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Social network penetration worldwide is
increasing exponentially
Number of social media users worldwide from
2010 to 2021 (in billions)
Percentage of U.S. population with a social
media profile from 2008 to 2017
Participation is no longer an option
Amplify
• Reach more people
• Expand reach
• Multiple exposure
Trust
• Social dynamics
• Listen & Engage
Measurable
• Targ...
Research, Research, Research
• What internal resources do you have (including
available staff and time)
• What has succeed...
Social Media Audit
Developing Your Campaign Strategy
Goals
Audience
Channels
ContentAmplify
Monitor
Measure
Set Your Campaign Goals
Goals
Set SMART Goals
Build KPIs/Metrics Into Your Goal
Goals Measure
Define Your Audience
Audience Content
Who Is Your Audience?
(Hint: It’s Not Everyone)
Google Analytics
• Twitter and Facebook analytics
Geography
• National
• Regional
• Local
• Urban
• Rural
Socio-
Demography
• Age
• Sex
• Income
• Occupation
• Education
Ps...
What do they
know/believe
about your
organization
and
campaign
issue?
Perception
Who
influences
them?
Influence
Which onli...
RSS Feed Reader
Search Twitter Hashtags
Symplur Hashtag Project
Buzzsumo
Quora
Reddit
Choose Your Campaign Channel
Goals
AudienceChannels
Google Analytics
Buzzsumo
Find Existing Data
Create Compelling Content
Goals
Audience
Channels
Content
Establish A Messaging Arc
Awareness
Interest
Action
Invite Stories
• Be upfront about how the story will be
used
• Allow people to tell their story in their
own voice
• Avoid stereotyping a...
A person’s story is a
precious thing;
take care of it…
and them!
Priming The Pump
Content Calendar
Scaling Your Content –
Repurposing
Developing Your Campaign Strategy
Content Amplify
Your content should come with an
amplification strategy baked in!
1. Understand The Psychology of
Social Sharing
2. Create Engaging Content
WORLDWIDE BREAST CANCER CAMPAIGN
#KnowYourLemons
Creating Impactful Images
Video
Live Video
Source: Whisk Data
Mayo Clinic Match Day Live
3. Make Your Audience The Hero
4.Tap Into Cultural Trends
Make Me Viral!
5. Use strong emotional drivers to
make people care and share
Source: Fractl
Plutchik’s Wheel of Emotions
Emotional Multipliers
• Interest: Is the idea engaging and
clever?
• Amusement: Is the idea entertaining
and fun?
• Surpri...
#6 Leverage The Power Of Influencers
#7 Post At The Right Times
#8 Make It Easy To Share
#9 Involve Your Supporters
#10 Pay To Play
Source: Social Flow
Developing Your Campaign Strategy
Amplify Monitor
Nurture
Community
Movember Campaign
Developing Your Campaign Strategy
Goals
MonitorMeasure
UTM Parameters
Facebook Pixels
Developing Your Campaign Strategy
Goals
Audience
Channels
ContentAmplify
Monitor
Measure
How to Create an Awareness Campaign with Social Media | Mayo Clinic Social Media Network Webinar
How to Create an Awareness Campaign with Social Media | Mayo Clinic Social Media Network Webinar
How to Create an Awareness Campaign with Social Media | Mayo Clinic Social Media Network Webinar
How to Create an Awareness Campaign with Social Media | Mayo Clinic Social Media Network Webinar
How to Create an Awareness Campaign with Social Media | Mayo Clinic Social Media Network Webinar
How to Create an Awareness Campaign with Social Media | Mayo Clinic Social Media Network Webinar
How to Create an Awareness Campaign with Social Media | Mayo Clinic Social Media Network Webinar
How to Create an Awareness Campaign with Social Media | Mayo Clinic Social Media Network Webinar
How to Create an Awareness Campaign with Social Media | Mayo Clinic Social Media Network Webinar
How to Create an Awareness Campaign with Social Media | Mayo Clinic Social Media Network Webinar
How to Create an Awareness Campaign with Social Media | Mayo Clinic Social Media Network Webinar
How to Create an Awareness Campaign with Social Media | Mayo Clinic Social Media Network Webinar
How to Create an Awareness Campaign with Social Media | Mayo Clinic Social Media Network Webinar
How to Create an Awareness Campaign with Social Media | Mayo Clinic Social Media Network Webinar
How to Create an Awareness Campaign with Social Media | Mayo Clinic Social Media Network Webinar
How to Create an Awareness Campaign with Social Media | Mayo Clinic Social Media Network Webinar
How to Create an Awareness Campaign with Social Media | Mayo Clinic Social Media Network Webinar
How to Create an Awareness Campaign with Social Media | Mayo Clinic Social Media Network Webinar
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How to Create an Awareness Campaign with Social Media | Mayo Clinic Social Media Network Webinar

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Is creating an online campaign part of your 2018 marketing strategy? Do you need a plan to get started? Whether you are an individual, a small non-profit, or a large healthcare organization, a strategic plan is essential to your campaign’s success. In this webinar you will learn how to plan and execute a social media campaign to match your organization’s goals and resources. You will also discover creative ideas and best practice tips from other successful campaigns.

Veröffentlicht in: Gesundheit & Medizin
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How to Create an Awareness Campaign with Social Media | Mayo Clinic Social Media Network Webinar

  1. 1. Social network penetration worldwide is increasing exponentially
  2. 2. Number of social media users worldwide from 2010 to 2021 (in billions)
  3. 3. Percentage of U.S. population with a social media profile from 2008 to 2017
  4. 4. Participation is no longer an option
  5. 5. Amplify • Reach more people • Expand reach • Multiple exposure Trust • Social dynamics • Listen & Engage Measurable • Targeted • Track Impact
  6. 6. Research, Research, Research • What internal resources do you have (including available staff and time) • What has succeeded/failed before for you and why? • What is your budget? • Is your timeline realistic? Internal • What external awareness activities are ongoing? • What is making a real impact? • Who are your competitors/potential collaborators? • Do you need to hire in outside expertise? External
  7. 7. Social Media Audit
  8. 8. Developing Your Campaign Strategy Goals Audience Channels ContentAmplify Monitor Measure
  9. 9. Set Your Campaign Goals Goals
  10. 10. Set SMART Goals
  11. 11. Build KPIs/Metrics Into Your Goal Goals Measure
  12. 12. Define Your Audience Audience Content
  13. 13. Who Is Your Audience? (Hint: It’s Not Everyone)
  14. 14. Google Analytics
  15. 15. • Twitter and Facebook analytics
  16. 16. Geography • National • Regional • Local • Urban • Rural Socio- Demography • Age • Sex • Income • Occupation • Education Psychography • Lifestyle • Attitudes • Preferences • Interests Behavioral • Relevant behaviour • Duration of behaviour • Readiness to change
  17. 17. What do they know/believe about your organization and campaign issue? Perception Who influences them? Influence Which online platforms do they get their information from? Platforms
  18. 18. RSS Feed Reader
  19. 19. Search Twitter Hashtags
  20. 20. Symplur Hashtag Project
  21. 21. Buzzsumo
  22. 22. Quora
  23. 23. Reddit
  24. 24. Choose Your Campaign Channel Goals AudienceChannels
  25. 25. Google Analytics
  26. 26. Buzzsumo
  27. 27. Find Existing Data
  28. 28. Create Compelling Content Goals Audience Channels Content
  29. 29. Establish A Messaging Arc Awareness Interest Action
  30. 30. Invite Stories
  31. 31. • Be upfront about how the story will be used • Allow people to tell their story in their own voice • Avoid stereotyping and victimising • Share parts of a person’s story that lets us see the person is more than their illness Ethical Storytelling
  32. 32. A person’s story is a precious thing; take care of it… and them!
  33. 33. Priming The Pump
  34. 34. Content Calendar
  35. 35. Scaling Your Content – Repurposing
  36. 36. Developing Your Campaign Strategy Content Amplify
  37. 37. Your content should come with an amplification strategy baked in!
  38. 38. 1. Understand The Psychology of Social Sharing
  39. 39. 2. Create Engaging Content
  40. 40. WORLDWIDE BREAST CANCER CAMPAIGN #KnowYourLemons
  41. 41. Creating Impactful Images
  42. 42. Video
  43. 43. Live Video Source: Whisk Data
  44. 44. Mayo Clinic Match Day Live
  45. 45. 3. Make Your Audience The Hero
  46. 46. 4.Tap Into Cultural Trends
  47. 47. Make Me Viral!
  48. 48. 5. Use strong emotional drivers to make people care and share
  49. 49. Source: Fractl
  50. 50. Plutchik’s Wheel of Emotions
  51. 51. Emotional Multipliers • Interest: Is the idea engaging and clever? • Amusement: Is the idea entertaining and fun? • Surprise: Is the idea unexpected or novel?
  52. 52. #6 Leverage The Power Of Influencers
  53. 53. #7 Post At The Right Times
  54. 54. #8 Make It Easy To Share
  55. 55. #9 Involve Your Supporters
  56. 56. #10 Pay To Play Source: Social Flow
  57. 57. Developing Your Campaign Strategy Amplify Monitor
  58. 58. Nurture Community
  59. 59. Movember Campaign
  60. 60. Developing Your Campaign Strategy Goals MonitorMeasure
  61. 61. UTM Parameters
  62. 62. Facebook Pixels
  63. 63. Developing Your Campaign Strategy Goals Audience Channels ContentAmplify Monitor Measure

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