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
-
Main Site Social Media SEO impact on different product specific site
Hi, Few months ago I have created a minisite for a particular product category for the online store Giftcampaign.es with a different domain name. The idea was to focus this minisite on selling personalized usb memories and to have a different design, functionality and content that the main one (the site is http://www.usbpersonalizado.es). What I have done here is to link on my site the Social Markers of Facebook and LinkedIn of the parent site GiftCampaign.es, as we are not planning to open and maintain an account for those social networks, and we are already maintaining the ones for the parent site. I would like to know if the SEO Positioning of my minisite can benefit from the links of the Social Networks of the parent site or whether it makes not really an impact in SEO positioning unless I create and maintain new social network accounts for the different minisites that I create with different domain names. I look forward for your response. Best regards, Oriol .
Social Media | | oriolbandalux0 -
Lost social share count after migrating blog
Hi, Yesterday I migrated our blog to a new domain. It seems it went smoothly and all 301 redirects were implemented and are working properly, however, the social share count was lost across all posts and has returned to zero. Is there any easy way I can recover our social share counts across the board? I am using the **1-click Retweet/Share/Like **plugin for Wordpress. Any help on this would be much appreciated. Thank you, from Russell in South Africa.
Social Media | | Shamima0 -
Quick Fire Social Academy
Has anyone heard of Quick Fire Social Academy?? (http://quickfiresocial.com) My boss just signed up for it and wants me to check it out. This the claim their website makes: "In 5 Minutes A Week Or Less You Can Setup A Full Social Media Campaign That's Full Of Red Hot Viral Content !" I went to their Facebook page https://www.facebook.com/QuickFireSocial. They only have 7 likes and the page was just created in January of this year, AND I see no Red Hot content on their site. So, I have a few concerns. Is anybody using them? How are the results?
Social Media | | smartlinksolutions0 -
Social Media updating
Hi, I was wondering if anyone would be able to tell me how SEOMoz records social media statistics. Namely when does SEOMoz record new: Facebook Likes Tweets Facebook Shares Google+ +1's I was wondering this because for campaigns that I am running the social media statistics displayed on SEOMoz are different to what is actually there. Thank you for any help.
Social Media | | SueCook_TAOS0 -
How do I implement a Google + campaign?
What is the best way to start a Google + campaign? Has anyone had any success with getting G+ for a local niche site? From what I hear there are tremendous seo benefits with Google + . Any tips and advice would be greatly appreciated. Thanks.
Social Media | | bronxpad0 -
Do social media buttons work better "within" a website or "outside" of a website?
Websites like techcrunch.com include the social media buttons (+1, FB like, linkedin etc.) to the left of their articles so they seem to float outside of the content. Some even let the social media buttons wander while scrolling, so that they are always visible (e.g. here: http://www.kirstenwinkler.com/news-from-palabea-and-how-to-prepare-kids-for-tomorrow/). The "traditional" way has been to include the buttons within the content, e.g. on top of the article or on the right hand side. I was wondering which alternative has the largest impact. Intuitively "outside" of the content should be more visible as it "breaks" with the website design. Has anyone done an empirical test which version gets more clicks?
Social Media | | aschroet0 -
Is there a way on OSE or any other site to find the 50 most socially shared URLs on a given domain?
I'd love to see which URLs on a specific domain get socially shared the most. I know I can use OSE to say figure out exactly how much social sharing has happened on let's say this URL:
Social Media | | Almonds
http://en.wikipedia.org/wiki/Barack_Obama But what if I want to figure out the top 50 most shared URLs across all of wikipedia.org. Is that possible on OSE or anywhere else? If not, do you have some ideas on how something similar could be achieved?0