HOW TO: Launch a social media campaign

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    16-Jan-2015
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Transcript of HOW TO: Launch a social media campaign

  • 1. HOW TO: Launch a Successful Social Media Campaign By Deanna Ferrari HELLO :)

2. ABOUT ME

  • 2006 Graduate of Slippery Rock University
  • Social Business Specialist at MARC USA Pittsburgh
  • Board member of PRSA Pittsburgh (social media co-chair)
  • Blogger

3. DEFINING SOCIAL MEDIA 4. 5.

  • Listen, monitor, assess(the space and competition)

STEP1 6. Why Monitor?

  • Understand consumer motivation
  • Identify brand influencers and advocates
  • Identify ways to further connect with consumers and internal audiences
  • Identify potential crises, customer service, and employee issues
  • Determine social engagement strategy

7. Platforms to Monitor 8. What toMonitor

  • Blogs
  • Online forums
  • Facebook fan pages and public profile pages
  • Twitter
  • Online media sources
  • Top rich media sites (video and image sharing sites)
  • LinkedIn Answers

9. Determine the strategy STEP 2 10.

  • Build awareness of your brandssocial presence
  • Gain followers and likes for Twitter and Facebook
  • Create interest by informing consumers about the content they can expect to find on the pages
  • Increase interaction with consumers
  • Increase positive brand perception
  • Connect with and develop network of brand advocatesand key influencers who can be leveraged to spread brand messages to target audiences
  • Drive conversion against business objectives

11. Set up pages based on where customers are from monitoring research STEP 3 12. BECOMING ORGANIZATIONALLY READY Determinepersonality of page; draft content, response protocols STEP 4 13. Proactively Engaging

  • Facebook and Twitter
    • Editorial calendar of content will align with marketing and other key business efforts
    • Multiple posts per week

14. Responding

  • Respond to people who write toyour brand on Facebook and Twitter
    • Replies will be based on our response protocol
    • Engage with fans and followers via the integrated team
  • Respond to blogs, forums, employee sites, and more
  • Identify and address online crises with an early warning system to bring issues to the team s attention

15. Response Team

  • Real Time Response
  • Response Protocol ensure seamless, timely, accurate responses
    • Determines which posts require response along with clearly identified topic ownership
    • Response dictated by social style guide

16. BUILDING A COMPREHENSIVE SOCIAL STRATEGY Determine launch strategy STEP 5 17. Promoting your presence

  • Website icons
  • Connect with us page (includes social networks, RSS feed, blogs, mobile, etc.)
  • Emails
  • Email signature
  • Icons on outdoor, POS, TV spots, etc.

18. BUILDING A COMPREHENSIVE SOCIAL STRATEGY Go! STEP 6 19. BUILDING A COMPREHENSIVE SOCIAL STRATEGY Evaluate, Refine, Continue STEP 7 20. Tools to Help Us Analyze

  • Charts within the monitoring dashboard track key metrics
  • We can slice the data to understand:
    • Who s talking
    • What they re saying
    • Their reach who s listening, and how much weight they carry
    • Where and when they re talking
    • How they feel

21. WHAT HAPPENS IF YOU MESS UP? 22. CASE STUDY: GOING ROGUE WITH THE RED CROSS 23. 2/15/11 11:24 P.M. 24. 2/15/11 11:30 P.M. 25. 2/15/11 11:54 P.M. 26. 2/16/11 10:00 A.M. 27. 2/16/11 11:30 A.M. 28. 2/16/11 NOON 29. Keeping the humor up 30. The Red Cross moral of the story 2 words of caution: You ll want to space out giving a pint of blood and drinking a pint of beer for health reasons. Be careful of Hootsuite! 31. THANK YOU! Twitter: @dferrari GOODBYE :)