This document summarizes an ITT Social Media Masterclass that provides training on social media campaigns. The key topics covered in the masterclass include: creating campaign briefs and optimizing for impact; general tips on successful campaign elements; creative concepts; brainstorming sessions; recommended technologies; compliance with different channel rules; and estimating resource needs and budgets. Templates are provided for campaign briefs, which include objectives, target demographics, timeline, budget, and challenges. Examples of popular social media campaign apps like quizzes, maps, sweepstakes, and photo contests are also outlined.

1. ITT Social Media Masterclass
Friday May 3rd 2013

2. In this session…
• Create your own social media campaign briefs and optimise your campaigns
for maximum impact.
• General tips on the elements of a successful campaign, sharing some good
examples and best practice.
• Creative concepts - what works and what doesn‘t.
• Brainstorming and getting your staff involved.
• What technologies exist for you to run your campaigns and why you
shouldn't build your own
• Compliance of different channel‘s rules and regulations.
• Recommended resource and budget
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3. About Us
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We‘re an award-winning social media
agency, enabling our clients to generate
revenue and meaningful returns from
social media through our creative
Social Media Campaigns & Integrated
Social Applications

4. Social Media activities
There are 4 main types of social media activity
1. Strategy
2. Channel management
3. Campaigns
4. Commercial Activities
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5. 1) Strategy
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6. 2) Channel Management
• Social media is 24/7 so it‘s
essential you keep up your end
of the conversation if you want to
reap the rewards.
– Content*
– Topline evaluation and
strategy
– Profile design
– Audience communication
– Customer service
– Channel monitoring and
moderation
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7. 3) Campaigns
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8. 4) Commercial Activity
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9. Social Media campaigns
Set-up

10. Social Media campaign overview
• Creative concept
• Tech build
• Broadcast, Outreach and PR
• Promotion
• Review
• Commercial Activity
• Step 1 is a Campaign brief…
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11. Lets have a go

12. Resource estimates
Estimates of required resource and costs
have been provided. Please note these are
indicative costs only for an entry level social
media campaign for which Digital Visitor
would typically charge £5500.
Timings should be considered as the
minimum amounts of time that should be
dedicated to each activity.
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13. Campaign brief (1/2 day)
1) Project Overview - what are you doing that makes you want to run a
campaign? ……………………………………………………………….
e.g. We are launching a new destination this summer and want to promote
fantastic experiences that are available in destination to existing customers
and also to new audiences
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14. Campaign brief (1/2 day)
2) What are my objectives? (specific, measurable, realistic, timebound)
1) …………………………………………………
2) …………………………………………………
3) …………………………………………………
• ‗x relevant likes‘ by 30 July 2013
• Traffic
• Sales
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15. Campaign brief (1/2 day)
• Beware of volumes of ‗likes‘ as targets or promises
• This is simply database acquisition
• Monitor ‗talking about‘ score after and if this is 5% or lower you have got it
wrong.
• Quality targeting = reach < but higher value likes for commerce
• Quantity targeting = reach >, more ‗noise‘
• Ultimate aim is BOTH!
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Quantity
Quality

16. Campaign brief (1/2 day)
3)Campaign launch date (allow at least 4 weeks from
now)………………………………………………………….
4)Who is going to own the campaign from your end?
………………………………………………………….
5)Main contacts for running campaign
………………………………………………………….
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17. Campaign brief (1/2 day)
6)Target demographic
– ………………………………………………………………………
– The internet generation or iGeneration. Tweens
– Gen Y Growing up with computers, especially responsive to internet
campaigns, process information quickly % are especially brand loyal.
– Boomers They're at many life stages: empty nesters or full nesters, boomer
grandparents, single or married
– The Greatest Generation Extremely loyal customers. Like to spend money on
their grandchildren (75% are grandparents).
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18. Campaign brief (1/2 day)
7) What channel is best for them?
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% of internet
users who...
The service is especially
appealing to...
Use any Social Networking Site 67% Adults ages 18 – 29, women
Use Facebook 67 Women, adults ages 18-29
Use Twitter 16 Adults ages 18-29, African-Americans,
urban residents
Use Pinterest 15 Women, adults under 50, whites, those
with some college education
Use Instagram 13 Adults ages 18-29, African-Americans,
Latinos, women, urban residents
Use Tumblr 6 Adults ages 18-29

19. Campaign brief
8) Existing Channels, what channels are
you currently using?.......................
– Community
size………………………….
– Engagement /
sharing……………….
– Tone
……………………………………
………
– Content
strategy………………………..
9) Competitor analysis Social SWOT
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Competitor X
Strengths 50,000 Facebook likes
Weakness
es
Low ‗talking about‘
score
Communication is all
commercial
Boring competitions
Opps
Threats

20. Campaign brief
10) Markets – UK /
Intl……………………………..
11)What are your 3 biggest challenges?
…………brand awareness……………………….
…………reducing marketing costs……………
………………………………………………………
…………….
12)Incentives
………………………………………………………
…….
………………………………………………………
…….
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21. Campaign brief
13)Commercial partners
…………………………………………….
14)Budget / resources
……………………………………………
……
……………………………………………
……..
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22. Brainstorming (1/2 day)
• Provide your team with the brief
• Brainstorming ground rules
– Planning must be done by all
– Everyone must contribute
– No ideas are stupid
– Leader shifts direction
– Provide feedback on selected
ideas
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0
1
2
3
4
5
5 10 15 20 25 30 35 40 45
Creativity

23. Creative concepts
Do’s
• Easy to enter
• Make engaging and colourful
• Educate
• Include data capture
• Drive sharing (consider secondary
incentive)
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Don’ts
• Require a large time investment
• Move away from your brand. ‗Like to
win an ipad‘ isn‘t the right way.
• Run campaigns for longer than a
month (6 weeks max)
• Get suckered in to buying a long
term, expensive Facebook App

24. Tech build (4-8 days)
Resources needed for a basic build
• 1-2 days research appropriate
technology (marketing exec)
• 2-4 days technology build and
testing + application costs of
approx. £200 (junior dev)
• 1-2 days design (junior designer)
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25. Tech build
Pitfalls
• Do NOT build your own Facebook
applications. This is a waste of
money.
• Yes – you need an App – its against
FB guidelines to not use them.
• App builds can be unpredictable.
Technology is newer and prone to
issues. Simpler is better
• Do not overcomplicate the mechanic
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26. Social Media campaigns
Launch

27. Make a noise (4-6 days)
• Broadcast through Existing
marketing channels such as email
• Publicise on website
• Social PR and Outreach
• Corporate partnership
• Optimised Facebook advertising -
change every few days
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28. Post Campaign
• Report against your objectives
and recommendations.
Commercial Activity
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29. Commercial Activity (2-4 days)
• Offer
• Simple redemption mechanic e.g.
voucher code etc…
• Time limited
• Engage sites where you received
coverage for the campaign
• Advertising spend optimisation
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30. Case study: Commercial Activity 1
• Ancillary travel product
• Facebook growth from 0 – 3000
• Corporate partner secured
• Revisit Online coverage for
promotion of commercial activity
• Optimised Facebook Ad Spend
• Email communication
• 42 brand new customers directly
• 22% of all business in the period it
was running
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Social
media
22%
36%
12%
20%
10%
Sales

31. Case study: Commercial Activity 2
• Luxury Accommodation
• Grew audience from 900 – 13,500
• Revisit Online coverage for
promotion of commercial activity
• Flash sales over 48 hrs
• £23,000 accommodation booked
• 2 further sales throughout the year
• Total £50,000 sales
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32. What does success look like?
• Engagement during competition
should spike – up to 500%-1200%
• Ongoing ‗talking about‘ should be
about 5%+ of your total ‗likes‘. This
shows relevance. NIrvana is 10%
• Relevant new ‗likes‘ 2000+
• Commercial activity = 10% – 30%
of the budget for campaign 1.
– Consider lifetime value of ‗likes‘
– Track FB traffic on your website
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33. Rules and Regulations

34. • Must use a 3rd party App to run competitions.
• Facebook features or functions cannot be a condition to enter the competition
(e.g.‗Like‘ the Page, ‗Like‘ a status or comment, or upload a photo on the Page)
• CAN ‗Like‘ as part of the entry process, but they will need to officially enter the
competition using the App.
• Clearly state that ‗the promotion is in no way sponsored, endorsed or
administered by, or associated with, Facebook‘ & disclose that the participant is
providing information to [disclose recipient(s) of information] and not to Facebook.
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***ALWAYS VISIT FACEBOOK’S WEBSITE TO CHECK FOR ANY
UPDATES***

35. RE: Cover photo
• You may not encourage
people to upload
your cover photo to their
personal timelines.
• Your cover may not include
images with more than
20% text.
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36. Twitter currently doesn‘t have any guidelines regarding competitions but they do suggest
the following;
• Discourage the creation of multiple accounts - include a rule stating that anyone
found to use multiple accounts to enter will be ineligible.
• Discourage posting the same Tweet repeatedly
- do not post duplicate, or near duplicate updates or links
• Don‘t set rules to encourage lots of duplicate updates (like saying, ―whoever retweets
this the most wins‖).
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37. While they don‘t have specific rules, they suggest you keep the following guidelines in mind.
DON‘T...
• Suggest Pinterest sponsors or endorses you or the contest.
• Require people to pin from a selection— let them pin their own stuff.
• Make people pin or repin your rules.
• Run sweepstakes where each pin, repin, board, like or follow represents an entry.
• Encourage ‗spammy‘ behaviour, such as asking participants to comment.
• Ask pinners to vote with pins, repins, boards, or likes.
• Require a minimum number of pins. One is plenty.
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38. Popular Campaign Apps

39. Quiz Application
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• Get your fans‘ attention & deepen engagement with a
unique quiz.
• Create one-on-one connections by serving up specific
content based on responses.
• Help your fans discovering which of your products or
services are the best match for them.
CAMPAIGN STEPS
1. Visitors Like the page
2. Visitors answer a few questions about their taste
3. Visitors fill a contact form
4. Visitors get a product recommendation based on
their answers
5. Visitors are prompted share a message on their
wall (optional)

40. Example 1
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• Quiz mechanic
• Data capture
• Education about the brand
• Valuable lead generating
information
https://www.facebook.com/simplychateauholidays

41. Map Discovery App
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• Get your fans to discover your venue/products/
services day-after-day in a fun way.
• Create engagement by getting your fans to visit
your page every day.
CAMPAIGN STEPS
1. Visitors Like the page
2. Visitors reveal the prize of the day
3. Visitors fill a contact form
4. Visitors are prompted to share a message on
their wall (optional)
5. Visitors come back the next day for a chance to
win another prize

42. Example 2
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Present this voucher at the
London Eye to receive 2 for
the price of one entry
At 135m the London Eye is the
world‘s largest cantilevered
observation wheel and one of the
best way to view London
A breathtaking feat of
design, passengers in the London
Eye‘s capsules can see up to 40
kilometres in all directions!
Special promotion 2 for 1
Download Coupon

43. Sweepstakes
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• The easiest way to grow your fan base.
• Collect contact information and opt-ins with
custom forms.
CAMPAIGN STEPS
1. Visitors Like the page
2. Visitors fill an entry form
3. Visitors are prompted share a message
on their wall (optional)

44. Photo Contest
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• Boost engagement across multiple social networks
with fun photo contests.
• Encourage fans to upload and vote on photos.
• Accept submissions through Facebook, Twitter &
Instagram, & share entries through
Facebook, Twitter, Pinterest.
• Easily publish to Facebook, mobile & your website.
CAMPAIGN STEPS
1. Visitors Like the page
2. Visitors upload a picture via the chosen network
3. Visitors ask their friends to vote for their picture

45. Example 3
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• Upload photo of you in a
Facemask
• Share
• Montage of images post
campaign
• Great, viral and humorous
content
https://www.facebook.com/ChampneysResorts?fref=t
s

46. Pin it to Win it
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• Increase your Pinterest follower base.
• Increase visibility of your brand.
• Increase sales.
CAMPAIGN STEPS
1. Visitors follow the brand‘s Pinterest page
2. They re-pin the campaign image together
with images of their favourite products from
the brand
3. They submit the link of their Pinterest board
together with their contact details.

47. For more information
www.digitalvisitor.com / anthony@