3. TSO Campaign Goals & Overview
Metrics Identified to Measure Campaign Activity
Quantity of new content
New visitors, followers and subscribers
Revisits
Shares, likes, comments, retweets, referrals and mentions
Duration of visits
Number of pages per visit
CTA or other traffic conversions
Comment quantity and quality
Campaign Goals
Attract new visitors from the target audience
Strengthen TSO brand reputation for the target audience
Build audience engagement with compelling content
Increase engagement with social media activity
The objective of the social media business campaign was to increase brand awareness and
audience engagement with The Social Observer blog and other social media sites such as
Facebook and Twitter for business audiences that engage and utilize social media. It was
determined the target audience intended was business which provided flexibility for
groups to utilize and array of tools, concepts and influential content to develop a successful
campaign. As part of this campaign the goals, strategies and metrics were defined as
guiding tools to succeed at building, branding and managing the campaign.
4. TSO Campaign Objectives & Strategies
Campaign Strategies
Publish compelling content on TSO that spreads through the TSO Social Media sites
Implement persistent social media interactions that promotes the content
Use Call to Action methods such as contests, surveys, and free download offers
Promote postings on third party sites, influencer venues, and other platforms
6. TSO Campaign Metrics
Key Performance Indicators and Metrics
New visitors and followers on all the TSO sites
New or increased sharing, commenting, referring on all TSO sites
Positive comments and other types of qualitative interactions
Quantitative Metrics
21 campaign articles were published, including the CTA post
143 comments were posted
139 comments were generated on campaign articles
4 comments were posted on content outside of the campaign
Campaign articles averaged 6.95 comments
Qualitative Metrics
All comments were positive and indicated how people related to the information and/or how they planned to “use” the information
in their lives.
Content Optimization Metrics
SEO was utilized in this campaign for aligning the keywords, metatags, titles, content, image alt-tags, outbound links, etc.
A total of 21 articles utilized Yoast and had perfect SEO ratings
11 participants provided Feedback via the CTA during the campaign
The popular tags were :
“snhusmm” (106 posts)
“social media marketing” (99 posts)
“SNHU.edu” (93 posts)
7. TSO Campaign Results for Facebook
Key Performance Indicators for Facebook
•14 new followers gained through the campaign
•158 total shares through TSO Facebook posts
•352 total “likes” through TSO Facebook posts
•97 total comments on TSO Facebook posts
•101 shares from TSO Facebook posts
•209 likes from TSO Facebook posts
•10,562 Unique users reach (unique users who saw
content associated with TSO)
•835 unique visitors
•167 sessions on TSO website through referrals
from Facebook
8. TSO Campaign results for Twitter
Key Performance Indicators for Twitter
•Followers demographics included 187 men and 133 female
•Followers increased from 287 to 320
•207 clicks from the campaign Twitter page to TSO
•Each TSO tweet had 1-7 "retweets" and "favorites" per
tweet
6 "Influential" outside Tweeters "retweet" every TSO tweet
to their pages
•13 outside Tweeters referred 24 visits to TSO
•476 shares from TSO articles to various Twitter pages
•Contributors tweeted their URLs to their own Twitter pages
•@TheSocialObsrvr was "mentioned" several times per week
by other Tweeters
•Most of tweeters have a high level of educational
attainment
•Consistent use of the hashtags #snhusmm and
#socialmediabusiness
•Most tweets focused on business issues and commentary
9. TSO Campaign Results for Google+
Key Performance Indicators for Google+
•At completion the campaign TSO G+ page had 15
followers
•181 total +1’s for all new posts during campaign
•8 average +1’s per post
•Between 4 -10 +1’s per post
•60 total shares for all new posts during campaign
3 average shares per post
•Between 1 - 6 shares per post
•37 total comments for all new posts during campaign
•2 average comments per post and a low of zero post
and a high of four posts
•36 sessions on the TSO website generated via
Google+ referrals
10. TSO Campaign Results for Google Analytics
Key Performance Indicators for Google Analytics
•Total page views: 2,709
•Unique page views: 1,821
•Total new users: 401
•Total users: 427
•Average time on page: 2:38
•Average pages per session: 3.27
•Visits of 2+ pages per session: 251
•Sessions of 3+ minutes: 223
11. Recommendations
Recommended Hashtag Future Actions
•Utilizing the hashtag "#snhusmm" with every post
should continue
•Additional hashtags can be utilized by assessing the
desired focus for each short-term campaign
Recommended Facebook Future Actions
•Aspects of the campaign that could have been
implemented to increase Facebook results and
contributions
•Comments seemed to be the least active
engagement method throughout the campaign
•Initiate new ways to engage the audience for
comments
•Pose more questions
•Ask for followers advice on topics to elicit greater
response
Recommended Twitter Future Actions
•Continue publishing quality articles and prominently
display the "Share This" button
•Increased activity for retweeting and sharing from
the author's themselves would improve results and
increase the integrity of the TSO site
•Additional focus on attracting thought leaders and
influencers in the target market would increase
Twitter results and engagement
•Narrower target market segmentation could
improve general campaign results
12. Recommendations
Recommended Google+ Future Actions
•Incorporating more videos into the articles posted
on Google+
•Reach out and connect with more influencers to
help push content from TSO
•Most comments were made by campaign
administrators which caused the campaign to suffer
from a lack of outside engagement that could be
beneficial to growing the TSO brand
Recommended Google Analytics Future Actions
•Future campaigns should continue to ensure
that content creators promote articles through
social media apps that drive significant traffic
•Campaign promoters need to actively look to
increase the usage of Google +
User Engagement
•Improve user engagement
•A key component to measure user engagement is
measuring the number of sessions and average times
per session
•828 sessions were created that generated 2,709
page views
•The majority of these sessions (429) were less than
10 seconds which may indicate web crawler visits
•1,835 of the page views or 67 percent were in
sessions that were 3 minutes or more
•Include more detailed analysis for future campaign
efforts
- The TSO team used the WordPress Editorial Calendar plug-in to manage content scheduling during the course of the campaign.
A total of 21 articles were posted with each article optimized for search engine results and social media interaction based on each article’s keywords and the campaign’s hashtags.
The TSO team began the campaign by finalizing a schedule of articles to be released on The Social Observer utilizing the Editorial Calendar plug-in which proved to be highly effective.
Draft articles were scheduled for a release dates which made the process simple, effective, and organized.
Article contributors were able to easily locate their drafts, make edits and SEO adjustments to then finalize publication details.
This slide depicts some of the metrics collected to assess an analyze the success of the TSO campaign
Metrics such as Reach (audience growth rate), Engagement, Acquisition (visitor frequency rate), Conversion and Activity
Most comments peaked with 48-hours of posting each article.
However, comments continued to build over the course of the campaign and the life of the article.
Thus, an article posted early in the campaign had the potential to generate the highest response. One posting achieved the high comment count of 14. The lowest comment volume was three.
The Yoast Search Engine Optimization (SEO) tool available in WordPress was used to optimize campaign content.
All of the articles in the campaign were rated with a green dot for SEO, indicating successful inclusions of tags and keywords.
The SEO plug-in was extremely helpful to contributors to successfully structure their content for social media interaction.
It allowed contributors to not only increase the SEO on campaign articles, but also to learn the impact and significance of edits and SEO tweaks as these actions resulted in improved page analysis and increased “green dot” ranking.
The TSO campaign utilized a branded TSO Facebook page in addition to team contributors campaign specific and personal Facebook accounts which assisted in promoting influential content and followers.
Facebook proved to be a platform that generated positive results for the campaign in growth, engagement, and reach.
The number of followers increased by 14 over the course of four weeks.
Evidence indicated people were sharing TSO content as posts with a total of 158 shares, with 101 of those shares coming directly from the TSO Facebook page.
Contributors of the TSO articles shared their articles on their own Facebook profiles as well as articles written by other contributors.
The campaign used the branded TSO Twitter page as well as team members’ campaign-specific and personal Twitter accounts to promote content.
The TSO Twitter handle @TheSocialObsrvr was utilized in tweets and retweets to connect campaign elements along with the campaign hashtags described earlier.
TSO's Twitter activity assisted the campaign to successfully gain new audience, increased awareness of TheSocialObserver.com brand, contributed traffic to the website and reinforced the brand's reputation as a source of social media marketing information.
Overall, metrics for TSO's Twitter page increased during the campaign.
Approximately half of the new followers were genuine "new target audience members" not known to the TSO team.
The page received more new followers than just gathering its new authors.
Several new followers are active Tweeters considered "influential" on Twitter, and they are retweeting all TSO tweets.
Most new authors helped increase traffic and awareness by using their personal Twitter pages.
The quality of the actual articles on TheSocialObserver.com is also good, as reflected by the "shares" that occurred from the "Share This" social media sharing bar at the bottom of every article.
The campaign used the branded TSO Google+ page as well as team members’ campaign-specific and personal Google+ accounts to promote content.
Content contributors shared their articles on their personal Google+ accounts.
Contributors also shared other contributed articles which extended the campaign reach with overall positive comments.
Google+ proved to be a difficult social network to implement.
Like most Google+ members, most team members have Google+ accounts, but rarely utilize them.
This made it difficult to increase personal and campaign following and engagement.
Google+ results did contribute to campaign success by generating positive comments, shares and +1’s for all posts and even ranked second out of all the social networks for referrals to the TSO website.
Google Analytics proved to be a valuable resource to track the important metrics needed to evaluate the success of this campaign.
The average time spent on pages did not increase but remained at 00:02:38.
There was an increase in new visitors, average duration, as well as unique visitors.
New visitors increased by 3, while the average duration increased by 5 seconds, and unique visitors increased by 3.
The increase showed that TSO was attracting new eyes, and those eyes are spending more time than before on the site.
Breaking down traffic by social platform demonstrated the dominance of Facebook among TSO site visitors.
Facebook-generated 164 sessions or 67 percent of all social referral traffic on the site.
Although Google + came in second, with only 35 sessions, the average pages viewed per session was higher than all of platforms including Facebook.
The Google + generated session last over 11 minutes and more than doubled Facebook sessions.
