Wednesday, November 3, 2010

Creating a successful campaign

With all this social media stuff out there, you are forever sending out tweets, fbing something, sending and email or newsletter to promote your brand.  But how does one go about this?  I'll be scouring the web for "how-tos" and letting you know how they work!  If you have any suggestions, let me know what's worked for you.

My notes will be included, so you'll see what I did or didn't try and why it did or didn't work.

From Pepsi Challenge:
Want to know how to run a successful Pepsi Refresh Project campaign? Look no further. Our indispensible grants managers (the lovely folks who help Refresh grant recipients bring their ideas to life) have shared best practices from our first round of grantees for your reading pleasure. From Facebook strategies, to building a coalition, this first round of winners found smart and creative ways to rally their communities. Now it’s your turn…
* Thanks to Taste Buds, Nancy Nelson, Military Connections Corporation, New York Needs You, Springfield Middle School, Glenmont Elementary School, Serve Next, Greenshields, and All Ages Movement Project for sharing your strategies with us!
1. Credible branding. The first round of grantees emphasized their positive perception in their communities. What if you’re a new organization or an individual with an great idea? Don’t despair. Find a credible, well-established organization in your community to endorse your project. You’ll benefit from their network and you’ll have a friend and partner on future projects.
2. Attract local press. One group made it on the local news early in their campaign, building momentum and word of mouth in their community. Build a press release to send out as soon as you know you’re in the running.
3. Get on the leader board early and stay there. This one is pretty self-explanatory. Invest a lot of your resources in getting on the leader board early and then plan strategic pushes throughout the campaign.
4. Find a friend with a lot of friends. One group had their local Chamber of Commerce send an email to their mailing list on their behalf; another group had the Beastie Boys tweet. Even if you don’t count the Beastie Boys as fans, ask a friend or group with an active community to rally their troops. One tweet could make all the difference.
5. Variable participation levels. The last thing you want to do is annoy your community with requests they can’t fulfill. Create a form asking your first voters how often they would like to be contacted (including an opt-in for daily emails) and if they would be willing to do more than just vote. You might be pleasantly surprised with the feedback you receive.
6. Be creative in your communications. One organization sent a daily reminder email to its network, but instead of just asking for a vote, every day they sent a daily diary entry about how they were moving forward.
7. Build a coalition. Connect with like-minded groups participating in Refresh to leverage your respective communities. One group that formed a coalition of 7 organizations parlayed that pooled support into 6 grants. Even if you don’t win the funding, you’ll have made valuable connections and built a stronger community.
8. Go to where the people are. One organization campaigned heavily on college campuses with laptops enabled to encourage voting. Don’t have a nearby college? Set up shop at a busy spot in your town. Don’t forget where people are online! Facebook and Twitter are great places to start.
9. Work hard (and have fun). Most grantees admitted that winning required a lot of hard work and a serious time commitment.  But they also said they had fun. Use this as an opportunity for team building, community organizing and building your online presence.
10. was a video I did not include, but here's the link to it.