In our latest series, we ask local businesses for their social media experiences. The folks at Mad Flowers have learned many lessons on how to run a social media campaign for a business event, over the years. “The key to running a successful social media campaign requires setting goals and objectives, and then planning how to reach each of these. The first task is to identify what your business is going to bring to the event. How can your business be different, what does it have to offer the audience? This should be an attractive action that we can use to create interest, and focus all of our activity towards.
For example, Mad Flowers are providing the presenting bouquets for the upcoming Junior Cycle Tour of Ireland. We use these events to create an awareness of the brand so that organisers of future events will become new customers. One of our objectives is gaining inclusion in media photographs and winner’s interviews. Using social media we inform our followers of the cycling event and build interest by sharing updates gained from the event organisers’ postings.
Tip 1 – Research
Coming up to an event such as this we will do a phenomenal amount of research. This allows us to make a list of our requirements for original content, whilst also making a list of the likely places where we can collect content about the event. This combined content will be used to drive interest.
Tip 2 – Start with a draft Blog Post
For any of events we are involved in, we usually start by then creating a draft of a blog post that tells the story of the background for the event. We will gather items for future use as the story develops, ie such as, images, videos. Videos of previous running of the cycling event should also be sought. These can be included in the blog posting or simply shared on our You Tube channel.Don’t hold back on taking photos of the seemingly mundane as we’ve learned that sometimes that is what most interests the community.
Tip 3 – Use Images
For any business, any images of things being produced and images of packaging etc. should be used for display on social media. These are unique to the business, i.e. a manufacturer, and for that reason have an increased value on social media. Any videos of the items being produced, and even the environs of the business, will give an opportunity to prospective customers to view how you operate.
Tip 4 – use Hashtags
Another lesson we’ve learned is that hashtags are a great way to create focus, so we’ll try to identify strong hashtags we can use in our social media postings as early as possible. The social media platforms are increasingly searched by users through hash tags #. Find out what hash tags other members of the event’s social community are using and decide on a suitable one. Hash tags do need to be short, memorable and relevant. For example, #cycleracewinner would be ideal for our trophy photos and result sharing.
Tip 5 – Construct a Calendar of Postings
It’s also crucial to construct a calendar of postings. This allows us to keep control over the timing and variety of our messaging. We’d suggest you use a large sized calendar and start with the blog post on day one, supported by postings on all other platforms throughout the day, pointing readers back to the blog posting. Then list what activities you plan to post in the following days, eventually building up to the event.
Remember that some of the postings can be pre-written and scheduled through FaceBook to send on the required day. You may also save time by linking your FaceBook account postings to automatically post to your Twitter account.
Finally, remember to use variety in your postings and return comments and acknowledge ‘Likes’ received.”
Guest Author:
John Byrne
e-commerce Manager at Keelings
website: www.madflowers.com
Twitter: www.twitter.com/madflowerstweet
