What kind of social media campaign will work best for your company?

Awareness● Keeps your brand top of mind with your clients and

consumers

● Promotes your company’s activity

● Sets the stage to roll out new products and services on the

horizon

● Supplements media efforts

● Good fit for businesses with products that can’t be

purchased directly online

Experiential

● Engages your audience, whether that’s only online, or to

convert online interactions to face-to-face engagements,

meetings and events with your current and future clients

● With this kind of campaign, you goal could be as small as

receiving “likes” or as large as gaining specific feedback

on your product and services

Conversions

Translates social media interactions into actions from your

followers, including:

● direct sales online

● sign ups for newsletters and updates from your company

● new business meetings

Informational

● Often in support of a website

● Providing new, more up-to-the-minute information than

what your website might share

● Providing play-by-play at an event (ex: Live Tweet, Live

Chat, Instagram meet ups, etc.)

Combinations of those listed

● What does each one of these accomplish?

● Do I only manage one type of campaign at a time?

● Or can I run multiple types simultaneously?

● Can I switch up which kind campaign I’m running?

● How do you know if your efforts are working?

● Can you receive immediate confirmation that it’s

working?

Which social media platform(s) will serve you best?

● There are more than one billion people on Facebook - 1/7th of the world’s population

● Great for getting your message out to you audience quickly through posts, links, video, photos

● Advertising and boosting on Facebook allows you to connect with people who you don’t know yet by

refining the demographic you want to

● Great desktop and mobile application, making this platform very versatile

● Good for teasing long form information on other platforms, news articles, etc.

● For on the go, and the shorter the update, the better

● Sharing video, photos, text

● Fast moving, breaking news

● Strong social media networking opportunities

● Does require more attention that some other social media platforms due to fast pace, faster

responses expected

● Connect with business leaders to generate leads and build relationships with potential partners

● Make introductions with leaders you would not be able to find on your own

● Stay connected with your past business contacts

● LinkedIn Groups are a great place to have conversations with people in your industry

● Identify and recruit talent

● Time saver - let a photo say a thousand words so you don’t have to

● Very basic concept, not a lot features to learn

● For on the go - easy to use from your smartphone

● Generally, a positive social media site

● Plays well with others - great to share to other social media platforms

● Pin visual content from your website to generate traffic back to your website

● Build online portfolios that help your sales process and generate attention

● Research marketing ideas and find infographic statistics

● Pins have the longest life cycle of any other social media content out there

● This too is a positive social media site

● Strong tool for blogging, long form information

● Also photos, videos, links

● Can serve well as your own publication

● May prove easier to gain (and track) an audience than an independent blog or hosted on your website

● Important to define plan before launching, create a content plan, define a tone

● Post video content so that it is not just on your website

● Utilize YouTube/Vimeo’s bandwidth for streaming

● Speed up your website by embedding videos from YouTube/Vimeo instead of hosting them on your

website

● Optimize your posts so that people will find your video without your directing them to it

● Relationship building with Circles, Extended circles, Hangouts, Local Hangout on Air (HOA), Communities

● Search Engine Optimization (SEO) - Increase your visibility and reach by offering content on Google Plus,

leading to likes and shares, helping to increase your SEO value.

● Easy to create your own 6 second videos that loop

● Show how to make something

● Reveal a product line

Who is running your campaign?

Company Principal. PROS:

● The CEO’s "celebrity" recognition can make it easier to build a following

● Setting the tone of the campaign is easy; just use their personal voice!

● There is a clear hierarchy about who is posting for your company

● This is perfect for a small company that is based on personal relationships

CONS:

● The CEO has a company to run, so prioritizing might become an issue

● If your CEO can't post, no one is posting

● Collaboration is difficult if not impossible

Communications Director.PROS:

● Their full-time job is to think about and execute communications

● This ensures the company’s messaging across all channels will be consistent and working in

sync

● They know who your audience is and what platforms they use most

● They know how to run a campaign and measure the metrics that determine success

● Your CEO can simply approve the idea and goals, and can trust your Communications

Director to execute the strategy independently

CONS:

● Your company might not be big enough or have the budget to support this as a full-time

position

● Your Communications Director may have larger projects on their plate, so social media

might not be a good use of their time

● Finding a Communications Director with the experience and industry knowledge might not

be as versed in new technology and social platforms

Internal Staff Member/Office Administrator.

PROS:

● This staff member already knows about the company and what is going on, so they

have plenty of fresh content to post

● Social media management will only be part of their job, so the cost is minimal

CONS:

● The staff member might not have the time to devote to do this right, and it may

become a burden

● Although he or she is good at communicating within the office, this staff member

might not have the skills to communicate with the general public in a marketing

setting

● This is a small part of their job, so it might end up prioritized lower than other

projects

Intern.PROS:

● Interns are good for a trial run on social media, because you won’t have to burden a

staff member with the initial workload

● Interns are more affordable

● Let’s face it, they probably know more about social media and how to navigate the

Internet than you do!

CONS:

● Just because they can login and know where to post doesn’t necessarily mean they

know how to run a campaign

● They lack the messaging and marketing experience to set goals and track metrics

● Since an intern’s time is generally limited to a few months with the company, they

may not be as invested in the project

● There will need to be more involvement from senior management to make sure the

message is appropriate and in line with your brand

Family Member/Volunteer.

PROS:

● They are invested in the company and excited to help

● They usually come to the table with new ideas they want to try

● With family members especially, you can be brutally honest with them about ideas

and goals

● They are very affordable (maybe even free!)

CONS:

● You only get the time they are willing to give, so their commitment might not be

consistent

● They may be brutally honest right back at you

● You get what you pay for … And family can be hard to fire!

Contractor.PROS:

● Contractors do this full-time. They have tons of experience with a variety of

campaigns and platforms

● They know how to set up a successful campaign and track the results

● They cut their teeth on their previous clients, so there will be less guessing and

more knowing

CONS:

● You need to have the budget and a return on the campaign to justify this expense

● Contractors are not in the office every day, so you will need to supply them with

additional content

● You will have more up-front work with them, such as setting goals and developing

content and approval systems

How do you create a content plan?

Factors to Consider:● 80/20 content split

● Is there a best time of day to post?

● Platform

● Audience

● What are your competitors posting?

● Relevant news in your field

● Relevant news in your community

How do you begin to track and understand analytics?

Why social media analytics are important ● Helps you better allocate your time

● Shows what you’re doing right

● Tracks your progress

Page Insights: Insights provide measurements on your Page's

performance and are available after at least 30 people like your Page.

If you're a page administrator, you can view

analytical data about your Company Page or

Showcase page. The analytics page helps you

gain deeper insights into your page

performance by:

● Seeing how engaging your individual

posts are

● Identifying trends across key metrics

● Understanding more about your

follower demographics and sources

You can access Twitter Analytics by going to: https://analytics.twitter.

com/accounts/ccerqw/timeline_activity

Here you will be able to see all of your tweets with data, letting you see

the engagement of each tweet; whether it was Favorited (Faves),

Retweeted or Replied to.

How to save time and manage your campaign

10 Social Media Time Management Tips for Small Business

1. Have a plan.

2. Don’t worry about perfection.

3. Focus on one tool at a time.

4. Show up consistently.

5. Use your own voice online.

6. Set a time limit.

7. Turn off notifications.

8. Schedule new content posts.

9. Review analytics.

10. Set an expected return on your investment.

From Forbes Magazine

Hootsuite is a 3rd party application that allows you to add all your

social media platforms and operate them from one place.

Also, Hootsuite allows you to assign social media responses and follow

up to team members and employees, much like you’d do with emails.

That keeps you from having missed opportunities and botched sales

through social media avenues.

Hootsuite offers a free, pro and enterprise solution for managing

unlimited social profiles, enhanced analytics, advanced message

scheduling, Google Analytics and Facebook insights integration.

Schedule your post via Facebook

Buffer is a smart and easy way to schedule content across social

media. Think of Buffer like a virtual queue you can use to fill with

content and then stagger posting times throughout the day. This lets

you keep to a consistent social media schedule all week long without

worrying about micro-managing the delivery times. The Buffer app

also provides analytics about the engagement and reach of your posts.

When you post content out through your blog you want to promote it

across all of your channels all of the time. But you don’t want to have

to set up a tweet, Facebook update, LinkedIn update etc as this is time

consuming. dlvr.it automates this.

In dlvr.it you specify the source where you want to pick the content up

from and the destination where you want to put it.

When a new post is created dlvr.it will automatically send out your

updates. It currently supports Twitter, Facebook (business and

personal), LinkedIn (business and personal), Google + (business page).

App.net and Delicious.

dlvr.it also provides very useful analytics. Because it only uses its

own web address shortener, it can track who clicks on your link.

SocialOomph is a social media management tool with automation

features. One of the best features is the queue reservoir.

As your social media presence evolves you get more fans/followers

that have never seen your content before and also it is very likely that

most of your existing fans/followers didn’t see your content when you

first shared it! Evergreen content is content that doesn’t go out of

date. So when you post blog content that is evergreen it’s important

to continue promoting it well after you initially post it.

When you post evergreen content you add it to your Queue and in this

queue you specify how often you want content shared.

Questions?

Up Next! Join us for our first-ever intensive, hands-on workshop

Creating Your Social Media Campaign: You can do it! We can help. Friday, June 20 from 8 a.m. to noon at RPS offices in Lawrenceville

Those who attended today’s event are eligible for a

discounted registration of $250 through May 22, 2014 (can be applied to your attendance or a team member’s)

Only eight seats available! Register today!

Pricing:

● Seminar Attendee Discount: $250 through May 22, 2014● Early Bird Registration: $300 through June 5, 2014● Regular Registration: $350 through June 16, 2014● Late Registration: $400 through June 19, 2014

Resources:http://www.razorsocial.com/social-media-automation/

http://socialmediatoday.com/daniel-zeevi/1344346/top-10-social-media-management-tools

http://www.forbes.com/sites/aileron/2013/04/01/10-social-media-time-management-tips-for-

small-business/