Baptist communicators creating a social media strategy 2012

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Basics for what's a social media campaign and what's a social media strategy.

Transcript of Baptist communicators creating a social media strategy 2012

  • 1. twitter.com/@AndersonMktg facebook.com/andersonmarketingSocial Media Strategy and Campaigns April 12, 2012
  • 2. Definition of Strategy: A strategy is a plan of action designed to achieve a vision.DATE April 12, 2012 CLIENT Baptist Communicators
  • 3. Definition of Campaign: A campaign is an operation or series of operations energetically pursued to accomplish a purpose.DATE April 12, 2012 CLIENT Baptist Communicators
  • 4. Whos developed and followed a strategy? Whos done a campaign?DATE April 12, 2012 CLIENT Baptist Communicators
  • 5. Social Media: Strategy vs. Campaign Social Media Strategy Social Media Campaign Part of organizations strategic marketing plan Part of the social media strategy Long-term umbrella approach: 1 year+ Shorter term: typically 1 to 3 months Build foundation for all social media efforts- Build on use of social media resources determine best media for you Builds on strategys audience data Analyze and understand audience Drive to a specific targeted response Map and plan out allocation of resources Page views Staff Enrollment, Appointments, Fundraising Time Shorter term ROO (Return on Objectives) Brand Strengthening Specific short term impact Providing/creating content for long-term Not brand as a whole community relationships Longer term ROE (Return on Engagement) http://www.jmorganmarketing.com/the-difference-between-a-social-media-strategy-and-a-social-media-campaign/DATE April 12, 2012 CLIENT Baptist Communicators
  • 6. Social Media: Strategy vs. Campaign Social Media Strategy Social Media Campaign Dictate where, when and how often to Call to action for specific objectives that communicate the brands mission and vision support the brands mission and visionDATE April 12, 2012 CLIENT Baptist Communicators
  • 7. Points to Consider A campaign is not a strategy Short-term Specific and measurable objectives Find what works Dont try everything and just see what sticks Know your audience Define the why and make it memorableDATE April 12, 2012 CLIENT Baptist Communicators
  • 8. Social Media: Whats what and when Twitter- I need to eat Facebook- I ate Foursquare- Where I eat YouTube- Watch how I eat LinkedIn- Im really good at eating Pinterest- See how pretty everything I eat is Google+ - I know the cool places before anyone else doesDATE April 12, 2012 CLIENT Baptist Communicators
  • 9. Social Media: Audiences Reached General Current Future Past Current Future Medium Media Market Customer Customer Customer Employees Employees Facebook Yes Yes Yes Yes Yes Yes Yes Twitter Not likely Yes Yes Yes Yes Yes Yes Foursquare No Yes No No No Yes No YouTube Yes Yes Yes Yes Yes Yes Yes LinkedIn Not likely Likely Not likely Not likely Likely Yes Yes Pinterest Yes Yes Yes Yes Likely Likely Likely Google+ Yes Yes Yes Yes Yes Yes YesDATE April 12, 2012 CLIENT Baptist Communicators
  • 10. Social Media: People really do use it http://therealtimereport.com/2012/04/06/social-networking-stats-sina-weibo-tops-300-million-users-rltm-scoreboard/DATE April 12, 2012 CLIENT Baptist Communicators
  • 11. Social Media: W should use what ho Medium Education Hospital Non-Profit Restaurant Hotel Amusement Park Church Facebook Yes Yes Yes Yes Yes Yes Yes Twitter Yes Yes Yes Yes Yes Yes Yes Foursquare Yes Yes Yes Yes Yes Yes Yes YouTube Yes Yes Yes Yes Yes Yes Yes LinkedIn Yes Yes Yes Yes Yes Yes Yes Pinterest Yes Yes Yes Yes Yes Yes Yes Google+ Yes Yes Yes Yes Yes Yes Yes http://socialfresh.com/brands-on-pinterest/DATE April 12, 2012 CLIENT Baptist Communicators
  • 12. Education on FacebookDATE April 12, 2012 CLIENT Baptist Communicators
  • 13. Hospital on TwitterDATE April 12, 2012 CLIENT Baptist Communicators
  • 14. Restaurant on FoursquareDATE April 12, 2012 CLIENT Baptist Communicators
  • 15. Hotel on Y ube ouTDATE April 12, 2012 CLIENT Baptist Communicators
  • 16. Amusement Park on LinkedInDATE April 12, 2012 CLIENT Baptist Communicators
  • 17. Non Profit on PinterestDATE April 12, 2012 CLIENT Baptist Communicators
  • 18. Church on Google+DATE April 12, 2012 CLIENT Baptist Communicators
  • 19. Social Media Campaign Best Practices What to do Use existing social media presence Builds on existing relationships More receptive audience Already built community More likely to move needles They already know who you are, like you, engage with you What not to do Develop social media presence for one campaign Overwhelm current strategized messaging and presence with campaign messagingDATE April 12, 2012 CLIENT Baptist Communicators
  • 20. Social Media: W are we trying to do? hat Define your objectives Increase your social media following Increase general awareness Increase visits to website Increase donations from current contributors Increase enrollment Increase employment applicationsDATE April 12, 2012 CLIENT Baptist