Different companies (and agencies) are at different stages of getting a grip on how to effectively implement social media marketing campaigns. It is a new phenomenon to most marketers, and with new technologies coming online almost weekly, it’s a moving target. Although the Social-smart dashboard was designed to integrate a campaign’s search strategy, social media (social networks), and messaging and email strategies, together — it was clear that we needed to provide more than just a tool. We also needed to offer a roadmap of best-practices to help clients get to market quickly. That is why we provide a Social Media Marketing Campaign Checklist that clients can use to plan a customized campaign solution with.
Developed over several months, and combining many years of marketing experience, the Social Media Strategy Checklist is very much part of the value proposition of the Social-smart solution, and it comes in two parts:
The free Campaign Checklist is designed to let clients review the basic preparations for launching a social media marketing campaign, and see the professional Social-smart features they can use to monitor, manage, and measure the campaign components – I will detail this more below. Social-smart subscribers also get access to a more comprehensive online Wiki checklist — with regularly updated social media campaign best-practices information, industry resources, and valuable dashboard tips and tutorials. This is a great way to stay up-to-date with the new dashboard features that are added as Social-smart continually improves to respond to new marketing needs. It’s also a great way for new team members to get up to speed with the dashboard.
The FREE Campaign Checklist is available as a PDF download, and is split into the following sections:
Goals & Objectives
The first stage in any social media campaign is to define the business goals and objectives. This includes defining your Return on Investment (ROI) targets, a program plan and, of course, a budget. Without these being clearly laid out from the beginning you will end up expending a lot of time and effort without any clear direction or aim – and with no way to measure whether that effort is worth the time or money being expended on it. Depending on the set-up of the company, and/or the set-up and relationship of the Agency/Client Company, there may be several different people and/or departments involved in the setting of these goals. Which takes us to -
It is important that all parties involved in the campaign understand their respective roles and responsibilities. Those roles need to be defined, social media experts and resources identified, and the team set up, whether that be an in-house company team or a combination of company and agency personnel. One of the key benefits of the Social-smart dashboard is ability for multiple moderators to login to the same dashboard, for instant access the campaign’s social networks, conversation, and analytics.
A big part of any online strategy is bound up in SEO keywords, especially when it comes to monitoring the ‘buzz’. It also plays a big part in people finding your content in the first place. ‘Sharing’ plays a large role as well, but it is not the whole story. Therefore, defining your keyword and linking strategy early-on will increase the effectiveness of your campaign with more web traffic and social participation.
Social Media Strategy
THE most important first step of any social media strategy is to define your customer profile. what David Meerman Scott, in his book ‘World Wide Rave,’ calls the ‘buyer persona’ -
“By truly understanding the market problems that your products or services solve for your buyer personas, you transform your marketing from mere product-specific, egocentric gobbledygook that only you understand and care about into valuable information people are eager to consume and that they use to make the choice to do business with your organization.”
In order to make that information ‘valuable’ you should anchor the campaign with a creative theme (supporting the brand image or product positioning); define a social policy that states what you are doing and want to achieve (to keep the team authentic, and focused on results); define the campaign’s social media channels (the media mix); and define engaging content that the target audience will want to interact with (and share, and subscribe to).
Messaging and Email Strategy
You then have to define how you will respond to customers when they interact with you. Are there specific brand, product or legal aspects you want to include in your messaging, for example? Are there ‘influencer’ resources you want to share in your responses, like a link to an industry blogger or review site for example? Have you other resources to offer – newsletters, promotions, etc that can be targeted to particular customers whose interests you have tagged in your customer database? The follow-up, or re-marketing, is an essential extension of the social engagement funnel — after you use Social-smart for automating list-generation, customer acquisition, and eCommerce conversions.
The one thing everyone wants to know how to quantify! ROI is totally related to the goals and objectives you have set for the campaign. It is completely quantifiable as long as you know which parameters to measure. It is therefore important to benchmark your results at each stage of the engagement, from search results, to web traffic, and community engagement. Be deliberate: regularly track social metrics, customer opinion and sentiment, conversions and, of course, your goals. Web analytics tools and social network insights are integrated in the dashboard to make campaign measurement, and results, a seamless process.
The Wiki Checklist that subscribers get access to is a more comprehensive “living document” from the developers of Social-smart, and with insights crowd-sourced from our clients. The free Campaign Checklist helps organize the basic details for planning and streamlining a successful campaign — especially helpful for clients new to social media marketing. We hope you find it useful and would welcome any feedback you care to offer.