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HOW TO: Launch a social media campaign

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The document provides steps for launching a successful social media campaign: 1) Define social media and monitor key platforms and influencers to understand audiences. 2) Build brand awareness on social media by increasing followers, interactions and positive perceptions. 3) Set up brand pages and determine content strategy and response protocols. 4) Engage audiences on social media with a content calendar and respond to comments and messages. 5) Promote social media pages across marketing channels and evaluate and refine the strategy over time.

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HOW TO: Launch a Successful Social Media Campaign By Deanna Ferrari HELLO :)
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
DEFINING SOCIAL MEDIA
 
Listen, monitor, assess (the space and competition) STEP1
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
Platforms to Monitor
What to Monitor 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
Determine the strategy STEP 2
Build awareness of your brand’s social 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 advocates and key influencers who can be leveraged to spread brand messages to target audiences Drive conversion against business objectives
Set up pages based on where customers are from monitoring research STEP 3
BECOMING ORGANIZATIONALLY READY Determine “personality” of page; draft content, response protocols STEP 4
Proactively Engaging Facebook and Twitter Editorial calendar of content will align with marketing and other key business efforts Multiple posts per week
Responding Respond to people who write to your 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
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
BUILDING A COMPREHENSIVE SOCIAL STRATEGY Determine launch strategy STEP 5
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.
BUILDING A COMPREHENSIVE SOCIAL STRATEGY Go! STEP 6
BUILDING A COMPREHENSIVE SOCIAL STRATEGY Evaluate, Refine, Continue STEP 7
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
WHAT HAPPENS IF YOU MESS UP?
CASE STUDY: GOING ROGUE WITH THE RED CROSS
2/15/11 11:24 P.M.
2/15/11 11:30 P.M.
2/15/11 11:54 P.M.
2/16/11 10:00 A.M.
2/16/11 11:30 A.M.
2/16/11 NOON
Keeping the humor up
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!
THANK YOU! Twitter: @dferrari GOODBYE :)

More Related Content

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
  • 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
  • 8. What to Monitor 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
  • 10. Build awareness of your brand’s social 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 advocates and 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 Determine “personality” 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 to your 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
  • 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 :)