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HOW TO:Launch a Successful

Social Media Campaign

By Deanna Ferrari

HELLO

:)

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

DEFINING SOCIAL MEDIA

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STEP1

Listen, monitor, assess (the space and competition)

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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

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Platforms to Monitor

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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

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Determine the strategy

STEP 2

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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

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Set up pages based on where customers are from

monitoring research

STEP 3

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BECOMING ORGANIZATIONALLY READY

Determine “personality” of page; draft content, response

protocols

STEP 4

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Proactively Engaging

Facebook and Twitter – Editorial calendar of content will align with marketing and other

key business efforts

– Multiple posts per week

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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

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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

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BUILDING A COMPREHENSIVE SOCIAL STRATEGY

Determine launch strategy

STEP 5

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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.

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BUILDING A COMPREHENSIVE SOCIAL STRATEGY

Go!

STEP 6

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BUILDING A COMPREHENSIVE SOCIAL STRATEGY

Evaluate, Refine, Continue

STEP 7

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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

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WHAT HAPPENS IF YOU MESS UP?

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CASE STUDY: GOING ROGUE WITH THE

RED CROSS

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2/15/1111:24 P.M.

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2/15/1111:30 P.M.

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2/15/1111:54 P.M.

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2/16/1110:00 A.M.

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2/16/1111:30 A.M.

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2/16/11NOON

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Keeping the humor

up

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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!

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THANK YOU!

Twitter: @dferrari

GOODBYE

:)