The Five Steps of an Integrated Social Media Campaign

The Five Steps of an Integrated

Social Media Campaign

Download the full whitepaper here:

http://socialmedia.alterian.com/learn-more/roi/social-campaigns-whitepaper

An Excerpt from the Let’s Talk Social Media ROI Series








Brief Overview:

Many are seeking the secret to a successful social media

campaign and are thus adding the social channels to their

marketing mix.

A social media monitoring tool can greatly influence the

return on investment (ROI) of your social media

campaigns by providing essential information that guides

the strategy and engagement.










Campaign Strategy Tips for the Social Web

Engaging in the social web before listening is a shot in the

dark; you may not be directing your efforts towards the social

channels that make sense for your business and you cannot

objectively measure results. It’s time to change-up your game

and a social media monitoring tool may be the solution to your

consumer engagement problems.

In addition to researching and understanding your target

market, it is also important to integrate social campaigns with

traditional marketing efforts for online and offline engagement.

This will maximize and extend your campaigns on all fronts.










An Integrating Marketing Campaign in Five Steps:

A marketing campaign needs to be planned and executed

around a timeline with given resources. It also needs to have

measureable goals in order to evaluate its success.

There are five steps to an effective social media

marketing campaign:

• Listen

• Plan

• Engage

• Measure

• Evaluate & Revise










Listen:

Listening first and devising a plan based on what you learn will

provide the greatest ROI for your online efforts.

It is impossible to skip this first step.

The advantage of using a social media monitoring tool for a brand

audit is:

• It greatly reduces the time required to manually do so

• It provides extensive information about your target market

ensuring that your efforts are going in are the right directions










Campaign Strategy Tips for the Social Web:

Share of Voice Report: Shows the distribution of the conversations across the social

networks.











Map Overlay

Identifies the physical sources of the conversations.











Popularity Report:

Ability to identify influencers and brand advocates











A social media monitoring

tool is essential for

amplifying your listening

skills on the social web. It

provides you with concrete

data that shapes your

integrated social media

campaign and directs your

marketing efforts.










Plan the Strategy and Establish Metrics:

Now, it’s time to put your creative hat on! Here are some questions that

need to be answered:

• What are the campaign objectives?

• What will resonate with consumers?

• What will inspire and motivate them to participate?

• How can you make it easy for them to share the campaign

with others?

And the technical side must also be considered:

• What resources will be needed? (technology, landing pages,

staff resources)

• How will it be measured?

• How will you utilize tag lines, url shorteners, items that are

easily tracked.










Plan the Strategy and Establish Metrics:

Social media monitoring

tools help you identify a

baseline for setting

expectations. After the

campaign is over, these

benchmarks will provide

comparatives that make

it easy to measure

success and create an

integrated strategy.










Online Engagement:

The goal for your social campaign should be to create

something so talkable that people are discussing it

everywhere. One of the overarching goals for your social

media strategy should include building community around

your brand.

This is the premise of every social engagement. This is

where the social media monitoring tool comes into play.










Online Engagement:

A social media monitoring tool provides

daily reports and real time alerts that

allow you to immediately respond to

those participating and responding to

your campaign. A social media

monitoring tool aggregates the

conversations from all of the social

channels in one place and makes it

easy to create high level reports for

management depicting things such as

the increase of volume of

conversations about your brand

compared to the benchmark, the

sentiment around the campaign and

your brand, and main topics of

discussion around the campaign, etc.










Evaluate and Revise:

Reviewing the success of a campaign

is essential for planning future ones.

Here are some questions to consider:

• What worked & what could have been

executed better?

• Did the campaign increase customer

satisfaction?

• Was the effort worth the investment of

resources?

But bear in mind that social media

marketing is not about campaigns. It is

about utilizing social channels to build

relationships which can augment your

business objectives.










Conclusion:

One must remember that a social media campaign is a small

part of a larger social media strategy that needs to be an on-

going effort. A social media monitoring tool supports a

campaign through every step by providing insight that

augments planning and deciding on objectives.

A social media monitoring tool has proven to be an integral

component of social media campaigns.










Date post:	10-May-2015
Category:	Business
Upload:	alterian
View:	2,640 times
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The Five Steps of an Integrated Social Media Campaign

Business