Beginners Guide for Digital Chameleon's Jumpstart elearning module on social media Campaign Planning.

1. JumpStart Social Media
Campaign
Planning
Influencers, Content & Channels
Learning Objectives
Brand and influence
1.) Learn to identify your
brand’s Influencers Before we put together our
social media plan, we must
2.) Design a content
learn about a group that
strategy to engage with
should be very important to
your Influencers
us. These are our influenc-
3.) Discover the chal- ers.
lenges of managing a
Forrester has already
social community
mapped out some categories
4.) Use paid social me- of social media audience
dia to boost and extend segments for us. These
campaigns technographics break out the
5.) Grow brand profile varieties of influences and
and manage a crisis what they are most interested
with digital PR in. Each cluster has charac-
teristics that are specific to it.
Influencers take actions. They’re active with brands online by
both creating and consuming content related to them.
Key Takeaways On the trail of our influencers
1.) We should be identify-
ing and following our Using listening tools,
brand Influencers. we can identify our In-
fluencers by the trail
2.) Content offerings they leave on social
should be relevant, with platforms, such as
3rd party and user gener- tweets , blogs and re-
ated content when appro- sponses to social con-
priate. tent. Factors to use
3.) Follow the“road rules” when evaluating Influ-
through respectful out- encers include: number
reach and response. of followers, blog en-
tries, cross– and back
4.) Paid social media can linking, friends, Klout
be used to strengthen score, Peer Index score
and broaden social media and others.
campaigns.
Once we are able to
5.) Track campaign effec- monitor our influencer’s
tiveness by tying results profile and activity, it
back to KPIs. gives us clues as to their
6.) Don’t ignore the many interests, likes, dislikes,
uses of digital pr in your and more. In other
planning! words, we gain insight on
how our brand might
appeal even more to
them.
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2. Campaign Planning
Influencers,
Content & Channels
Content development
Our content strategy should be continually
evolving. We’ll be adding to it and curating it
on a regular basis. Let’s cover some basic
principles when it comes to content manage-
ment. Tagging and categorising our content
will make it easier for our audience to find it
and us. Defining our content purpose and how
it connects back to our business strategy is a
must. Conducting content gap analysis over
our competitor brand messages helps us better
position our brand. Tying the content back to
our brand’s key themes and messages as well
as incorporating recommended topics will keep
our content fresh and consistent. In addition,
we’ll want to establish guidelines about just
who manages our content and the governance
issues around it. Finally, we’ll want to tie our
social media content publishing efforts back
into our brand’s SEO efforts to provide us with
maximum exposure on the search engines.
Social media:
the organic, the
paid and the
earned
Organic social media refers to
our own brand social sites and
pages.
We can build on our organic me-
dia by making some paid social
media buys on such platforms as
Facebook, Twitter, YouTube and
LinkedIn, among many, many
others.
Many companies are seeing
growing opportunities to generate
earned media. Earned media is
created when we use our own
channels to communicate with
our audience. In this chart, the
earned media opportunities get
created out of a number of areas,
including public relations, public communities,
blogs, viral videos, share tools and private com-
munities.
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3. Guest expert topics in this module
Campaign Planning
• Social Media Campaign Process (Tip Gloria, Social Media Strategist) Influencers,
• Managing Social Communities Content & Channels
(Leanne Philpott, Community Manager)
This module’s
Ning Learning • Legal Considerations in Social (Tip Gloria, Social Media Strategist)
Missions include:
• Social media
governance
• Celebrity tweeting
• Customer lifetime
value
• Trends map
Digital PR wins & FAILs
Social media opens brands up to whole new
levels of exposure, both for good AND ill. Effec-
tive digital PR is one approach to managing
potential disasters and even turning them into
wins for your brand.
JumpStart Campaign
Planning module
includes: Play the Campaign Planning game!
Outreach and In this module’s
response mini-quiz virtual reality game,
you are a Social
Media Manager work-
Campaign targeting ing with the market-
mini-quiz ing, media and crea-
tive managers on the
Strategy Game next social media
campaign. Your job:
Resource Bank advise on the cam-
paign’s social as-
Glossary pects!
Remember: all
submissions are en-
tered into the draw
for a prize!
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4. Term Definition
Campaign Planning
Advocate A social consumer who embraces and promotes a cause, issue orInfluencers,
brand
Content & Channels
Detractor Social consumer who rejects and/or condemns a cause, individual, issue or brand.
Earned media Earned media (or free media) refers to favourable publicity gained through promotional
efforts other than advertising, as opposed to paid media, which refers to publicity gained
through advertising.
Folksonomy The process by which many users add metadata in the form of keywords to shared con-
tent. Also, called Social Tagging.
Frequency The rate at which content from a social consumer or brand reaches a unique individual on
a social platform.
Influencer An advocate or detractor who can impact sentiment and holds a level of credibility with a
group or connection.
Interaction Rate The proportion of users who interact with an ad or application.
Paid media Media which is purchased. Paid social media options include sponsorships, advertising
units, links and other units.
SMO Social Media Optimisation (or SMO or Social SEO) is the methodisation of social media
activity with the intent of attracting unique visitors to website content. SMO is one of two
online methods of website optimisation; the other method is search engine optimization or
SEO
SMPR Social Media Press Release (SMPR) is a special public relations digest created for usage
in social media solely. What makes SMPR different from traditional press releases is that
it has to interest and give some useful information to social media users. The concept is
quite new and still in the process of being fully developed. A whole new approach is need-
ed to hold the attention of social media users who have access to tons of information.
Trending The degree to which a topic is increasing or decreasing in terms of both amplitude and
dispersion in social media platforms.
UGC UGC is an acronym for User Generated Content. This is the manner in which social media
users contribute to the content of the website. UGC in fact applies to all websites that ask
for the active involvement of visitors (forums, profile pages, etc).
User/Consumer A person interacting with any social platform.
Widget Portable content that can be installed and/or embedded within a web page or social profile
by that page's owner.
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