This training session was developed by Claire Gamble (MD, Unhooked Communications, and founder PR Unlocked) for students at Manchester Metropolitan University to give them an insight into what sort of considerations marketers and agencies give when developing social media campaigns. The presentation covers some examples of campaigns and the results they generated, as well as tips on how to develop ideas to make sure that they're in line wiht the brand, audience and market, as well as something that will create a buzz online.

1. Social media:
Ideas generation
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2. Contents
• Social media case studies
• What makes a successful campaign
• Research
• Objectives
• Audiences
• Brand
• Market
• Content
• You challenge
• Worksheets
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3. Social media:
Case studies
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7. “If you think there’s been a mixed reaction you just
haven’t seen the love on Facebook. It’s
overwhelming. That’s because it connects with our
shoppers. In fact, we’re proud of the campaign that
has cost £25.53 and is being touted as the winning
marketing campaign this Christmas.”
Mark Pym, Poundland’s Marketing Director
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8. Copyright © Unhooked Communications Ltd

11. 2 billion 30,000+
18,000+ 26,000+
Reached via news coverage and social media New donors registered during National Blood Week
17-24 year olds registered during campaign #NationalBloodWeek #MissingType on Twitter
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12. https://www.youtube.com/watch?time_continue=8&v=IpbDHx
CV29A Copyright © Unhooked Communications Ltd

13. 82 million
14,000% 13,600%
Views
Increase in website hits Increase in sales
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16. What makes
a successful
campaign?
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17. <------------------RESEARCH----------------->
Objectives + Audience + Brand + Market
x
Shareable content
=
Campaign idea
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18. Research
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19. Objectives | Audience | Brand | Market
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20. Objectives | Audience | Brand | Market
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21. Objectives | Audience | Brand | Market
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22. Objectives | Audience | Brand | Market
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23. Objectives | Audience | Brand | Market
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24. Objectives | Audience | Brand | Market
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25. Objectives | Audience | Brand | Market
Also look at: Innocent, Red Bull, Paddy Power, Ryanair
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26. Objectives | Audience | Brand | Market
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27. Objectives | Audience | Brand | Market
Check out: www.awarenessdays.com
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28. Content

29. <------------------RESEARCH----------------->
Objectives + Audience + Brand + Market
x
Shareable content
=
Campaign idea
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31. Format Emotion
ContentTopic
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32. Format Emotion
ContentTopic
• List posts
• Quiz
• Competitions
• Story
• Research
• Tips
• Stunt
• Advice
• Interviews
• Case studies
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33. • Funny
• Shocking
• Warning
• Heart-warming
• Beautiful
• Informing
• Inspiring
• Aspirational
Format Emotion
ContentTopic
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34. Format Emotion
ContentTopic
• Written
• Images
• Facts
• Charts
• Quotes
• Video
• Interaction
• Virtual reality
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35. • Trending
• Health, fitness, wellbeing
• Animals
• Family & children
• Careers & education
• Food & drink
• Culture & art
• Human interest & relationships
• Money & success
Format Emotion
ContentTopic
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36. Format | Emotion | Content | Topic
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