Social Media Campaigns
-
Hey SEOmoz Community,
I have a couple questions about social media campaigns. Which KPIs do you use for social media campaigns? How do you determine realistic campaign goals?
I am looking at projecting the number of followers/fans and the amount of traffic a site can expect to see as a result of this growth. Any suggestions.
Thanks!
Geoff
-
-
Traffic
-
Likes, Follows, Adds
-
Leads
-
Conversions
-
-
In the first case traffic, in the second increase of fans/followers. But in my case I was especially referring to small business presence in social media.
In the case of big Brands, I suppose that a well planned social campaign could lead to bigger numbers. That's what I see happening here in Spain with a very nice campaign for a Ron (Ron Brugal) that targeted university students: it was a very savvy mix of social, viral and offline marketing.
-
Hey guys, thanks for the great responses. At this point I feel like the question becomes how to set reasonable goals for the increase in the number of followers/fans as well as accurately predicting how much traffic will be sent from a Twitter profile or Facebook page. I think I'm looking more to understand a methodology rather than a number. Any suggestions?
Gianluca, with the percentages you mentioned, were these estimates you use for traffic or followers?
-
I agree so I will keep it short : )
-
Traffic
-
New Fans
-
Interaction (Likes / Comments / re-Tweets)
-
-
Wow... tough question Geoff. Each campaign will obviously have different KPIs depending on the medium/media targeted.
I normally set the following KPIs as a base to work from:
- Increase in fan followers
- Increase in engagement %
- Increase in "spread" of messages
- Increase in conversions
- Increase in traffic to other digital assets
- Publicity value
- Increase in database subscribers
That's the baseline, but KPIs are then made a lot more specific depending on the medium of the campaign.
-
Hi Geoff,
personally when it comes to social media campaigns I look at two KPI:
- Traffic generated from the campaign to the landing page + conversions generated by the campaign itself
- Number of new followers/fans the campaign generates and, therefore the "long term" traffic growing to the site.
The % tend to be different, obviously.
In the first case (short term results of the campaign), I consider a success an increase around the 20% - 25% and a conversion rate of 5% . Obviously, to obtain those % the campaign must be very strong.
In the second case (middle/long term results), the KPI is to increment the traffic from Social the source of the 10% - 15%.
Obviously, those % have to be tailored depending on the topic of the campaign and the kind of business behind the campaign. For instance, in B2B social media campaigns the short terms % tend to be lower, while the long term one can be bigger (and viceversa when it is B2C),
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
The relationship between Social Media and SEO?
I have read mixed reviews about the relationship between these two in the past. Are there any ways Social Media can improve SEO?
Social Media | | sophiecrosby970 -
Social media strategy
Hey everyone, I know is this is a bit of an old strategy, but what do you think about building social profiles (blogger, tumbler, wordpress, etc) with a keyword in the url for link building and SEO? Outdated strategy? Unnatural? Has it worked for you recently? Comments? Questions? Suggestions?
Social Media | | jhinchcliffe0 -
Value in content from website being shared across social media?
I asked this question a couple of days ago. Would be great if anyone has some good insight: I write content on my site, which I immediately share across Twitter, FB and Google+. Will Google view me as active on social media with this onsite content I distribute across social media sites (basically creating duplicate info across social media, which already is on my site) or will I be seen as less active on social media since I do not write original content on the social media sites, but rather use content from my site and distribute across social media.
Social Media | | knielsen0 -
Recommended/Convenient Social Share Plug-In for Agencies w/Multiple Accounts!
Hi! What is a recommended social media share plug-in (SEO-friendly) to implement across multiple websites (desktop & mobile) for an agency? Also, does the suggested social share plug-in provide a dashboard to review multiple accounts via one location?
Social Media | | RezStream80 -
Social Media Approaches for a Pest Control Company
Hi Everyone, I am working with a pest control company that is looking to branch out into social media. Their primary goal is to connect with their existing customers to improve retention. The secondary goal is to potentially pick up new clients. With that said, I wanted to see if you all had some ideas on things that they could tweet/facebook about on a regular basis? Posting about bugs on a daily basis gets pretty boring. I know Rand has been talking a lot lately about not being so narrow, so maybe we should talk more about general home improvement? Any thoughts or ideas? Thanks! EDIT: I should clarify that this is a company that has maintenance plans. You don't call them only when you have a problem. You sign up with them, and they treat your property every 3 months, or whenever you call. Only about 2% of their customer base is one-off phone calls to fix 1 problem and never come back again. I don't think their existing customer base will have any issues with Liking them on Facebook or following them on Twitter. The initial plan is to incentivize them to do so, but once we get the like/follow, we want to continually be in front of them with interesting content, contests as Jay suggested, etc.
Social Media | | brianspatterson2 -
Social Media Plugins advice - Google+ Pages - what is best for SEO?
I'm seeking some social media plugin advice, in relation to SEO. This may not be possible to answer yet, or ever? But it could be worth a discussion. As far as i can see, there are two main forms of plugins (taking facebook as an example): 1 that directly connects a user to your brand page on said platform (eg like us on facebook) 1 that allows a user to 'like', 'share', 'recommend' the page that you are on as a sign of respect and/or sharing content For a home page, I am confused as to which one to use, without filling out the whole page with plugins. One objective is to increase fan numbers, the other is to increase content sharing, and possibly SEO? I've noticed that Google has been returning some personalised results based on mine, or my google+ connections +1's. So to the question... Do you think having more fans on the new Google Pages for business accounts will improve SEO to the same, if not higher weighting than a +1 does? and therefore is it more important to get more brand page followers, or +1's of the homepage?
Social Media | | ARMofficial0 -
So I am my coworker have a differing opinion on social networking sites.
One of us says to join one or two, Linkedin being one of them and just work those. The other says to build profiles on multiple pages - everything from Merchant Circle to fastpitch , essentially any and all, and not worry about activity level, just get the link. What are your thoughts? Which approve will result in more effective optimization for clients?
Social Media | | belocally0 -
If I move my blog from subdomain to root, will my blog lose all of its authority? Social signals?
Moving my blog from blog.site.co.uk to site.co.uk/blog and just wondered if all the social data for each post will be lost including the blog authority which has been built up over time? Is 301 redirects enough to keep any of it?
Social Media | | SDOwner0