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
-
Social media signals from Facebook comment plugin on your site?
If you are using the Facebook social plugin on your site like ThinkGeek does for comments: http://www.thinkgeek.com/product/ed6b/ Are there any positive social signals from people leaving comments that could impact the SEO of the page? I searched the text of some comments in quotations in Google and it appears that the first few comments are indexed but most are not.
Social Media | | ProjectLabs1 -
Will we penalized for using social media contests to gain fans/followers in the future?
To help build up my company's website, we've been making a huge push in social media and to gain followers on our social pages, we've recently been running a couple of contests. So far it's been a great success - more traffic to the social media pages and more traffic to the website. We are considering making the contests a regular part of our social media & SEO strategy. In the past, our social media strategy has relied completely on "organic" likes (no incentives to follow our company's page) and posted content articles, pictures, etc. In the past month or so, we've began to use giveaway contests as a way to gain followers. Since focusing more on running contests, we've seen a huge increase in actively on our social media pages. We've continued to regularly post content articles, interesting pictures, etc, during the contests, but haven't see the same level of engagement that we do with the contest posts. Right now, it's looking like there is no down-side to running the contests as we're seeing an increase in traffic on the social pages, getting some additional traffic to posts and on our site, but before we start to completely commit to this strategy, I have a couple of questions: Is there a reason we shouldn't continue to run these contest to increase fans and interaction? How likely is it that Google will penalize us in the future for gaining followers through contests (instead of "organic" followers that followed us without an incentive)? There are some fans/followers that are serial contest entrants and are always entering a contest - could having too many of these fans raise a red flag for Google and the other search engines? How often is too often to be running a social media contest? Basically, I want to make sure that we are using social media as a long term SEO tool and are setting ourselves up to be successful in the future and not get penalized for gaining followers the wrong way. Any tips, strategies or advice is very much appreciated. Thank you!
Social Media | | airnwater0 -
Do Your Social Metrics Such As Tweets Transfer With a 301?
Got asked this today, and I don't know the answer, so throwing it out there to all your mozzers! If I 301 redirect a page that has built up a lot of tweets, likes, shares, even +1's, does that social data get transferred over to the new page in as far as social strength/ authority is concerned? Would Google still be able to see the previous version of this page had x amount of tweets etc, and take this into consideration when ranking the new page?
Social Media | | PerchDigital0 -
What is the best Practice for Adding Social Buttons to your Sites from SEO Perspective?
Hey Guys, As you all know there are many social buttons out there that can be added to your website. Facebook Like button, Twitter's Tweet and Follow buttons, Google +1, and AddThis buttons are just a few to mention. All of these buttons can be customized, eg. you may choose to point your FB Like button to your homepage, to a specific inner page, or to your Facebook Brand Page. Same with your +1 button. Moreover, you may choose to add Twitter and Google+ Follow buttons to your site's pages, and so on. My questions are very simple: Is there any best practice for adding social buttons to your site from SEO perspective? if yes, Which social buttons to add? Where is the ideal place for them on your page? Where these buttons should be pointing to? your homepage? specific inner page? or to your official brand pages? Thanks in Advance, Yogev.
Social Media | | ShivaS1 -
Automating the brainless tasks of Social Media Management
I'm talking about Scheduling Tweets Scheduling FB Updates I'm sure I'll be pointed to some good resources for the above but what I really need is a tool that allows me to sort out queries/complains/requests that I would need to pass on to my client. Something that lets me tag a comment and gathers it with complete data like user name, time, comment etc. Does something like this exist?! Similarly, something that allows you to filter words that should be treated as spam. Also, suggestions on what other "brainless" tasks of SMM should be/can be automated would be appreciated. Regards, Edit: No responses as yet! Whats up Mozzers?
Social Media | | AsadMemon0 -
Best social bookmarking sites
What are the best 5 ( or 10 ) social bookmarking sites to promote a new site ? If we were to launch a new site, what bookmarking sites would be beneficial to spread the word about it. Thanks
Social Media | | seoug_20050 -
Is there such a concept as 'Social Juice'?
Hi, Sorry if this question appears a bit confused, but here goes ... My understanding is that the Google ranking algolrithm has three aspects: Content Links Social Activity (Tweets, FB shares etc) I recognise that I can increase my PR by posting comments on highly ranked pages that allow 'follow' links. I get that! After investigating Google+ I see I can tie together: The content I contribute to (e.g. my website, my blog) My social networking activity (My Twitter activity, my FB fanpage, Google+ activity) Suddenly Google has a view not just of my content, but also my social influence, almost like a Klout score. It also means they have the potential to build a matrix of other content producers & social media commentators. Therefore, can I gain what I'm calling 'Social Juice' (which would influence the ranking of my content) by: Getting highly ranked social media commenters to interact/comment on any of my content/social engagement By commenting on highly ranked content producers regardless of whether that comment contains a link back to my content. So for point 2, perhaps a prominent expert in my field has a blog that allows me to leave a comment via a Twitter login, but I can't leave a link back to my website (no link juice), however because Google+ knows the comment is attributed to me (as my accounts are linked in Google+) I get 'social juice'. The idea being if I'm permitted to interact with an expert in my field, then I too must have some credibility. (Perhaps that not quite accurate, because I could engaged in an argument with said expert, so perhaps it is more like Klout's idea of influencing people) If there is logic in point 2, then what might be the best way to 'login' to leave comments on something like a Disqus comment based system so that Google might gain access to this 'social jiuce'. I guess the best way would be to leave a comment via a Google+ account, but that doesn't seem to be option in lot of cases. Big post, I hope its relevant and makes sense.
Social Media | | PhilH0 -
Incentivisation Strategies for Social Sharing of Product Pages
Hey, What are some great tips for gaining social shares on ecommerce product or category pages? I understand great images and video will go along way, but it's difficult on a large scale ecommerce store. Receiving an offer for sharing something is great - I honestly cant think of a way to track this strategy in a large scale manner. I can send an email after a purchase making an offer to go back to the page to share, but how would I track this? Thanks.
Social Media | | LukeyJamo0