HOW TO: Launch a social media campaign
-
Upload
deanna-ferrari-tomaselli -
Category
Business
-
view
1.633 -
download
3
description
Transcript of HOW TO: Launch a social media campaign
![Page 1: HOW TO: Launch a social media campaign](https://reader034.fdocuments.in/reader034/viewer/2022050804/54b81c904a7959340a8b459d/html5/thumbnails/1.jpg)
1
HOW TO:Launch a Successful
Social Media Campaign
By Deanna Ferrari
HELLO
:)
![Page 2: HOW TO: Launch a social media campaign](https://reader034.fdocuments.in/reader034/viewer/2022050804/54b81c904a7959340a8b459d/html5/thumbnails/2.jpg)
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
![Page 3: HOW TO: Launch a social media campaign](https://reader034.fdocuments.in/reader034/viewer/2022050804/54b81c904a7959340a8b459d/html5/thumbnails/3.jpg)
DEFINING SOCIAL MEDIA
![Page 4: HOW TO: Launch a social media campaign](https://reader034.fdocuments.in/reader034/viewer/2022050804/54b81c904a7959340a8b459d/html5/thumbnails/4.jpg)
![Page 5: HOW TO: Launch a social media campaign](https://reader034.fdocuments.in/reader034/viewer/2022050804/54b81c904a7959340a8b459d/html5/thumbnails/5.jpg)
5
STEP1
Listen, monitor, assess (the space and competition)
![Page 6: HOW TO: Launch a social media campaign](https://reader034.fdocuments.in/reader034/viewer/2022050804/54b81c904a7959340a8b459d/html5/thumbnails/6.jpg)
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
![Page 7: HOW TO: Launch a social media campaign](https://reader034.fdocuments.in/reader034/viewer/2022050804/54b81c904a7959340a8b459d/html5/thumbnails/7.jpg)
7
Platforms to Monitor
![Page 8: HOW TO: Launch a social media campaign](https://reader034.fdocuments.in/reader034/viewer/2022050804/54b81c904a7959340a8b459d/html5/thumbnails/8.jpg)
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
![Page 9: HOW TO: Launch a social media campaign](https://reader034.fdocuments.in/reader034/viewer/2022050804/54b81c904a7959340a8b459d/html5/thumbnails/9.jpg)
9
Determine the strategy
STEP 2
![Page 10: HOW TO: Launch a social media campaign](https://reader034.fdocuments.in/reader034/viewer/2022050804/54b81c904a7959340a8b459d/html5/thumbnails/10.jpg)
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
![Page 11: HOW TO: Launch a social media campaign](https://reader034.fdocuments.in/reader034/viewer/2022050804/54b81c904a7959340a8b459d/html5/thumbnails/11.jpg)
11
Set up pages based on where customers are from
monitoring research
STEP 3
![Page 12: HOW TO: Launch a social media campaign](https://reader034.fdocuments.in/reader034/viewer/2022050804/54b81c904a7959340a8b459d/html5/thumbnails/12.jpg)
12
BECOMING ORGANIZATIONALLY READY
Determine “personality” of page; draft content, response
protocols
STEP 4
![Page 13: HOW TO: Launch a social media campaign](https://reader034.fdocuments.in/reader034/viewer/2022050804/54b81c904a7959340a8b459d/html5/thumbnails/13.jpg)
13
Proactively Engaging
Facebook and Twitter – Editorial calendar of content will align with marketing and other
key business efforts
– Multiple posts per week
![Page 14: HOW TO: Launch a social media campaign](https://reader034.fdocuments.in/reader034/viewer/2022050804/54b81c904a7959340a8b459d/html5/thumbnails/14.jpg)
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
![Page 15: HOW TO: Launch a social media campaign](https://reader034.fdocuments.in/reader034/viewer/2022050804/54b81c904a7959340a8b459d/html5/thumbnails/15.jpg)
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
![Page 16: HOW TO: Launch a social media campaign](https://reader034.fdocuments.in/reader034/viewer/2022050804/54b81c904a7959340a8b459d/html5/thumbnails/16.jpg)
16
BUILDING A COMPREHENSIVE SOCIAL STRATEGY
Determine launch strategy
STEP 5
![Page 17: HOW TO: Launch a social media campaign](https://reader034.fdocuments.in/reader034/viewer/2022050804/54b81c904a7959340a8b459d/html5/thumbnails/17.jpg)
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.
![Page 18: HOW TO: Launch a social media campaign](https://reader034.fdocuments.in/reader034/viewer/2022050804/54b81c904a7959340a8b459d/html5/thumbnails/18.jpg)
18
BUILDING A COMPREHENSIVE SOCIAL STRATEGY
Go!
STEP 6
![Page 19: HOW TO: Launch a social media campaign](https://reader034.fdocuments.in/reader034/viewer/2022050804/54b81c904a7959340a8b459d/html5/thumbnails/19.jpg)
19
BUILDING A COMPREHENSIVE SOCIAL STRATEGY
Evaluate, Refine, Continue
STEP 7
![Page 20: HOW TO: Launch a social media campaign](https://reader034.fdocuments.in/reader034/viewer/2022050804/54b81c904a7959340a8b459d/html5/thumbnails/20.jpg)
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
![Page 21: HOW TO: Launch a social media campaign](https://reader034.fdocuments.in/reader034/viewer/2022050804/54b81c904a7959340a8b459d/html5/thumbnails/21.jpg)
21
WHAT HAPPENS IF YOU MESS UP?
![Page 22: HOW TO: Launch a social media campaign](https://reader034.fdocuments.in/reader034/viewer/2022050804/54b81c904a7959340a8b459d/html5/thumbnails/22.jpg)
22
CASE STUDY: GOING ROGUE WITH THE
RED CROSS
![Page 23: HOW TO: Launch a social media campaign](https://reader034.fdocuments.in/reader034/viewer/2022050804/54b81c904a7959340a8b459d/html5/thumbnails/23.jpg)
23
2/15/1111:24 P.M.
![Page 24: HOW TO: Launch a social media campaign](https://reader034.fdocuments.in/reader034/viewer/2022050804/54b81c904a7959340a8b459d/html5/thumbnails/24.jpg)
24
2/15/1111:30 P.M.
![Page 25: HOW TO: Launch a social media campaign](https://reader034.fdocuments.in/reader034/viewer/2022050804/54b81c904a7959340a8b459d/html5/thumbnails/25.jpg)
25
2/15/1111:54 P.M.
![Page 26: HOW TO: Launch a social media campaign](https://reader034.fdocuments.in/reader034/viewer/2022050804/54b81c904a7959340a8b459d/html5/thumbnails/26.jpg)
26
2/16/1110:00 A.M.
![Page 27: HOW TO: Launch a social media campaign](https://reader034.fdocuments.in/reader034/viewer/2022050804/54b81c904a7959340a8b459d/html5/thumbnails/27.jpg)
27
2/16/1111:30 A.M.
![Page 28: HOW TO: Launch a social media campaign](https://reader034.fdocuments.in/reader034/viewer/2022050804/54b81c904a7959340a8b459d/html5/thumbnails/28.jpg)
28
2/16/11NOON
![Page 29: HOW TO: Launch a social media campaign](https://reader034.fdocuments.in/reader034/viewer/2022050804/54b81c904a7959340a8b459d/html5/thumbnails/29.jpg)
29
Keeping the humor
up
![Page 30: HOW TO: Launch a social media campaign](https://reader034.fdocuments.in/reader034/viewer/2022050804/54b81c904a7959340a8b459d/html5/thumbnails/30.jpg)
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!
![Page 31: HOW TO: Launch a social media campaign](https://reader034.fdocuments.in/reader034/viewer/2022050804/54b81c904a7959340a8b459d/html5/thumbnails/31.jpg)
31
THANK YOU!
Twitter: @dferrari
GOODBYE
:)