Tereza Litsa shares her experience with the #ReclaimSocial awareness campaign run by Lightful to promote positive use of social media. The campaign objectives were to raise awareness of Lightful's beliefs around social media and spread the word without hard selling. It involved planning creatives and messaging, outreach to influencers and partners, and scheduling campaign content. The campaign exceeded its key performance indicators and grew into a larger movement in subsequent years focused on using social media for good causes. Tereza emphasizes the importance of planning, timing, positive messaging and creative experiments in effective social media campaigns.

1. How to use social media
for good to #ReclaimSocial
Tereza Litsa, Social Media Manager and Trainer at Lightful
@TEREZALITSA
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Hi !
I’m Tereza Litsa
(or @terezalitsa)

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Achieving your social media goals

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Achieving your social media goals
Theory Practice

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Achieving your social media goals
Theory Practice
WHY
Objectives
HOW
@TEREZALITSA
Planning
(or posting?)

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Personal experience: #ReclaimSocial

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Awareness campaign for Lightful
Theory Practice
Objectives:
- Run an awareness campaign in the week
of the social media platform’s launch
- Spread the word about our beliefs
- Ensure there’s no hard selling or
branding
Plan:
- #ReclaimSocial campaign
- Bring our team and partners together
- Our first official campaign

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•Creatives
•Messaging
•Advertising
Planning
•Influencer Outreach
•Partner Outreach
•Team Outreach
•Scheduling content
•On the day plan
•KPIs

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•New branding
•Social media images
•Website
•Outdoor billboard banner
Designing creatives
TIP: Your creatives should align with your objectives

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Outdoor billboard

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•One simple message
•Different variations of copy
•Blog
•Guest post
•Scheduling content for social
Messaging
TIP: Aim for simple messaging. Make the ask clear.

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•Team
•Partners
•Investors
•Influencers
•Cold outreach
Outreach
TIP: Allow at least 2 weeks for the outreach

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•Schedule content
•Have an engagement plan
•Keep the momentum going
•Monitor what’s trending
On the day plan
TIP: Monitoring and engagement can be key to your success

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•500 organisations involved
•5 million impressions
•Get trending on the day
•Press coverage
KPIs - What success looked like

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•500 posts
•5 million impressions
•Get trending on the day
•Press coverage
Actual results (February 6, 2018)
•1600 posts
•18 million impressions
•Get trending on the day
•Press coverage
•99% positive sentiment

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@TEREZALITSA
A campaign turned
into a movement

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•Second year
•Keep the
conversation going
•New creatives
•Smaller budget
•Easier to bring
partners on board
February 6 2019

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Allow your campaign to turn into something
new powered by the initial messaging
June 2019
#ReclaimSocialForAnimals

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What if we talked to people who
#ReclaimSocial for good more often?
http://bit.ly/ReclaimSocialPodcast
And a podcast!

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Why did it work?
@TEREZALITSA
•Planning
•Timing
•Messaging
•Creative experiments
•Outreach
•The power of positivity (not
everything has to be negative)

21. Using social media for good
@TEREZALITSA
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Social good has started trending as a
growing need to counteract the online
negativity.
Using social
media for good
@TEREZALITSA
We feel the need to feel inspired when
many things look pessimistic.

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Campaigns with purpose are on the rise.
Brands are exploring the power of social
good to improve their messaging.
Many of them have succeeded in it.
They’ve even grown out of this social
good messaging.
Brands and
social good
@TEREZALITSA

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Don’t just jump on a trend to support rising
social movements for the sake of it.
Some brands have seen a huge backlash for
launching light hearted campaigns over
serious topics.
Be authentic, tell a story.
What to avoid
@TEREZALITSA

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Personal use of social
media for good
• Be more positive
• Avoid angry posts that only upset you
• Monitor your screen time
• Be more conscious about your use of
social media
• FOMO shouldn’t be a problem
@TEREZALITSA

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It’s easier than you think to be more mindful about
your social media use.
Social media doesn’t have to be negative.
It’s uplifting to focus on the power of the community
and the inspiring messages that bring us together.
Biggest lesson
learned?
@TEREZALITSA

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Campaign Planning
Takeaways
@TEREZALITSA
•Don’t be afraid to try out new ideas
•Plan ahead
•Be creative even on a budget
•Ask for help from those you know

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Thank you! "
@terezalitsa