Streamlining Social Media Campaigns: Planable’s Proven Workflow
Managing social media campaigns often feels like juggling multiple tasks with limited time and resources. To address this, Miruna Dragomir and Vlad Claus from Planable introduced a structured workflow during their session at SocialDay, offering insights into how their team has managed to bring order to the chaos of campaign management. Their approach, honed over years of experience, has led to significant improvements in the effectiveness of their campaigns, particularly in areas such as content promotion and audience engagement.
Moving from Chaos to Coordination
Miruna began by acknowledging a reality familiar to many marketers: while brands may appear polished and organised to the public, the internal process often tells a different story. “It can often feel like controlled chaos behind the scenes,” she noted. The challenge is not only about maintaining a smooth operation but also ensuring that this behind-the-scenes disarray doesn’t spill over into public-facing campaigns.
For Planable, this realisation sparked the development of a more structured workflow, one that has since become integral to their campaign success.
The Workflow: Breaking Down the Process
Planable's approach is divided into three main stages: Planning, Creating, and Launching. Each stage is meticulously structured to ensure that nothing is left to chance, and every element of the campaign is coordinated and aligned with the overall strategy.
Planning Stage: This is where the groundwork is laid. Miruna emphasised the importance of starting with a detailed strategy document that outlines the campaign’s objectives, target audience, key messages, and channels. “It’s crucial to understand the audience’s pain points and what we’re trying to solve,” she said. This document serves as the foundation for the entire campaign, ensuring that everyone involved is on the same page.
Creation Stage: Once the planning is complete, the team moves on to creating the content. Here, the focus is on developing a main piece of content that can serve as the cornerstone for all other materials. This approach not only saves time but also ensures consistency across all channels. The team then creates draft posts for each platform, allowing them to visualise the campaign’s distribution and make any necessary adjustments before the final content is produced.
Launching Stage: The final stage is the launch, where all the prepared content is rolled out across the chosen platforms. Planable’s team ensures that everyone is reminded of their tasks, using tools like Slack channels to keep communication clear and timely. They also encourage employee advocacy by providing pre-written posts that team members can share, thus amplifying the campaign’s reach.
The Impact: From Modest Results to Major Success
The implementation of this workflow has had a noticeable impact on Planable’s campaign outcomes. Miruna shared an example of how their webinar registrations skyrocketed after adopting this structured approach. “We went from getting 50 to 100 registrants per webinar to achieving hundreds, sometimes even 300 or more,” she explained. This dramatic increase was attributed to the enhanced promotion and consistent messaging that their new workflow facilitated.
The benefits of this workflow extend beyond just higher registration numbers. It has also allowed the team to manage their time more effectively, reduce stress, and maintain a higher standard of content across all campaigns.
Takeaways for social media Marketers
Planable’s experience offers valuable lessons for other marketers struggling with the chaos of campaign management. By adopting a structured workflow that prioritises planning, consistent messaging, and strategic content distribution, it’s possible to not only streamline the process but also achieve significantly better results.
As Miruna concluded, “It’s about making sure that we’re not just creating content, but that we’re giving it the attention it deserves in terms of promotion and engagement.” This disciplined approach to campaign management is a key factor in Planable’s ongoing success.
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