Page 342 - Social Media Marketing for Dummies

» Design the campaign to be inherently social.
Ask more of the participants in your campaign and offer more in return. For
instance, direct them to your presence on a social platform — where you
encourage them to friend, fan, or follow you — instead of directing them to a
microsite.
» Promote your brand on social networks.

Use your social influence on the platforms to highlight the campaign, and use
places such as Twitter to answer queries, amplify the coverage, and share
tidbits about it.
» Establish a fan page.
Create a permanent home for the campaign to allow deeper social interac-
tion. A permanent home strengthens relationships with your customers and
helps you on the search engine optimization (SEO) front, too. Or use your
social network presence as that home.
» Set influence goals and evaluate how well you meet them.
Make an explicit secondary goal of the campaign to increase your followers on
Twitter, your fans on Facebook, and your friends on YouTube. With that goal,
your creative team will bring more synergistic ideas to the table.
» Don’t forget the metrics.

Measure all digital interactions with your customers, and especially find out
how they reach your microsite or your website. Determine how many people
were driven from paid versus earned media strategies and how many came
from social platforms. We talk about how to measure a campaign in
Chapter 25.
» Identify and reach out to the social influencers.
Do it as soon as you launch the campaign; maybe they can help promote it for
you. Show them all the campaign elements — basically everything that a
consumer would see. Provide them something in return. See also Chapter 18
for more information about working with influencers.
» Offer some sort of reward to consumers who participate.
Before you launch the campaign, think through whether you can provide
something to consumers who engage with you more deeply on the social
platforms. They’ll reward your generosity by creating buzz that will nicely
complement the paid media campaign.

326 PART 5 Old Marketing Is New Again with SMM