April 22, 2016 by AJ Agrawal
Your social media budget is usually something you set at the start of the year. Although you have to bear in mind that budgets are important, they should never be rigid. Things move so quickly in the worlds of business and social media that you can’t afford to stick rigidly to a budget.
So when you should you consider upgrading your social media budget?
Your Budget Is A Placeholder
The first thing to understand is that your budget should act as a placeholder. This is the minimum you will spend in order to carry out basic social media operations. It should never be the final budget because you have no idea what might happen.
When you set your budget, make it small and leave room for expansion. It’s best to start small because if you give yourself a huge budget it usually leads to disaster where you blow the entire thing on testing something that isn’t working. It’s better to budget too little and upgrade than budget too much and ruin your profits for the year.
Scaling For Success
Social media is all about split testing. The process is the same for all businesses. You will take various ads and status updates to test. Each time you will change a small aspect and check the results against your previous ones. Once you find something that gives you a reasonable ROI, you steadily scale up.
Scaling up is when you should increase your social media budget. It’s difficult to hit upon something that really works, so when you do get to it you have to give it room to breathe and grow. You may think that you can simply wait until your next budget review, but this isn’t going to work.
Check out the full article at: http://www.forbes.com/sites/ajagrawal/2016/04/22/when-you-should-consider-stepping-up-your-social-media-budget/#314ec7e36dee
Our client is The Scioto Mile, specifically a series of monthly events held over the summer called Movies on the Mile. For this quickfire challenge we were tasked with personification our brand, our consumer, a meetup for our brand and consumer and a personal ad for our client.
We personified our client as a young family returning to Columbus after moving away for a few years, the parents in their late 20s with young children. Our ideal consumer is also a young, local family. We decided on young families because The Scioto Mile and Movies on the Mile are both very family-friendly. The Scioto Mile is only 5 years old, but they took a break for a while and are coming back this summer, so we played on the age of the park when determining the age of the family and the children. We believe a young family would love to meet other young families so the parents can be friends and so their children will be able to make new friends.
For the meet up, we decided to have the families meet on the Scioto Mile for a Movies on the Mile for opening night. The challenge we had for creating the ad was we didn’t want to be too cliche, and we didn’t want to sound too creepy because we wanted to include children. This quickfire challenge will help in campaign planning because we will now be able to keep in mind that our target consumer is the family we will meet up with. See our personal ad below!
By: Alyssa Das, Emily Peterson, Tyler Prich and Chelsea Williams
Our client is The Scioto Mile and for this March Madness quickfire challenge we have created Madness on the Mile. To go along with and promote The Scioto Mile’s Movies on The Mile we decided to stream the Final Four games of the NCAA basketball tournament on Saturday, April 2nd at our outdoor cinema venue. This venue is perfect for friends and families to come to watch the game, its atmosphere is great for people of all ages, and who doesn’t love to be outside on beautiful spring days?
We will post promotion for the event on all of our social media platforms to get the word out about the event leading up to it. A promotion post can be seen below.
promotion post for #MadnessOTM
For the social media aspect of this campaign we are encouraging followers to post photos of themselves in their March Madness gear with the hashtag #MadnessOTM and tag The Scioto Mile on Facebook, and the posts that show the most spirit will be shared on The Scioto Mile’s Facebook for their 11,000+ fans to see.
a #MadnessOTM post
#MadnessOTM is a good way to get people talking about the event and for fans to engage with us and each other on Facebook. It is an easy way to get user generated content from our fans, which we can share across all of our social media platforms. It is also a great way to get the word out and people talking about our summer Movies on the Mile series.
Our client is Movies on the Mile, a Columbus-based, family friendly event that happens during the summer as part of The Scioto Mile and the Columbus Parks and Recreation department. They feature monthly outdoor movies at the Bicentennial Park Performing Arts Pavilion during the summer, offering a fun night out for families.
Our St. Patrick’s Day campaign is going to be featured on The Scioto Mile Facebook page. We chose this social media platform because Movies on the Mile does not have their own social media accounts, and The Scioto Mile Facebook page has the most interactions and likes compared to their Instagram and Twitter. The page currently has 11,292 likes, 13,689 “check-ins,” and they frequently post to the page.
Our campaign is simple and straightforward, aiming to reach families and encourage interactive posts from followers. The campaign will be a Facebook contest, in which participants will post a picture on March 17th of their family dressed up for St. Patrick’s Day on Facebook, and caption the photo with their favorite family-friendly movie that they wish to see shown this summer. They must include the hashtags #MoviesOnTheMile, #SciotoMile, and #StPatrickOTM. The family whose pictures receives the most combined likes and shares will have their favorite movie featured at the first movie night in June 2016. We believe this will be successful because not only will it encourage followers to engage, it will also attract new likes from their followers who like or share their picture.