We will continue working on a Social Media Campaign for an Endangered Species. See previous class: Endangered Species Campaign.
- We will commence with drawing exercises
- Creative Thinking Techniques
- We will then be introduced to a method to plan a Successful Social Media Campaign
- Take an A4 sheet of paper and draw a series of 20 cicrles – keep your wrist relaxed, try not to rush it and focus on the continuous movement.
- Draw 5 series of 6 circles inside circles – start either from the inside or draw the outside circle first and move inward.
- Draw 20 ellipses.
- Draw 5 series of 6 ellipses inside ellipses.
- Draw a 2 series of 6 circles that gradually turn into ellipses by reducing the height.
- Draw a 2 series of 6 circles that gradually turn into ellipses by reducing the width.
- Draw 20 straight lines from one side of the paper to the other. Try to use the long side.
- Last draw 10 squares with 5 squares inside.
Add your names to the paper and scan to my email with this title: Sketching_Exercise_yourname.
- Brainstorm ideas for a Social Media Campaign:
Think of a Social Media Campaign that can help an endangered species. (Look at our previous class. Now think how you could make a difference or:
What could you do to make a difference? What would be the outcome and improvement for the animal? Let us brainstorm this point.
- Pick your best ideas and measure them against the 8 characteristics below: How to Develop a Successful Social Media Campaign
- Write it up in Word and hand in by the end of next class (28/8/13).
Creative Thinking Techniques
- Use a traditional brainstorm to develop your ideas to questions like
- What would be the outcome or improvement for the animal?
- What could we do to reach the audience? Click here to find out how to do a traditional brainstorm.
- Apply a more creative brainstorm technique called The Inverse.
The Inverse works by stimulating your brain to think beyond the conventional. It is an easy and fun exercise in 4 steps that can help to come up with unexpected solutions.
- Start off by summing up the issue or problem you are trying to resolve in the form of a question, eg: ‘How can we solve the school graffiti problem?’
- Reformulate the question so that it becomes negative, eg: ‘How can we encourage graffiti and vandalism in our school?!’
- Brainstorm a list of suggestions (students enjoy this part!), eg: provide free paint; give students lots to complain about; take away all opportunities for self-expression in lessons; deny students any individuality; don’t make an effort with the décor of the school; don’t give students anything to do in break times or after school.
- Look at the suggestions and turn them back to positive again, both to generate ideas and trigger further ideas, eg: create a special graffiti wall; invite graffiti artists in to give lessons; staff and students to explore contentious issues together in depth – these could be represented in pictures; encourage a strong sense of personal identity; provide students with choice in their learning; create a games room and a sports league; etc.
How to Develop a Successful Social Media Campaign
According to Search Engine People – the largest Canadian Internet marketing company, there are 8 characteristics to conduct a successful Social Media campaign:
- It needs to be targeted – all successful social media campaigns have a set of clear objectives and success criteria in common.
- It needs to be focused – the campaign needs to be focused on a specific issue, a customer pain point or even a competitor.
- It needs to be measurable – setting appropriate metrics so that you have a basis for measuring the success of your campaign is a must. Be aware that once your message is out there you will have little control over what happens to it.
- Include great content – great content is defined by what your target audience is passionate about. What are their pain points and what type of content do they readily share?
- Simple – keep it simple and immediate and offer something your users are going to value as a reward for their engagement.
- Right medium for the right message – different networks vary in focus, outlook and user behaviour. Find the one that meets your needs.
- Memorable – The most successful social media campaigns forge an emotional connection between the brand and the audience by providing not just great content but an experience. Make your campaign memorable by telling stories that have an emotional resonance for your audience and they can immediately identify with.
- Profitable – For any small business, a positive return on investment is going to be a key campaign success measure.