What if you could transform your brand in 30 days, using the resources and skills you have as a social media marketer today?
30-day transformation isn’t just for bikini bods, folks–your brand can have its epiphanic moment sooner than you think. Here’s what to do.
Conduct an audit. Run analysis on where your brand stands this year vs. last year on social:
- By engagement level, sentiment level, and business value contribution
- Broken down by active social channel
Conducting this audit will give you a clear overhead picture of where you are today–what your trajectory looks like.
Use the analysis from Day 1, and drill down on the spikes in engagement, positive sentiment, and business value you’ve seen.
Create a “one source of truth” list of your greatest moments of success, whether intentional or unintentional, and deepest moments of failure to meet expectations, too.
Using the data you’ve gathered as guideposts showing you what to do and what to avoid, start planning a new campaign which will span at least a six-month period, to give your messaging a chance to really saturate the market and your target audience.
This campaign should tie into your brand’s larger marketing messaging, and should have strong visual and video components. Think about it this way: this campaign should become what your brand is known for in the year to come.
Look at your earned social media content–how people mention your brand and target topics on social in conversations with their nearest and dearest. This is great fodder for your campaign.
What you find out about how people think of your brand and industry should be your campaign’s bedrock and inspirational force.
Once you’ve put together your campaign, it’s time to get buy-in from key stakeholders.
Outline the following for your key stakeholders:
- The resources you will need
- The benefit this campaign will have on your company at large (I recommend going beyond “generating awareness” here)
- The KPI’s (Key Performance Indicators–how you will know you are succeeding or not, i.e. metrics)
- The timeline
Then ask for feedback.
Take this day to incorporate feedback into your plan, and send a revised version to key stakeholders.
While you’re busy planning your big, game-changing campaign, don’t forget to conduct your weekly review of the social media metrics that matter to your business.
Knowing what your goals are and which KPI’s are significant will give you a wonderful foundational benchmark to work from when you do launch your campaign.
Don’t forget experimentation: make sure that your plan includes at least one “emerging” social network or platform feature, like Snapchat or Instagram Stories.
This will challenge you to keep innovating and freshening your brand identity. It can also drive web traffic from people who already love your brand.
Put together a detailed social media editorial calendar to share with other departments/personnel you will need resources from during your campaign. This will also keep you sane during the busier moments of your campaign.
Need a template? There’s one right here.
Schedule as much of your content as you possibly can before you launch. This will free you up to run analysis as you go along and make the optimizations and pivots you need to make.
It’s launch day!
Time to put all your plans into motion.
As your campaign unfolds, take some time to look at your competitors’ social performance.
What are your competitors doing well? What does their social performance look like? How does it compare to yours? What can you learn from their competitive social data, and how can you weave these learnings into your campaign?
Remember that your campaign isn’t stagnant, like a statue you build and leave alone. It’s more like wet clay, which you can keep changing and creating better and better shapes from as you go along.
Are you leveraging influencers as a part of your campaign…