How to start a social media campaign

How To Start A Social Media

CampaignBy: Fanta Dicko, Alexander Alomar, Ali Simon, and

Aja Watkins

2Corrie Horan, 2014

#ChangeAtSU

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MUST-HAVES

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Knowledge of your objectives

Catchy hashtag

Consistency

Spark interest

Targeted audience

Knowledge of each social media platform being used

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OBJECTIVES

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Build brand visibility and authority

Influence and promotion of brand

Gain insight into a community of interest

OBJECTIVES#ChangeATsu

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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

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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)

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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

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Twitter:

20 Mentions

50 Engagements

30 Retweets

Facebook:

50 page likes

Google Forms:

15 Submissions

Strategy

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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

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FacebookTwitterPersonal connectionsGoogle FormsProfessors

Metrics

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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

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Twitter Analytics

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- 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).

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Top Tweets

Campaign Benchmark- Twitter

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Campaign Benchmark- Facebook

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17 total responses

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GOOGLE FORM RESPONSES

Lessons Learned

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- 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?! :)

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- 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? :/

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- Remaining anonymous- Using our ChangeAtSU blog for students to post their

thoughts,experiences,and opinions- Originally having a topic that was too specific

References

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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 ?

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