Suggested Framework
a) Outline Concept
- Determine the objective – decide what want to accomplish with this campaign using SMM
- How SMM ties into the promotion of the campaign
b) Audience
- Identify exact target audience based on campaign’s criteria
- Matched to specific demographics, psychographics, affinities, locations
- Identify segments and their expected behaviors:
- Awareness – ‘Readers’
- Support for the Cause – ‘Signers’
- Recruitment – ‘Encouragers’
- Mobilization – ‘Participators’
- Action – “Influencers”
- Determine target audience’s affinities – What are they into?
- Music groups, sports, movies, books, TV, brands, etc.
- Identify Key Influencers or VIP within this community
- Usually fans with most Friends, posts, tweets, etc.
c) Metrics
- determine what will be a successful campaign
d) Determine best reward
- Incentivize Influencers to expose brand to their fan bases
- provide incentives
- gifts, cash, acknowledgement, rankings, points
- Maximize engagement, max rewards (ranked):
- Cash
- Gifts
- Discounts
- contests
- Points
- Rankings
- Badges/visibility
e) Determine best SM to pursue for campaign
- Determine level of interaction required
- Scale of smallest to largest: view, rate, review, react, create (CWF eg: wikis, videos, widgets, WAG notebook)
f) Set guidelines for delivery
- be genuine, unique, true, consistent
- commitment – participate, bring others in
- supporter feedback
g) Act & Promote
- Deliver campaign
- Create landing pages on CWF
h) Maintenance
- Requires resources, time, dialogue, conversation
- set criteria on actionables:
- what to respond/what not
- Steph and Stacey responsible for responding
- ongoing rewards and incentives
Keys to success
- release control
- they are our representatives
- how to start community
- kickstart – social ads on FB
Social Media Options
- E-blasts
- Wikis on CWF
- Q&A
- Flickr & Photos
- Google maps
- Delicious
- Social contesting
- Blogs
- Mobile
