Your social media campaign kicks off with the first post, right? Wrong! Executing a successful social media campaign requires some planning. There are many ingredients you’ll need to make sure your campaign resonates with the right people, and we’ve collected many of them in this free social media campaign template. Download it here (or by clicking on the screenshot below) then read the following tips for filling it out.
In other words, what’s the point of doing this campaign in the first place? If this sounds familiar, that’s because it should. I asked you the same question months ago about your social media strategy as a whole in this post about determining your social media ROI.
Think of your campaign as a mini social media strategy, or, a short-term shift in your larger social media strategy. It will contain many of the same elements, but will be more focused. Your goals should be complimentary to and not in conflict with your larger strategy.
On your social media campaign template, indicate your campaign goals. They could be to grow your audience, increase engagement, grow your e-mail list, have people sign a petition or pledge, obtain user generated content, influence purchases or donations or even just increase your exposure.
And, you don’t have to pick just one – you can have your primary goals and then define the secondary goals that may happen naturally as a result of the primary. For example, if your goal is to grow your follower base, perhaps a secondary goal will be an increase in engagement because of all the great content you’re pushing out.
2. What’s your Call-to-Action?
This is the meat of your campaign. What will you ask your audience to do? Make a purchase or donation? Share a story? Simply spread the word? Whatever it is, make sure it’s defined clearly both in the planning and the execution phases of your campaign. If it’s foggy to you – it will surely be confusing to your audience.
3. Define your campaign time frame
Unlike your social media strategy, which is ongoing, your campaign will be like a story arc. It will have a beginning, middle and end. It will have rising action, a climax, and falling action until it concludes and you resume with your general social media strategy.
On your social media campaign template, determine when you’ll start promoting your campaign, and then which day or days you’ll be most heavily pushing. Then, determine which day your campaign ends and any follow up activity you’ll share. For example, if the goal of your campaign is to have 5,000 people sign a petition, when will that petition close, and when will you share with your audience how close you were to reaching your goal (or exceeding it)?
4. On which social media channels will you promote your campaign?
This is the “where” of your strategy. Not all social media campaigns are appropriate for all social media channels – and if you try to spread too far and wide, sometimes your message can be diluted and lose its power. It’s better to choose one or two channels to custom-tailor your content rather than make a one-size-fits-all campaign.
But that doesn’t mean you can’t promote the campaign on other social channels. Think of it as a billboard vs. your business card. On which channels will you really sound the megaphone, and where will you simply let people know what’s going on?
5. List your campaign assets
A landing page is a great place to promote your campaign, but if it’s all you have your promotions are going to get redundant very quickly. Use your social media campaign template to brainstorm different ways you can slice and dice your assets to provide your social media audience with a variety of content to persuade them to adhere to your call-to-action.
Do you have any photos you can overlay with text? Can you shoot a quick video about your campaign? What about a blog post written in first person? The more diverse media you have to share, the more exciting and fresh your campaign will feel as you continue to promote over time.
6. How will you measure success?
The easiest way to answer this question is to figure out how many people did what you asked them to do. If your call-to-action was to make a purchase or a donation, how many people did just that, and how much money was brought in? If it was to increase your exposure, how many people saw your campaign messages?
7. Who will help you spread your message?
If a tweet is pushed to the bottom of the feed before anyone saw it, will it still make an impact? The answer, unfortunately, is no. Your campaign will only reach its goals if your message spreads. Who can help you get the word out? On your social media campaign template, identify your brand evangelists already active on your social channels, as well as your contacts elsewhere. Journalists, bloggers, colleagues in your industry and your brand’s peers are a great place to start.
Have you executed a successful social media campaign using any of the tips above? Tell us about it in the comments below! And, don’t forget to download your social media strategy template.