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Analyzing Social Media Campaigns

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Sola Obayan
Sola Obayan

My presentation from the Search Marketing Workshop at EMU on Friday, November 7: Social Media + SEO = Peanut Butter + Jelly

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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, Owned, and Paid Media 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
You Can’t Manage What You Don’t Measure 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
Applying Insights 1. Ask the Right Questions 2. Adjust KPIs 3. Refine Tactical Plan 4. Implement Refined Tactics
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
Pro Tip: Tools Are Only As Effective As The User 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
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/
Analyzing Social Media Campaigns

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Analyzing Social Media Campaigns

  • 1.
  • 2.
  • 3. 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
  • 4. 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
  • 5. Earned, Owned, and Paid Media 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
  • 6. You Can’t Manage What You Don’t Measure 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
  • 7. Applying Insights 1. Ask the Right Questions 2. Adjust KPIs 3. Refine Tactical Plan 4. Implement Refined Tactics
  • 8.
  • 9. 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
  • 10.
  • 11. What To Expect in 2015 • Algorithm Refinement • Higher Quality Content • Mobile Optimization • Social Media Signals
  • 12. Pro Tip: Tools Are Only As Effective As The User 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
  • 13. 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/