How to Uncover Social Media Secrets for Your Clients
How can you add value for your clients by showing them facets of their brand and previous campaigns they’re unaware of right now?
2016 Social Marketing Planning Guide
The answer to this question is woven into every part of the social campaign process, from initial planning to end-of-campaign audits. Here’s how you can offer your agency clients unique perspective every step of the way.
Figure out what your client’s goal for the upcoming campaign should be by uncovering reactions and interactions from previous campaigns (hashtag tracking and topic tracking) and time frames (tracking brand mentions).
By drilling down into specific comments and engagement levels, you’ll be able to understand previously mysterious reasons for your client’s successes and failures, and gain some guidance on how to move forward creatively, using a fact-based approach.
During the research phase that comes next, you can uncover social media secrets for your clients by conducting solid competitive research.
First, research your client’s competitors’ campaigns to identify potentially adaptable tactics.
Then, research audience segments and interests to define the ideal target audience, and the best way to reach them.
Finally, research conversations and your client’s past campaigns to determine audience interest, participation, channels used, and benchmarks for tracking your own campaign.
Most brands understand their goals on social (but not which metrics they should use to track progress towards those goals), or they understand which metrics they care about, not which goals these metrics map to.
It’s your job to match the right metrics to the right goals for your client, depending on what they’ve outlined their needs as.
For this campaign, choose the metrics and KPIs you will use to determine success based on your brand and competitive research, including easy-to-track KPIs like engagement, volume, audience growth rate, and clicks, as well as metrics that get you closer to ROI business goals like increased share of voice, leads, and sales.
In this phase, you’re putting all the secrets you’ve uncovered to good use. Take your campaign plan, key messages, timeline, and measurement process, and put it all into action!
More secrets ahead! It’s time to measure the effectiveness of your client’s campaign and get down into the nitty gritty data that they’re paying you to know about.
Measure all activities conducted for the client to identify how successful your team was at executing the plan.
Measure audience engagement for impact on overall awareness, interest, and share of voice. This analysis should also tie in the activities conducted for the brand to identify opportunities to increase, decrease, or eliminate effort with specific networks and content types.
Measure impact on the overall objective set at the beginning of the campaign, and the goals established during the planning process. This should be as specific as possible, and should highlight the work your agency did, but also be an honest analysis of the gains attributable to this specific campaign.
In this final stage, you’re uncovering what you’ve learned about your client’s brand and its audience’s proclivities.
Document your learnings and what you accomplished. Report on the campaign to the client. Collect insight that can be used for optimization, both within your agency team, and by the client. What messaging resonated, which tactics worked (or didn’t) and what can you do better next time?
Create a campaign brief that your client can share with their executives. This brief should highlight the success or failure of the campaign, focusing on the impact that campaign had on your overall objective and marketing goals, but shouldn’t contain an overwhelming amount of information.
Create a more detailed report to share with your client. This report should walk through each of the components of the campaign and detail KPIs and successes throughout the process.
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I’m the Head of Marketing Communications here at Simply Measured, where I'm responsible for our content program, social media marketing, PR, and comarketing ventures. I love yoga, The X-Files, peaty scotch, hiking, and poetry. If I were a social media channel, I’d want to be Instagram, but I think I’m Twitter.