This interactive workshop explored how to define your objectives, plan strategy, run operations and use tactics to get the most out of your projects by engaging with people through social media.

1. Social Media
Campaign Planning
An interactive workshop by Inner Ear

2. Social Media Campaign Planning

3. Social Media Campaign Planning

4. Social Media Campaign Planning
This session will explore

5. Social Media Campaign Planning
This session will explore
how to define your objectives, plan strategy,

6. Social Media Campaign Planning
This session will explore
how to define your objectives, plan strategy,
run operations and use tactics to get the most

7. Social Media Campaign Planning
This session will explore
how to define your objectives, plan strategy,
run operations and use tactics to get the most
out of your projects in social media

8. Campaign Planning

9. Campaign Planning
• The social media campaign plan:

10. Campaign Planning
• The social media campaign plan:
‣ Define your objectives

11. Campaign Planning
• The social media campaign plan:
‣ Define your objectives
‣ Assemble your media assets

12. Campaign Planning
• The social media campaign plan:
‣ Define your objectives
‣ Assemble your media assets
‣ Choose and connect your channels

13. Campaign Planning
• The social media campaign plan:
‣ Define your objectives
‣ Assemble your media assets
‣ Choose and connect your channels
‣ Schedule your updates

14. Campaign Planning
• The social media campaign plan:
‣ Define your objectives
‣ Assemble your media assets
‣ Choose and connect your channels
‣ Schedule your updates
‣ Activate and engage

15. Campaign Planning
• The social media campaign plan:
‣ Define your objectives
‣ Assemble your media assets
‣ Choose and connect your channels
‣ Schedule your updates
‣ Activate and engage
‣ Stimulate conversation

16. Campaign Planning
• The social media campaign plan:
‣ Define your objectives
‣ Assemble your media assets
‣ Choose and connect your channels
‣ Schedule your updates
‣ Activate and engage
‣ Stimulate conversation
‣ Measure and evaluate

17. Inner Ear

18. Inner Ear
• Creative content communications

19. Inner Ear
• Creative content communications
‣ Digital media production (create content)

20. Inner Ear
• Creative content communications
‣ Digital media production (create content)
‣ Social media engagement (communicate content)

21. Inner Ear
• Creative content communications
‣ Digital media production (create content)
‣ Social media engagement (communicate content)
‣ Training and consultancy

22. Inner Ear

23. Inner Ear
• Produce audio, video, text (blog) and image content

24. Inner Ear
• Produce audio, video, text (blog) and image content
• Setup, manage and advise on publication and distribution
of blogs, podcasts, videos and live streams

25. Inner Ear
• Produce audio, video, text (blog) and image content
• Setup, manage and advise on publication and distribution
of blogs, podcasts, videos and live streams
• Seed content through social media

26. Inner Ear
• Produce audio, video, text (blog) and image content
• Setup, manage and advise on publication and distribution
of blogs, podcasts, videos and live streams
• Seed content through social media
• Consult on campaign planning, strategy,
operations and tactics

27. Inner Ear

28. Inner Ear
• Extensive content management experience

29. Inner Ear
• Extensive content management experience
‣ Radio Magnetic (www.radiomagnetic.com)

30. Inner Ear
• Extensive content management experience
‣ Radio Magnetic (www.radiomagnetic.com)
‣ Began online broadcast in March 2001

31. Inner Ear
• Extensive content management experience
‣ Radio Magnetic (www.radiomagnetic.com)
‣ Began online broadcast in March 2001
‣ UK’s longest running independent internet radio station

32. Inner Ear
• Extensive content management experience
‣ Radio Magnetic (www.radiomagnetic.com)
‣ Began online broadcast in March 2001
‣ UK’s longest running independent internet radio station
‣ Credibility with music and media

33. Inner Ear
• Extensive content management experience
‣ Radio Magnetic (www.radiomagnetic.com)
‣ Began online broadcast in March 2001
‣ UK’s longest running independent internet radio station
‣ Credibility with music and media
‣ “Shop window” proof of concept

34. Inner Ear
• Extensive content management experience
‣ Radio Magnetic (www.radiomagnetic.com)
‣ Began online broadcast in March 2001
‣ UK’s longest running independent internet radio station
‣ Credibility with music and media
‣ “Shop window” proof of concept

35. Before we begin

36. Before we begin
Exercise: throughout this workshop, we encourage you to ask
questions, visit the websites we reference, tweet ideas and
feedback, interact with each other and share tips

37. Before we begin
Exercise: throughout this workshop, we encourage you to ask
questions, visit the websites we reference, tweet ideas and
feedback, interact with each other and share tips

38. Before we begin

39. Before we begin
Consider the three core elements of web 2.0:

40. Before we begin
Consider the three core elements of web 2.0:
RSS (really simple syndication: feeds, streams, etc.)

41. Before we begin
Consider the three core elements of web 2.0:
RSS (really simple syndication: feeds, streams, etc.)
Embeddable media (video and audio players, etc.)

42. Before we begin
Consider the three core elements of web 2.0:
RSS (really simple syndication: feeds, streams, etc.)
Embeddable media (video and audio players, etc.)
Tags (user defined, non-hierarchical taxonomy system)

43. Before we begin
Consider the three core elements of web 2.0:
RSS (really simple syndication: feeds, streams, etc.)
Embeddable media (video and audio players, etc.)
Tags (user defined, non-hierarchical taxonomy system)

44. Define your objectives

45. Define your objectives
• Question: what are your objectives?

46. Define your objectives
• Question: what are your objectives?
‣ Amplify your brand online

47. Define your objectives
• Question: what are your objectives?
‣ Amplify your brand online
‣ Reach a new audience

48. Define your objectives
• Question: what are your objectives?
‣ Amplify your brand online
‣ Reach a new audience
‣ Find prospects

49. Define your objectives
• Question: what are your objectives?
‣ Amplify your brand online
‣ Reach a new audience
‣ Find prospects
‣ Establish yourself as a voice of authority

50. Define your objectives
• Question: what are your objectives?
‣ Amplify your brand online
‣ Reach a new audience
‣ Find prospects
‣ Establish yourself as a voice of authority
‣ Sell tickets or products

51. Define your objectives

52. Define your objectives
Objectives can start out as dreams...

53. Define your objectives
Objectives can start out as dreams...
... that become visions and turn into goals

54. Define your objectives
Objectives can start out as dreams...
... that become visions and turn into goals
from which you can set targets

55. Define your objectives
Objectives can start out as dreams...
... that become visions and turn into goals
from which you can set targets

56. Assemble your assets

57. Assemble your assets
• Text

58. Assemble your assets
• Text
‣ Blogs, newsletters, press releases, brochures

59. Assemble your assets
• Text
‣ Blogs, newsletters, press releases, brochures
• Video

60. Assemble your assets
• Text
‣ Blogs, newsletters, press releases, brochures
• Video
‣ Reportage, interviews, live streams

61. Assemble your assets
• Text
‣ Blogs, newsletters, press releases, brochures
• Video
‣ Reportage, interviews, live streams
• Audio

62. Assemble your assets
• Text
‣ Blogs, newsletters, press releases, brochures
• Video
‣ Reportage, interviews, live streams
• Audio
‣ Podcasts, live recordings, AudioBoo soundbites

63. Assemble your assets
• Text
‣ Blogs, newsletters, press releases, brochures
• Video
‣ Reportage, interviews, live streams
• Audio
‣ Podcasts, live recordings, AudioBoo soundbites
• Images

64. Assemble your assets
• Text
‣ Blogs, newsletters, press releases, brochures
• Video
‣ Reportage, interviews, live streams
• Audio
‣ Podcasts, live recordings, AudioBoo soundbites
• Images
‣ Flyers, photos, programmes

65. Assemble your assets

66. Assemble your assets
Question: what assets do you have to promote yourself with?

67. Assemble your assets
Question: what assets do you have to promote yourself with?
Audio

68. Assemble your assets
Question: what assets do you have to promote yourself with?
Audio

69. Assemble your assets
Question: what assets do you have to promote yourself with?
Audio Video

70. Assemble your assets
Question: what assets do you have to promote yourself with?
Audio Video

71. Assemble your assets
Question: what assets do you have to promote yourself with?
Audio Video Text

72. Assemble your assets
Question: what assets do you have to promote yourself with?
Audio Video Text

73. Assemble your assets
Question: what assets do you have to promote yourself with?
Audio Video Text Image

74. Assemble your assets
Question: what assets do you have to promote yourself with?
Audio Video Text Image

75. Assemble your assets

76. Assemble your assets
Curate as well as create...

77. Assemble your assets
Curate as well as create...
... look for content in platforms

78. Assemble your assets
Curate as well as create...
... look for content in platforms
Podcasts

79. Assemble your assets
Curate as well as create...
... look for content in platforms
Podcasts

80. Assemble your assets
Curate as well as create...
... look for content in platforms
Podcasts Presentations

81. Assemble your assets
Curate as well as create...
... look for content in platforms
Podcasts Presentations

82. Assemble your assets
Curate as well as create...
... look for content in platforms
Podcasts Presentations Videos

83. Assemble your assets
Curate as well as create...
... look for content in platforms
Podcasts Presentations Videos

84. Assemble your assets
Curate as well as create...
... look for content in platforms
Podcasts Presentations Videos Documents

85. Assemble your assets
Curate as well as create...
... look for content in platforms
Podcasts Presentations Videos Documents

86. Assemble your assets

87. Assemble your assets
Demo: search for content in social media platforms

88. Assemble your assets
Demo: search for content in social media platforms
Podcasts Presentations Videos Documents

89. Choose your channels

90. Choose your channels
Twitter

91. Choose your channels
Twitter Facebook

92. Choose your channels
Twitter Facebook LinkedIn

93. Choose your channels
Twitter Facebook LinkedIn
YouTube

94. Choose your channels
Twitter Facebook LinkedIn
YouTube Mixcloud

95. Choose your channels
Twitter Facebook LinkedIn
YouTube Mixcloud Flickr

96. Choose your channels
Twitter Facebook LinkedIn
YouTube Mixcloud Flickr
Slideshare

97. Choose your channels
Twitter Facebook LinkedIn
YouTube Mixcloud Flickr
Slideshare Livestream

98. Choose your channels
Twitter Facebook LinkedIn
YouTube Mixcloud Flickr
Slideshare Livestream Issuu

99. Choose your channels

100. Choose your channels
Question: which channels are right for you?

101. Choose your channels
Question: which channels are right for you?
And why?

102. Choose your channels
Question: which channels are right for you?
And why?

103. Choose your channels

104. Choose your channels
• Setup a profile in each channel you want to use

105. Choose your channels
• Setup a profile in each channel you want to use
• Ensure your brand is represented in each channel

106. Choose your channels
• Setup a profile in each channel you want to use
• Ensure your brand is represented in each channel
• Use social networking functions in platforms

107. Choose your channels
• Setup a profile in each channel you want to use
• Ensure your brand is represented in each channel
• Use social networking functions in platforms
• Connect your channels

108. Choose your channels

109. Choose your channels
Demo: connect channels together using linking services

110. Choose your channels
Demo: connect channels together using linking services

111. Schedule your updates

112. Schedule your updates
Once you have assembled your assets...

113. Schedule your updates
Once you have assembled your assets...
... and chosen your channels...

114. Schedule your updates
Once you have assembled your assets...
... and chosen your channels...
you can schedule your updates to be published
over the duration of the campaign

115. Choose your channels

116. Choose your channels
Demo: scheduling content in Posterous

117. Choose your channels
Demo: scheduling content in Posterous

118. Activate and engage

119. Activate and engage
Social media is not about technology...

120. Activate and engage
Social media is not about technology...
it’s about real people having real conversations

121. Activate and engage
Social media is not about technology...
it’s about real people having real conversations
treat people like you would in the real world

122. Activate and engage
Social media is not about technology...
it’s about real people having real conversations
treat people like you would in the real world
and interact with them in a human manner

123. Activate and engage

124. Activate and engage
• Monitor and listen:

125. Activate and engage
• Monitor and listen:
‣ Before, during and after

126. Activate and engage
• Monitor and listen:
‣ Before, during and after
• Seed your content

127. Activate and engage
• Monitor and listen:
‣ Before, during and after
• Seed your content
‣ Upload it to platforms

128. Activate and engage
• Monitor and listen:
‣ Before, during and after
• Seed your content
‣ Upload it to platforms
‣ Position it on networks

129. Activate and engage
• Monitor and listen:
‣ Before, during and after
• Seed your content
‣ Upload it to platforms
‣ Position it on networks
• Engage your audience

130. Activate and engage
• Monitor and listen:
‣ Before, during and after
• Seed your content
‣ Upload it to platforms
‣ Position it on networks
• Engage your audience
‣ Involve them throughout the campaign

131. Activate and engage

132. Activate and engage
• Interact:

133. Activate and engage
• Interact:
‣ Ask questions

134. Activate and engage
• Interact:
‣ Ask questions
‣ Comment and converse

135. Activate and engage
• Interact:
‣ Ask questions
‣ Comment and converse
‣ Use Polls

136. Activate and engage
• Interact:
‣ Ask questions
‣ Comment and converse
‣ Use Polls

137. Activate and engage

138. Activate and engage
• Use metadata to help users find your content

139. Activate and engage
• Use metadata to help users find your content
• A core element of SEO, metadata includes:

140. Activate and engage
• Use metadata to help users find your content
• A core element of SEO, metadata includes:
‣ Title (snappy, catchy, provocative)

141. Activate and engage
• Use metadata to help users find your content
• A core element of SEO, metadata includes:
‣ Title (snappy, catchy, provocative)
‣ Description (concise, informative, engaging, helpful)

142. Activate and engage
• Use metadata to help users find your content
• A core element of SEO, metadata includes:
‣ Title (snappy, catchy, provocative)
‣ Description (concise, informative, engaging, helpful)
‣ Tags (include branded, specific and generic)

143. Activate and engage
• Use metadata to help users find your content
• A core element of SEO, metadata includes:
‣ Title (snappy, catchy, provocative)
‣ Description (concise, informative, engaging, helpful)
‣ Tags (include branded, specific and generic)
‣ Links (to source and/or your blog or website)

144. Stimulate conversation

145. Stimulate conversation
• Use content to get people talking about your project

146. Stimulate conversation
• Use content to get people talking about your project
• Encourage conversation about issues and events

147. Stimulate conversation
• Use content to get people talking about your project
• Encourage conversation about issues and events
‣ Be provocative but be responsive too

148. Stimulate conversation
• Use content to get people talking about your project
• Encourage conversation about issues and events
‣ Be provocative but be responsive too
‣ Be a thought leader on industry/sector topics

149. Stimulate conversation
• Use content to get people talking about your project
• Encourage conversation about issues and events
‣ Be provocative but be responsive too
‣ Be a thought leader on industry/sector topics
• Observe conversations in social networks

150. Stimulate conversation
• Use content to get people talking about your project
• Encourage conversation about issues and events
‣ Be provocative but be responsive too
‣ Be a thought leader on industry/sector topics
• Observe conversations in social networks
‣ Emulate good ideas to get people talking

151. Stimulate conversation

152. Stimulate conversation
• Use content to get people talking about your project

153. Stimulate conversation
• Use content to get people talking about your project
• Encourage conversation about issues and events

154. Stimulate conversation
• Use content to get people talking about your project
• Encourage conversation about issues and events
‣ Be provocative but be responsive too

155. Stimulate conversation
• Use content to get people talking about your project
• Encourage conversation about issues and events
‣ Be provocative but be responsive too
‣ Be a thought leader on industry/sector topics

156. Stimulate conversation
• Use content to get people talking about your project
• Encourage conversation about issues and events
‣ Be provocative but be responsive too
‣ Be a thought leader on industry/sector topics
• Observe conversations in social networks

157. Stimulate conversation
• Use content to get people talking about your project
• Encourage conversation about issues and events
‣ Be provocative but be responsive too
‣ Be a thought leader on industry/sector topics
• Observe conversations in social networks
‣ Emulate good ideas to get people talking

158. Stimulate conversation

159. Stimulate conversation
Demo: look at some examples of social conversations

160. Stimulate conversation
Demo: look at some examples of social conversations

161. Assemble your assets

162. Assemble your assets
Question: what tactics can you employ to get people talking?

163. Assemble your assets
Question: what tactics can you employ to get people talking?

164. Measure and evaluate

165. Measure and evaluate
• Measure against initial targets

166. Measure and evaluate
• Measure against initial targets
‣ If the campaign is ongoing, adjust accordingly

167. Measure and evaluate
• Measure against initial targets
‣ If the campaign is ongoing, adjust accordingly
• Benchmark yourself against peers

168. Measure and evaluate
• Measure against initial targets
‣ If the campaign is ongoing, adjust accordingly
• Benchmark yourself against peers
‣ How are you competitors doing?

169. Measure and evaluate
• Measure against initial targets
‣ If the campaign is ongoing, adjust accordingly
• Benchmark yourself against peers
‣ How are you competitors doing?
• Evaluate, adapt and evolve

170. Measure and evaluate
• Measure against initial targets
‣ If the campaign is ongoing, adjust accordingly
• Benchmark yourself against peers
‣ How are you competitors doing?
• Evaluate, adapt and evolve
‣ How can you do better next time?

171. Measure and evaluate

172. Measure and evaluate
Social Mention

173. Measure and evaluate
Social Mention

174. Measure and evaluate
Social Mention Klout

175. Measure and evaluate
Social Mention Klout

176. Measure and evaluate
Social Mention Klout TweetReach

177. Measure and evaluate
Social Mention Klout TweetReach

178. Measure and evaluate
Social Mention Klout TweetReach
Facebook Insights

179. Measure and evaluate
Social Mention Klout TweetReach
Facebook Insights

180. Measure and evaluate
Social Mention Klout TweetReach
Facebook Insights Quantcast

181. Measure and evaluate
Social Mention Klout TweetReach
Facebook Insights Quantcast

182. Measure and evaluate
Social Mention Klout TweetReach
Facebook Insights Quantcast Google Analytics

183. Measure and evaluate
Social Mention Klout TweetReach
Facebook Insights Quantcast Google Analytics

184. Measure and evaluate

185. Measure and evaluate
• Quantitative analysis includes number of:

186. Measure and evaluate
• Quantitative analysis includes number of:
‣ Twitter followers, mentions and retweets

187. Measure and evaluate
• Quantitative analysis includes number of:
‣ Twitter followers, mentions and retweets
‣ Facebook likes and fans

188. Measure and evaluate
• Quantitative analysis includes number of:
‣ Twitter followers, mentions and retweets
‣ Facebook likes and fans
‣ Blog comments

189. Measure and evaluate
• Quantitative analysis includes number of:
‣ Twitter followers, mentions and retweets
‣ Facebook likes and fans
‣ Blog comments
‣ Website visitors

190. Measure and evaluate
• Quantitative analysis includes number of:
‣ Twitter followers, mentions and retweets
‣ Facebook likes and fans
‣ Blog comments
‣ Website visitors
‣ Media plays

191. Measure and evaluate

192. Measure and evaluate
• Qualitative analysis includes:

193. Measure and evaluate
• Qualitative analysis includes:
‣ Tone of comments

194. Measure and evaluate
• Qualitative analysis includes:
‣ Tone of comments
★ Positive or negative?

195. Measure and evaluate
• Qualitative analysis includes:
‣ Tone of comments
★ Positive or negative?
‣ Relevance of content to target audience

196. Measure and evaluate
• Qualitative analysis includes:
‣ Tone of comments
★ Positive or negative?
‣ Relevance of content to target audience
★ Did they like it? If not, why not?

197. Case Studies

198. Case Studies
• Jaisu: Straight Out The MPC

199. Case Studies
• Jaisu: Straight Out The MPC
‣ http://jaisu.bandcamp.com

200. Case Studies
• Jaisu: Straight Out The MPC
‣ http://jaisu.bandcamp.com
• FOUND: Cybraphon

201. Case Studies
• Jaisu: Straight Out The MPC
‣ http://jaisu.bandcamp.com
• FOUND: Cybraphon
‣ http://cybraphon.com

202. Case Studies
• Jaisu: Straight Out The MPC
‣ http://jaisu.bandcamp.com
• FOUND: Cybraphon
‣ http://cybraphon.com
• Inner Ear: Social Media Workshops

203. Case Studies
• Jaisu: Straight Out The MPC
‣ http://jaisu.bandcamp.com
• FOUND: Cybraphon
‣ http://cybraphon.com
• Inner Ear: Social Media Workshops
‣ http://www.innerear.co.uk/tag/workshops-1106

204. Case Studies
• Jaisu: Straight Out The MPC
‣ http://jaisu.bandcamp.com
• FOUND: Cybraphon
‣ http://cybraphon.com
• Inner Ear: Social Media Workshops
‣ http://www.innerear.co.uk/tag/workshops-1106
• Hue And Cry: Soundcheck Experience

205. Case Studies
• Jaisu: Straight Out The MPC
‣ http://jaisu.bandcamp.com
• FOUND: Cybraphon
‣ http://cybraphon.com
• Inner Ear: Social Media Workshops
‣ http://www.innerear.co.uk/tag/workshops-1106
• Hue And Cry: Soundcheck Experience
‣ http://www.hueandcry.co.uk/glasgowkisstickets.html

206. Reference and resources
• http://www.delicious.com/innerear
• http://www.slideshare.net/innerear
• http://www.issuu.com/innerear
• http://www.vimeo.com/innereartv
• http://www.facebook.com/innerearuk
• LinkedIn: Creative Content Communications
• Twitter: @innerearuk

207. Contact
• Inner Ear Ltd.
• 16 Argyle Court, 1103 Argyle Street, G3 8ND
• 0141 226 8808
• www.innerear.co.uk
‣ dougal@innerear.co.uk
‣ andy@innerear.co.uk
‣ anny@innerear.co.uk