To be successful in social media it is important to have a plan, timeline and measurable goals in order to evaluate the success of your campaign. Below are 4 steps that should be included in any social media campaign:1. ListenIt is important to understand the social media presence of your target audience and your brand. Listening first and then coming up with a plan based on the information learnt will maximize the ROI of your online efforts.Some key points to consider include where your target audience are interacting online and who the key influencers and brand advocates are.2. Strategy planning and metricsSome social media monitoring tools available can help you identify a baseline that will provide you with comparatives to measure success. You need to consider both the creative and technical sides of your campaign. Things to consider:
- What are your campaign objectives?
- What will inspire and motivate consumers to participate?
- How can you make your campaign easy to share amongst consumers?
- What resources will you need? (technology, staffing, etc.)
- How will you track and measure your campaign?
What to measure will depend on your objectives. Easiest measurement is what percentage increase or decrease in behavior would you like to see over time? For example, reduce in demand on call center by 5%, increase in conversations about a new product you are launching by 10% or increase in customer satisfaction by 12%.3. Online EngagementCreating the opportunity for human interaction with your brand is key. Your staff who are internet savvy are great ambassadors of your brand. Invite them to participate and provide training to them as they will become great resources to your campaign’s success. They can use their networks to spread the word.The key goal of your campaign should be to create something so “talkable” that people are discussing it everywhere. Being responsive to those who participate in the conversation is also essential to success.The tool you use should be able to help you identify who your brand advocates are and their online influence. The tool should also be able to provide you with daily reports and real time alerts so that you can respond to those who are participating and responding to your campaign.4. Evaluate and ReviseReviewing the success of a campaign is necessary for the planning of future ones. Some questions to consider are:
- What worked and what didn’t?
- What could be improved?
- Did the campaign increase customer satisfaction?
- Was the campaign worth the investment?
It’s important to remember that social media marketing is about building relationships and having the resources to continue the interaction with consumers online. A social media campaign is a part of your social media strategy. It needs to be an ongoing effort.
To be successful in social media it is important to have a plan, timeline and measurable goals in order to evaluate the success of your campaign. Below are 4 steps that should be included in any social media campaign:1. ListenIt is important to understand the social media presence of your target audience and your brand. Listening first and then coming up with a plan based on the information learnt will maximize the ROI of your online efforts.Some key points to consider include where your target audience are interacting online and who the key influencers and brand advocates are.2. Strategy planning and metricsSome social media monitoring tools available can help you identify a baseline that will provide you with comparatives to measure success. You need to consider both the creative and technical sides of your campaign. Things to consider:
- What are your campaign objectives?
- What will inspire and motivate consumers to participate?
- How can you make your campaign easy to share amongst consumers?
- What resources will you need? (technology, staffing, etc.)
- How will you track and measure your campaign?
What to measure will depend on your objectives. Easiest measurement is what percentage increase or decrease in behavior would you like to see over time? For example, reduce in demand on call center by 5%, increase in conversations about a new product you are launching by 10% or increase in customer satisfaction by 12%.3. Online EngagementCreating the opportunity for human interaction with your brand is key. Your staff who are internet savvy are great ambassadors of your brand. Invite them to participate and provide training to them as they will become great resources to your campaign’s success. They can use their networks to spread the word.The key goal of your campaign should be to create something so “talkable” that people are discussing it everywhere. Being responsive to those who participate in the conversation is also essential to success.The tool you use should be able to help you identify who your brand advocates are and their online influence. The tool should also be able to provide you with daily reports and real time alerts so that you can respond to those who are participating and responding to your campaign.4. Evaluate and ReviseReviewing the success of a campaign is necessary for the planning of future ones. Some questions to consider are:
- What worked and what didn’t?
- What could be improved?
- Did the campaign increase customer satisfaction?
- Was the campaign worth the investment?
It’s important to remember that social media marketing is about building relationships and having the resources to continue the interaction with consumers online. A social media campaign is a part of your social media strategy. It needs to be an ongoing effort.
