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CTH -2015

S.M.A.R.T Social media marketing

campaign

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CTH -2015

How to create and promote an effective social media marketing

campaign

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3 CTH -2015

Why social media marketing?

When creating a social media marketing campaign it will:

Help you reach your target audience Be very effective in spreading brand benefits / messages Get you quicker conversions.

Hmmm, why then?

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4 CTH -2015

Why social media marketing? (cont.)

It will increase your website's traffic It will encourage content sharing (social currency) It will help your overall marketing strategy.

Hmmm, I like the idea.

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5 CTH -2015

When you're trying to launch new services or products, make people aware of an event, educate, or engage and understand behaviours.

For example, reach out and encourage donations for campaigns like children in need. This might be a strong reason to drive a 1-2 month campaign.

When should you start your social media campaign?

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A social media campaign covers four major elements:

Identify and define: a) Business goals /objectivesb) Target audience ( who, insight, demographics)c) What the issues are that they are facingd) How exactly you intend to solve it.

How to start your social media campaign

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Starting the planning process

S.M.A.R.T (Specific - Measurable - Attainable - Relevant Time-bound)

Determine where are you , what are the priorities... Identify your target audience needs, wants.. Determine what it is that you ultimately what to

achieve. Where do you want to go, what do offer... Define where marketing goals and objectives can help

your social marketing approach. (What changes/Priorities have to be made?)

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8 CTH -2015

Starting the planning process (Cont.)

Editorial planning Select your content strategy Decide on primary content to share Pick channels / platforms, messages and so on.. What actions, why and how could your

audience benefit from them Where you communicate and measure the

progress.(Based on your marketing tactics and objectives)

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Always research and define your audience. (Create your persona groups - be aware some channels aren't good for targeting certain people)

Listen to everything related to your business. Explore Pinterest, Twitter, StumbleUpon, LinkedIn, Instagram, and be attentive to what people are sharing, commenting, etc.

Create small groups and inspiration will come.

Do your market research

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Define, list and understand

• Define your campaign goals (based on research)

• Define your prime audience (who they are, where..)

• Understand your audience (needs, where they are spending, sharing their concerns...)

• Make a list (of their needs / How are you/will you solve their problems.)

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Choose your strategies wisely

• Brainstorm campaign strategies (terms, tone of voice, supporting campaigns...)

• Decide the amount of time and resources needed• Create different strategies for each segment, or

different messages and /or each medium • Choose specific strategies (check competitors)• Plan your content/communication plan ahead • Design unique messages and test.

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Implement, analyse and control

• Implement a tracking system matrix• Develop and continuously improve your work• Analyse, evaluate engagement/conversion rates• Celebrate your accomplishments • Start again :-)

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Social media checklist

• Establish internal social policy or social guidelines• Specify goals to your team (s) create a mission statement

if necessary• Clarify what the user/customer will get or experience• Establish voice of the business (V.O.B) and maintain it• Share customer services response time ( e.g: within 2hr)• Anticipate and show your customers/clients relevant

other social networks.

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Social media checklist ( Cont.)

• Follow the 4-1-1 rule (For every owned piece of shared, content RT one relevant, and curate 4 other pieces - By Joe Pulizzi)

• Share/ curate relevant content X times per day/week• Engage, RT, fav influencer's posts• Listen to market trends• Optimise your brand message/keywords• Integrate SCRM to control and analyse your performance.

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15 CTH -2015

AnnexeRemember this - always wear the customer's hat in

order to understand your audience' problems, needs, worries.

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