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Why, What and How to use social media research to target, refine and enhance your campaigns.
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Social media intelligence can enhance your campaigns
Netroots
Why? What? How?
Check tactics
CELEBRITY ENDORSEMENT
Authenticity
Activating fanbase
Check tactics
LAUNCHING A FILM
68%
CHANGING BEHAVIOUR
Sidestepping sarcasm
Using peer pressure
WHAT?
Inform strategy
Check tacticsEvaluate
INFORM STRATEGY
Understand the audience
What tools are best?What do they expect?How can they help?
Understand the campaign
What are reasonable expectations?Who are the key stakeholders?Are you on track?
CHECK TACTICS
Understand the audience
Which messages work best?What are the opportunities?How can you enhance their experience?
Understand the campaign
Is bigger necessarily better?What isn’t working?Is offline activity working online?Are you on track?
EVALUATE
Understand the audience
Where next?Can we tap wider audiences?Can we build a relationship?
Understand the campaign
What lessons can be learnt?Did partners get what they wanted?How was brand perception affected?
HOW?
Inform strategy
Check tacticsEvaluate
THE TOOLS
http://api.facebook.com/restserver.php?method=links.getStats&urls=
site:twitter.com intitle:”on twitter” “bio* *NHS” “location london”
THE QUESTIONS
Where?
How many?
InterestsWho?
When?
Strategy
Messages
Content type
Sentiment
Audience
Tactics Evaluation
Share of voice
Penetration
Engagement
Actions
Unprompted
TIPS
Measure what you can influence
Computers don’t understand sentiment
Develop hypotheses, test ideas
Don’t be wrong for long
@Trufflenet@mcaino07764 747858
CONTACT DETAILS
For a chat . . .