analyzing social media campaigns
TRANSCRIPT
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/