Posts Tagged ‘social media campaign’

Focus on Strategies Before Campaigns (Video)

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October 1st, 2009

Video embedded below so if you’re reading in RSS you may have to click to my site to see it.

I promised myself that I’d be doing more videos so it’s time I stick to my promise!

In the video I talk about the importance of focusing on social media strategies before campaigns.  Companies looking for short term wins in the space need to first focus on developing their social media strategies; social media needs to be a part of the company and ingrained within it.  What’s the point of launching a 3 month social media campaign only to take it down after it’s over with nothing but a link that says “sorry the website doesn’t exist.”  That just seems stupid right?

You don’t build relationships with your users only to kill them off once the campaign is done, that’s just not smart.  Social media is not about short term results, it’s about changing the way you do business and communicate with people.

Let me know what you think.

TAGS: companies using social media, social media campaign, social media strategy, strategy before campaign

The Difference Between a Social Media Strategy and a Social Media Campaign

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July 21st, 2009

social-media-strategy-vs-social-media-campaign

When someone talks about a social media strategy or a social media campaign; what are they talking about?  Are they the same thing?  Hopefully you said no.  The two are definitely not the same thing.  The terms social media campaign and social media strategy have been used interchangeably quite a bit so I wanted to clarify what the difference between the two of them in a clear bulleted list.

Social media strategy

  • Comes before a social media campaign
  • Is set to build the social media foundation for all other social media efforts
    • what tools are going to be used and how are you going to use them?
  • Is a long term umbrella approach for company social media
    • around 1 year +
  • Includes specific objectives, strategies, tactics, and metrics
    • i.e. social media for pr/marketing/sales/product development
  • Should integrate into existing marketing efforts
    • i.e. the company social media plan
  • Clear analysis of your audience
  • Seeking to solve client/customer pain points
  • Maps and plans out allocation of resources
  • More about providing and creating content as opposed to looking for immediate results from a community
  • Focused more on longer term ROI/impact
    • not just a financial metric but building and strengthening a brand

Social media campaign

  • Comes after the social media strategy
  • Shorter term
    • run campaigns before product launched
    • promote products/events/services
    • usually around 1-3 months (can be longer)
  • Builds upon audience research data collected from the strategy
  • Builds upon the tools being used for the strategy
    • promote the campaign through channels identified in the strategy
  • Looking to drive a specific targeted response
    • increase page views
    • increase sales for a new product
  • Looks at shorter term ROI and impact
    • looking at the financial return and the short term impact
    • not looking at the brand as a whole

Hopefully this clearly spells out the difference between the two.  The social media strategy is where everything starts, it’s your social media foundation, you can’t have a campaign before you have a strategy.  The information you get from researching and creating your strategy is what is largely going to be used for your campaigns.

Have anything else you want to add to help differentiate the two?  Leave a comment and if it makes sense, I’ll add it to the master document.

TAGS: difference between social media strategy and social media campaign, social media campaign, social media strategy

Social Media and Improvisation, a Lesson from Jimmy Page

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January 15th, 2009

Have you ever listened to a particular song by a band and then seen that band perform the song live?  There’s always a difference, there’s always a bit improvisation.  Take for example the Jimmy Page solo for stairway to heaven, I’m assuming you know what it sounds like, now, watch the videos below of Jimmy [...]

TAGS: jimmy page, social media campaign, social media improvisation, social media strategy