This document outlines a social media campaign with goals of acquiring new customers, growing engagement with existing customers, and further engaging customers. It recommends using pictures to boost conversion and engagement during the acquisition phase. For engagement, it suggests calling customers to online interactions by displaying signs encouraging social media followings. Metrics like market share and tagging tools are presented for measuring growth and ROI. The document concludes by thanking the reader.

1. Talk to the Manager
Social Media Campaign
Mike Mao
MBA 2013
Foster School of Business, UW

2. Social Media Networks

3. Social Media Campaign
Goals
ACQUIRE
Customers/Users
GROW ENGAGE
Customers/Users Customers/Users

4. Acquisition
WHO IS ENGAGING WITH
YOUR COMPETITORS?
CREATE A BE
USE PICTURES FOR PERSONAL
2X CONVERSION & CONTEST OR
PROMOTION AND OFFER
ENGAGEMENT REWARDS

5. Engagement
CALL TO ACTION
Apps OFFLINE TO ONLINE
Ask customers to check out
twitter, FB page and instagram.
Encourage interaction from
display signage.
Level of Engagement Web
Text Messaging

6. Growth
6 KEY METRICS TO MEASURE YOUR ROI ON SOCIAL MEDIA
Source: “The Social Media ROI Cookbook, Six Ingredients Top Brands Use to Measure the Revenue Impact of Social Media.” Altimeter Group. July
2012

7. Growth
TOOLS FOR MEASURING ROI INVEST MONEY INTO HIGH ROI,
DISCARD LOW ROI
• Correlation—MarketShare or Compass
Labs
• Linking/Tagging—Buddy Media, Argyle
Social, Wildfire Interactive
• Integrated—
Awareness, Inc., Lithium, Shopkick
• Direct Commerce—8th
Bridge, Moontoast, Offerpop

8. Thank You!