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Building & Launching Effective Social Media Campaigns
Select Your Platform
Facebook – informal
LinkedIn – professional
Twitter – journalists/current
Instagram – youth
Pinterest – women
Snapchat - youth
What type of audience are you targeting?
Network Explosion
• Age group• LSM• Rural or urban• Cultural diversity• Location• What do they
value?
+KarenLancaster1
Implementation – decorate cover pics
Implementation – presentation & content
Implementation – fill in all sections of the profile
+NetworkExplosionCoZa
Implementation – pin to the top of the page
+NetworkExplosionCoZa
Engage Your Audience
https://media.giphy.com/media/Fli4eRg3346YM/giphy.gif
Get rid of the red tape
+NetworkExplosionCoZa
Be aware of the legal issues
Use Visual Content
• Photos and pics – Pinterest/Instagram• Infographics – Pinterest/Blogs• Video snippets – Vine/Instagram/Snapchat• Slightly longer video – YouTube/Vimeo• Live video – Periscope/Meerkat/Blab/Facebook
Live
@karidbn
Tips on the Use of Pics in Social Media
@networkexplosion
Visual storytelling
Tips on the Use of Pics in Social Media
@networkexplosion
Make an emotional connection
Tips on the Use of Pics in Social Media
@networkexplosion
Match your brand
Tips on the Use of Pics in Social Media
@networkexplosion
Similar style of pic
Tips on the Use of Pics in Social Media
@networkexplosion
Mobile, mobile, mobile
Tips on the Use of Pics in Social Media
@networkexplosion
Know your audience
Tips on the Use of Pics in Social
Media
@networkexplosion
Happy moments
Engaging Stories in Dull Industries
• What’s trending?• What touches your heart?
• What’s your story?• Company news• Humour
What is User Generated Content? (UGC)
Posts that your audience post on your platforms such as videos, selfies, hashtags, competition entries, ratings, polls, promotions, etc
@karidbn
@networkexplode
Your customers are sharing content about your brand anyway. Use it to present your brand in a new way and develop a stronger connection with your audience?
facebook.com/kari.lancaster
In Generation C, 75% of YouTube users said, ‘If there’s a brand I love, I tend to tell everybody about it’. (YouTube Insights 2013)
UGC videos are trusted 50% more than information from other sources and is 35% more memorable than other sources amongst Millennials
Three technical innovations are merging to change the way that brands relate to their customers:
• The rise of mobile broadband• Smartphones with powerful cameras• Explosion of social media
Two thirds of content is created by consumers
• 72% of internet users are active on social media, and using it every day
• Facebook - 350m photos uploaded per day• Instagram - 55m photos posted per day• Twitter – 500m tweets per day• Pinterest - 5m articles pinned per day• Youtube – 300 minutes of video uploaded every
minute
facebook.com/networkexplosion
People upload and share over 1.8 billion photos a day across Flickr, Snapchat, Instagram, Facebook & WhatsApp – 21000 photos/second!
@karidbn
Starbucks’ White Cup Contest Customers were asked to doodle on their Starbucks cups and submit pictures as entries. The winning entry would be the template for a new limited edition Starbucks cup. Nearly 4,000 customers submitted entries in 3 weeks.
Coca-Cola’s “Share a Coke” campaign
Karen Petersen Lancaster
Tips for UGC
• Promote the campaign over your website and social profiles
• Offer consumers a prize to encourage participation• Reward customers for presenting your products or
services positively
Is Your Content Strategy Aligned with Your Campaign & Business Goals?
Evaluation – Monitor the results
Evaluation – Monitor the results
• How did the campaign perform?• Did we achieve our goals?• What can we change?• How can we use the results?
Thank-You