How to Build Campaigns That Win Hearts & Awards

#BizHeroes w/ @cshasarrived
Courtney Smith
How to Build Digital Campaigns
That Win Hearts & Awards!
42+ tips for creating like a pro

Everyone wants to be a part
of something bigger than
themselves.
Courtney Smith

You have been asked to create a
campaign. Where do you begin?

With the plan. Asking the right questions about what the audience
cares about. Understand what success looks like to everyone
Courtney Smith @cshasarrived
So important to set your goals so you can make a plan to get there.
@TheDrawShop
Once you know what you want at the end of the campaign, you
can build the best roadmap to get there.
Know end-point goals - work "backwards" from there.
Jessica Roberts @connect2life

Needs to be a clear definition of what success looks like for
everyone, otherwise it becomes complicated instead of complex.
You always start with - what is the desired END STATE. True in
any campaign - digital or otherwise.
Fred Aubin @fm_aubin
I prefer listening what client has in mind, then ask right question
(audience, goals, specifics, timeline...) then plan.
Iva Ignjatovic @ivaignjatovic
YES! "What will success look like?" Is a question that should
ALWAYS be answered before any campaign or marketing
Mack Collier @mackcollier

How do you keep content & ideas
flowing?

Well for me, as a writer, I need to enjoy and have fun with what I
am writing in order for the ideas to flow. But content takes the form
of not just writing, but memes, videos, and presentations too.
Content needs to be relevant, language target audience can
understand and relate to
Joseph Ruiz @SMSJoe
Don't be afraid to get lots of minds involved. Don't be afraid to get
crazy.
Kathryn Kennedy @kontheinternet
Content should inform, instruct and inspire! The 3 I´s.
Martha Neumeister @mne90

The Twittersphere is a hilarious place to watch during a “shared”
event like an election or Hollywood awards show because viewer
content can be created on the fly and shared out quickly.
I crave content that is useful, entertaining, enjoyable, and bold!
Jessica Roberts @connect2life
We love including industry research and featuring expert opinions
on our blog. Share the knowledge!
@ThinkSEM
One thing we learned in our #90DaystoEllen campaign is the
importance of adhering to the rules of Improv.

How important is community in a
campaign’s success? Do you build
it & they will come, or do you need
a strong community 1st?

Community is EVERYTHING to a campaign.
Unless you can magically make people love you at first sight, you
need a community of advocates to succeed.
Cendrine Marrouat @cendrinemedia
Community is imperative for a campaigns success! They are going
to be the ones that share it, talk about it. Need them 1st
Brandie McCallum @lttlewys
I believe you build community first and the product or service will
take care of itself.
AJ Borowski @askwhatnext

You do have to build a foundation of people who like what you’re
creating or what you stand for. But you also have to create on-point
creative to get noticed in the noisy socialsphere or in boxes of the
world.
So true. You have to light the fire within your community and they
will help spread your message in return.
@ThinkSEM
Depends on the maturity of community. If strong, plan the
campaign according to them as evangelists, if not study their
needs
Alicia Rodriguez @aroru26
Community & Content must coexist ... build them both
simultaneously
Joey Lopez @joeylopez0

Small companies don't have big
budgets. Can a campaign be
successful on shoestring?

I’ve found in my career that when your idea of success is leads,
then you have to throw some bucks at the campaign.
Absolutely! All you need is a killer strategy and clear/reasonable
goals
Kathryn Kennedy @Kontheinternet
If you do it right - you don´t need a lot of money. It´s all about
providing value with the right content!
Martha Neumeister @mne90
ROI can be hard to figure out, but it's easy to figure out if you have
no goals.
Josh McCormack @joshmccormack

But if your idea of success is awareness, then I absolutely believe a
small company can get a huge return
Companies focus too much on the financial side of things. You
don't need much money to succeed.
Cendrine Marrouat @cendrinemedia
Absolutely. It's a matter of strategizing and creating content people
love.
Jeremiah Wright @jeremiahjwright
Has nothing to do with money. Has everything to do with people,
process and technology.
Bryan Kramer @bryankramer

How can an agency support a
campaign and how do you know
when you need one?

You know you need an agency when you are naked and bleeding
in the lobby. Seriously, when a company realizes what they’re
doing in house just isn’t working...
I think that an agency needs to understand your goals and also to
build that quality relationship.
Cheval John @chevd80
Thinking differently so much more important than spending big
bucks. Zig whil$t others are zagging
Judy Gombita @jgombita
#SmallBiz owners often need to delegate/outsource; an agency
may be the answer. Also, when writing SuperBowl ads.
@RippleBoost

...and they have the budget, resources and energy to put into an
agency relationship, that’s the time to outsource.
An agency can sing a catchy song for an unsung hero. They can
get the word out about how awesome your services or products
are.
Madison Jones @madisonjoneshr
An agency can manage the elements of a campaign if its too big
for your control or reach; need to know your limits
Sabrina @Plumlytics
Key is to stay true to your brand… make sure the agency
understand and believes in what you’re doing!
Brian Fanzo @isocialfanz

#90DaysToEllen was an award
winning campaign to see if social
could lead to lunch w/ Ellen. It
didn’t. What did you learn?

Essentially, we wanted to prove our hypothesis: That “social media
can be used to create real friendships and make a powerful
difference in the world.” At the end, as you mentioned, we not only
did not get lunch with @theEllenshow but we never even heard
from her. To this day, we don’t even know if she knew about the
campaign! (but did eventually get to her Exec Producer via Twitter)
But the point is, we DID prove our hypothesis, just in a completely
different and unexpected way than we thought. We did make real
friendships via social media, and we did make a powerful difference
in the world. That 90-day effort raised awareness of over 100m
impressions and +$1500 for @FeedingAmerica. And you and I are
here on this Tweetchat over a year later still talking about it. That’s
pretty powerful if you ask me! I think it shows the power of "Love
in/love out" - we were having fun and it showed through!
And we got to know @djwaldow= BAM!

What were your secrets to success
for the Ellen campaign? What
would you do differently if you
could?

The whole experience gave us such valuable insight into what
makes the best bones for a successful campaign. After analyzing it
front to end, we found 4 secrets:
Secret #1: Have a simple concept. Humans suck at this. We think
that unless something is complicated, it’s not valuable. The
opposite is true! People have short attention spans, so unless an
idea is simple, they’ll move on.
Secret 2: Have a solid plan. We learned this the hard way. In
searching for the “Why would Ellen do this?” we chose Feeding
America as our charity
Secret #3: Invite people to the party. Since we didn’t have a budget
for this campaign, we needed a lot of ‘hands on deck' to spread the
word. We reached deep into our own personal networks and tried
creative ways to get them excited about the cause. Don’t forget to
ASK, people love to help when it’s specific and simple.
Secret #4: Apply the rules of Improv. We talked about this earlier –
it’s the power of ‘YES, and It includes the community and makes
them want to be more a part of it, and the ideas are great!

Begin a program with an end goal and your audience in mind first.
Makes sense
Brian Moran @brianmoran
Keep a campaign simple & fun - like the ice bucket challenge
Joey Lopez @joeylopez
Keep a campaign simple & fun - like the ice bucket challenge
I guess that is why we should aim to keep everything simple and
not try for the complicated
Cheval John @chevd80

What are some tips for up and
coming digital strategists or
solopreneurs launching social
media campaigns?

Try things for yourself before testing on a client, if at all possible.
The lessons you learn raise your value.
Better later than never! Don't feel words has to be your only
method! Use pics/vids to share your story
Michael Mullady @atlscgrad
Benchmark danggit!! Please do. Learn from others.
Iam¤kema @IamOkema
Partner w/ someone you want to get to know. We took a leap of
faith w/ @djwaldow (HA!)

Don’t be afraid to fail. #H2H celebrates imperfection, authenticity
and empathy, we are all human!
Don't estimate your reach! The vibrations your voice can make are
truly unlimited on social media. Offer your own unique flair!
Madison Jones @madisonjoneshr
Try things for yourself before testing on a client, if at all possible.
The lessons you learn raise your value.
Having fun w/ inspiring project can leave lot of clutter. Filter and
test, on yourselves, employees, not on clients.
Iva Ignjatovic @ivaignjatovic

CHECK OUT THE #90DAYSTOELLEN
CAMPAIGN
...AND MAKE SURE TO FOLLOW
COURTNEY HERE

Join us for our
Paper.li
#BizHeroes chat
Tuesdays 2pm ET
Moderated by:
@KDHungerford @Paper_li

How to Build Campaigns That Win Hearts & Awards

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How to Build Campaigns That Win Hearts & Awards