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Creating Killer Social Media Campaigns
The document outlines a comprehensive social media campaign strategy taught by Gwen Woltz, co-founder of Wahine Media, emphasizing the importance of defining clear goals, understanding the target audience, and utilizing engaging stories. It discusses various elements of campaign implementation, including measuring success, risk assessment, and team roles, while providing practical tools and examples from successful campaigns. The focus is on building community, increasing engagement, and effectively using social media to achieve business goals.
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Creating Killer Social Media Campaigns
- 1. Building(a(Killer(Social( Media(Campaign Taught by GwenWoltz Co-founder, Wahine Media social media strategy, training & implementation for business Slides: slideshare.net/wahinemedia
- 2. Campaign - verb:Work in an organized and active way toward a particular goal.
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- 7. 1.(Goals:(what(do(you( hope(to(achieve? • Define cleargoals • Often a campaign goal is derived from a problem • Set realistic goals
- 8. Create Buzz &Awareness Buzz is all about riding the current wave of media, adopting the latest media to promote your message or brand to the most people possible. Generate Traffic Optimizing your use of social media increases the probability that people will click through, and most importantly, pass along your message to their social networks. Generate Leads Leads are the highest sought after goal in social media, and can only be obtained after your community trusts you. When the sale is pitched it needs to be in a way that won’t tarnish that relationship. Influence the Conversation Individuals and their experiences matter and hold sway over other consumers. The conversation will happen with or without you there, and joining the conversation is about identifying where they take place, and having a strategic and genuine approach in joining. Serve Your Community It pays to get your customers involved instead of ignoring them. Social media is a give before you take environment, and serving your community for their benefit will result in long-lasting results that will serve you in the long run. Build Your Reputation Gaining credibility is a longer process, but is about building a legitimate social media voice and developing influence within your community. This usually entails a “give-back” component with robust content and genuine outreach. Increase Engagement This is a common problem with brands on social media, especially with the “pay to play” model. Keeping engagement up is key in continually serving your content to your community and staying top of mind. Gain Market Research Once you’ve built a community, members can be valuable in providing feedback on your brand or product. Polling or asking for opinions can often times yield surprising results that may even inform some inner workings of your product or business. Gain More Subscribers Whether it’s your blog or email list, opt- in subscribers are an important group in your community. They can turn in to qualified leads, but are also a group that can be instrumental in getting your content shared.
- 9. 2.(Audience:(who(is(your( perfect(participant? • Gender • Age •Location • Employer • Hobbies & interests • Family & marital status • Their connection with your brand • Where they reside on social • Build a bio for 2-3 people
- 10. 3.(Story(&(message:(what( do(you(want(to(say? • Is therea compelling story to highlight? • How will you draw people in? • How will you relate to your audience? • What are the core messages? • Draft example post, even if vague
- 11. 4.(Timeline:(map(out( the(plan • Use collaborativecalendar tool • Mark milestones • Set weekly/monthly tasks • Give time for planning!
- 12. Week 1 Research& strategize Month 1 Launch and promote Week 2 Develop & build (baseline metrics) Week 3 Launch (posts on social) Week 4 Promote (launch FB ads) Week 5 Promote (influencer Tweetup) Month 2 Collaborate and push Week 6 Promote (feature entries so far) Week 7 Final push (incentivize the share) Week 8 Announce winner
- 13. 5.(Measurement:(How(will( you(prove(it(worked? • What arethe tangible metrics? • What are the intangible metrics? • Be sure they are tied back to goals • Be sure to get baseline measurements • Set benchmarks • Set final numeric goals
- 14. Create Buzz &Awareness Impressions & reach Shares & re-tweets Generate Traffic Social traffic into website Traffic into landing page Traffic into specific blog post Number of clicks on links on posts Generate Leads Number of entries or submissions Number of uses of a promo code Number of calls or contact forms filled out Influence the Conversation Number of posts / post frequency Number of blog post published Number of comments on blogs Impressions & reach per post Number of comments/replies per post Sentiment of comments/replies Increase Engagement Number of fans / followers Engagement rate: number of people taking an action on your page Applause rate: average number of likes/favorites per post Conversation rate: average number of comments/replies per post Amplification rate: average number of shares/re-tweets per post Posts to page, mentions & private messages Gain More Subscribers Number of opt-in’s Number of subscribers Serve Your Community Number of times someone thanked you Number of “just because” surprise prizes given Number of dollars donated Number of conversations Build Your Reputation Number of brand advocates Number of positive reviews How far a post or tweet reaches
- 15. 6.(Risk(assessment(&( mitigation:(what(if? • Plan forthe worst, hope for the best • 3-4 worst case scenarios • Author example responses or PR plan • Research recent news surrounding campaign topics
- 16. 7.(Team(members:(who( is(involved? • Who isthe main contact? • Who are the supporting team members? • Are there any collaborators? • Who can be called upon for support? • Internal collaboration?
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- 18. Establish(platforms • Just becauseyou’re active on 5 platforms doesn’t mean you should execute on all 5 • Focus on where you target audience is • Start by ramping up activity on target platforms
- 19. #Hashtags • Keep itsimple, stupid • Used for entry method? • Used to accompany live event? • Research first! • Keep it relevant
- 20. Contests(&(giveaways • Entry requirements& functionality • Quality over quantity • Entry forms - what you need to know • The prize • Contest terms
- 21. Entry Form Withinsocial platform Photo or video contest Vote for your favorite Tell us a story, submit an essay Opt in to our list enter Comment to enter Tag a friend and comment to enter Post with a #hashtag to enter
- 31. Tools • Stay organized– Podio, Google Calendars, Trello, Wunderlist, Slack • Keep in touch – Google Hangouts, Join.me, GoToMeeting • Publish content – Hootsuite, Buffer, Sprout Social • Gather submissions – Short Stack, OfferPop • Measure results – Simply Measured, Hootsuite, Sprout Social, Bit.ly, Google Analytics
- 33. Content:(keep(in(mind • Language &captions • Promotional posts • Optimize for each profile • Supporting content • High impact visuals • Include #hashtags • Easy to share
- 34. Content • User generatedcontent • Blog posts • Content calendar
- 35. Social(Ads • Boost postor promote tweet • Promote page or profile • Dive traffic to website • Promote app • Solving the Facebook “fan-gate” restriction
- 36. Technique #1: pinninga campaign post to the top of a page, then running page like ads where the landing page is the Timeline. The campaign post will be the first thing they see. Technique #2: creating an entry form app, running page like ads where the landing page is the app. The app then welcomes new fans, and prompts them to now enter their contest or giveaway.
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- 38. Scheduling(posts • Save time& resources • When to use and not use 3rd party tools • Native scheduling • Twitter Cards
- 39. Live(posting,(monitoring( &(engagement • Set asidetime daily • Monitor progress • Share live content • Respond to comments • Take benchmark measurements • Enjoy your growing community!
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- 41. JW(Marriott(Cancun(Resort(and(CasaMagna( Marriott(Cancun(Resort,(Mexico Five travel videobloggers were selected to travel to Cancun to each produce one original video highlighting the two sister resorts, where they were hosted for five days. Vloggers were also asked to post their experiences on their Facebook, Twitter and Instagram accounts, using the hashtag #gottequila. The campaign generated media value of $378,280 and reached 1.8 million viewers.
- 42. JetBlue(Getaways(“Get(Away(With(It”( People know JetBlue as anairline, but they don’t know that JetBlue offers flights, hotels, wheels and more via their JetBlue Getaways product. Our task: take a limited media budget and increase awareness of JetBlue Getaways in a crowded vacation package category. Our approach: break through the clutter and encourage participation with Getaways in a way that is uniquely JetBlue and unique to any category — the first ever online game show using Skype. https://youtu.be/Mg3ywbhMKxo http://www.mullen.com/jetblue-get-away-with-it-the-first-ever-live- online-game-show-starring-mark-hammerberg/
- 43. Bahamas(Tourism(Bureau( #BahamasWinterWarmUp Call To ActionOn Social: Post a creative video explaining why you’d rather be in the islands of the Bahamas enjoying sun, sand & sea, for your chance to win a trip for two to the beautiful Turquoise Cay boutique hotel in The Exumas. All eligible entries will be judged by The Bahamas judging panel to determine the Grand Prize winner.
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- 47. Keep(in(touch! Wahine Media web: wahinemedia.com blog:wahinemedia.com/wahineblog facebook: facebook.com/wahinemedia twitter: @wahinemedia Gwen Woltz @gjwahine Download this slideshow: http://slideshare.net/wahinemedia