The Five Steps of an Integrated Social Media Campaign

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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

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The Five Steps of an Integrated Social Media Campaign

  1. 1. The Five Steps of an Integrated Social Media Campaign An Excerpt from the Let’s Talk Social Media ROI Series Download the full whitepaper here: http://socialmedia.alterian.com/learn-more/roi/social-campaigns-whitepaper
  2. 2. 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. Download the full whitepaper here: http://socialmedia.alterian.com/learn-more/roi/social-campaigns-whitepaper
  3. 3. 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. Download the full whitepaper here: http://socialmedia.alterian.com/learn-more/roi/social-campaigns-whitepaper
  4. 4. 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 Download the full whitepaper here: http://socialmedia.alterian.com/learn-more/roi/social-campaigns-whitepaper
  5. 5. 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 Download the full whitepaper here: http://socialmedia.alterian.com/learn-more/roi/social-campaigns-whitepaper
  6. 6. Campaign Strategy Tips for the Social Web: Share of Voice Report: Shows the distribution of the conversations across the social networks. Download the full whitepaper here: http://socialmedia.alterian.com/learn-more/roi/social-campaigns-whitepaper
  7. 7. Campaign Strategy Tips for the Social Web: Map Overlay Identifies the physical sources of the conversations. Download the full whitepaper here: http://socialmedia.alterian.com/learn-more/roi/social-campaigns-whitepaper
  8. 8. Campaign Strategy Tips for the Social Web: Popularity Report: Ability to identify influencers and brand advocates Download the full whitepaper here: http://socialmedia.alterian.com/learn-more/roi/social-campaigns-whitepaper
  9. 9. Campaign Strategy Tips for the Social Web: 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. Download the full whitepaper here: http://socialmedia.alterian.com/learn-more/roi/social-campaigns-whitepaper
  10. 10. 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. Download the full whitepaper here: http://socialmedia.alterian.com/learn-more/roi/social-campaigns-whitepaper
  11. 11. 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. Download the full whitepaper here: http://socialmedia.alterian.com/learn-more/roi/social-campaigns-whitepaper
  12. 12. 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. Download the full whitepaper here: http://socialmedia.alterian.com/learn-more/roi/social-campaigns-whitepaper
  13. 13. 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. Download the full whitepaper here: http://socialmedia.alterian.com/learn-more/roi/social-campaigns-whitepaper
  14. 14. 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. Download the full whitepaper here: http://socialmedia.alterian.com/learn-more/roi/social-campaigns-whitepaper
  15. 15. 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. Download the full whitepaper here: http://socialmedia.alterian.com/learn-more/roi/social-campaigns-whitepaper

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