For starters, the Pew Research reports more than 74% of online adults use social sites. That's a significant audience of 76% women and 72% men. So, if you are B2B or B2C, logically you are talking with and listening to these folks on social media. According to comScore, $53 billion was recorded in desktop spending during the 2014 holiday season. Specifically, desktop spending 2014 Black Friday was $1.5 billion, topped only by Cyber Monday at $2 billion. And that's just for product sales.
To get results like that[in this case in sales], plans begin with goals. A strong holiday social media campaign might be designed:
· as a philanthropic event: many companies offer matching funds to donations; start a fundraising drive similar to Apple's.
· to raise brand awareness and increase sales: always cross promote across channels; "Multiplatform use is on the rise: 52% of online adults now use two or more social media sites, a significant increase." [Social Media Update 2014, Pew Research Center] AND the audience on social media is more than 2 billion strong and growing. However, it's a disadvantage [who has that much time?] to attempting meaningful activity on all channels at one time. That's why a consistent, well-organized social media campaign is essential.
· to build teams and community service: create and promote a company team competition; in lieu of gifts, have teams provide community service in the company's name. For example, Best Buy has a team volunteer grant program; eligible teams who perform volunteer services for a local organization can apply for grants from $250-$500 for the organization.
· to generate leads: create a contest, drop clues, develop landing pages, drive participants to the pages and capture information. Follow up. Even if organizing and running the contest seems overwhelming, it's a great lead generation technique and many companies will help you with the contest, for example, review Travis Ketchum's Contest Domination management tool at www.contestdomination.com.
Get ready, get set, get started on your holiday social media campaign:
Step 1. Know your audience and their patterns on social media. Post on the channels used by your clientele. Do you know who is following you where?
Step 2. Benchmark your competitors and review what worked best for you last year. What do customers care about? What is trending this season?
Step 3. Develop a well organized campaign, create content, determine the appropriate channels, establish the means of measurement, and put the timeline in place from today through the end of January. What points do you want to make? Is the message engaging and visual?
Step 4. Post, adjust, measure, repost, listen to feedback, learn. Deck those halls!
HolidayCampaignPlanningGuide, Simply Measured