social media marketing campaign strategy for b2b & b2c
DESCRIPTION
Our social media marketing campaign highlights 7 things to consider when planning, executing, and analyzing your social media campaign: define objectives, audience, goals, strategies, KPI, analyze campaign findings and recommend future action. This report suggests strategies to ensure a successful social media campaign.TRANSCRIPT
The Social Observer (TSO) B2B & B2C SM Marketing Campaign
Southern New Hampshire
University (SNHU)
Author: Debbie Hamilton
June 9, 2014
Agenda Company Social Media Objective
& Audience
Campaign Objectives
SM Campaign Strategies
Campaign Editorial Calendar on Wordpress
WordPress Qualitative Data
WordPress Quantitative Data
Campaign Key Performance Indicator (KPI) Campaign Findings Campaign Success
Facebook & Twitter KPI
SEO Plug-in Yoast WordPress
SEO Report Yoast SEO Page
Analysis
Recommended Future Actions
Work Cited
Social Media (SM) Objective & AudienceSocial Media Objective:
Targeted Audience:
To increase brand awareness and audience engagement with The Social Observer (TSO) websites and associated social media sites
B2B and B2C clients that use social media
SM Campaign Goals Attract 500 new visitors through out TSO sites.Capture 100 email address downloads Strengthen brand reputation & Build audience
engagement with compelling contentImprove search rankings Run four week campaignMeasure social media activities on website,
Facebook, Twitter, and other social media sites in Google Analytics and other Analytics platforms such as Hootsuite, Twitter, FB, and Wordpress
SM Campaign StrategiesPublish compelling content on TSO to spread
through the TSO SM sites
Implement persistent social media interactions that promotes the content
Use Call To Action (CTA) methods such as contests, surveys, and free download offers
SM Campaign Strategies cont.Due to restrictions on TSO site-wide changes
that could be implemented, primary CTAs were reduced to blog subscriptions, the download of a single promoted PDF, sharing articles across the reader’s social networks, and commenting on posted articles.
Promote postings on third party sites, influencer venues, and other platforms
Source: (Group Final Report: Social Media for Business Campaign, June, 2014).
SM Campaign Strategy cont. SEO Plug-in :
Aligned key words in metatags, titles, content, image alt-tags and out bound link
Used Wordpress Yoast SEO Tool to align tags and keywordsUsed #Hashtag embedded into every platform
Twitter Facebook G+ Etc.
Used Twitter ow.ly Used Hootsuite Ht.ly
Search Engine URL landing page had the relevant keywords in it to attract the kind of clients the campaign wanted to attract
Editorial Calendar plug-in on Word Press
WordPress Qualitative DataFeedback: Positive
The campaign reported positive feed back from the 17 participants who posted during the campaign. Most users pointed out how the information would help them in their social media endeavors.
WordPress Quantitative DataGroup Findings:
21 Campaign articles, including the CTA post 143 comments posted 139 comments were
generated on TSO blog site
4 comments were posed on content outside of the campaign
“Campaign articles
averaged 6.95
comments”
Campaign KPIAttract 500 new visitors through out TSO
sites.Capture 100 email address downloads New or increased sharing, commenting,
referring on all TSO sitesPositive comments and other types of
qualitative interactions
Campaign Findings
Campaign Findings cont.
The campaign goal was to attract 500 new users on TSO website and associated sites. And collect 100 email addresses from CTA pdf download.
Google Analytics reported 401 new users and Word Press Analytics reported 81 new users downloaded the CTA article which lead to the collection of 81 email addresses.
Campaign Findings cont.Users who shared directly from TSO
WordPress site:
Facebook – 708
Twitter – 476
Google+ – 11
Linkedin – 30
Campaign SuccessThe campaign
reached 80% of its intended goal and attracted 401 new visitors to all TSO sites
The CTA article PDF down-loads reached its goal at 81% (81/100 users)
The campaign also reported referrals, sharing, retention and other social media activities were high among viewers on the other TSO social media platforms.
Facebook & Twitter KPI’s Followers 225 New Followers 14 Shares 158 Likes 352 Comment 97 Shares from TSO FB post 101 Likes from TSO Facebook
posts 10,562 Unique users who saw
content associated with TSO 835 Unique consumers who
clicked on any TSO content 167 Sessions on TSO website
via referrals from FB
Followers included 187 men and 133 female 320 New followers (an increase from 287 to 320)
32 Clicks from Twitter page 207 Each TSO tweet had 1-7
"retweets" and "favorites" per tweet
6 Influential outside tweeters "retweet" to their pgs.
13 outside Tweeters "retweet" to their pg.
476 Shared from TSO article to various Twitter pgs.
Yoast WordPress SEO Report
Yoast SEO Page Analysis
An SEO page analysis of a campaign article gave 10 of the 15 categories greenlights, 2 yellows and 3 reds.
Consider that URL recognize these SEO suggestions to ensure better results.
Recommended Future ActionUse qualitative and
quantitative collected data to launch other campaigns aimed at converting users to clients.
Use gathered information to better engage customers, and craft good blog post to improve on the number of visits to website leads
Work CitedSNHU. (2014, June 8). The Social Observer
Final Report Social Media for Business Campaign: In partial fulfillment of the requirements of MKT 666. Southern New Hampshire University. Professor Damsen’s class.