Best Practices for Social Media Campaigns Presented by Lesley Martinez Etherly, Contexture Media Network
What is Marketing?
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Specific communication
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To a specific audience
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Leading to a desired result
Audience Determines Platform Solidify who you want to respond to your communication and that will lead you to where you should focus your campaign efforts. Age Interest Location
http://www.smartinsights.com/social-media-marketing/social-media-strategy/new-global-social-media-research/?new=1
What is your desired audience action? Like our page | Like, Heart our post | Share our stories Watch this | Learn more | Sign up | Register Buy now | Comment | Call | Vote | Join us
WRAPPED UP IN EMOTIONS
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Laugh
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Cry
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Ask why?!
“MESSAGE” Articulating the point
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Say it with images 3 secs = impression Always include a link Tag to tap into larger networks #hashtag wisely (pair brand hashtag with general themed #) Research before determining # Global vs Hyper local Industry speak vs General Terms
Platform Determines Format Marketing communication should adapt to the best practices of each platform
Video Photography Infographics Audio Quizzes Text
Build relationships with audience for long term success
What measures your success? Average of 12 brand impressions before action is taken.
Establish balanced marketing mix Appeal to logic interest wrapped in emotional appeal Engage in conversations with audience Offline interaction sparks online connection Consistent promotion of brand platforms and # channels
Analytics Data needs context in order to draw accurate conclusions 1. 2. 3. 4. 5. 6. 7. 8.
Size of audience pool Length of promotion time Content format Invested budget Time of day Viewing device Post interaction Previous brand impressions
Comparative data is best to determine effectiveness Internal analytics vs external Google analytics Traffic rating SEO
Effective Marketing is Cyclical “Don't faint in well doing, for tomorrow you shall reap.” Blind campaigns wander through action deserts asking your wallet “why am I here? What is my purpose?” The Dead Sea vs The Nile