3 Questions to Answer Before Your Social Media Campaign Launch
- What is the objective of this campaign?
- What are my Key Performance Indicators (KPI’s)?
- What does success look like?
Define Campaign ObjectiveHaving an objective is paramount; objectives help to drive strategy and thus help to realize the purpose of the campaign. Without an objective you’re basically aiming a football at a basketball rim in the dark without knowing the location of the hoop – good luck with that.Your objective is something measurable that you’re looking to get out of the campaign; it’s one of the reasons why you’re launching the campaign in the first place. Several example objectives to consider are:
- To gain awareness of Product X
- To drive brand advocacy
- To build upon social CRM database
- To increase sales through digital marketing channels, etc.
- To increase engagement
- To generate online buzz
- To increase video views/page views
- To acquire new Fans/Followers/Subscribers
Identify Key Performance IndicatorsNow that you have your objective(s), you need to start thinking about how to achieve those. To do that, a group of Key Performance Indicators (KPI’s) needs to be developed in which you will ultimately set your goals against. KPI’s are performance metrics that vary from industry to industry and should align with the objective(s) set.This blog post “Six metrics all social media marketers should be familiar“, provides an awesome baseline to get the wheels turning on what metrics are important to your campaign. Avinash Kaushik also gives great insight into what he feels are the best social media metrics: conversion, amplification, applause, and economic value. (Source: www.kaushik.net/avinash)The metrics that Avinash provides are more content focused but can still be applied to social media campaigns as well. Several other social media KPI’s you might want to consider include:
- Page views/video views
- Unique visitors
- Average time onsite
- Engagement rate
- Social shares
- Net new Fans/Followers
- Opt-in conversions
- Lower-Funnel Activity (LFA) responses, etc.
Know What Success Looks LikeNow you’re making progress! You have your objective(s) set and you’ve strategically aligned your KPI’s. If you’ve made it this far, you’re now ready to begin the process of setting goals for your campaign.From this point there’s a handful of questions that need to be address in order for you to accurately develop goals/measurements which will help you to define what success looks like, and to accurately track your campaign’s progress:
- How many days is this campaign scheduled to last; what are the start and end dates?
- What volume of traffic can I expect to receive from my owned, earned, and paid media?
- What will be the traffic drivers for this campaign?
- How many social media posts will support this campaign per social channel?
- Will there be any ad buy support (ex., Facebook Promoted Posts, Twitter Promoted Products, display advertising, SEM, etc.)?
- Are we utilizing influencers for support?
- What are my potential conversion rates?
- Visits to registrations
- Social shares
- Opt-ins, etc.
- Based on my social channel growth patterns, do I expect to increase Fans/Followers/Subscribers? If so, by how much?