Digital media campaigns - two workshop in Kuwait May 2014
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The document provides an overview of a two-day course on digital media campaigns. The course will cover strategy, content development, platforms, and measuring success. It will include discussions on defining goals, audience identification, messaging, and tracking engagement. Participants will learn tools for social media management and techniques for effective social media campaigns.
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Digital media campaigns - two workshop in Kuwait May 2014
- 1. Digital Media Campaigns - how to make them stand out and engage with your customers online Sofie Sandell Twitter @Soffi_Propp Two day course Kuwait May 2014
- 2. Course overview Please asks questions as we go along. We will have two 30 minutes breaks during the course 11.00 and 12.00. Lunch at 14.00. The format looks like this: • Strategy • Content development • Platforms • Measure success
- 3. Definitions - what I mean with the words Strategy - where you want go, what you want to achieve. Plans - the ways you are reaching your goals. You can have several plans for your organisation. Tactics - the things you do to reach your goal, more details in the tactics than the Plan has. Processes - when you find a good way to do something you create a process out of that. Other people can copy a process and you can describe it to someone else. Habits - it’s when you are in the flow - you will have both good and bad habits and someone might point that out.
- 5. Where are you today? How are you using social media and digital tools?
- 6. Your organisation How are you using social media today? Who is using social media? Does your customers contact you using social media? How do you describe your organisation’s culture? How does the structure of the organisation effect social media?
- 9. You know your strategy and what should be done But you are not sure how to do it You need to provide your teams with a policy and guideline, time to explore, training and you also need an organisational curiosity. Frustration
- 10. TMI
- 18. ! Vision and mission with your digital campaigns What do yo want to achieve? • Awareness about your brand? • New leads? • Organisational change? !
- 21. What you say about your brand + What others say about your brand = What people will see, and from there form their opinion about your brand Are you sending out the right messages?
- 23. Who is your audience likely to be? Who can you influence?
- 24. ! Who are you talking to?
- 25. ! Who are you talking to?
- 26. CREATORS CRITICS COLLECTORS JOINERS SPECTATORS INACTIVE Creators make social content go. They write blogs or upload video, music, or text. Collectors organise content for themselves or others using RSS feeds, tags, and social bookmarking websites Critics respond to content from others. They post reviews, comment on blogs, participate in forums, and edit wikis Joiners connect in social networks like Facebook, Twitter, Google+ and Pinterest Spectators consume social content including blogs, user-generated video, podcasts, forums, or reviews Inactives neither create nor consume social content of any kind
- 27. ! Stakeholder mapping What is a stakeholder? ! A stakeholder is anybody who can affect or is affected by an organisation, strategy or project. ! Internal or external ! Senior or junior levels ! The people who will be affected by the change (if they don’t like it they will influence) ! 'People or small groups with the power to respond to, negotiate with, and change the strategic future of the organization' (Eden and Ackermann 1998: 117).
- 28. ! New technology = new questions New technology means that we must ask ourselves new question to move forward. New combinations feels weird. Great combinations makes our customers smile and connect with you. The better questions you ask yourself about your brand and customers, the better answers you’ll receive.
- 31. David McCraney author of the book You Are Not So Smart: ”Your opinions are the result of years of paying attention to information that confirmed what you believed, while ignoring information that challenged your preconceived notions.”
- 33. ! Branding and word exercise Pick random word and brainstorm Create new messages How does the audiences response?
- 34. ! Define your brand values The better we are defining our deep brand values the better we are going to become at expanding out ideas. Brand values and biz culture are developed slowly. Structure can be changed in seconds.
- 35. ! Care, Innovation & Performance
- 37. ! Story and purpose What do you offer? Why do you do what you do? What’s your story? Does everyone know your story? When and how are you sharing your story and purpose with your customers? Story, purpose & connection make your customer adore you
- 39. Content marketing - trying to find a definition
- 47. Content marketing is not focusing on selling Giving away content for free - that’s the thing! - Blog posts - Podcasts - Interviews - Inspiring stories as case studies - News - Videos - White Papers - E-books - Infographics - Questions and Answers - Photos
- 48. ! Tools Google Analytics Google Alerts Social Mentions Hootsuit Radian 6 - integrates with Salesforce Mention Facebook insights YouTube insights Thousands of tools out there… Rule of thumb: Look daily and report weekly for good overview.
- 49. ! What you always need to track online —>Negative comments —> Positive comments —> New opportunities 1) Which keywords matter for your brand 2) Which platforms do you have to monitor? 3) How should you respond?
- 50. ! How to manage negative comments? Negative comments can be a sign of engagement. What is the context? Can customer service to manage them? !
- 51. ! Some negative comments should be removed Never accept any kind of harassment on your social media channels. Remove and ban accounts that are not following your terms and conditions. Review your terms and conditions on your website and on your social media platforms. Sometimes a warning is enough.
- 53. How does it work?
- 55. ! Points of wisdom - Make the policy easy to read and accessible. By accessible I mean that everyone wherever they are in the world has access to it. Don’t hide it away. Make it visible and share it online. - Create information that can be read and understood in a few minutes. It may be shared in writing or as a video or any other creative format. - I would suggest that you involve several teams in creating the guidelines. This could be your legal team, HR team and marketing team. If you have a PR department, I am sure they would like to contribute as well.
- 56. ! Keep your policy up to date Social media changes all the time, and that means that you’ll have to update your social media policy on a regular basis Review it every year, and see if things are still applicable. You don’t want your policy to sound out of date, because then people are not going to engage with it.
- 57. ! Become a better social media community manager Be a leader and show the way forward You set the rules and make sure people follow them Lack of integrity and leadership will make all platforms fail You are allowing people to use your branded channel and you want to make sure what’s shared there is both interesting and relevant. Remind people about your purpose in different ways
- 58. We don’t want to listen to robots. We want ! to listen to other human beings who are sharing their experience with us.
- 59. ! Numbers that matter • Measuring and tracking the size of your collective communities is essential in determining whether you are adding value through your social strategy • Key metrics include:! • Community size! • Engagement! • Activity levels! • Reach
- 60. Issues with Facebook marketing at the moment!
- 68. How to make your messages stay alive longer?
- 69. Make more of the time ! 1. Before techniques ! 2. During techniques ! 3. After techniques
- 70. Preparation Time - how long time do you need to prepare? Where to promote it - and with which organisations? Website, email, event management tool, social media Create a buzz Will your audience be using social media and help you promote? Press Releases sent out
- 73. Real time updates Play with the FOMO - Fear of Missing Out -
- 76. Play with feelings and emotions
- 78. ! Should you have a blog •Share your thoughts and opinion •Great way to create content •Market and promote something (maybe yourself) •Establish yourself as an expert •Get more people to follow you online •Make an impact and have you say in something that matters to you! •Keep in touch with your customers
- 81. ! Wordpress Started as a blog tool 2003 ! Now a customisable full Content Management System (CMS) ! 20 % of all new websites that are set up are using Wordpress ! Recently www.metro.co.uk rebuilt their whole platform using Wordpress ! Themes - make your site look different ! Widgets - nice to have things such us Twitter feed ! Plugins - all technical input you can imagine can be done with plugins. - Google Analytics, better SEO, email newsletter integration, pop-up windows, photograph slide show...there are thousands of them. ! Many developers around the world making it better all the time
- 84. ! What not to do Social media slips no better/worse than slips of the tongue, and need to be dealt with in the same way: delete, apologise, move on. ! “Digital leaders have a plan for how to handle negative comments online. They know they will be there one day and they have thought through how to reply, ignore and delete.”
- 93. ! Why accounts are hacked? Hacking ! Bad passwords ! Should be long and complicated @ff000ga2_1gbr
- 95. We are sharing 50 % more every year. - Mark Zuckenberg
- 96. Sharing is a great way to measure Return on Investment.
- 100. What is a true result?! What can we trust?
- 102. The secret - people share awesome content!
- 109. ! KPI What KPIs will matter for your brands? Short term vs long term? What will make your brand stronger?
- 110. ! The digital challenge Define good practice for an organisation Integrate the digital mindset into the organisations mission and vision Day-to-day management of the digital environment Think as a leader and lead the organisation forward Explore new opportunities and learn ho these tools can be helpful Coordinate the content around the brand and its products Work with the customer service team Explain the social media guidelines to the rest of the organisation Understand how your users want to connect with your brand Create partnership, collaboration and make sure people in your organisation want to work with you. Know how to work with techies and geeks
- 111. Understand human motivation for your team and your audience Understand the issues with change and innovation in organisations Manage all the skills you need in your team Understand data management and numbers Understand how to manage innovation and failure Dare to experiment and understand what will work for your organisation All senior leaders must understand what digital is about - no typewriter attitudes thank you!!
- 114. Do you want to do it? It’s all about your mindset!
- 116. 1
- 117. Please connect online @Soffi_Propp Also if you liked it please write a testimonial on LinkedIn!