Social Media Campaigns

[GeoffKenyon]

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

[WhinClores]

• Traffic

• Likes, Follows, Adds

• Leads

• Conversions

[gfiorelli1]

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.

[GeoffKenyon]

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?

[Getz.pro]

I agree so I will keep it short : )

1. Traffic

2. New Fans

3. Interaction (Likes / Comments / re-Tweets)

[Burgo]

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.

[gfiorelli1]

Hi Geoff,

personally when it comes to social media campaigns I look at two KPI:

1. Traffic generated from the campaign to the landing page + conversions generated by the campaign itself
2. 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),