Have you ever wondered what a remarkable social media campaign looks like?
Are you keen to find out, so that you can launch your own remarkable social media campaign?
The good news is that the first part is theoretical and can be learned from reading this article.
The bad news is that it takes time and hard work on your part. But as you may already know, anything in life worth doing well takes time.
It’s important to consider two key elements of a remarkable social media campaign; People and Practice.
It’s important that you have the right people in place to represent your business in the social environment, otherwise everything will quickly fall apart. This is frequently overlooked with business owners.
A common mistake occurs after a magical social media framework is created. It is expected that anyone would be able to execute the campaign because it is comprehensively detailed and focused.
It’s extremely rare that this happens in reality.
Social media is a dynamic landscape and it is constantly changing. Frameworks need to be SMART (Specific, Measurable, Attainable, Relevant, Time-Based) in their construction.
Flexibility should also allow a creative marketer to take advantage of opportunities, should they present themselves. If, or when, an opportunity does indeed present itself, it may pave the way to realizing something new and as such, change the overall plan.
A great example of how to identify and leverage an opportunity in social media occurred when some of the lights went out at SuperBowl XLVII. Oreo quickly reacted by releasing an ad with the title: “You can still dunk in the dark.” The campaign instantly went viral.
Without having the right people in place to take advantage in real-time, this opportunity would have been missed.
It’s important to establish the right mix and the right balance of people. The combined skills should provide good overall coverage across your social media marketing team. This Slideshare presentation should provide all the background theory of why it’s essential to have the right team.
It takes continual, educated effort from well-rounded people to execute a remarkable social media campaign.
The game has changed. It is no longer about creating ads and building automated systems. It is now all about people. And how to present, engage and convert people using humanized methods and strategies.
With the right people in place, you can now turn your attention to the components of a remarkable social media campaign life-cycle.
A social media campaign doesn’t start when your first tweet is sent or when your first LinkedIn status update is posted. No. The start of your campaign should take place well before then, when you begin your planning.
If you take a second to think about this, it’s only logical that a robust plan and system is established, otherwise you will be guessing your whole practice. It’s naïve to think that you can obtain any real level of success by guessing as you go along.
The components of a remarkable social media campaign below are what is required in order to create, control and plan a typical assignment. The exact elements will differ from campaign to campaign, business to business and industry to industry. But they should allow you to realize the extent to which you should plan and coordinate, if you are serious about wanting to invest in a truly remarkable social media campaign.
Here is a quick overview of each of the 10 components of a remarkable campaign:
- Research and analysis
- Tactics and strategies
- Tools and software
- Measurement and analysis
- Adjustment and implementation
Why are you investing in social media? How will social media help you achieve your business vision and how will it affect your business?
These are the kind of questions you should ask yourself before putting any real time, effort or money in a campaign.
2. Research and analysis
Undertaking extensive research will tell you if social media is a viable and feasible marketing option for your business. It will also form the building blocks to your future strategic planning, so never underestimate the value strong research can offer.
Once you have collected the necessary data, it is important to understand it before being able to apply it. Competitive analysis will highlight why companies are doing what they are doing and what value this creates for them. This is useful in trying to spot potential gaps or opportunities in current practices, or eliminating areas that bring little value, or are resource drains.
Unless you know exactly what you want to achieve, it’s hard to create a campaign that focuses on achieving it. Try and be as specific as possible in your aims and objectives – what goals matter most to you and your business?
You can use the SMART acronym (Specific, Measurable, Attainable, Realistic, Time-based) when setting goals. Thinking on different levels will also keep the entire campaign focused. Create objectives for each social media domain, each explicit tactic or approach and for every team member.
Be clear on which measurements match each objective. Establishing a means of understanding how an objective has, or has not, been reached is essential in order to continually develop and improve.
One common mistake is placing high value or priority on public measurements, such as follower counts. Most of the time, this does not indicate any level of success in a campaign and most business owners would take a smaller, highly engaged audience over a bigger yet motionless audience, any day.
Some key metrics you should think about periodically monitoring include:
- Reach – who was exposed to your content and marketing activities? Metrics such as page views and impressions.
- Engagement levels – who is interacting with you? Ratios such as the number of people talking about you / number of likes.
- Influence – who took an action because of your content? Metrics such as shares, subscribers and number of social interactions.
- Virality – the percentage of people who create a story from your posts.
- Repeat engagement – the number of multiple actions of a unique relationship.
- Unique relationships – the number of people you’re connected to and have communicated with.
5. Tactics and strategies
As a result of your research and analysis, you should understand which social media platforms are best suited to fulfilling your objectives. Creating specific actions and plans around each platform will form the basis of your campaign.
This sounds simple, but it’s crazy how many people do not think about the exact actions each campaign will require. This can be split between essential actions, secondary actions and complementary actions, keeping the strategies somewhat in line with how flexible and dynamic the social environment can be.
Without being armed with this type of in-depth knowledge it is easy for plans to fail, or for time, money or effort to slip through the cracks.
6. Tools and software
Social media tools can assist with the execution and management of your ongoing campaigns. Any serious marketer will realize the benefits different tools bring and will spend time and money establishing which tools will help which areas of the social media campaign.
Remember to budget for any training required in how to use each tool effectively, so that you are making the most out of the functionality on offer.
It’s important to have all the necessary documentation written and made available to everyone involved in the business. It formalizes the whole operation and can be used throughout the life-cycle of the social media campaign to benchmark practices, reinforce and refocus direction, and as a source of literature to reference.
Some of the documentation you will want to ensure is in place before launching your social media campaigns may include:
- Social media policy
- Social media roles
- Engagement practices
- Strategy documentation
- Implementation plans
- Contingency plans
- Privacy and permissions
Launching your social media campaign is a critical step, but having effectively undertaken each previous component, you will be in the best shape possible. Now it’s time to get stuck in and start doing the “doing” part.
At first, you may find engaging on social media platforms takes much longer than anticipated and doesn’t have the initial impact you thought it might. Be patient. You have to build authority and credibility in order to leverage influence. Social media is not an overnight marketing solution and it takes time to grow your networks.
9. Measurement and analysis
After each period, perhaps weekly or monthly depending on your social media marketing scale and scope, you should measure and analyze your campaigns. Everything in marketing that consumes investment should be measured.
Use your objectives and metrics to see if you have delivered on your initial expectations. If you have, great. If not, then why not? In both cases, try to identify the reasoning behind the levels of success and establish how you can improve your practices for the next period.
10. Adjustment and implementation
From your measurement and analysis, areas would have been identified that require practical adjustment. It might be simple adjustments, such as the times you post, or radical adjustments, like re-evaluating which social media platforms you are participating on.
You should also use this time to re-analyze your whole campaign and establish if there are any outside influences or opportunities that can be applied. Things change quickly in social media and new platforms, tools and best-practice approaches come and go quicker than the sun itself.
Keep up to date with digital trends and you will remain at the forefront of the social media landscape.
People and practice are essential components of a remarkable social media campaign.
Think about them like your own two legs.
You use both legs in order to walk and run. You can only balance on one leg for a certain amount of time without extra help. Then, you start wobbling and hopping around – before likely falling over.
It’s the same with achieving significant results in social media. All your components in your practice can be meticulously set up, to the point where instructions are given for every single action, but such a rigid system will only achieve the bare essentials of your objectives. You need strong people to keep it progressing.
Social media campaigns are carried out in online spaces that consist of real people. As such, behavior is hard to predict. Systems can be put in place to control certain actions or flows in the funnels but ultimately, people will need to engage with people.
The effectiveness of your people, alongside the strength in your practice, will determine your level of success in your social media marketing. Always strive to be remarkable!