Download - Baptist communicators creating a social media strategy 2012

April 12, 2012

Social Media Strategy and Campaigns

twitter.com/@AndersonMktgfacebook.com/andersonmarketing

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Definition of Strategy:

A strategy is a plan of action designed to achieve a vision.

April 12, 2012 Baptist Communicators

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Definition of Campaign:

A campaign is an operation or series of operations energetically pursued to accomplish a purpose.


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Who’s done a campaign?


Who’s developed and followed a strategy?

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Social Media: Strategy vs. Campaign


http://www.jmorganmarketing.com/the-difference-between-a-social-media-strategy-and-a-social-media-campaign/

Social Media Strategy

• Part of organization’s strategic marketing plan

• Long-term umbrella approach: 1 year+• Build foundation for all social media

efforts- determine best media for you• Analyze and understand audience

• Map and plan out allocation of resources• Staff• Time

• Brand Strengthening• Providing/creating content for long-

term community relationships• Longer term ROE (Return on

Engagement)

Social Media Campaign

• Part of the social media strategy• Shorter term: typically 1 to 3 months• Build on use of social media

resources• Builds on strategy’s audience data• Drive to a specific targeted response• Page views• Enrollment, Appointments,

Fundraising• Shorter term ROO (Return on

Objectives)• Specific short term impact• Not brand as a whole

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Social Media: Strategy vs. Campaign


Social Media Strategy

• Dictate where, when and how often to communicate the brand’s mission and vision

Social Media Campaign

• Call to action for specific objectives that support the brand’s mission and vision

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Points to Consider


• A campaign is not a strategy•Short-term•Specific and measurable objectives• Find what works•Don’t try everything and just see what sticks•Know your audience• Define the “why” and make it

memorable

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Social Media: What’s what and when


Twitter- I need to eatFacebook- I ateFoursquare- Where I eatYouTube- Watch how I eatLinkedIn- I’m really good at eatingPinterest- See how pretty everything I eat isGoogle+ - I know the cool places before anyone else does

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Social Media: Audiences Reached


MediumGeneral Market

Current Customer

Future Customer

Past Customer

MediaCurrent

EmployeesFuture

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 Yes

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Social Media: People really do use it


http://therealtimereport.com/2012/04/06/social-networking-stats-sina-weibo-tops-300-million-users-rltm-scoreboard/

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Social Media: Who should use what


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/

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Education on Facebook


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Hospital on Twitter


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Restaurant on Foursquare


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Hotel on YouTube


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Amusement Park on LinkedIn


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Non Profit on Pinterest


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Church on Google+


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Social Media Campaign Best PracticesWhat 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 messaging


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Social Media: What are we trying to do?


Define your objectives •Increase your social media following•Increase general awareness•Increase visits to website•Increase donations from current contributors•Increase enrollment•Increase employment applications

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Social Media: Does it match?

Do your campaign goals match up with your social media audience?•No?• Then this isn’t the place for the campaign• Pursue objective completion through other components

of Strategic Marketing Plan- email, direct mail, phone solicitations

•Yes!!!• Engage with them!


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Social Media: It matches


Medium Used

Change Profile Image

Post images/links to

images

Post videos/ links to videos

Encourage interaction- polls, questions, links to

siteMedium Specific

Facebook Yes Yes Yes YesChange cover photo, highlight posts, organize app tabs

Twitter Yes Yes Yes Yes N/A

Foursquare No N/A N/A NoPost tips as a user, post offers

YouTube Yes N/A Yes NoChange landing page video

LinkedIn No Maybe Maybe No N/A

Pinterest Yes Yes Yes NoCreate a pin board specific to campaign

Google+ Yes Yes Yes Yes N/A

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Education on Facebook


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Hospital on Twitter


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Hotel on YouTube


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Non Profit on Pinterest


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Did we do what we wanted to do?Revisit Objectives•Related directly to Social Media• Use Facebook Insights / Google Analytics/ Other 3rd

party• Identify # of likes for pages, posts, shares, follows,

retweets, repins, check-ins, views•Moving the needle elsewhere• Did people:• Sign up for information• Apply for classes• Make an appointment• Donate • Do what you wanted them to do?


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Social Media Campaigns in Action

Who: 3M Canada, 2008Objective: Increase sales of new tape dispenser (revitalize brand)Action taken: Product launch of shoe shaped tape dispenser on Facebook including contests and paid Facebook adsResults:• Ads delivered 1.5 million impressions and 300,000 CTs• Scotch Shoe sold old out in stores almost immediately• Paid Facebook ads generated 11 million impressions• Belief that product and promotion revitalized brand


http://marketingprofs.com/casestudy/137

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Who: KodakGallery.com, 2008Objective: Increase traffic to website and online salesAction taken: Development of MakeMeSuper.com, branded Facebook page and blogger outreachResults:• Site received 3 million visitors (2 million unique)• KodakGallery.com doubled its monthly traffic• Product sales increased (program paid for itself)


http://marketingprofs.com/casestudy/130

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Who: BALSAMS Grand Resort Hotel, 2010Objective: Increase BookingsAction taken: Social Media CompetitionResults:• Winner chosen to live at resort for 2 months• Used social media daily to share experiences • In August 2010 saw a 20% increase in bookings


http://blog.hubspot.com/blog/tabid/6307/bid/29272/5-Awesome-Examples-of-Engaging-Social-Media-Campaigns.aspx

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Social Media Campaigns in ActionWho: Wendy’s, 2011Objective: Create a 6th value menu offering with follower inputAction taken: Create Twitter exclusive game show environment with @GirlBehindSix as hostResults:• Gained 30,000 followers in one month• Used one promoted tweet• Cross promotion with @Wendys• Promotion of new value menu item• Drove traffic to @Wendys• Followers had fun engaging



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Who: Blue Orchid Handbags, 2011Objective: Increase Facebook fan baseAction taken: Email promotions and “Like gating” an announcementResults:• 330% uptick in fans (30 to 130 in 2 days)• Increased show attendance• Purchase of bag because of Facebook


http://www.marketingprofs.com/articles/2012/7546/want-real-business-results-from-facebook-run-a-social-campaign

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Social Media Campaigns in ActionWho: Sugarbush Resort, 2012Objective: Increase Facebook fan base and email subscribersAction taken: Contest to win $15,000 in prizes- email submissionResults:• 1,315 new Facebook fans• 1,968 email subscribers• Kept Sugarbush top of mind• Reminded fans to book a ski trip• Attracted new prospects


http://www.marketingprofs.com/articles/2012/7546/want-real-business-results-from-facebook-run-a-social-campaign

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Who: Artist @GregBurney, 2012Objective: Gain Twitter FollowersAction taken: A vow to sketch the first 3,000 new twitter followers gainedResults:• Started out with 70 followers• Used #drawmyfollowers• End of the day over 2,000 followers• Now has 5,030 followers +8,000% change• Still working on drawing everyone



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Who: Healthy Choice, 2012Objective: Increase Facebook fan base and engagement Action taken: Progressive coupon, more likes = more savingsResults:• Started out with 7,000 fans and 75¢ coupon• Ended with 60,000 fans and “BOGO” coupon• Paid Facebook ads generated 11 million impressions• 60% of new fans subscribed to newsletter



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Campaigns in Action

What did these campaigns all have in common?



These examples gave people something of value or it was special and unique

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EmpowermentMake your message known•Fundraising for a cause?• What can my $20 do for the cause?• Buy shoes, a week’s worth of meals, keep the lights on

•Enrollment in organization?• What have alumni done before them?• Why should I pursue creating my own legacy?•Set an appointment• What are prior patients now doing in life?

Give people the tools to act•Accurate links•Updates to encourage action


THANK YOU!