The Five Steps of an Integrated Social Media Campaign

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

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.


The Five Steps of an Integrated Social Media Campaign

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