analyzing social media campaigns

Social Media Campaigns in 6 Steps

Step 1 – Strategy Development

Step 2 – Ideation

Step 3 – Tactical Planning

Step 4 – Execution

Step 5 – Measurement

Step 6 – Optimization

Social Media Campaigns in 6 Steps

Step 1 – Strategy Development

Step 2 – Ideation

Step 3 – Tactical Planning

Step 4 – Execution

Step 5 – Measurement

Step 6 – Optimization

Earned – Generated by customers or

press such as social media or word of

mouth.

Owned – Brand-owned communication

channels such as websites, blogs, or

email.

Paid – Paid Advertising

Earned, Owned, and Paid Media

1. Define Measurement Objectives

2. Align Objectives with KPIs

3. Measure Campaign Reach

4. Measure Campaign Conversions

5. Assess Cost-Cutting Data

6. Summarize and Share Insights

You Can’t Manage What You Don’t Measure

1. Ask the Right Questions

2. Adjust KPIs

3. Refine Tactical Plan

4. Implement Refined Tactics

Applying Insights

Multi-Channel Attribution

• User Behavior

• Optimal Conversion

• Historical Purchase Behavior

• Micro-Conversions

• Offline Conversions

Moz.com Guide to Setting Up Custom Attributions: http://bit.ly/13pnzrX

What To Expect in 2015

• Algorithm Refinement

• Higher Quality Content

• Mobile Optimization

• Social Media Signals

Premium Tools:

Moz – moz.com

Hubspot – hubspot.com

Adobe Social – adobe.com/solutions/social-marketing

Sprinklr – sprinklr.com

Spredfast – spredfast.com

Free Tools:

Google Analytics – analytics.google.com

Twitter Analytics –analytics.twitter.com

Hootsuite – hootsuite.com

Bitly – bit.ly

Mix Panel – mixpanel.com

Pro Tip:

Tools Are Only As Effective As The User

Sola Obayan – Principal Consultant

: @SolaO

: linkedin.com/in/SolaO

: plus.google.com/+SolaObayan

Photo Credits:

-http://thegourmetcollegestudent.blogspot.com/2010/12/peanut-

butter-and-jelly-french-toast.html

-http://modernfamilycooking.com/uncategorized/pbj-the-right-way/

-http://creately.com/blog/experience/is-your-online-sales-funnel-

leaking/