4-STEP GUIDE TO RUN & OPTIMIZE
- Social Media Marketing 101-
What we cover...HOW TO RESEARCH WHATS WORKING FOR YOURCOMPETITORS ON TWITTER
HOW TO SELECT THE RIGHT KPIS AND GOALSFOR YOUR TWITTER CAMPAIGNS
HOW TO STRUCTURE YOUR TWITTER HASHTAGCAMPAIGN FOR MAXIMUM ENGAGEMENT
HOW TO EXECUTE A FLAWLESS CAMPAIGN ANDKEEP UP WITH YOUR AUDIENCE
Step 11. Measure your current influence.This information will be crucial foryour post-campaign analysis. Yourinfluence metric includes yourcurrent followers, and more in-depth metrics such as contributors,and sources.
2. Make a list of keywords that yourbrand is mostly associated with.Knowing associated keywords willhelp you brainstorm the concepts,hashtags, and copies for yourcampaign..
RESEARCH HOW YOUR BRAND &COMPETITORS ARE PERCEIVED ON TWITTER
THE INFAMOUS MASTER OF WAR,SUN TZU SAID,
KNOW YOUR ENEMY AND KNOWYOURSELF.
MONITORING YOUR COMPETITION IS ASIMPORTANT AS KNOWING YOURSELF
This will help you gain a bigger perspectiveof the industry and guide you in craftingyour own Twitter campaign. You dont wantto run a campaign similar to what yourcompetitor has done last week.
Analyzing your competitors twitter strategywill reveal a lot about your own brandsstrategy.
CLEARLY IDENTIFY THE GOALS OF YOURTWITTER CAMPAIGN
Your team must do before creating theactual campaign content and strategy. Itseasy to get caught up with creativity andvirality around the campaign that the actualbusiness metrics and KPIs become unclear.
BE CLEAR ON YOUR METRICS
Jenn Deering Davis from Kissmetrics gives some great suggestions fordeveloping your KPIs:
If you want to measure awareness, use metrics like volume, reach, exposure,and amplification.
If you want to measure engagement, look for metrics around retweets,comments, replies, and participants.
If your goal is to drive traffic to your website, track URL shares, clicks andconversions.
If your goal is to find advocates and fans, track contributors and influence.
If your goal is to increase your brands share of voice, track your volumerelative to your closest competitors.
CREATE YOUR TWITTER HASHTAG CAMPAIGNAND STRATEGY AROUND IT
This is the fun part.
10 of the past three years most successful Twitter hashtag campaigns, such asUN Gender, Yellow Page, ZzzQuils, Lays, and Amex, and found that all of thesetwitter campaigns had three of the four qualities call FOAM.
KEY IS SOLID PLANNING
Here are few ways to promote your Twitter hashtag campaigns:
Cross promote across all your social media channels. In other words,streamline your campaign.
Partner with relevant allies. This can include celebrities, spokesperson,influencers, employees, or even other companies that can benefit from yourcampaign.
Use paid services offered by Twitter. You can read more in depth aboutTwitters business products here.
Integrate your campaign with offline efforts such as events. This method isparticularly useful if youre geo-targeting your audience.
Planning a campaign will vary depending on your budget, industry, and scope.Learning from other companies success and failures is of paramount importance.
EXECUTE, MONITOR, AND RESPOND
Few simple strategies to further amplify your hashtags while thecampaign is live:1. Write a tweet in relation to a trending tweet that also ties in with yourcampaign hashtag2. Tag (@ at) your top influencers and ask them to participate in your campaign3. RT or Mention any participants for amplification4. Create blog posts that aggregates your favorite tweets and share with youraudience while mentioning the relevant participants
STEP 4GET EVERYONE ON BOARD
AMPLIFY MONITOR CONSTANTLY
KEYHOLE.COA real-time conversationtracker that provideskeyword and hashtag
analytics for Twitter andInstagram.