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

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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.