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.

1. The Social Observer (TSO)
B2B & B2C SM Marketing Campaign
Southern New Hampshire
University (SNHU)
Author: Debbie Hamilton
June 9, 2014

2. 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

3. Social Media (SM) Objective &
Audience
Social 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

4. SM Campaign Goals
 Attract 500 new visitors through out TSO sites.
 Capture 100 email address downloads
 Strengthen brand reputation & Build audience
engagement with compelling content
 Improve search rankings
 Run four week campaign
 Measure 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

5. SM Campaign Strategies
 Publish 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

6. 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).

7. 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 keywords
 Used #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

8. Editorial Calendar plug-in
on Word Press

9. WordPress Qualitative Data
Feedback: 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.

10. WordPress Quantitative Data
 Group 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”

11. Campaign KPI
 Attract 500 new visitors through out TSO sites.
 Capture 100 email address downloads
 New or increased sharing, commenting, referring on
all TSO sites
 Positive comments and other types of qualitative
interactions

12. Campaign Findings

13. 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.

14. Campaign Findings cont.
 Users who shared directly from TSO WordPress site:
 Facebook – 708
 Twitter – 476
 Google+ – 11
 Linkedin – 30

15. Campaign Success
 The 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.

16. 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.

17. Yoast WordPress SEO Report

18. 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.

19. Recommended Future Action
 Use 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

20. Work Cited
 SNHU. (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.