Transcript
How To Start A Social Media
CampaignBy: Fanta Dicko, Alexander Alomar, Ali Simon, and
Aja Watkins
2Corrie Horan, 2014
#ChangeAtSU
3
MUST-HAVES
4
Knowledge of your objectives
Catchy hashtag
Consistency
Spark interest
Targeted audience
Knowledge of each social media platform being used
5
OBJECTIVES
6
Build brand visibility and authority
Influence and promotion of brand
Gain insight into a community of interest
OBJECTIVES#ChangeATsu
7
Raise awareness about the inadequate services provided to SU students
Attract SU students and get them to talk about the issues on campus
Utilize anonymous blog and Google Form to get feedback about issues on the SU campus
Improve mental health of students, as well as their well-being
Make the Syracuse University community a better place for everyone
Goals
8
How to set goals for a social media campaign:
Traffic: The eyeballs on your site. You want to use social media to drive a larger and larger audience to visit your website.
Leads: You want to use social media to drive people to your website to download, post, or become a lead.
Reach: The greater reach you have, the easier it is to get significant
traffic or leads from social media channels. If reach is your key
metric, you want to increase your social media followers or fans.
Goals (Con’t)
9
Reach: The greater reach you have, the easier it is to get significant traffic
or leads from social media channels. If reach is your key metric, you want to
increase your social media followers or fans.
Buzz (Mentions): More mentions means more people talking about you means more
awareness of your company and product among a greater audience. If buzz or
awareness is important to you, you will want to measure mentions of your
brand names in social media over time.
Customer Happiness: People are talking about you whether or not you want them
to! Social media allows you to tune into conversations your customers are
having, be they positive or negative.
Goals#ChangeATsu
10
Twitter:
20 Mentions
50 Engagements
30 Retweets
Facebook:
50 page likes
Google Forms:
15 Submissions
Strategy
11
To promote the #ChangeatSU campaign via Twitter and Facebook and get Syracuse University college students to share their opinions and stories of things they want to see improved on campus.
Students can share their experience and concerns by tweeting us, writing on our Facebook wall, or anonymously through Google Forms. We utilized A and B testing to evaluate which phrases, tweets, and hashtags received the most amount of engagement from the audience.
We want to make Syracuse University a better place.
Resources
12
FacebookTwitterPersonal connectionsGoogle FormsProfessors
Metrics
13
Referred to Twitter and Facebook analytics to see how much engagement each post received
This enables us to gage our results, see what worked, what didn’t
Facebook Analytics
14(Facebook insights, 2015)
Twitter Analytics
15
- On average we earned 150 impression per day over 28 days:- 1.7% Engagement rate- 13 link clicks- 16 retweets- 4 likes
- (Twitter Analytics, 2015).
16
Top Tweets
Campaign Benchmark- Twitter
17
Campaign Benchmark- Facebook
18
17 total responses
19
GOOGLE FORM RESPONSES
Lessons Learned
20
- Not everyone feels comfortable posting their past experiences at the SU counseling center on Twitter
- Consistent tweeting is important for a new social media campaign
- Incorporating other social media platforms helped expand our audience(ex. Thunderclap)
- Creating a social media campaign requires a lot of planning and a lot of time
What Worked?! :)
21
- Including trending hashtags enabled us to receive more engagements from our audience
- We received a lot of positive engagement by incorporating twitter polls into our tweets
- A and B testing allowed us to determine which posts received more engagement
- Integrating popular campus topics into our posts- Engaging with our audience
What Didn’t Work? :/
22
- Remaining anonymous- Using our ChangeAtSU blog for students to post their
thoughts,experiences,and opinions- Originally having a topic that was too specific
References
23
Change at SU Facebook insights.(2015).(Graph illustration of page likes, post reach, and
engagements).Retrieved from https://www.facebook.com/ChangeAtSU/insights/
Horace, Corrie. (2014, April 3). 5 Tips to Starting a Successful Social Media Campaign. Retrieved from https://www.youtube.com/watch?v=ucySpkxbWNg.
Twitter analytics.(2015).(Graph illustration of ChangeAtSU results: engagements,tweets,impressions).ChangeAtSU results from twitter analytics. Retrieved from https://analytics.twitter.com/user/ChangeAtSU/home
Questions And
Answers ?
24
top related