LO4 Know how to plan and manage a social media campaign

Understanding objectives

Logistics 

Justification of content 

Evaluation a social media campaign

SECTION B 

          PLAN AND MANAGE SOCIAL MEDIA CAMPAIGN

Create content plan for campaign - production schedule

Always create plan with 6 month time line, month 1 post once a week, month 2 post twice a week, strengthen relationship with audience, ern referrals.

Always plan 6 months in advance of the launch date. i.e. if the launch date is December, you should be plan to start the campaign in June

Campaigns work in a cycle of three stages: 

Stage 1(first month) - generate leads-posting once a week/teasing the audience of the upcoming product/service/ introducing sponsors/ setting up accounts if not clear in the scenario-end with metric goals you want to achieve

Stage 2 (2nd month)- Build credibility - posting twice a week-end with metric goals you want to achieve

Stage 3(3rd-6th month)- (biggest section) stay on top of mine/ drive to sweet spot/ strengthen relationships/ earn referrals multiple times a week in the lead up to the launch-end with metric goals you want to achieve

Key terms 

- folksonomy : using social media to make the audience do something (e.g. through hash tags)

- UGC : user generated content 

- synergy : crossing over between different media products in different industries

- shot types

- house style colors

- content ideas (what are you posting, what format are you using e.g. reels, stories)

- audience appeal

- how does the social media channels/ platform work

I will use folksonomy by telling my viewers in a post to use the hashtag #inSTATIC I will be posting this on Instagram and Twitter to create synergy between  my social media.

HOW WILL YOUR 3-4 SOCIAL MEDIA CHANNELS LINK (SYNERGY)

MENTION MONTHS + TIME LINE

TARGET AND SECONDARY AUDIENCE

1. PRACTICE SCENARIO  - Gemini films
2. Name of the product/ service you are making a campaign for
3. Purpose – promote? Educate? Entertain?
4. Sponsors
5. Launch date  - if this isn’t stated – use the context of the campaign to state when you would launch the product/ service – this will dictate your content ideas/ housestyle
6. Social media channels to use – however in the last two years you have been given the choice – aim for at least 3- 4
7. 3 bullet points  - these change year on year – focus on the content on the campaign. Add legal and ethical/ traditional methods in your last paragraph after you have finished the campaign

scales funnel

 

Weeks and months	Tasks and activities	Platform
Stage 1 teaser January	Hashtags	Insta, Facebook
Stage 2 February	Post Filters, record in studio clips, advertisements for sponsors, importance of being active (swimming) and UV safety	Insta, Facebook
Stage 3- main campaign, Launch march - June	In stories Hashtags, compilations, contests, guess the song finish the lyric, jingle, radio presenters	Insta, Facebook

 

In my campaign I will be using the social media channel Instagram to target young adults aged 16 – 23 due to it being one of the most popular platforms for young adults. I will also be using the social media channel Facebook to target my secondary audience of adults aged 24-30. I am using these social media channels because I can use the stories tool, gain a following with a public account, post images and text. I may also use other social media platforms such as twitter to post text such as release dates and other information, I will use YouTube to post longer videos such as videos of models using the sponsors products or interviews will the presenters of the radio show.

In January I will start to gain hype for the upcoming release of in touch radios new online radio station, to create synergy I will be releasing most of my content on both platforms, by creating the hashtag #summer ready, I will release posts of beach photography that target the importance of being active, protecting your skin from sun rays and include my sponsors products, my models will ware ‘SwimWithU’ swimwear, and will be posed to apply ‘Shine’ sunscreen  in the photo this post including the hashtag and the accounts of my sponsors in the description of my post, I will repeatedly post similar content once every two weeks in the month of January to hopefully gain traction to this tag.

In February I will create a filter that includes the in-touch radio branding and the summer ready tag. On Instagram I will post a real of the radio presenters of the show using this filter once a week, in this real the radio presenters will entice the audience to post images of their own using this filter and hashtag. On Facebook I will record the presenters chatting and joking in this clip they will ask the audience what their summer interest are and ask them to put their answers in the comment section of the post, the video will be posted with the summer ready hashtag in the description. I am not targeting my young adult’s audience with this post becuse they will most likely scroll onto the next post. I am instead targeting my adult secondary audience with this post because they are more likely to be responsive and give feedback.

From march to June, I will post stories 3 times a week, these stories will include the radio presenters, sponsored products. Once a week in the story I will post an image from a follower of the account that has used the hashtag and has also used the in touch radio filter. Some of the most viewed will be saved to highlights.

Crowdfunding

This is the process of using an online service (Kickstarter, GoFundMe) to generate funds for the production of a media product.

Investors are rewarded with

'perks' - from credits through to set visits, premiere seats, props etc.

1. Crowd.....

Crowdsourcing

This is the process of using online services such as LinkedIn to find personnel (staff, specialist practitioners) to fill roles in your production team for the creation of a media product.

STC

Blended marketing: combining different marketing techniques together in order to reach a wider audience, EXAMPLE including social media link in a print product, QR code, user name @
consistency is important for synergy.

Synergy: cross platform 

little mix

- ideal self

- ideal partners 

- scantily clad 

- colorful lots of pink and purple 

- adult women

-  white text 

- theme of concerts

- strobe lighting 

- male gaze 

Electronic agora: Online/ virtual community for people to discuss topics with each other.

This gives the opportunity for interactivity with the audience, for example commenters on a post can discus the topic they are viewing online.