with something simple

5. Gradually add complexity with each new campaign

6. Crowdsource brand elements

7. Engage with small giveaways and fun games to retain your audience

8. Push the envelope to create buzz

9. Like and Follow other brands to interact with social campaigns from a “Fan’s” perspective

10. Wash and repeat

QUESTIONS?

Mahalo!

@AsianaPoncianohttp://www.linkedin.com/in/asianaponcianoAsianal.Ponciano@Hawaiianair.com