So you want to create a successful marketing campaign using Social Media. I cant say I am shocked as Forrester Predicts Huge Growth for Social Media Marketing. It seems every brand wants to get into the social media and mobile area as these areas are growing like wildfire.
Now, if you came here looking for the exact secret ingredient into a hopefully successful social media campaign, your at the wrong place. If I knew what that was, I would be rich and famous. Oh and living on the beach with lots of Kindles, super fast wifi , Iphones, and.. sorry back to the blog. My point was that this is a document I created that has many items that need to have answered, so I can come up with a campaign that is hopefully putting out the right message to the right people. It is made up mostly of questions I want answered by myself, my team or the client. This helps me figure out what the campaign could possible be.
Feel free to suggest items that should be added, removed or tweaked in the document. (as it is far from perfect)
1. What is the goal?
-Reputation Management
-Brand Awareness
-SEO rankings up
-Increase site traffic
-Increase sales
-Other
2.Who is the demo/target we are after? In regards to the demo:
-. Who is likely to be most interested in the content?
- Who does the brand want to communicate with and why?
- What are people currently saying about the brand or business?
- Which type of person is likely to purchase the product or service?
- What tools or online services does the target audience use?
- Which websites does the target audience frequent?
-What dot he target audience have in common with one another?
- What sites are most popular?
- Where is the brands audience now?
- What is the conversation about the brand now?
3. What are the channels we will need to use?
-We need to take the dynamic content to set up multiple channels that direct traffic and attention to the brand. By doing such things as:
-blog
-Twitter
-Fanpage
-youtube
-digg
-stumbleupon
-Can we use people of influence?
-etc
(This method can work well along side SEO/SEM)
4. What is The Big Idea?
-Is it relevant
-Is it easy to distribute
5. What does the end user get? (why should they join/interact/engage/spread the mess) It could be:
-Knowledge
-relationship
-laugh
-prize
6. What is our ROI? (may not always direct/immediate)
-Relationships
-Better reputation
-Brand Awareness
-Sales
Random Questions/thoughts
-Why will people spread the mesage? WOM/talk about the campaign/brand? Is it same as what they get out of it?
-You need to be transparent (the best you can)
-Who will manage it?
-Who is the person who will manage feedback, interact, be the face on sites? They will need to interact on customer/target level.
social media visibility = brand awareness + word of mouth = new customer
The cliff notes version:
-What is the purpose
-What is the reward
Posted under Uncategorized
This post was written by davepeck on May 12, 2009
Some great questions here, not all obvious until they are put in black and white. Interesting post.
Check my blog out to read about my views on social media
http://richclark.wordpres.com
Thanks Rich. It helps me work better when its written down.
Dave,
This is a very good list of the questions that must be answered. Budget needs to figure into the questions some where. I think that most campaigns can have a "direct" desired result and a "residual" desired result and defining both can be helpful. Also, as with all projects, we need to identify who the stake holders are. In fact all the tenets of project management should be incorporated to help organize the campaign.
Thanks for the post. I have some idea of how to create a strategy but when I actually do it I am not sure if it is actually working.
Your so right…Budget should be on there
Sounds like it may be time for another doc, how do you know its working? My first item would be is there a conversation happening.
Great post and maps out groundwork for leveraging social media and integrating SEO processes. We'd recommend making sure Google Analytics installed on front end of campaign(s) for tracking, ROI measurement in place (lead forms, calls, etc.) and also using HugPages, Squidoo and Video via Flip Camera (it's cheap and has built in upload to YouTube and Authoring software).
Great observations..adding to list.
Great post… interesting ideas. Totally random question… where did you get your graphic for this post? I saw it on istockphoto.com last week and now it is nowhere to be found! And silly me didn’t save the istockphoto number. It is PERFECT for a graphic that I am designing. Thank you very much!!