Social Media Campaigns

SOCIAL MEDIA CAMPAIGN DEVELOPMENT + MODERATION.

 Brand Management & Online Marketing
 Online PR & Publicity
 Social Media Campaign Development
 Networking & Moderation
 Community Engagement Marketing
 Consulting

Want to see my PINTEREST Board approach to showing you things we care about?

pinterest.com/broekmancomm/social-media/

 

Author Social Media Plan.

From Situation Assessment & Analysis to Development.

Reconnaissance mission to collect everything about {INSERT ENTITY}
(Company History, Competitive Analysis, Products, Sales, PR, Style Guides,
Annual Reports, Brochures, Marketing Collateral, etc.). SWOT analysis. Present Findings.
Evaluation of online brand, existing SEO programs (back link report determines
where site is listed or mentioned online), and existing social media campaigns.
Profiles. Gather all Profiles. Analysis of online branding. Audit is opportunity to
ensure brand security (own brand name/domain). Level of completion on 100+ sites.
Analysis of Landing pages.
Branding. Make sure identity campaign is consistent. Ensure proper use of style
guide (if one doesnt exist, we create). Voice – see past communication messaging
documents if any (will develop moving forward).
Blogging. Collect logins. Analyze existing posts and content. Evaluate comments
and methodology to response. Existing Editorial Calendar? How we publish information.
Social Elements. Reviews. Ratings. Yelp. Forums. Sharing Mechanisms.
Evaluation of likes, tweets, shares, Linkedin statuses, etc.
Content. What type of content is shared? Company driven? Product specific info?
Industry News? Schedule or Plan? Messaging document? Style Guide?
Promotions. Evaluate past campaigns. Schedule or Calendar? Terms of Service
in place? Wrap-up?  Reporting?
Tracking. Site Analytics. Traffic visitation statistics (bounce rate, length, page
views, referring links, entry/exit links, keywords, etc.). Collaboration between
Web Development, SEO and Social Media Manager? ROI highly dependent on this.
o Marketing Tools & Resources. Wibiya? Bookmarklets? Sharing tools?
Online Chat? We’ll evaluate what’s missing and what can be done to improve.

Execute Social Media Plan.

Develop Code Book, Pre-Flight Arrangements, Terms of Service, Style Guide and Messaging Documents to allow flexibility in engagement.

o Develop Code Book. Flexibility. Engagement. Empowerment.
Develop code book with a detailed plan of what we are doing, what we agree to execute and where we want to be. Need certain level of flexibility to make lateral and vertical moves quickly. While prioritizing the plan, sometimes window are created that we can capitalize if we have prior approval and can run with the ball. Determine LEGIT and not-legit parameters.
o Develop Pre-Flight Arrangements.
Green may mean go, but there are levels of approval we agree on for certain agenda items and other layers of approval for social media profile development to work smoothly (at all hours of the night).
o Terms of Service.
Agreed upon terms for how we handle giveaways, how we handle negative feedback. How we handle positive feedback, how we go back to management with critical action items, etc. Ultimately business & legal affairs sets this agenda, but there is a negotiation to get best terms possible for SM.
o Style Guide.
Use of logo. Use of fonts. Colors. Monikers. Taglines. All the obvious stuff. How we position and brand. Must keep this consistent throughout. And correct those places where errors may exist.
Messaging Documents.
Ideally, we’ll go week to week with a concerted effort ensuring that messaging/content used for our Advertising and PR is being utilized and leveraged strategically with social media & online marketing.
o Success linked to Internal Coordination.
Strong desire to coordinate with Brand Manager, VP of Marketing, Web Developer, Key programmers, SEO manager, PR Manager, and Sales Manager. Ideal team will work closely together. Can work independently, but have seen most success when it’s collaboration.

Social Media Consulting.

How do we drive traffic? Desired outcome? Position brand?

Big shout out Brian Solis & JESS3 who, since 2008, continues to develop The Conversation Prism, a visual map of the social media landscape. Find the latest version here: https://conversationprism.com/ click to enlarge! 

JESS3_BrianSolis_ConversationPrism4_WEB_2880x1800

 

Define & Launch.

:: Profile development, coaching and consulting
:: Facebook FanPage Strategy, Development, Campaigns and Execution
:: Twitter Strategy, Development, Campaigns and Execution
:: Advertising campaign development and management via social networks
:: Viral marketing campaigns
:: Content Management Systems (CMS) (developing editable websites using …WYSIWYG editors!)
:: Blog development and management (WordPress, MoveAble Type, Blogger, …Blogspot)
:: Social Video Consulting & Distribution (YouTube, MySpace, TubeMogul)
:: Search Engine Optimization – Organic and Paid!
:: Forums & Community Building

Track the Results.

Site Analytics.
Traffic visitation statistics. Core visitors (uniques vs. returning), Bounce rate. Length of visit. Page view depth. Popular pages. Referring links. Entry/exit links. Keywords. Search engine programs.
o Blast Email Tracking.
Visitation track core statistics of delivery, bounces/errors, opens, click thrus, specific call to action links, etc.
o SEM Tracking.
o SEO Tracking.
o Online Marketing Analysis.
Collaboration between Web Development, SEO and Social Media Manager.
o Create Baseline Report.
Provide weekly/monthly updates on use of website and the above!

ALL THE WHILE WITH THE GOAL OF MEASURING
YOUR RETURN ON INVESTMENT– YOUR ROI!!!

Coaching & Training.
BROEKMAN communications would love to be your partner.

1. Short term &  long term engagement approaches.
3-6 months is average start.

2. Training Department, Team or One-on-one approach.
1-month is not uncommon.
Daily and Weekly rates available depending on hours

3. Speaker or Seminar approach
Example 1: recently did 1-Day Seminar for 14 employees
ALL-IN intensive teaching everything from Facebook,
Twitter, LinkedIn, Pinterest, WordPress Blog
Development to moderation strategy & tailored consulting

Example 2: Speaker Fee for 225-person staff retreat. Did 2.5 hour
Presentation through Lunch & Learn with intensive 1hr Q&A.

RATES DEPEND ON NEEDS & COMMITMENT.

Sample Strategic Statement.

By developing a comprehensive, strategic Social Media & Online Marketing plan, we will be in a better position to:
•Capture greater fan ‘market share’ through effective marketing and promotion via social networks, online efforts and events;
•Initiate community involvement, sponsorship, outreach programs and other acts of good will to gain local recognition in key core markets;
•Distinguish from your “competitors” by Developing strategic partnerships with key industry leaders & organizations that compliment our mission;
•Promote unpublicized success and capitalize/leverage experience
•“Tell The Story” more effectively to clients and media as well as Garner greater coverage of key news stories;
•Showcase YOU as cause-related thought leader in the Industry;
•Engage fans and prospective fans through more targeted promotions;
•Enhance referral fan sites and create partner relationships;
•Collaborate making public ambassadors in a more meaningful way for mutual publicity;
•Position you for more speaking engagements and guest appearances; and,
•Monetize your site and social networks with targeted opportunities

Sample Consulting Role.

o Asset & Advisory Role to Senior Staff, Admin & Marketing
o Be a soundboard to ideas and act as an advisor to marketing & PR team
o Play role of Creative Director or Brand Manager to help punch up collateral development, powerpoint presentations, DVD/movie presentations, websites, etc.
o Provide brainstorming and marketing plan development ideas to department heads
o Assign under-performing territories not covered actively by Sales and Showrooms…. Were little sales exist and let me drive Business Development in test markets!
o Creation of ambassador program (referral based program) through brokers and key managers

 

BROEKMAN communications PROFILES
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Wordpress Marketing Director + Creative Director + Principal