Section B: Logistics

Aim: to investigate the impact social media has had on human interaction.

Key areas of importance during the planning stages of a media campaign:

• Production plans 
• Timescales (e.g. for launch)
• milestones
• Gantt chart
• review and feedback
• data analysis 

The Social Media Sales Funnel: This model helps you understand all of the stages that a social media campaign will go through in order to be successful. It details the stages from the creation of initial awareness through feedback. Note that the same tools and functions of the social media channels will be used throughout, the objectives and stages are aimed at continually building audience awareness.

Generate leads: (facebook advertising, google advertising, SEO). This initial section involves creating awareness SEO and Facebook pages are set up. SEO - involves affecting the visibility of a website in a search engine; may target different types of search, including image and video, academic and news searches.

Build credibility: (website, local directories, social media profiles)
The brand is reinforced across social media profiles. E.g. ETSY

Stay top of mind: (social media postings, email marketing, blog)
Not about mindless posting/tweeting on social media - the messages should be frequent and timed. The idea is to keep the brand in the audience's mind throughout the campaign. E.g. Call of Duty campaign - how was social media used throughout?


Drive to sweet spot:(specials, exclusive offers, discounts, clear call to action) What is being offered that the consumer cannot get elsewhere? For example, a behind-the-scenes preview, a free download... what was offered to consumers as part of the Call of Duty campaigns (the most recent or any others with which you are familiar)?

Strengthen relationship (personal Facebook page, LinkedIn profile); Links to Facebook, continuous updates - reinforce connections with the consumer.

Earn referrals: Feedback on the campaign's success - might take the form of a review (e.g. for films, video games, music etc.)  What kind of reviews did Call of Duty garner? Which websites are considered reliable?

Staff and personnel: what kind of staff and personnel would you expect to find in a social media campaign?

• project manager; leads the overall project
• data analyst; leads the analysis of reach and aggregation (collating social media data in one place) 
• live content manager; responsible for all content that's posted; schedules distribution 
• copywriter; writes copy for the campaign 
• graphic designer; repurposes logo and graphic material so it's suitable for online distribution 
• photographer/videographer; photographs/videos material and repurposes, edits for social media distribution. 

Justification of content:

Channel capabilities

Refers to the type of social media (e.g. Twitter, Facebook etc.) and what functions each has.

For example, Twitter word count restrictions mean content (Tweets) must be extremely focused. Video and audio will probably be combined with Tweets due to the word count restrictions.

Instagram has similar word count restrictions. Instagram is more image- and video-based, so this would be the primary method of addressing consumers. Facebook is more in-depth, with scope for extended responses.

Style of Content:

Mode of address – the way in which content is written, and how it ‘speaks’ to the audience. 

Mode of address in social media posts depends on who or what is posting – for example, a celebrity post promoting content and reeling in their fans will likely use an informal mode of address, whilst professional posts (from a film production company, for example) will be (more) formal/less colloquial.

Research: choose a film: 

• How do modes of address differ?
• Research the modes of address used by the production company, compared with those of the talent (cast member) involved. Note down similarities/differences.
• Do some production companies use informal modes of address? If so, why? Think target audience.
• What are some of the legal/ethical restrictions that might affect social media posts? 

Evaluating a campaign:

• Has your campaign met the original goals? 
• Analytic tools can be used to ascertain this.
• These can be measure throughout the social media sales funnel.
• Can be used to ascertain how awareness has been created.

https://www.business2community.com/social-media/how-to-measure-the-success-of-your-social-media-campaign-02170136

Evaluating a campaign:

• Has the campaign met the original goals?
• Analytic tools can be used to ascertain this.
• These can be measured throughout the social media sales funnel.
• Can be used to ascertain how awareness has been created. 

Areas to consider:

• Are people visiting the website?
• number of likes, retweets, favourites, tags, shares 
• number of page views 
• users' linger times 
• conversion rates (sales/repeat sale, loyalty)

You should also evaluate against your original targets, and receive feedback from the client regarding the campaign's success. 

You should consider whether audience awareness is maintained, increasing or decreasing. 

Sentiment analysis:

Automated systems that look at audience content, comments etc. and analyse for positive/negative reactions. If this is conducted throughout the campaign, rather than at the end, changes can be made to improve efficacy. 

https://www.talkwalker.com/blog/best-sentiment-analysis-tools