Section B- Logistics

The key areas of importance during the planning stages of a media campaign

Checklist

üProduction plans

üTimescales (e.g. for launch) 

üMilestones

üGantt chart

üReview and feedback

üData 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 to 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.  

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

The brand is reinforced across social media profiles.

Etsy – has an instagram and a twitter in order to promote products

flashback records: post new records stocking on records on their instagram 

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 t

The call of duty campaign went dark in order to promote their new game coming out

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 

Links to Facebook

Continuous updates

Reinforce connections with the consumer

Feedback on the campaign’s success

Might take the form of a review (e.g. for films, video games, music etc.)

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.

Social media is one of your most effective low-cost promotional tools as a small business owner. 

you can grow brand awareness, connect with customers, and reach new potential buyers.

•   Facebook

     Best for: Giveaways, sharing shop news, press, blog posts,

behind-the-scenes action, reaching a broad audience of many

generations, linking to products and content

  Not good for: Reaching younger audiences, including teens

•   Instagram

 Best for: Strong visuals, hashtag campaigns, cross-promotion,

attracting influencers, giveaways, behind-the-scenes action,

reaching teens and millennials

                

Not good for: Very long copy

•   Twitter

                

Best for: Succinct copy, reposting, direct messaging, quick

interactions with customers, retailers and influencers

Not good for: Long copy

•   Pinterest

     Best for: Trend-lovers, on-trend products, visual thinkers

     Not good for: Extensive or timely copy

You can get tips and share to Facebook, Pinterest, Instagram, 

and Twitter in Etsy's social media tool. 

Facebook is used for connecting on a personal level with your friends. E.g status updates and

pictures of you and your family

Give aways and competitions 

Feedback on products

Pinterest planning future events 

visual form of Brian storming

collections of trends and colour schemes

instagram for those who enjoy sharing their life through visual images such as a snappy

caption and a picture.

can use # to help find people with common interest

Twitter used for writing and this who enjoy to read

set number of characters however can find people with similar interests by using #

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.

On both social medias (twitter and instagram) they use informal language in order to address the

audience 

legal and ethical

No homophobia

no racism

data protection act

Copyright

Evaluating a campaign

•Has your 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 and shares

number of page views

users linger time

conversion rates

you should evaluate against your original targets and receive feedback from the clients

regarding the campaigns sucesss

you should consider whether audience awareness is maintained, increasing or decreasing

Sentiment analysis

Automates systems that look at audience content, comment 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

Quick Search/ Social media search engine

Quick Search gives you an instant overview of your brand online.