Post on 10-May-2015
Planning & Managing Social Media Campaigns
Mark Badham Aalto University School of Business
Content
SM Communication Campaigns SM Communication Plans SM Communication Tips
Content Marketing SM Engagement
Case Studies Group Exercise
CC/PR perspective Organisation – stakeholder communication
SM comms strategy process
Comms Plan database SRM
program media TA
Conversation Age
Communication or conversation? What takes place in a conversation?
Whose conversation? Starting, joining, managing, manipulating
Risks & benefits
Paid, Owned, Earned & Shared (online)
Media
• PAID – online advertisements • OWNED - corporate website & SM site (& landing page)
• EARNED - your content on someone else's SM site • SHARED – your content shared
Aim for all
What’s a communication ‘campaign’?
Time-specific, coordinated, series of steps ‘designed’ to promote/sell a product, service or business through different mediums (TV, radio, print, online).
Build brand image, introduce new product, increase sales, reduce impact of negative news… (within a timeframe).
What’s a Social Media Communication Plan?
• Objectives • Timeline • Target audiences
What is a Social Media Communication Plan?
• Key message/s • Tactics • SM platforms • Convergence ideas
(across channels) • Staff roles • Other...
15th Anniversary campaign 2012
• E-newsletter
• Mailchimp e-newsletter management
Question?
How can organizations engage customers better online? (eg get them coming back online, posting positive messages, sharing content with friends)
Your Group: Part of FINNAIR SM TEAM Background: From May 2014, Finnair will start flying Helsinki – Chengdu (China) twice a week Campaign Aim: Get more Finns flying to Chengdu
Group Exercise Warning
Task: • Objectives • Timeline • Target Audience • Key Message & Campaign Name • Tactics to get conversations started • Tactics to keep conversations going
Group Exercise Warning
• Problem: ‘scare’ campaign to stop federal government
funding of school chaplaincy • Solution: harness support of stakeholders to pressure
government to continue funding program • Target Audiences: politicians, our supporters, media
SAVE OUR CHAPLAINS SM Campaign
SAVE OUR CHAPLAINS SM Campaign
Built our own SM platform & asked supporters to: • Upload photos • Sign statements of support • Share campaign with friends • Donate to the cause. (? media) Also: • Media publicity (earned media) • Our own communication channels (? media)
Question: What are some ways we could have measured
success of campaign?
SAVE OUR CHAPLAINS SM Campaign
SAVE OUR CHAPLAINS SM
campaign
Monitored & managed campaign through: • Staff (roles) • Regular online communication • Scheduled strategy over 5 months Results: Attracted support from almost 85,000
people & raised over $500,000 in 5 months
SAVE OUR CHAPLAINS SM Campaign - Stage 2
http://www.youtube.com/user/SUQld
http://backourchappies.com.au/
Questions: What could have been our objectives & key
message?
SAVE OUR CHAPLAINS SM Campaign
Case Studies - Readings Southwest Airlines Social Media Strategy –
Lessons for All Organizations (January 31 - Mike Brown) READ
How One Defective Social Media Campaign Spawned Millions in Overcharges (8/15/2012 - Mark Fidelman & Becky Carroll) READ
Case Studies - Readings
How Airlines Use Social Media: Lessons for Everyone (Pam Dyer - blog)
SimpliFlying contacted more than 25 airlines to ask
questions such as: • How are airlines managing their SM presence? • What plans do they have for managing their teams in
the future? • What size are these teams?
How Airlines Use Social Media: Lessons for Everyone (Pam Dyer - blog)
• Communication, not promotion & sales • Need feedback mechanism to engage
consumers • How many ways can a customer hear (or see)
the same message through the day, each message reinforcing the earlier messages?
Case Studies - Readings
How Airlines Use Social Media: Lessons for Everyone (Pam Dyer - blog)
• KLM has 125,000 Twitter followers & 200,000
Facebook fans with 23 staff focusing on social media.
• Southwest Airlines has only 4 staff in SM (in an integrated model) with over 1 million Twitter followers & over 1 million Facebook fans.
• 40% of airlines are expanding their SM staff
Case Studies - Readings
Class Activity
SM Communication Tips • Students: start a list of what you’ve learned so
far from the Readings & Case Studies
• Write on board
Case Studies - Readings
How Southwest manages its popular social media sites (February 10, 2012 - Samantha
Hosenkamp) • Fosters a culture of communication • Coordinated SM efforts using CoTweet to
manage Twitter & Facebook - enabling them to assign tasks (eg they each have a shift) and monitor key words and campaigns
Case Studies - Readings
How Southwest manages its popular social media sites (February 10, 2012 - Samantha
Hosenkamp) • Go-to measurement tool: Vocus
How Southwest manages its popular social media sites (February 10, 2012 - Samantha Hosenkamp)
Techniques to keep followers entertained & informed on SM: • Behave like regular people • Don’t appear stiff. Southwest’s tweets & status updates
show personality • “You should sound like you’re talking to a real person”
Case Studies - Readings
How Southwest manages its popular social media sites (February 10, 2012 - Samantha
Hosenkamp)
• If there’s a situation Southwest feels its audience should know about, it “posts a statement on Twitter & Facebook so people know they’re handling it - better to be proactive than reactive.”
Case Studies - Readings
How Southwest manages its popular social media sites (February 10, 2012 - Samantha Hosenkamp)
• Southwest posts photos with the question, “What
airport was this picture posted at?” … inspires engagement from audience
• App called Vitrue uploads sound bites. Southwest posted a sound bite of co-founder laughing, then asked customers to guess whose laugh it was.
Case Studies - Readings
The airline recruited staff to tell stories on the blog.
The SM team chose 30 staff—flight attendants, pilots, mechanics and more—armed them with Flip cams and let the “authors” use their voices to tell stories.
Q: How would you get
customers involved?
Q: How would you keep customers
involved?
Social Relationship Management
http://www.oracle.com/us/solutions/social/vitrue/index.html
Content Marketing
• Offer valuable content to stakeholders across multiple channels & formats to engage customers.
• Not to sell, but to help solve customer problems • Examples? • Eg Finnair offering stretching tips to travellers Q: Where should they place this ‘content’?
SM Engagement Tips
• It’s all about CONVERSATIONS • Post regularly
• Tell stories, ask for stories • Give, don’t sell
• Join, monitor, engage in conversations - don't control them
• Be real, honest
SM Communication
Tips
1. Be active 2. Be interesting - My Starbucks Idea platform for ideas
(voted) 3. Be humble – eg negative conversations, mistakes
4. Be unprofessional, informal 5. Be honest
(Kaplan & Haenlein, 2010)
SM Communication
Tips
Keep txt short • Facebook posts between 100 & 250 characters receive
more likes, comments & shares than longer posts • Twitter: write for retweets. Keep posts between 70 &
100 characters so followers are able to retweet without having to edit your message
SM communication
tips More pics, less words
• Posts with images & videos get a lot more engagement
than posts without • Facebook photo albums receive 180% more engagement,
pictures receive 120% more engagement & videos receive 100% more engagement
• Tweets with pictures receive twice as much engagement
SM communication
tips
• Listen to your audience - pay attention to the posts your audience engages with the most, then give them more of those
• Test your content – if it doesn’t perform well, readjust (Kia Smith, October 2013, http://www.insidespelman.com/?p=6297)
SM communication
tips
• Leave formality at the door • Make them feel special (eg rewards)
• Invite them to contribute: stories, opinions, pics… • Then stick around for the conversation
• Hook them within the first 5 words • Give more than you ask for
• TV ad • Facebook page • Landing page
2007 Pepto-Bismol Contest Users encouraged to upload to YouTube 1 minute videos of themselves singing about the benefits of Pepto-Bismol.
YouTube Twitter post Facebook
Your Group: Part of FINNAIR SM TEAM Background: From May 2014, Finnair will start flying Helsinki – Chengdu (China) twice a week 1 Month Campaign Aim: Get more Finns flying to Chengdu
Group Exercise
Time: Plan 5+ minutes & Discuss 10 minutes Task: • Objectives • Timeline • Target Audience 1. Key Message & Campaign Name 2. 2 Tactics to get conversations started 3. 2 Tactics to keep conversations going 4. What would go into landing page?
Group Exercise