| SOCIA MEDIA CAMPAIGN |
DESCRIPTION |
GOALS
| PRESENCE |  |
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| AUDIENCE |  |
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| ENGAGEMENT |  |
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| BUZZ |  |
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| Check-up |
Check all critical aspects of Social Media accounts. Ensure profile information, username, base branding information are all in place, and that the account are configured appropriately. |
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| Social Branding |
Establish a Social Media strategy, incorporating different channels, brand personality, goals and target audience. Social Brand Personality includes speaking style and tone of your brand on social media, as an extension of it elsewhere. |
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| Response Framework |
A framework of guidelines for responding to consumer initiations. |
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Increased Responsiveness and Engagement |
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| Content |
Program of ongoing content delivery, incorporating the Response Framework, as well as ongoing content initiation. |
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Increased User Engagements such as Likes, Commentsa and Retweets |
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| Cross-Promotion |
Ensure social media presence is propagated through all existing platforms such as website, e-Club, in-store, printed materials. Look for opportunities to incentivize cross-fertilization. |
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Increased Fans and Followers |
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| Audience Growth |
Initiatives, activities and tactics specifically targeted at growing Audience. |
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Increased Fans and Followers |
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| Burst Campaign |
Product or promotion related campaign to run for a window of time. Typically involves participation incentives to induce some type of desired response such as growing audience, or increasing engagement, usually largely within the existing customer base. |
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Increased Fan and Followers, Increased Likes and Comments. |
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| Viral Campaign |
Campaign initiative aimed at producing a viral result, often using a more edgy or creative approach to initiate sharing or other viral mechanisms. Aimed at building buzz and increasing audience beyond the existing customer base. |
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Increased Fan and Followers, Increased Likes and Comments, Increased Posts and Mentions.
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