YOUR 10 COMMANDMENTS

This list is by no means complete. Its a summary of key considerations when creating and implementing a social media campaign within a wider marketing strategy.

Focus on people not tech

Technology is a hygiene factor, a ticket to the game everybody can buy. Connecting with people’s hearts and leaving them emotionally positively disposed to you is the only sustainable currency. It seems intuitive and very obvious but for most brands it remains elusive. Apple have repeatedly made a success of launching products that are people centric hence the sustainability of its success and its ever increasing share price and market valuation.

Build conversations, not campaigns

Campaigns have a finite timeline be it weeks, months and even days, but conversations linger. They push, prod and permeate your thoughts.

Content is an enabler

Content should not be the objective. Ultimately it’s a means to an end, it’s the firelighter sparking a call to action and hopefully the beginning of a lingering conversation.

Add value

Make a difference! Sometimes its tangible but most often its an intangible a feel good factor which over time is reinforced into a hallow effect for you and your brand.

Listen

Campaigns are perceived as communication in one direction whereas a conversation requires a speaker and a listener. Listening is inherently complicated, as missing messaging nuances can easily derail a positive experience. Listening requires patience, a willingness to understand and add value.

Spread the word

Positive reinforcement and remaining relevant requires action and persistency. Across multiple social media platforms this can easily be achieved without making the messaging redundant, stale or appearing repetitive. Get family and friends to share your content, remember sharing is caring.

Be prepared (Alert, Assess, Act)

Given the always on nature of social media engagement, remaining connected at all times is essential. Using an aggregator like Hootsuite allows for easy and timeous reviews of timelines without flipping through a number of web pages.

Measure progress

For a defined objective set up key metrics to measure the success of the engagement. Set benchmarks for specific milestones and never stop measuring. There is never too little data.

Continual optimisation

Tweaking and finessing interactions as they unfold is one of the key benefits of using social media platforms. Social media can be highly interactive or as dreary as a newspaper, the greater the investment in generating a positive conversation the greater the long-term engagement.

Be in it for the long-term (relationships take time to build)

Much like beneficial offline personal relationships which are developed over time through consistency of interactions, online relationships are no different. The same principles apply but are often forgotten given the perceived anonymity. Focus on remaining relevant.

 Until next time, please send your comments and thoughts.

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Plan, Organise, Lead and Control

Given the plethora of tasks at hand on any given day, having a plan at hand is always helpful. Be it a daily task list or a year long marketing/campaign plan. This is especially true when unique or a “once in a generation” combination of events swarm together and disrupt the business as usual processes and activities. Think 911 or the oil price plummeting precipitously.

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Having a plan, even a conceptual strategic version which is viewed occasionally does create focus and ensures re-alignment in times of extreme stress where deliverables are complex and requires a significant amount of focus with short turn around time frames.

It effectively allows one to Plan, Organise, Lead and Control. You might remember that from 1st year varisty studies and it’s a truth repeating itself daily. Creating a plan is daunting but consider the following when crafting your roadmap.

Objective: Clearly state the purpose of the plan in a document people can easily access. This should be succinct and excite the reader. Where possible distill the objective or messaging you are trying to convey into a word or a phrase no longer than 3. Less is more.

Stakeholders: Extracting and distilling stakeholder needs clearly in all likelihood will probably be the most frustrating part of constructing an executable plan. Removing ambiguity and agreeing on granular details are key to tick off as deliverables upfront.

Excel: Spreadsheets are one of the most underutilised business tools we have in our arsenal. Not only can you elevate your wordy plan by including budgets but these can be extended to modelling and forecasts with editable variables. Enhancing your Excel skills requires practice which will raise your confidence. Many online tutorials are available and Microsoft has a number of helpful hints.

Matrix: Using a Matrix approach allows for readers to sumamrise a year’s activity easily, key to this is understanding stakeholder needs on a granular level. As an example which Social Network platforms to engage: Facebook vs LinkedIn. These should be reflected in either the horizontal or vertical columns, the opposing category should be a time period either weeks or months. The Web is littered with templates to minimise your workload.

WIP: Your plan can’t be static, use it actively in meetings and discussions. It definitely should not be placed in the bottom draw only to be reviewed on an ad hoc basis.

Meetings: Your plan should form the basis of regular meetings to track progress and change activities as the market dynamics shift. In addition it forces participants and stakeholders to remain aligned and focuses energies on key outputs.

After a few iterations of trying different approaches in crafting and compiling your plan you will find a workable solution allowing for effecting Planning, Organising, Leading and Control. Good luck.