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Twitter Chat: How to Launch and Measure Targeted Social Marketing Campaigns - Transcript & Summary

Twitter Chat: How to Launch and Measure Targeted Social Marketing Campaigns - Transcript & Summary featured image

Thanks to all who participated in the ManageFlitter #SocialROI Twitter Chat on Tuesday, 07th November 2017.

Madalyn Sklar hosted a Twitter Chat with Mindi Rosser around the topic of “How to Launch and Measure Targeted Social Marketing Campaigns”.

Details of our next Twitter Chat:

Topic: Relationship Marketing 101

Guest: Jessika Phillips – Relationship Marketing Evangelist & Founder of Now Marketing Group
Date & Time: Tuesday, 14th November 2017, 5.00pm EST
Channel: #SocialROI Chat

Click here for more information about our Twitter Chats.

Below is a curated version of the Twitter Chat with Shayla Price.

From the CEO Questions:

  1. What do you wish you’d known when you first started created social marketing campaigns for ManageFlitter?

Guest Questions:

  1. How do you plan and research a social marketing campaign for the first time?
  2. What are some common goals and KPI’s marketers use to measure their campaigns?
  3. How do you calculate the social media ROI for your campaigns?
  4. Google Analytics is crucial for measuring ROI. What resources do you recommend for beginners learning about this platform?
  5. How can you tell if your social marketing campaign is successful?
  6. What kind of budget do you recommend for beginners and how can they optimise every dollar?
  7. Let’s think of some successful social marketing campaigns. Who were they targeted at and why were they successful?

From the CEO Questions:

Q for @Ke_Ga) What do you wish you’d known when you first started created social marketing campaigns for ManageFlitter? #SocialROI pic.twitter.com/psRACTfx6k
— ManageFlitter (@ManageFlitter) November 7, 2017

CEO Answers

A1: If you can afford to, engage a paid social marketing specialist. #SocialRoi https://t.co/U8M9Piag6a
— Kevin Garber (@Ke_Ga) November 7, 2017

A2: Paid social on Facebook, Twitter, etc in one sense is simple. #SocialRoi https://t.co/U8M9Piag6a
— Kevin Garber (@Ke_Ga) November 7, 2017

A3: But to really get the most value out of paid social work with an experienced specialist. #SocialRoi https://t.co/U8M9Piag6a
— Kevin Garber (@Ke_Ga) November 7, 2017

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Guest Questions:

Q1: How do you plan and research a social marketing campaign for the first time? #SocialROI pic.twitter.com/rDhgC9MZbv
— ManageFlitter (@ManageFlitter) November 7, 2017

Guest Answers

A1: Choose your business goal before you start researching ideas on social marketing campaigns. What's the end result you want?
#socialroi
— Mindi Rosser (@MindiRRosser) November 7, 2017

A1: Then, start looking for successful campaigns from people in your industry – especially competitors or similar companies. #SocialROI
— Mindi Rosser (@MindiRRosser) November 7, 2017

A1: Pick a launch date & work backward to figure out what needs to happen and when. Too many fail because they jump in too soon. #SocialROI
— Mindi Rosser (@MindiRRosser) November 7, 2017

A1: Be sure to set a reasonable budget for the campaign, taking into account content creation, software, copywriting, ads, etc. #SocialROI
— Mindi Rosser (@MindiRRosser) November 7, 2017

Other Answers

A1: For the first time? Google "social marketing campagin" templates or best practices! #SocialROI
— JMatt (@JMattMke) November 7, 2017

A1. You look at blog posts featuring case studies from those who created successful social marketing campaign for companies #socialroi
— Cheval John (@chevd80) November 7, 2017

A1) Strong planning. There are no shortcuts to being successful. #SocialROI
— James Mann (@jamesmann23) November 7, 2017

A1: Define the businesses value. What makes this business unique and why is it special to customers? #SocialROI
— Alexa B. (@AlexaBMarketing) November 7, 2017

A1: then, figure out what others in the industry are doing. Consider how your business can stand out. #SocialROI
— Alexa B. (@AlexaBMarketing) November 7, 2017

A1 Think about you audience & what you wish to achieve w/ur campaign. Plan, timeline, channels, messaging, budget, KPIs. #socialROI https://t.co/MPyEeJzZsm
— Zala Bricelj (@ZalkaB) November 7, 2017

A1: I pay attn to what others in the industry have done & how the audience responded. I take that info and put my own spin on it. #socialroi
— Maria Marchewka (@_MariaMarchewka) November 7, 2017

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Q2: What are some common goals and KPI’s marketers use to measure their campaigns? #SocialROI pic.twitter.com/zHF0Ck9z9m
— ManageFlitter (@ManageFlitter) November 7, 2017

Guest Answers

A2: Common goals include: increasing brand awareness, increasing social media followers, growing an email list, generating leads. #SocialROI
— Mindi Rosser (@MindiRRosser) November 7, 2017

A2: Two most popular #marketing KPIs are website traffic and leads generated. These should always be tracked in every campaign. #SocialROI
— Mindi Rosser (@MindiRRosser) November 7, 2017

A2: It's also important to understand the path people take during your campaign (i.e. are they clicking a link & reading a blog?) #SocialROI
— Mindi Rosser (@MindiRRosser) November 7, 2017

A2: The most important metric that demonstrates your real ROI is goal conversions in Google Analytics. Conversion is paramount. #SocialROI
— Mindi Rosser (@MindiRRosser) November 7, 2017

Other Answers

A2 always depends, but generally- increasing awareness, growing numbers (email list, subscribers, readers, etc), and conversions are pretty standard KPIs #socialroi
— LUCYrk (@LUCYrk78) November 7, 2017

A2: It really depends, but (potential) reach is a good one. Also, conversions ($$ made) if applicable. #SocialROI
— JMatt (@JMattMke) November 7, 2017

A2. Once you link social media activity to lead gen / website activity, you can link to revenue #SocialROI https://t.co/4th8QzygqH
— Su Doyle (@sudoyle) November 7, 2017

A2: Measures of customer acquisition – purchases, awareness, subscribers, registrations, conversions, etc #SocialROI
— Alexa B. (@AlexaBMarketing) November 7, 2017

A2: Shares/comments and beyond vanity metrics such as likes. You want genuine engagement. #SocialROI
— Maria Marchewka (@_MariaMarchewka) November 7, 2017

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Q3: How do you calculate the social media ROI for your campaigns? #SocialROI pic.twitter.com/VMziVLsDFq
— ManageFlitter (@ManageFlitter) November 7, 2017

Guest Answers

A3: The #SocialROI depends on the KPIs you choose for your campaign. Google Analytics is your best friend when it comes to measurement.
— Mindi Rosser (@MindiRRosser) November 7, 2017

A3: If you're tracking traffic and leads – set up goals in GA & use UTM codes in campaign to track traffic and conversions. #SocialROI
— Mindi Rosser (@MindiRRosser) November 7, 2017

A3: In a nutshell, you want to be generating more revenue from the campaign than the costs invested in the campaign. Simple math. #SocialROI
— Mindi Rosser (@MindiRRosser) November 7, 2017

Other Answers

A3: Track through to sales and apportion the best you can. #socialroi
— Tim @ Stoneham Press (@StonehamPress) November 7, 2017

A3. Most of the time, engagement of your campaigns will not tell the whole story #socialroi
— Cheval John (@chevd80) November 7, 2017

A3C. The ones who do not engage with your campaigns are probably trying to see if you are the right company to work with #socialroi
— Cheval John (@chevd80) November 7, 2017

A3) Make sure you set up your Google Analytics to track conversions. <— Lot of people don't use this tool. Very handy! #SocialROI
— James Mann (@jamesmann23) November 7, 2017

A3: With the help of the native analytics on each social platform, you want to track reach, impressions, interaction (comments, shares, likes). #SocialROI
— JMatt (@JMattMke) November 7, 2017

A3. Don't ignore qualitative data / anecdotes. When a target account is interacting with a sales rep directly, it's a huge win. #SocialROI
— Su Doyle (@sudoyle) November 7, 2017

A3: every campaign is diff so you need to figure it out before it goes live. #SocialROI
— Maria Marchewka (@_MariaMarchewka) November 7, 2017

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Q4: Google Analytics is crucial for measuring ROI. What resources do you recommend for beginners learning about this platform? #SocialROI pic.twitter.com/deFC1xUYaR
— ManageFlitter (@ManageFlitter) November 7, 2017

Guest Answers

A4: I've always struggled with analytics. Google Analytics Academy is a lifesaver for non-numbers people https://t.co/1luFBPE1Xm #SocialROI
— Mindi Rosser (@MindiRRosser) November 7, 2017

A4: Start with the Google Analytics Academy Beginner Course to get the basics >

https://t.co/gm3yHVwPbb << And, it’s free! #SocialROI
— Mindi Rosser (@MindiRRosser) November 7, 2017

A4: Subscribe to the GA Blog even if you don’t understand it all at first. It will begin to make sense https://t.co/gce1IlbrVE #SocialROI
— Mindi Rosser (@MindiRRosser) November 7, 2017

A4: Best piece of advice is to just check your Google Analytics every week. Toy with different sections. Learning by osmosis. #SocialROI
— Mindi Rosser (@MindiRRosser) November 7, 2017

Other Answers

A4. I honestly would recommend looking for what people are chatting about via google analytics #socialroi
— Cheval John (@chevd80) November 7, 2017

A4: Google provides some pretty great tutorials on how to use their platform – you could also check YouTube "Google Analytics for Beginners". #SocialROI
— JMatt (@JMattMke) November 7, 2017

A4) Join the Analytics Academy: https://t.co/Vj01kNZoKS #SocialROI
— James Mann (@jamesmann23) November 7, 2017

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Q5: How can you tell if your social marketing campaign is successful? #SocialROI pic.twitter.com/EY2nEpw6a7
— ManageFlitter (@ManageFlitter) November 7, 2017

Guest Answers

A5: Simple answer-did you get the results you were hoping for? If not, where did you fall short? Did it cost too much? What else? #SocialROI
— Mindi Rosser (@MindiRRosser) November 7, 2017

A5: Sometimes, your campaign may generate results you were not expecting. This is good – make a note for your next campaign. #SocialROI
— Mindi Rosser (@MindiRRosser) November 7, 2017

A5: If your campaign was an utter flop, that’s okay. Nobody hits it out of the park on every campaign. What did you learn? #SocialROI
— Mindi Rosser (@MindiRRosser) November 7, 2017

Other Answers

A5: This is why setting your goals from the start is so important, to know what you're looking to accomplish. Check the numbers to measure success. #SocialROI
— JMatt (@JMattMke) November 7, 2017

A5. Are you bringing brand awareness which would lead to trust and eventually making money #socialroi
— Cheval John (@chevd80) November 7, 2017

A5. I use GA & CRM tools but the most satisfying feedback comes from sitting in the sales bullpen. Not kidding. #SocialROI
— Su Doyle (@sudoyle) November 7, 2017

A5 When you've set clear, trackable goals, it should be clear to re-trace the steps & see what's worked or not #socialROI https://t.co/FPYv5ZQ02m
— Zala Bricelj (@ZalkaB) November 7, 2017

A5: compare the results based on the KPIs you set at the start. #SocialROI
— Maria Marchewka (@_MariaMarchewka) November 7, 2017

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Q6: What kind of budget do you recommend for beginners and how can they optimise every dollar? #SocialROI pic.twitter.com/fqCEe3T7rF
— ManageFlitter (@ManageFlitter) November 7, 2017

Guest Answers

A6: Everyone wants to know how much it costs. It really depends on the social media channels you’re using. Not a simple answer. #SocialROI
— Mindi Rosser (@MindiRRosser) November 7, 2017

A6: Mistake people make is immediately thinking they must invest in ads. Sometimes, a good fit (especially if FB is primary) #SocialROI
— Mindi Rosser (@MindiRRosser) November 7, 2017

A6: I’ve worked with Twitter Ads campaigns at a $150/month budget, and we had great results because of the targeting. #SocialROI
— Mindi Rosser (@MindiRRosser) November 7, 2017

A6: I tend to prefer organic methods on most channels (Twitter, Instagram, LinkedIn) and use advanced tactics to save big $$$. #SocialROI
— Mindi Rosser (@MindiRRosser) November 7, 2017

A6: Optimize every dollar by either hiring an expert to run the campaign for you OR DIY the first time to find out what works. #SocialROI
— Mindi Rosser (@MindiRRosser) November 7, 2017

Other Answers

A6: It depends. For FB ads you can start with low dollar amounts, but will limit FB's optimisation algorithms. #socialroi
— Tim @ Stoneham Press (@StonehamPress) November 7, 2017

A6) Instead of spreading your budget thin on all platforms, focus on the ones where you are in full control of both targeting and cost. #socialroi
— James Mann (@jamesmann23) November 7, 2017

A6: start slow while you figure things out. You don't want to waste big bucks on something you're not sure of yet. #SocialROI
— Maria Marchewka (@_MariaMarchewka) November 7, 2017

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Q7: Let’s think of some successful social marketing campaigns. Who were they targeted at and why were they successful? #SocialROI pic.twitter.com/vfTrB1R48C
— ManageFlitter (@ManageFlitter) November 7, 2017

Guest Answers

A7: I especially like Mailchimp’s ongoing Instagram campaigns. That monkey is everywhere and continues to reinforce the brand. #SocialROI pic.twitter.com/mYdy9CiNAK
— Mindi Rosser (@MindiRRosser) November 7, 2017

A7: The #KnowYourLemons campaign was a clever way to raise awareness around breast cancer. Their visuals were outstanding. #SocialROI
— Mindi Rosser (@MindiRRosser) November 7, 2017

A7: And, of course I LOVE the @Always #LikeAGirl campaign because of the strong female empowerment messaging. Timeless. #SocialROI
— Mindi Rosser (@MindiRRosser) November 7, 2017

Other Answers

A7: usually hyper-targeted audiences paired with content that speaks directly to this demo perform well! #SocialROI
— Maria Marchewka (@_MariaMarchewka) November 7, 2017

  1. GoPro kills it on Instagram due to the content they share. #socialroi
    — James Mann (@jamesmann23) November 7, 2017

A7. I have a grass roots campaign to share: Going after a large mfr who didn't return our calls. After commenting on their corp tweets we got a call back! #SocialROI
— Su Doyle (@sudoyle) November 7, 2017

A7b. Had great success w/ #ILookLikeAnEngineer campaign. Got to tell stories of our female engineers & put a human face on the company. #SocialROI
— Su Doyle (@sudoyle) November 7, 2017

A7. The social media campaign by @kfreberg and students including @emercis for growing snapchat audience for @LouisvilleBats #socialroi
— Cheval John (@chevd80) November 7, 2017

A7: I know @alisammeredith has seen great ROI from Pinterest Promoted Pin campaigns. #socialroi
— Tim @ Stoneham Press (@StonehamPress) November 7, 2017

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We hope the above has provided some useful information.
Join our next #SocialROI Chat next week on
Tuesday, 14th November 2017, 5.00pm EST.

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