Social Campaigns that SCORE Social Media RAVES – ROI, Awareness, Value, Excitement, Success
September 7, 2012 4 Comments
World Class and Multi-Channel Social Media Campaigns that SCORE…RAVES
Elements To SCORE Social Media RAVES
Many people look at social media as a chance to reach an audience within a select platform, venue, community or channel. In actuality, in order to drive real value from social media, you must look holistically across all channels and drive ROI and value from an optimized multi-channel social media approach. Take the following example:
I recently wanted to boost the number of hits on my social media, CRM and innovation blog and developed a LinkedIn campaign to drive awareness. The LinkedIn awareness campaign was set to run from March 18 – March 22 and then again from March 25 – March 30. On March 21st and again on March 30th I added promotional campaign messages from my Facebook Account in addition the ongoing LinkedIn promotion to drive multi-channel awareness of my blog. The Campaign Key for this campaign:
Campaign Execution from March 18 – March 22 and again from March 25 – March 30:
Campaign Key: LinkedIn Campaign to Read/Follow My Blog
Campaign Execution on March 21st and March 30th:
Campaign Key: Facebook Campaign to Read/Follow My Blog
The following chart illustrates the results of these multi-channel blog awareness campaigns:
If you plan to develop a SCORE Plan similar to what is illustrated in the below chart, you are very likely to generate social media RAVES:
Planning the SCORE Elements for Social Campaigns will Generate RAVES
This campaign generated many RAVES as shown by this next chart:
This next chart illustrates the results of my campaign which netted a 5x lift in monthly blog hits – an amazing increase over normal months!
I next posted a comment and link to my innovation & continuous improvement blog in response to a blog post on the Harvard Business Review’s website on continuous improvement.
Campaign Execution on May 8th:
Campaign Key: Havard Business Review Blog Link to My Blog
As a result, my blog hits (RAVES) went through the roof (see next chart), with 8 people liking my post on the HBR blog site.
As shown by the following chart, as a result of my posting on The Harvard Business Review Blog site, the hits (RAVES) to my blog were 10x over a normal traffic day.
Next up in my campaign execution plan, and following a similar SCORE plan of the blog campaign, I set out to increase my Twitter Followers by sending messages to my LinkedIn Connections and Group Members to Follow Me on Twitter.
Campaign Key: LinkedIn Campaign to Follow Me on Twitter
And also executed….
Campaign Key: LinkedIn Group Campaign to Follow Me on Twitter
This chart illustrates my pre-campaign execution Twitter follower metrics:
Pre-Execution Campaign Metrics to Increase Twitter Followers via LinkedIn
As shown by the following chart, the (post campaign execution) RAVES associated with this Twitter “Follow Me” LinkedIn campaign resulted in an additional 96,283 Twitter followers in just two weeks time and a post-campaign increase in daily Twitter followers of 50-100 per day.
The RAVES Associated with LinkedIn “Follow Me” On Twitter Campaign
Next up in my campaign execution plan, and following a similar SCORE plan of the Twitter Campaign, I set out to increase my LinkedIn Connections by inviting my LinkedIn managed group members to connect with me on LinkedIn.
Campaign Key: LinkedIn Group Campaign to Connect with Me On LinkedIn
The following chart illustrates the pre-campaign execution metrics – total number of LinkedIn connections:
Pre-Campaign Execution Metrics – Connect with Me via LinkedIn Groups
As shown by the following chart, the (post campaign execution) RAVES associated with this campaign resulted in a growth of LinkedIn Connections of 5,378 in just ten months time (an average increase of 537 LinkedIn connections per month) and a post-campaign increase in daily LinkedIn Connections of 5-10 per day.
All of these above SCORE campaigns demonstrate the advantage of planning and executing successful multi-channel social media campaigns.
As illustrated above, while multi-channel social media campaigns have the highest potential reach, impact and RAVES, it comes with an entire set of more complex targeting strategies and communications tactics than does the single channel (i.e. LinkedIn only) campaign. Obtaining RAVES with multi-channel social media campaigns therefore, requires much more time and effort in campaign (SCORE) planning.
The following chart illustrates these differences and nuances between a single and multi-channel social media campaign and what must be considered in your SCORE prior to campaign execution (similar to my examples above):
Multi-Channel Social Media Campaign Execution – Targeting, Reach, Tactics, Benefits (RAVES)
All of the above gives you some sample insights on how to SCORE RAVES with multi-channel social media campaigns, and achieve your own success by executing similar campaigns.
The end result of all this campaigning…?–>Me ending up as #1 among all global social media experts in social media reach (combined total of LinkedIn Connections, Twitter Followers and Facebook Friends) by SocialChiefs.com.
As a result of this ranking, I have had numerous inquiries on speaking nationally on the topic of social media, social media consulting inquiries and inquiries to see if I would be interested in joining organizations as their social media lead/manager/director.
