Presented by the reputation group
Campaigns on a shoestring budget – lessons learnt
April 2015 - World Social Marketing Conference
Presented by Lelde McCoy
OUR JOB
Strategic communications and social marketing consultants
THE BAD NEWS Lack of consumer trust
Complex issues
High expectations of ROI
More expensive tools
Ever-changing technology
Low engagement Infrastructure
barriers
Funding cuts Hard-to-reach audiences
Fewer staff resources
Strategic communications and social marketing consultants
Increased competition
THE GOOD NEWS
Strategic communications and social marketing consultants
Source: Social Marketing At A Critical Turning Point, The Conference People and Ogilvy PR, 2011
Strategic communications and social marketing consultants Strategic communications and social marketing consultants
54% 51% 46% 41% 38% 35% 31% 30% 30%
Community-‐ based
ini8a8ves and engagement
Peer groups, including online groups and networks
Words of mouth Digital influence (e.g., online,
social networks, mobile)
Collabora8ons across
organisa8ons
Audience collabora8on on content and
advocacy
Storytelling Partnerships/ Sponsorships
Inter-‐ disciplinary integra8on
WHAT WORKS BEST IN A CAMPAIGN
SIX LESSONS TO CREATE A BIGGER IMPACT
FOR LESS MONEY
Strategic communications and social marketing consultants
1
2
3
4
5
6
Strategic communications and social marketing consultants
A SOUND START IS CRITICAL
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1
• Set goals and develop a roadmap • Conduct inexpensive market research • Uncover target audience insights • Focus on a single behavior you can impact • Have a multi-disciplinary project leader
Strategic communications and social marketing consultants Strategic communications and social marketing consultants
CHOOSE SUPPLIERS WISELY
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2
• Boutique firms/sole practitioners • Invest money where it matters • Pro-bono/in-kind contributions • Extend resources with interns, volunteers and partners
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PARTNER WITH THOSE WHO CARE
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3
• Not everyone wants to partner with you • Focus on quality and reciprocity • Conduct grassroots activities • Engage stakeholders early and often • Make it easy to be involved • Consider authentic corporate involvement
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Strategic communications and social marketing consultants
DON’T JUST RELY ON COMMUNICATIONS
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4
• Mass media interventions alone unlikely to change behaviour
• Identify what “p” in the mix will give you most bang for your buck
• Incentivise your audience
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Strategic communications and social marketing consultants
PR IS POWERFUL AND LOW COST
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5
• Media publicity works to a formula • Hyper local and cost effective targeting • Explosion of media outlets • Community service announcements
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Builds self-efficacy
Practical ‘how-t0’
WIDE VARIETY OF EDITORIAL OPPORTUNTIES
Hard News
Stimulate interpersonal influences via family/peer group conversations
Increases awareness of an issue
Features Opinion Pieces
Set the agenda
Gain grassroots involvement
Creates advocates and discussion communities
Online Community News-letters
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Use of case study
THE WINNING FORMULA New research
and stats
Engaging photography
New campaign announcement
Practical tips Expert
spokesperson
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SOCIAL MEDIA IS STORYTELLING AT A LOW COST
Strategic communications and social marketing consultants
6
• Share your message through stories • Sharing is as powerful as word-of-mouth • Need $$ but not a lot • Cheap to listen to your target audience and
trends • Multiple ad solutions and hyper-targeting • Opportunity for crowd-sourcing ideas and
content
Strategic communications and social marketing consultants Strategic communications and social marketing consultants
THE $5K ‘PAW JUSTICE’ CAMPAIGN
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ü Thorough research and planning ü Realistic and achievable objectives ü Great idea that engages communities
ü Enthusiastic and effective partners ü Smart PR and social media ü Solid budget management
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INGREDIENTS FOR SUCCESS
Strategic communications and social marketing consultants
thank you and good luck!