This interactive workshop explored how to define your objectives, plan strategy, run operations and use tactics to get the most out of your projects by engaging with people through social media.
5. Social Media Campaign Planning
This session will explore
how to define your objectives, plan strategy,
6. Social Media Campaign Planning
This session will explore
how to define your objectives, plan strategy,
run operations and use tactics to get the most
7. Social Media Campaign Planning
This session will explore
how to define your objectives, plan strategy,
run operations and use tactics to get the most
out of your projects in social media
11. Campaign Planning
• The social media campaign plan:
‣ Define your objectives
‣ Assemble your media assets
12. Campaign Planning
• The social media campaign plan:
‣ Define your objectives
‣ Assemble your media assets
‣ Choose and connect your channels
13. Campaign Planning
• The social media campaign plan:
‣ Define your objectives
‣ Assemble your media assets
‣ Choose and connect your channels
‣ Schedule your updates
14. Campaign Planning
• The social media campaign plan:
‣ Define your objectives
‣ Assemble your media assets
‣ Choose and connect your channels
‣ Schedule your updates
‣ Activate and engage
15. Campaign Planning
• The social media campaign plan:
‣ Define your objectives
‣ Assemble your media assets
‣ Choose and connect your channels
‣ Schedule your updates
‣ Activate and engage
‣ Stimulate conversation
16. Campaign Planning
• The social media campaign plan:
‣ Define your objectives
‣ Assemble your media assets
‣ Choose and connect your channels
‣ Schedule your updates
‣ Activate and engage
‣ Stimulate conversation
‣ Measure and evaluate
19. Inner Ear
• Creative content communications
‣ Digital media production (create content)
20. Inner Ear
• Creative content communications
‣ Digital media production (create content)
‣ Social media engagement (communicate content)
21. Inner Ear
• Creative content communications
‣ Digital media production (create content)
‣ Social media engagement (communicate content)
‣ Training and consultancy
24. Inner Ear
• Produce audio, video, text (blog) and image content
• Setup, manage and advise on publication and distribution
of blogs, podcasts, videos and live streams
25. Inner Ear
• Produce audio, video, text (blog) and image content
• Setup, manage and advise on publication and distribution
of blogs, podcasts, videos and live streams
• Seed content through social media
26. Inner Ear
• Produce audio, video, text (blog) and image content
• Setup, manage and advise on publication and distribution
of blogs, podcasts, videos and live streams
• Seed content through social media
• Consult on campaign planning, strategy,
operations and tactics
29. Inner Ear
• Extensive content management experience
‣ Radio Magnetic (www.radiomagnetic.com)
30. Inner Ear
• Extensive content management experience
‣ Radio Magnetic (www.radiomagnetic.com)
‣ Began online broadcast in March 2001
31. Inner Ear
• Extensive content management experience
‣ Radio Magnetic (www.radiomagnetic.com)
‣ Began online broadcast in March 2001
‣ UK’s longest running independent internet radio station
32. Inner Ear
• Extensive content management experience
‣ Radio Magnetic (www.radiomagnetic.com)
‣ Began online broadcast in March 2001
‣ UK’s longest running independent internet radio station
‣ Credibility with music and media
33. Inner Ear
• Extensive content management experience
‣ Radio Magnetic (www.radiomagnetic.com)
‣ Began online broadcast in March 2001
‣ UK’s longest running independent internet radio station
‣ Credibility with music and media
‣ “Shop window” proof of concept
34. Inner Ear
• Extensive content management experience
‣ Radio Magnetic (www.radiomagnetic.com)
‣ Began online broadcast in March 2001
‣ UK’s longest running independent internet radio station
‣ Credibility with music and media
‣ “Shop window” proof of concept
36. Before we begin
Exercise: throughout this workshop, we encourage you to ask
questions, visit the websites we reference, tweet ideas and
feedback, interact with each other and share tips
37. Before we begin
Exercise: throughout this workshop, we encourage you to ask
questions, visit the websites we reference, tweet ideas and
feedback, interact with each other and share tips
40. Before we begin
Consider the three core elements of web 2.0:
RSS (really simple syndication: feeds, streams, etc.)
41. Before we begin
Consider the three core elements of web 2.0:
RSS (really simple syndication: feeds, streams, etc.)
Embeddable media (video and audio players, etc.)
42. Before we begin
Consider the three core elements of web 2.0:
RSS (really simple syndication: feeds, streams, etc.)
Embeddable media (video and audio players, etc.)
Tags (user defined, non-hierarchical taxonomy system)
43. Before we begin
Consider the three core elements of web 2.0:
RSS (really simple syndication: feeds, streams, etc.)
Embeddable media (video and audio players, etc.)
Tags (user defined, non-hierarchical taxonomy system)
47. Define your objectives
• Question: what are your objectives?
‣ Amplify your brand online
‣ Reach a new audience
48. Define your objectives
• Question: what are your objectives?
‣ Amplify your brand online
‣ Reach a new audience
‣ Find prospects
49. Define your objectives
• Question: what are your objectives?
‣ Amplify your brand online
‣ Reach a new audience
‣ Find prospects
‣ Establish yourself as a voice of authority
50. Define your objectives
• Question: what are your objectives?
‣ Amplify your brand online
‣ Reach a new audience
‣ Find prospects
‣ Establish yourself as a voice of authority
‣ Sell tickets or products
105. Choose your channels
• Setup a profile in each channel you want to use
• Ensure your brand is represented in each channel
106. Choose your channels
• Setup a profile in each channel you want to use
• Ensure your brand is represented in each channel
• Use social networking functions in platforms
107. Choose your channels
• Setup a profile in each channel you want to use
• Ensure your brand is represented in each channel
• Use social networking functions in platforms
• Connect your channels
113. Schedule your updates
Once you have assembled your assets...
... and chosen your channels...
114. Schedule your updates
Once you have assembled your assets...
... and chosen your channels...
you can schedule your updates to be published
over the duration of the campaign
120. Activate and engage
Social media is not about technology...
it’s about real people having real conversations
121. Activate and engage
Social media is not about technology...
it’s about real people having real conversations
treat people like you would in the real world
122. Activate and engage
Social media is not about technology...
it’s about real people having real conversations
treat people like you would in the real world
and interact with them in a human manner
126. Activate and engage
• Monitor and listen:
‣ Before, during and after
• Seed your content
127. Activate and engage
• Monitor and listen:
‣ Before, during and after
• Seed your content
‣ Upload it to platforms
128. Activate and engage
• Monitor and listen:
‣ Before, during and after
• Seed your content
‣ Upload it to platforms
‣ Position it on networks
129. Activate and engage
• Monitor and listen:
‣ Before, during and after
• Seed your content
‣ Upload it to platforms
‣ Position it on networks
• Engage your audience
130. Activate and engage
• Monitor and listen:
‣ Before, during and after
• Seed your content
‣ Upload it to platforms
‣ Position it on networks
• Engage your audience
‣ Involve them throughout the campaign
139. Activate and engage
• Use metadata to help users find your content
• A core element of SEO, metadata includes:
140. Activate and engage
• Use metadata to help users find your content
• A core element of SEO, metadata includes:
‣ Title (snappy, catchy, provocative)
141. Activate and engage
• Use metadata to help users find your content
• A core element of SEO, metadata includes:
‣ Title (snappy, catchy, provocative)
‣ Description (concise, informative, engaging, helpful)
142. Activate and engage
• Use metadata to help users find your content
• A core element of SEO, metadata includes:
‣ Title (snappy, catchy, provocative)
‣ Description (concise, informative, engaging, helpful)
‣ Tags (include branded, specific and generic)
143. Activate and engage
• Use metadata to help users find your content
• A core element of SEO, metadata includes:
‣ Title (snappy, catchy, provocative)
‣ Description (concise, informative, engaging, helpful)
‣ Tags (include branded, specific and generic)
‣ Links (to source and/or your blog or website)
146. Stimulate conversation
• Use content to get people talking about your project
• Encourage conversation about issues and events
147. Stimulate conversation
• Use content to get people talking about your project
• Encourage conversation about issues and events
‣ Be provocative but be responsive too
148. Stimulate conversation
• Use content to get people talking about your project
• Encourage conversation about issues and events
‣ Be provocative but be responsive too
‣ Be a thought leader on industry/sector topics
149. Stimulate conversation
• Use content to get people talking about your project
• Encourage conversation about issues and events
‣ Be provocative but be responsive too
‣ Be a thought leader on industry/sector topics
• Observe conversations in social networks
150. Stimulate conversation
• Use content to get people talking about your project
• Encourage conversation about issues and events
‣ Be provocative but be responsive too
‣ Be a thought leader on industry/sector topics
• Observe conversations in social networks
‣ Emulate good ideas to get people talking
153. Stimulate conversation
• Use content to get people talking about your project
• Encourage conversation about issues and events
154. Stimulate conversation
• Use content to get people talking about your project
• Encourage conversation about issues and events
‣ Be provocative but be responsive too
155. Stimulate conversation
• Use content to get people talking about your project
• Encourage conversation about issues and events
‣ Be provocative but be responsive too
‣ Be a thought leader on industry/sector topics
156. Stimulate conversation
• Use content to get people talking about your project
• Encourage conversation about issues and events
‣ Be provocative but be responsive too
‣ Be a thought leader on industry/sector topics
• Observe conversations in social networks
157. Stimulate conversation
• Use content to get people talking about your project
• Encourage conversation about issues and events
‣ Be provocative but be responsive too
‣ Be a thought leader on industry/sector topics
• Observe conversations in social networks
‣ Emulate good ideas to get people talking
166. Measure and evaluate
• Measure against initial targets
‣ If the campaign is ongoing, adjust accordingly
167. Measure and evaluate
• Measure against initial targets
‣ If the campaign is ongoing, adjust accordingly
• Benchmark yourself against peers
168. Measure and evaluate
• Measure against initial targets
‣ If the campaign is ongoing, adjust accordingly
• Benchmark yourself against peers
‣ How are you competitors doing?
169. Measure and evaluate
• Measure against initial targets
‣ If the campaign is ongoing, adjust accordingly
• Benchmark yourself against peers
‣ How are you competitors doing?
• Evaluate, adapt and evolve
170. Measure and evaluate
• Measure against initial targets
‣ If the campaign is ongoing, adjust accordingly
• Benchmark yourself against peers
‣ How are you competitors doing?
• Evaluate, adapt and evolve
‣ How can you do better next time?
186. Measure and evaluate
• Quantitative analysis includes number of:
‣ Twitter followers, mentions and retweets
187. Measure and evaluate
• Quantitative analysis includes number of:
‣ Twitter followers, mentions and retweets
‣ Facebook likes and fans
188. Measure and evaluate
• Quantitative analysis includes number of:
‣ Twitter followers, mentions and retweets
‣ Facebook likes and fans
‣ Blog comments
189. Measure and evaluate
• Quantitative analysis includes number of:
‣ Twitter followers, mentions and retweets
‣ Facebook likes and fans
‣ Blog comments
‣ Website visitors
190. Measure and evaluate
• Quantitative analysis includes number of:
‣ Twitter followers, mentions and retweets
‣ Facebook likes and fans
‣ Blog comments
‣ Website visitors
‣ Media plays
194. Measure and evaluate
• Qualitative analysis includes:
‣ Tone of comments
★ Positive or negative?
195. Measure and evaluate
• Qualitative analysis includes:
‣ Tone of comments
★ Positive or negative?
‣ Relevance of content to target audience
196. Measure and evaluate
• Qualitative analysis includes:
‣ Tone of comments
★ Positive or negative?
‣ Relevance of content to target audience
★ Did they like it? If not, why not?
200. Case Studies
• Jaisu: Straight Out The MPC
‣ http://jaisu.bandcamp.com
• FOUND: Cybraphon
201. Case Studies
• Jaisu: Straight Out The MPC
‣ http://jaisu.bandcamp.com
• FOUND: Cybraphon
‣ http://cybraphon.com
202. Case Studies
• Jaisu: Straight Out The MPC
‣ http://jaisu.bandcamp.com
• FOUND: Cybraphon
‣ http://cybraphon.com
• Inner Ear: Social Media Workshops
203. Case Studies
• Jaisu: Straight Out The MPC
‣ http://jaisu.bandcamp.com
• FOUND: Cybraphon
‣ http://cybraphon.com
• Inner Ear: Social Media Workshops
‣ http://www.innerear.co.uk/tag/workshops-1106
204. Case Studies
• Jaisu: Straight Out The MPC
‣ http://jaisu.bandcamp.com
• FOUND: Cybraphon
‣ http://cybraphon.com
• Inner Ear: Social Media Workshops
‣ http://www.innerear.co.uk/tag/workshops-1106
• Hue And Cry: Soundcheck Experience
205. Case Studies
• Jaisu: Straight Out The MPC
‣ http://jaisu.bandcamp.com
• FOUND: Cybraphon
‣ http://cybraphon.com
• Inner Ear: Social Media Workshops
‣ http://www.innerear.co.uk/tag/workshops-1106
• Hue And Cry: Soundcheck Experience
‣ http://www.hueandcry.co.uk/glasgowkisstickets.html