By Chris Kieff

@ckieff

*Social Media Strategy Day 2

*Agenda

*Social Media Campaign Overview

*Elements of a SM campaign

*Goals, market, technology

*Measurement checklist

*Editorial Calendar

* Integration

*Management & Resource Planning

*Content Development

*Social Media Campaign Case Studies

*Lab-Draft Social Media Campaigns

*Which networks and why

*Draft basic campaign

*Elements of a Campaign

*Goals and Objectives

*Identify Target Market

*Social Media Technologies & Platforms

*Measurement

*Content Development

*Integration with Traditional Marketing

*Social Media Management & Support Plan

*Resource Planning

*Process Review & Delivery

*Goals and Objectives

*Common SM Goals or Objectives

* Sales- up sales, cross sales

* Awareness/Brand identity

* Education, training

* Website Traffic

* Website Conversions

* Dialog with customers

* Listening / Learning about customer wants and needs

* Word of Mouth

* Create/Promote Advocacy Program

* Collaborative product design/improvement

* Social customer support

* Peer to Peer networking (customer to customer)

*Not Goals

* More Friends/Fans/Followers

* Viral Anything

*Target Market*The Market:

*Trends younger 18-34, and female (55/45)

*Educated (some college)

*Trends slightly urban

*Smart phones & laptops

*Professionals and office workers

*Social Media Technologies &

PlatformsMembers US Mbrs. Male % Female % Age Limit Ads

Facebook 500MM 116MM 45% 55% 13+ Yes DT*

MySpace 122MM 70MM 36% 64% 13+ Yes DT*

Twitter 75MM 48% 52% Open No- 3rd Pty

Classmates 55MM 30MM 39% 61% 18+ Yes DT*

LinkedIn 75MM 36MM 54% 46% 18+ Yes DT*

Flickr 64MM 52% 48% 13+ Yes- Yahoo

YouTube 300MM 111MM 55% 45% Open Yes DT*

*Measurement

*Engagement Data:

*Retweets, comments, fans, likes, followers

*Sentiment- Overall Opinion: +~- (plus neutral minus)

*Website traffic

*Conversions or leads

*Customer satisfaction rates: net promoter, satisfaction surveys

*Actual sales revenue

*Katie Paine’s Measurement

Checklist* List budget influencers and priority determinations

*Meet to define success measurement

* Definition of all key stakeholders

* Prioritize these audiences

* Definition of measurable tangible goals

* Defining what/who we will be benchmarking results against

* Define the Key Performance Indicators (KPI)

*Create summary of meeting and reporting dashboards- and get agreement

* http://www.themeasurementstandard.com/Issues/1-1-10/socialmediameasurechecklist.pdf

www.kdpaine.blogs.com

*Katie Paine Measurement

Checklist 2*List all search terms

*Companies, benchmarks, subjects, topics, issues, competitors

*List all channels you need to monitor

* Traditional Media

* TV, Radio, Newspapers, Magazines, Trade Pubs, Analyst Reports

*Online Media

* Online versions of traditional media

* Online only, blogs, online mags, YouTube Channels, podcasts, vlogs…etc.

* Social Media

* Internal blogs. External Blogs, YouTube, Flickr, Twitter, Facebook, MySpace, LinkedIn, Social Bookmarking (Digg, Delicious), List serves, Forums

www.kdpaine.blogs.com

*Katie Paine Measurement

Checklist 3*List all quantitative data:

*Mentions, Comments, YouTube & Flickr viewers/comments/votes, Twitter Followers, impressions, Google Rank

* Twitter authority, Klout score, technorati authority, others…

*List all qualitative data:

* Tone- positive, neutral, negative

* Spokesperson quotes

*Message amplification (who retweeted)

*Amplification accuracy (full, partial, misquote)

* Issues/Subjects discussed

*Business groups (lines) mentioned

*Dominance or prominence of mention

*Recommendations and reviews

www.kdpaine.blogs.com

*Editorial Calendar

*Contents

*Audience

*Medium/Platform

* Frequency

* Topic

*Responsibility

*Due date/ Publication Date

*Categories

*Overall Calendar – covers general topics and coordinates with traditional media advertising

* Social Media Calendar – coordinates with topics, dates, events, promotions

*Channel Specific Planning Calendar- Facebook only plan with detailed frequency and topic notes

*Detailed execution list- exact wording and phrases

*Example Editorial Calendar

http://www.stephanieschwab.com/2010/06/18/editorial-calendar-continued-blog-calendar-template/

*Integration with Traditional Marketing*Coordination of social media with

traditional media is essential

*Include Facebook and Twitter URL’s, Logo’s, names and shortcuts on every advertisement and company communication

*Create new social media pages/tabs for major campaigns

*Post videos on YouTube and Facebook…

*Post in store signs at registers or on doors

*Social Media Management &

Support Plan*Train existing customer facing

personnel, customer service, sales, billing…

*Plan escalation procedures

*Create scripts to respond to common complaints

*Create lists of Subject Matter Experts (SMEs) to answer questions

*Resource Planning

*Staff Up- SM is labor intensive

*Plan 7 day a week monitoring- much SM consumer activity peaks on weekends

*Reporting Areas

*Web Analytics

* Social Analytics

* Share of Voice- Mentions

* Sentiment

*Monitoring Software choices

* Free

* Entry Level

* Professional

* Enterprise

*Content Development*Highly Effective Social Media

Campaigns* They spread like wildfire

* They are not spammy

* They provide value to the audience

* They are well branded

* They are measured

* They have excellent copy

* They don’t “sell”

* They build relationships

* They build trust

* They are innovative

* They have ears

* They are well organized

* They are maintained by humans

* They are consistent* They have bait* They use leverage* They include a blog* They engage other blogs* They are not everywhere* They have humor* They share company events* They integrate offline

marketing* They use the right network* They use photos and videos* They have a call to action

http://socialmediatoday.com/index.php?q=SMC/203359

*Process Review & Delivery

*Preprogram as much as possible.

*Use Hootsuite/Tweetdeck to schedule updates

*Write blogs and schedule release

*Constantly monitor pending updates for errors

*Early in campaign get feedback from stakeholders

*Execute, measure, adjust, repeat

*Best Ever SM Campaigns

Blair Witch Project Will it Blend?

Smell like a man, man Subservient Chicken

Pepsi Refresh

VW Fun Theory

http://www.forbes.com/2010/08/17/facebook-old-spice-farmville-pepsi-forbes-viral-marketing-cmo-network-social-media.html

*Social Media Campaign

Case Studies*Elf Yourself – Office Max

*I’m with the Band - Justin Boots

*Chase +1 Student Card

*Foiled Cupcakes

*Elf Yourself- Office Max*Office Max- 2009 & 10

* Take a photo of yourself, coworkers, friends and family and it will be added to an animated video of elves dancing.

* 6 weeks in 2009

* 193MM site visitors

* 123MM elves in 2009

* 2010

* 300K YouTube views of elf dancing video

* 18MM website visitors

* $500K increased sales

The annual holiday tradition of transforming yourself and your loved ones into pointy eared little one gets an update in this 2010 installation of Office Max's ElfYourself, featuring new jigs set to an 80s remix and surfer tunes. The effort is also accompanied by Elfmas Town, a collection of holiday Facebook games where players can bounce through the snow on a rubber band ball, save kittens from an abominable snowman and more.

*Justin Boots – I’m with the Band

*Old brand considered dependable, a good value for work boots

* Introduced new stylish boot line for young audience.

*Created sites on FB, Twitter, MySpace

*Gave smart phones to up and coming CW musicians to document their behind the scenes lives

* Spent ½ of $120K budget

*Results:

* 116% web traffic increase

* 213% clicks on “find a retailer”

* Exceeded sales target by 30%

* Facebook and Twitter #’s were not a factor

* http://www.socialmediaexplorer.com/social-media-marketing/from-staid-to-social-a-social-media-case-study/

181 band video uploads360K impressions10,000 embeds on blogs, FB etc.FB Fans 525, Twitter Followers 700

*Chase +1 Student Card Facebook

*Students join a Facebook Page for the Card

*Students win points for referring friends - they can buy DVD etc with points.

*Student Organizations also earn points for for students who join the Facebook Page.

*There was no way for the bank to leverage the group. They didn’t have a plan to activate members or a call to action beyond “Like” us on FB.)

*Foiled Cupcakes

* Gourmet cupcake bakery uses only SM to promote the business

* 93% of their business has come from social media leads

* Surpassed initial revenue targets by 600%

* “We know every single one of our customers by name. We’ve probably had a good Twitter or Facebook conversation with them before they even call us.”

* No Storefront- strictly online

* Using Twitter primarily to meet new people

* Using Facebook to strengthen connections with people who know them.

* http://www.socialconversations.com/2010/03/social-media-case-study-foiled-cupcakes/

* http://twitter.com/foiledcupcakes 1125 Following 6746 Followers 593 Listed 22,781 Tweets

* http://www.facebook.com/foiledcupcakes 1919 Likes

*Emerson Salon

*Twitter#’s:

*14,445 Following 13,805 Friends 242 Listed 3965 Tweets

*Facebook 1773 Likes

*“It’s rare for even a walk-in customer to come in and not have read our blog or seen our tweets.”

*75% of customers are from Facebook or Twitter

*Lab: Draft Social Media Campaign

*Each student will draft a sample social media campaign to promote their business.

*Homework

*Report on each of the major social networks and their application to your business

*Which Social Networks will work with your business and why?

*Which won’t work with your business and why?