L04: Campaign Structure

Planning tool - Hootsuite - This can be used on a dashboard to help post and track work to keep the campaign organised and managed.

Measurement tool - Synthesio - This can view likes, replies, shares etc on all platforms such as facebook, twitter, instagram and youtube.

Metric Goal - Setting yourself a goal to get as many likes, shares and views etc as possible, trying to create as much attention as possible. A goal of a getting exposure in time before the launch of the product. If it is a local campaign don't aim for big numbers, unless it is a national campaign.

Crowd Sourcing:

USG: User Generated Content - Content Generated by the audience, asking the audience to created something then tag the campaign into the post

Handle: To tag their content, a name.

Folksonomy - Using a hashtag that forces people to share it and use the hashtag.

Month 1: Getting your name out their to create awareness. Twitter, getting things started (Teasing)

If a bullet point is about what a method would be, where would you put it. - When should you talk about planning it - At the start, what you would be using it for and why

-----------------------------------------------------------------------------------------------------------------------

ESSAY PLAN – awareness, interaction 

INTRO:
1. Outline the main objective (s) of the campaign and target audience (E.g. create awareness? Promotional? Successful launch of a new product/ service? Crowdfunding? Crowd sourcing -UGC? Gain sponsorship? Etc)
2. Round off the intro: Therefore I am going to demonstrate how social media channels can be used creatively to meet the objectives of the above.

MAIN BODY: 

KEY TERMS: Tagging, folksonomy, branding, measurement tool, handle, metric goal, interaction, collaboration, synergy, social media aggregator
State when you would start the campaign (6 months in advance)
START OF FIRST MONTH:
1. FIRST STAGE OF THE SALES FUNNEL – GENERATING INITIAL INTEREST:

State your first channel and give examples of what you would post and WHY – LINKED TO THE OBJECTIVES:
a. Include Ideas for creating initial awareness – tagging? Create a hashtag that forces audience/ sponsors etc to get involved – BE CREATIVE (folksonomy! – early branding and potential to go viral/ encouraging interaction).
b. Measurement and tool/app to use: After 1-2 weeks, measure success of early tagging - ‘social media metrics’, state what the success goal would be – e.g. 500 likes of the handle created. NAME THE TOOL YOU WOULD USE! 


A week later: 


2. SECOND STAGE OF THE SALES FUNNEL - BUILDING A RELATIONSHIP – OFFERING SOMETHING UNIQUE!

State your second and third channel (s) and give examples of what you would post and WHY – LINKED TO THE OBJECTIVES:
a. Include ideas for content/ audience interaction/ collaboration - photos? Videos and duration based on the social media? Polls? Etc
b. Synergy opportunities and benefits: hashtags used from above? Links to other social media channels/ sponsors? House style?
c. Social media aggregator example: After 2 weeks - justify importance of posting to all channels mentioned at one time with an example e.g. replying to comments? Uploading photos? Competitions?
d. Setting metric goal: 2000 shares or mentions



MONTH TWO - FIVE 

3. THIRD & FOURTH STAGE OF THE SALES FUNNEL - BUYING INTO THE IDEA, GETTING OTHERS TO BE COME ADVOCATES.

a. Include ideas for content/ audience interaction/ collaboration/ SHARING CONTENT - photos? Videos and duration based on the social media? Polls? Competitions Opportunities for retweets?
b. Embedding across the channels increases - weekly: keeping the interest going! i.e Content embedded and updated across the channels by ALL (producers and audience), teasers.
c. Working with sponsors: competitions? Gain a percentage of profits? Sharing and tagging main hashtags from the campaign.
d. Setting metric: 5000 mentions




NOTE: Address here any other requirements outside of ideas for creating content. E,g. Legal and ethical issues, traditional methods -EXAMPLES MENTIONED MUST LINK TO YOUR CAMPAIGN/ SCENARIO



ROUND UP
Therefore I have demonstrated how I would meet the objectives of the campaign through a discussion of creative content.

L03: Structure of social media campain

1) Campaign Goals, find out the main objectives of the campaign

2) Time Frames

Production Logs to see what needs to be created in time for the next release and how long is left.

Genres, so that everything looks very similar and creates branding/synergy.

Key Theoretical Points.

Traditional Marketing - Paragraph 

* Visual Content * - through out

Audience Reactions

Release Dates

* Hashtags * - through out

Measuring Tool - An Aggregator and create/publish it on all channels associate with the campaign

* Primary Audience * - through out

L03/4: Everspace Campaign

Summery:

- Create awareness of their new game
- To generate crowd funding to develop and publish the game
- Older age group (Primary 18+) as have to be able to fund it

Exam Tips:

- All campaigns to start with main objective
- With snapchat the importance of regular updates
- Folksonomy the idea of creating something that forces people to share content
- Creating synergy of a brand (Branding the visuals and videos) then mention a social media aggregator that would help measure and track the content shared (hoot-suite) talk about logos and banners etc
- Include QR codes on posters so that people can get involved with the advertisement.


The difference between synergy and blended marketing is that synergy is making sure of your unique selling point, synergy is content being the same across all channels and blended marketing isn't just about what is released on social media but what is also released at traditional marketing. 

A section on:
TV
Newspaper
Magazine
Posters
Stands
Radio
to show how you would use advertising outside social media (blended marketing)
E.G. have banners and posters up at event

L04: Starter Task

1) What is a blended marketing campaign and two benefits of this type of campaign? This is where a campaign has the same social media layout, posts and house styles throughout the campaign, benefit one is that it creates branding for the campaign, meaning they are recognised for things such as colours, fonts, layouts and logos etc, this then helps the campaign into being recognised. Another reason is that

2) Name a Micro Blogging social network. Twitter

3) Name an online and mobile photo and video sharing social network. Instagram

When it coms with aggregation in the exam, explain how you would do this regularly, state what you would do with likes, comments and feedback etc. E.G. releasing behind the scenes footage and not getting many likes after a week, explain what you would do and why.

GET AUDIENCE FEEDBACK!!! - what would you do with it