Behind the scenes (international social media campaign edition)
When one of our biggest customers asked us to help them run a multi-month, international social media campaign for their upcoming thought leadership event, it was time to #BeStrategic, #GetWriting and work with our customer to turn this campaign into a major success.
Up, close and personal
As trusted partners, we were integrated into our customer’s communications team from the get-go. With the communication flowing free, we discussed the aims of the international social media campaign, dos and don’ts, and what kind of content would generate international attention on Twitter, LinkedIn and Facebook.
Measure twice, cut once
In the past, it might have been possible to run a successful social media campaign on the fly – not anymore, especially for events spanning several continents!
All we can say is: Thank goodness for editorial calendars! Our structured, intuitive, heavily color-coded spreadsheet gave us an overview of the entire campaign and helped us keep track of social media content. Best of all, everyone involved – near and far – could refer to it and keep up to speed.
Knock, knock. Who’s there?
In the lead-up to the event, we regularly posted to and monitored our customer’s social media channels on their behalf to promote the event and track engagement. Because the #1 reason people use Twitter is to “discover something interesting and new,” we made it our top priority to grab people’s attention with memorable content.
Time to get the show on the road
When the weeklong event arrived, we were raring to go – but not from our offices in Unterhaching. No, we were onsite with our customer doing live posting! This way we were able to get swift approval to post live content and were always on hand to help tackle any potential crisis situations or respond to other users engaging with our content – whether through commenting, sharing or just using our hashtag to post their own impressions.
Ready to get back in the saddle
Overall, the social media campaign was a great success and we helped strengthen our customer’s position as an international thought leader. Our two takeaways from this experience: the value of dedicated preparation and a partnership built on open communication. We can’t wait to do it all over again!