The holidays are quickly approaching quickly and as a social media professional, you need to plan ahead. Even though it’s not even Halloween yet, it’s time to start planning for holiday campaigns and initiatives. This week at #SproutChat, we discussed how to plan for the holiday season.
Plan in Advance
Anticipate the time you’ll need to launch and run holiday campaigns and initiatives. With all the other stressors of this time of year, you’ll be thankful you set yourself up for success.
@SproutSocial #Brainstorm, #research, and connect with all holiday programs our brand is running #SproutChat http://pic.twitter.com/92YjSZnZFQ
— Vishal Rose (@Vishal_Rose) October 19, 2016
A1: I meet with my client's and discuss what holiday plans they may already have and how we can weave social into them. #sproutchat
— David Pride (@DavidaPride) October 19, 2016
A1: I take a look at the events happening locally, if it's a local brand. #sproutchat
— Sarah Romero (@iHeartDates) October 19, 2016
A1 Start in August on 4th quarter campaigns. Look at what competition is doing, run a contest, get visual, special coupons #sproutchat
— Kathy Kopacz MS (@kkopacz1) October 19, 2016
A1b holiday theme should be recognizable and scalable to meet agile goals. (Our version of the "red cup") #sproutchat
— Michelle (@michelletweet) October 19, 2016
Set up Reliable Tracking Methods & Assign Value to Social Engagement
During the holidays, sales for many industries substantially increase. It’s crucial to schedule social content ahead of time and set up tracking for campaigns that helps prove the ROI of your social efforts. Work with your marketing acquisition team and streamline reporting so determining the holiday sales attributed to social isn’t a headache.
A3) Facebook. Between Universal Pixels, and integrations like Square and Marketo, you can follow customers from click to buy! #SproutChat
— Ashley Perkins (@Ashley_PrGirl) October 19, 2016
A3: UTM tags, spikes in analytics & convo on social are a few solid options to track/prove ROI #sproutchat
— Ferebee Lane + Co. (@FerebeeLane) October 19, 2016
A3) The most effective way I've found is through Google Analytics or Adobe Business Catalyst, though the latter can be off. #sproutchat
— Kyle Murray (@TheKyleMurray) October 19, 2016
A3b your #social media followers are actually in an exclusive club. Offer them deals, services, invite to events… #sproutchat
— Michelle (@michelletweet) October 19, 2016
A3 – Ooooh…why would you ever make something not trackable? 🙂
Tie to a specific theme or #. I'm lucky, we're online only. #SproutChat— Linda Mann (@TalentExch_Biz) October 19, 2016
A3b: Create SM holiday contests that require an in-store photo for entry. Then entangle customers once they enter the store. #sproutchat
— Richard Hostler (@CNXN_Hostler) October 19, 2016
Be Generous With Your Customers
Everyone is in the giving mood during the holidays and your business should be too! Get creative with ways to show extra kindness or generosity during the holiday season. It could be something as simple as a coupon or handwritten thank you note. These small acts of generosity go a long way.
@SproutSocial A4: Be extra transparent about delivery/fulfillment. Don't jeopardize a customer's holiday for a single sale. #sproutchat
— Richard Hostler (@CNXN_Hostler) October 19, 2016
A4 Know what is special and unique to them #SproutChat https://t.co/OChlGAxZTv
— Jamie Y-M SPHR (@j_yaskomangum) October 19, 2016
A4 Free samples, subscriptions and overall #kindness #SproutChat
— Phil Siarri (@philsiarri) October 19, 2016
A4: we love a good surprise & delight campaign anytime of year but the holiday season makes it feel extra special 🎁 🎁 🎁 #sproutchat
— Ferebee Lane + Co. (@FerebeeLane) October 19, 2016
A4. Special offers and surprises are always great if you can afford to do it. #SproutChat
— Reva Minkoff (@revaminkoff) October 19, 2016
Showcase Your Company’s Culture
The holidays are a great time to pull back the curtain on the inner-workings of your organization. Showcase fun events and traditions that your company hosts for its employees. For customers, seeing the faces behind the product or service they love help the overall image of your business.
@SproutSocial A5 I've worked places where we made a customer thank-you video to show off people and culture. #sproutchat
— Martin Lieberman (@martinlieberman) October 19, 2016
@SproutSocial A5: let your company's social butterflies take over the #social accounts and livecast or post during festivities #SproutChat
— Vishal Rose (@Vishal_Rose) October 19, 2016
A5 Share a lot of at work #PHOTOS! Goofy sweater day, eating holiday food (#food pix always get great engagement) #sproutchat
— Linda Mann (@TalentExch_Biz) October 19, 2016
A5: (For clients): Photos of office Christmas party, decorated offices, decorated cabins. #sproutchat
— Brad Lovett (@Brad_Lovett) October 19, 2016
A5) Behind-the-scenes photos on Facebook & Instagram #sproutchat
— Gordon D (@gordondym) October 19, 2016
A5) The holiday season means PARTIES 🎉 at @meltmedia! We upload photos, videos, and Snapchats of our holiday parties on social! #SproutChat
— Alejandra Guillen (@AlejandraGui123) October 19, 2016
Get Inspired With Some Holiday Cheer
These brands have successfully launched memorable holiday campaigns. Take a few pointers from the pros and get started planning your own initiatives!
@SproutSocial a6: we always love a good tear-jerker for Christmas: https://t.co/jrVcsODGMw #sproutchat
— Hey There, Panda! (@heythere_panda) October 19, 2016
A6: We love Coca-Cola and Budweiser's holiday marketing campaigns!#SproutChat https://t.co/W8titujMvZ
— ThinkSEM (@ThinkSEM) October 19, 2016
A6 Coca-Cola: Drinkable Place Cards. Celebrate your loved ones at the holiday dinner party than with personalized Coke bottles #sproutchat
— Kathy Kopacz MS (@kkopacz1) October 19, 2016
A6 @REI #OptOutside.Closed stores and invited their community to join employees in taking Black Friday off from work& go outside #sproutchat
— Kathy Kopacz MS (@kkopacz1) October 19, 2016
A6 @Oreo: Design a Pack of Oreos. An invitation to design and personalize a pack of Oreos for friends and family members. #sproutchat
— Kathy Kopacz MS (@kkopacz1) October 19, 2016
A6) I love @OfficeMax Elf Yourself (entertaining) and @TD_Canada #MakeTodayMatter! Anything your audience can get involved in. #SproutChat https://t.co/HGgNhoR7cv
— Ashley Perkins (@Ashley_PrGirl) October 19, 2016
A6 Anybody else know it's holiday time when they hear "Peter…you're home!" #Folgers Also. #redcup time is a holiday for me. #sproutchat
— Linda Mann (@TalentExch_Biz) October 19, 2016
A6) Nick Offerman's Yule Log https://t.co/tnLM18uiZh #sproutchat
— Gordon D (@gordondym) October 19, 2016
A6. The @WestJet Christmas Miracle is one of my all-time favorites! https://t.co/aIo843EPoG #SproutChat
— Reva Minkoff (@revaminkoff) October 19, 2016
See you next week on Wednesday, October 26 at 2 p.m. CDT to discuss how to run a social media contest. Join the #SproutChat Facebook community to meet other social media professionals and to stay posted on weekly topics and discussion questions.
This post #SproutChat Recap: Planning Social Media Content for the Holidays originally appeared on Sprout Social.
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