Measuring Success in Digital Marketing Campaigns | Diana Kelter | Skillshare

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Measuring Success in Digital Marketing Campaigns

teacher avatar Diana Kelter

Watch this class and thousands more

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

9 Lessons (56m)
    • 1. Class Introduction

    • 2. Project Deliverables

    • 3. Social Media Key Concepts

    • 4. Setting Realistic Goals

    • 5. Creating Content

    • 6. Working with Influencers

    • 7. Qualitative vs. Quantitative Results

    • 8. Tracking Results and Benchmarking Results

    • 9. Final Thoughts

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About This Class

Digital marketing is a two way conversation that is constantly evolving and changing. As new platforms emerge and existing platforms update, how can you consistently set yourself up to measure success in your digital marketing efforts? This class will walk you through key foundations and concepts, allowing you to measure success and results across your digital marketing efforts. By taking this class you will learn how to set realistic goals, how to think strategically on various platforms, the value of quantitative and qualitative results, the value of working with influencers to create success, and finally how to benchmark results for future projects.

The project for this class will entail creating a digital campaign brief, and putting together your own benchmarks for the success metrics you would take away and measure from this campaign.

This class is geared towards the individual that has a product, brand or web presence that they want to create awareness for online, but they want guidance to make sure they are setting themselves up for success and growth.

A basic knowledge of social media is required.

Meet Your Teacher

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Diana Kelter


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1. Class Introduction: everyone. My name is Dan, and I'm gonna be your guide into the world of digital marketing for today. If you're signed up for this class, you probably already know that this is focused on digital campaigns. So this close is really gonna teach you how to create a successful campaign from the very start of in terms of creating the mission trading what platform it's gonna be on all the way to tracking results. Before we get into that, I just want to give you a little background on who I am, what my experience in the digital marketing field has been. I have been working in digital marketing for five years. Uh, and it's been a constant evolution every day, every week, every month, with new platforms emerging and new ideas always come to the forefront. So it's really a space that is ongoing and evolving every every second. Really. So the one thing to keep in mind when you're thinking about trading a digital marketing campaign and being successful in the space is understanding the different roles that are played in this field. So there are a variety of skill sets that are brought to the table in digital marketing. Their designers there are technologists. There are account managers. Photographer is really just the whole gamut of the creative side and the account side. It's the one thing to keep in mind is that as you're entering this space, you don't need to stress out of the about mastering every skill set. That's why people specialize in certain fields and bring that skill to the table. So when you're thinking about launching a campaign, if you are an independent individual and you don't have a whole team available to you, just tow pull into different projects. It's important to think about the campaign and what your goals are so that you know when you need to bring in a photographer or an account manager or, um, a copy writer, and you're only bringing them into the to the table when you are sure that you need the value, their brain. So this campaign is really gonna help you understand the space and give you that groundwork to know where the key players in the field are. My career has specifically focused on the strategy side of things s so I do have done everything from copyrighting to creating blood post on behalf of brands to serving as really. That voice of the brand isn't union manager, so that would mean I'm the person sending out tweets and responding to incoming tweets are pending or posting on instagram Snapchat videos, whatever. Whatever platform is coming is kind of my job to make sure I'm on the ground of understanding what it is and sharing that value back to the client. Or if it's your own brand that you're working on, understanding the value could bring to the table for you. So that's kind of been my role. Um, I love the digital space. I'm excited to share it with you. Um, and hopefully after this class, you really have a strong understanding of digital world and you're set up to create a campaign for yourself. 2. Project Deliverables: So for the project for this class, as I mentioned in the introduction, it's really to give you the tangible skills to create a campaign of your very own in the digital space. So what that means is, the project for this class is really good. Be broken up into four deliverables so you can break down the process of creating the campaign, whether it's four, a client of yours or it's for your own brand or your own cause. So you can really put this skills that you're taking away from this class into brought to life, So the deliveries post class are as follows. The first delivery herbal is really going to be a pretty basic, and you could do this on Power Point Word. Whatever platform is easiest for you to kind of put your thoughts together, but really kind of create an overview of what your mission or purpose is for a campaign. So that's really kind of just a paragraph. It could be bullet points of what you want your campaign toe get across what you want. It's mission to be the goal of the structural goal of what you want this campaign to cover on a good idea for this is the kind of research what brands or causes or nonprofits, um that are similar to your space are doing in the digital field. So if they're doing something swollen face but kind of get inspired by that and put bring those ideas to life and what you can dio, um, that has your own spin on it. So that kind of deliverable number one is just putting down Thea ultimate goal of what you want your campaign to cover, then for deliverable to you're gonna take it to the next level and this can be done on the same power point or were document. But you're gonna take it to the next level and really highlight what platform you wanted to live on When it comes to the digital world, there are so many different platforms that you can host the campaign on. A lot of them can work together, such as Facebook and Twitter or Facebook and instagram. Oh, Then there are some campaigns that really live silo to one platforms such as a Snapchat, a campaign or ah Pinterest campaign is really good to be focused on that platform. So think about what platform you really want to invest in and what you want that to achieve for yourself. Deliverable number three is going to be another bullet point paragraph, um, of how your to create awareness for your campaign. This is really important because obviously when you're investing in a campaign, you want people to see it. So the goal for this it's really outlined. What are your strategy going to be for? How you're to get make awareness for this? So those factors could include email marketing. There could be offline components. There could be, ah, paid, ah, budget that you're putting towards his campaign so that you're promoting your posts to reach a certain audience. It could be cross promotion on different platforms. Eso if you're hosting the campaign and Facebook, can you Cross wrote on Twitter and Instagram, really thinking through what your strategy for getting people to know about this campaign is. And then for the final deliverable. It's really putting everything together into a brief. That's kind of the technical term for that. But basically that just means one document that really outlines, um, the overall goal, and then it kind of bridges into these key details that we talked about. So where it's gonna live? Um, what your strategy for awareness is, it kind of breaks it down into chapters and then at the end, is we're going to include those measurable, intangible goals. Um, that you're gonna benchmark against to determine if this campaign was successful on and really help you evaluate how you can do better next time or what was successful that you want to replicate again in the future campaign. So that's gonna be your project for this class. And as I said, it can really be done in any, um, platform that you're comfortable with. It could be in word or PowerPoint Excel, even, really whatever is going to be the easiest for you to come back, Teoh and put Teoh the test on digital platforms. 3. Social Media Key Concepts: So the first chapter of this class is really going to be kind of understanding the foundation of social media before even get into the idea of creating campaign. So the first thing to understand about the social media world is that it's always a two way conversation. So if you're gonna be active on social media, you have to be prepared to listen and engage. You can't just plan to put out content and then not monitor and look for what people are saying because that's the point of social media is to create a community. Social media is about creating the community on every platform you're on and really listening and learning from what they're telling you so that you're investing in them as much as they're investing in you. So the ultimate thing to think about when you're just even launching on social media is to have that community aspect top of mind. You don't want to go on to a platform and never post, or you don't going on platform in post and ignore the feedback that you're taking it. So always just kind of keep that to a conversation in mind If you start to explore the social media space because it's not like the commercial or press release or a print ad where you put it onto the world and you're not gonna get you're not gonna get feedback from it. It's just out there. That's well, push, Mark. That's kind of push marketing. But this is more of a two way street of marketing, so always keep that in mind. Another thing to keep in mind about the social media space is that there are a variety of different platforms in every platform. So it's a different purpose for why people are on their, uh So, for instance, Facebook is one of the most well known platforms in the social media world, and people are on their four mainly to stay in touch with their friends and family. It's a platform where you you get that the most. Twitter is a platform. People go for news. Uh, instagram is where people go for that visual appeal. Snapchat is for like quick back and forth updates, so really understanding that every platform is that created equal. There's a different purpose for each Ondas you're going. If you're going on there to market yourself, you really have to understand why those people are on there. So you're not creating the campaign or you're not creating content that is gonna go over people's heads or not resonate. Um, so that's the other thing to keep in mind is why people are on certain platforms. I really start, uh, listening to what people are doing on those platforms. So do your research, do your homework and understand the purpose of each platform before you start putting content on there right away. Another thing to keep in mind to something we've all probably seen at this point, which is a hashtag. There's a lot of value and Hashtags, and they're often key aspects of digital campaigns. But they their purpose is twofold. On certain platforms such as Twitter and Instagram. Their main point is that they track conversations. So a hash tag around a news event or hash tag that is being used for a specific campaign is compiling all of the tweets or all the instagram posts that are being talked about around that topic in one space. So it really helps a brand or your business or cause track the incoming conversation that you were creating around it, but that only works. And Twitter and Instagram on Facebook, um, hashtags are available. But the track the tracking feature, is not necessarily as on point as it would be on Instagram and Twitter. It's not used as much. UM, Pinterest, especially Hashtags do not work, so people use hashtag still, just because it's kind of become a cultural aspect. People like the idea of including hash tag on their posts, but it's not necessarily going to serve the same feature on every platform. So there are two goals to keep in mind, though, for Hashtags, either one to track conversation or two. It's just for a branding mechanism. You It creates this focus around the campaign that's easily understood. Um, it kind of creates a focal point for people that cling onto when they see your post, so it could just be used for branding on not necessarily serve the purpose of tracking it just really depends on what platform using it for and how you're thinking about the hash tag. Other things to keep in mind about Hashtags are the length you don't wanna have shed. That's gonna be super long because that's going to take up a lot of space, and Twitter does limit your character count so you don't hashtag that's gonna take up, Ah, 70 characters, and then you only have 70 characters to work with in terms of your tweets, so I kind of think about the length. Keep it simple, keep it concise. Um, and if it is for branding, make sure getting your point across in the house tag and it's not losing people, but definitely there. They are a key point of campaigns in the digital world, but just understand the value of them uncertain platforms. And also do your research before diving into a hash tag because it could already be used on Twitter or on instagram. And it might be associated with content that's insensitive or not. Associate with your brand, and you don't want to get yourself into, ah, a mess of being associated with something that could be offensive people. So do your research. If you're doing a house jag, do a quick search to make sure it's not already being used, or if it is that it's not being used in an in sensitive or offensive way that would offend people and then another key concept to keep in mind for the social media space is that it is constantly 24 7 There is no turn up. But in for social media, it's global. Any people are on it. 24 7 There is no time that you can say OK and checking off of social media. Um, with that in mind, if you're thinking of getting in the social media space, you don't want to think, Oh, I'm gonna be trapped my phone for 24 7 and never be able to turn off. That's not what the point is. A lot of brands will set guidelines that they respond during certain hours or Monday through Friday. It's really up to every brand and what their purpose on every social platform is. Some brands that focus on customer service. They do want to be a 24 7 response system on social media, so they will always have different team number signed up to take shifts or process so that there is someone constantly responding. If that's not the focus for your brand. Ah, good thing to do is just set up notifications for your phone so that if ah prices happens or so in response to something that starts blowing up that you have the foundation to know . Like note that immediately. And you can China at that point, but doesn't mean you have to be checking every minute to see if a tweet came. And so the the tweets or the post will come to you versus you have been constantly on. But really, that's kind of up to every brand what they want their process to be. Um, but you kind of have to think that through and created Decision Tree of figuring out higher gonna handle situations that arise because, as we talked about earlier, it is a platform that's a two way conversation. So just because you're not expecting someone to comment in a certain way doesn't mean they're not. So you kind of have to be prepared for how you deal with those conversations and, uh, how you want to handle them. And then the fourth thing to keep in mind is that when you do launch a campaign, you can start tracking the results or how it's progressing from the very start. Uh, you can. The nice thing about digital is that you can evaluate how something's performing within a day within a week, Um, and kind of tweak as you go. You're not set in stone. Teoh. Do a campaign one way if you notice the engagement or the responses going a totally different direction. So don't put out a campaign and then all of a sudden, like Go dark manager, see what people are doing, See how they're engaging and start evaluating what's working, what's not from the very start, because that's going to make the most successful campaign. 4. Setting Realistic Goals: to this chapter's gonna focus on outlining what is a realistic all. So the thing about goals is that you obviously want them to be above and beyond what you're currently doing. But you don't want to set a goal that's so far out there that it's gonna set you up for failure. So the thing to do when you're thinking about setting goals is to get a base. So what that means is Look at all your platforms, um, and evaluate how your performance is just on a normal basis. So month over month, week over week. How are you performing on the different metrics you can look at include referral traffic and Google Analytics is a great free tool that really allows you to dive in to your Web site metrics and see what platform is driving the most traffic to your website. So I'll give you an overview on if it's Google traffic. If it's Facebook traffic, Pinterest, traffic, whatever resource or blawg. If there's ah, if there's a blogger driving traffic to your website, it will just give you that understanding of who is coming to a website and how they're getting there. So that's one thing to dio per platform. Most platforms offer native insights, Teoh business accounts. So if you have a business account of Facebook, you can use the native insights to see the deeper level of engagement that is around your content. So from there you can see the click sick. Your posts are getting the reach. You can see if a post received negative feedback. Um, so that would help you understand of content. What content is not performing well and you want to update. That s really using that feature. To understand who your audience is, it will give you a demographic breakdown. Um, it'll give you an overall reach breakdown. So really does. It will help you dive in where you're at before you even dive into a campaign. Twitter will also offer the same Pinterest has insight Analytics, um instagram Pinterest or instagram Snapchat periscope. Any of those more mobile platforms don't necessarily have that level insights, but you can do a more qualitative reflection. And if you're getting a lot of feedback just using what is coming in from those platforms as a sense of your typical engagement levels, so that would be the first thing to do before you even think about setting goals and understand what your norm is like, What's your base? And, um, where you're at before you look into it. And then you kind of want to look at competitors to get a sense of how they've grown, What they're space is like, um, you don't want to be apples to apples if their community size is 10 times the size of yours . But just to kind of get a sense of what's out there, how people are engaging, it's just a good idea to get a sense of the space beyond your own account. So then we want to think about his goals is what metric you really want to improve. Is it referral traffic? Is it engagement? Do you just simply want more followers? Do you want more direct sales? If you're using Social media is their main resource to drive sales. Really pinpoint what you want your gold to be that you're looking to achieve. So when you're thinking about the type of campaign that you're gonna create, there are really two types of audiences that you're gonna look to reach. Um, if you're simply looking to get Facebook likes or Twitter followers or simply growing audience. You want to keep that that entry requirement pretty simple. So if the campaign, for instance, has surprised component, there's a good chance you're going to reach sweepstakes Bloggers, coupon bloggers, anyone who really they live on social simply to follow anyone mentioning a sweet sex, the sweepstakes that they can enter, which is fine because that will grow your audience and your reaching your goal. So if that is, your ultimate goal is just to get a bigger onions, then you're you're doing it right. But if your goal is to connect with, people were really invested in your product, your cause of your mission and they're going to be around for the long term, you might want to think about a campaign that does have a little stronger barrier to entry , such as creating a recipe, um, taking photos, um, something that's really kind of requiring them to do something beyond just like a page or share tweet, because then you're reaching people who are invested in your product. They're demonstrating that they care about, uh, they care about your mission, and they want to be a part of your community because they're the type of audience that is. Go stick around for the long term and really stay invested in what you have to say. So they really each serve a different purpose, and it depends on what you're looking to achieve. So that's one thing. The outline from the very start is who you want to reach, um, and like how you're gonna do it. So that's important to think about when you're setting a goal. And then the other aspect to think about is, as we mentioned, what goals are going to be determined for each platform? Uh So, for instance, if you're creating a campaign, an INSTAGRAM referral, traffic shouldn't be the ultimate goal because there really isn't that direct link traffic on Instagram. It's more about engagement. I'm really building a community on that platform. Eso If you're looking to create referral traffic to a website, instagram might not be the best bet. Um, but if you're looking to just connect with an audience and create awareness for your brand , that's a great platform to do it on, because you can use hashtags and you can add a location to your posts on and you can really create that effect of bringing people into what you have to say. But if referral traffic is your goal, then you would want to look to Pinterest is a better resource for your campaign because that is one of the number one platforms for referral traffic. People are un processed looking for that referral traffic, looking for that ultimate goal and helping that you, um, dr that traffic, uh, back to your website, So really think about each platform of what your goals are. Don't just jump into a platform and assume that you're going to be successful because you really have to. As we said from the beginning, understand what your goal is and what you're doing to achieve that. And then when you're creating to go, there are a few other factors to keep in mind that go beyond your own brand in your own accounts. So one thing to keep in mind is the time of the year. Seasonality can definitely have an impact on goals on, such as if it's the holiday season, and that's going to be a key time for you. You want to take that into effect. Um, if you're an oatmeal brand and you're trying to promote during this summer. It's probably not gonna go over as well, because all meals, more of a winter comfort food. So definitely put timing into thought when you're thinking of a campaign. Another thing to think about is paid budget. Um, the aspect of paid budget is that most platforms now have, uh, the ability to promote posts so you can promote post in a couple different ways. You can do it too great engagement. So to make sure that your post is being seen by the people, you want to see it so you would put paid dollars behind a certain posts and that insurers that it's getting seen by a specific targeting that you set or it's simply getting seen by your current audience. You can really play around with that. There are a variety of different things you can do and paid, Um, but when you're creating campaign, it is an important factor because Facebook doesn't necessarily set your posts to reach everyone that's in your audience so you can put a post up there, and if you're not putting any paid budget behind it, there's a good chance it's not gonna get seen so you could have great content. But it's really just kind of sitting out there with no one knowing about it. And if you want to reach a new audience, you often have to put paid behind that to target those people who will likely, like experience an interest in what you have to say. So definitely set aside budget and time to think about how you're gonna use paid. It really goes across a variety of platforms. Um, on Pinterest. They have promoted pins on instagram. You could do sponsored posts, their variety of aspects to leverage paid. So that's definitely important component to think about when setting goals is what budget you're going to set for paid. So you know, how do you balance out your expectations with that? Another thing to think about is general news coverage. So what's happening in the world is really important To think about social media is a platform where people talk about current events. Uh, it could be really tragic events. It could be good events. It could be politics. It could be religion. It could be anything across the board, so you really want to think about if you're doing a campaign that it's not insensitive timing, if everyone's talking about something really tragic and that's taking up the whole Twitter feed a post about a recipe contest is gonna look really untimely and insensitive posted during that time because it's gonna make you look like you're not paying attention to what's happening in the world or you're not paying attention to the tone of platform. So think about the tone of the world like what's happening in social media. Um, as you said in the campaign, and even if you know you have a campaign ready to launch and something happens, put it on. Hold reset. Don't put something out there just because that was the time you set, as we've talked about before. It's a 24 7 world, so you can always update and change. You don't need toe. Just do it just because that's what your calendar said. Go with the platforms. Go with how the the timing of everything's working out and really read it out. Before, um, you put something out there because you can tweak and improvise on social media, so just kind of take your time. Don't be forced is because the rial time focus of social media to feel like you have to tweet, Um, at that moment because it's better to take your time and put it out when it feels right versus having to apologize for something that you didn't I mean to a book that way. And another thing to keep in mind when setting goals is just because the platform lives in the digital space doesn't mean it can't have offline goals attached to it. 11 times social Media is used to market for offline events, offline sales, promotions, new openings. So really think about how you can leverage social media to drive them in store or to do something off line because they could definitely work both ways. Um, you just have to think through what platform is gonna reach the audience that is going to take that action. So, as I had mentioned earlier, Instagram could be a great way to do that because it has a location feature attached to it . So you can put the location, um, same thing on Facebook. You can do location. Uh, Twitter is good for quick update. So if you're doing an offline event you can have. There's often Hashtags associate the offline events. Now that's a good way to share what you're learning offline with your online community. So always keep that in mind that the online and offline world can really connect and be a part of your goals. So they're definite factors to consider when setting goals, Um, and then we're gonna go into the next chapter. 5. Creating Content: So the next chapter is really good of focus on thinking strategically about the content for your campaign. Eso in the social media world content is really your biggest selling point. It's what's going to drive people to connect, engage with you. So you really want to think through what content you're gonna need and how much content you're gonna need before diving into a campaign? Uh, so the first thing to think about is through an example I'm gonna highlight from Reynolds Kitchen Rab Instagram. So, as you can see, they created a campaign and instagram called the Endless Table and what this is, it's ah, continual focus photography of a table. But using the instagram grid feature, they cut it out so that every instagram post served is one dish. Um, so it comes together is one picture, but every poster, every recipe still lives individually. Uh, this is a really cool campaign because it keeps people enticed. It connects people with this feeling of, like, a table that they sit down to every night. And it really uses a cool feature of the platform in a new way. Um, so I really love this campaign. I think it could be used in a variety of different ways. So a variety of different brands, but they really brought it to life, especially during the holiday season. Um, by highlighting the variety recipes in one cool photo. But the thing to think about with the campaign such as this is that this isn't something that could be done overnight. There are a variety of people that would come to the table to make this happen. S a few things to keep in mind. Would be would need a photographer food stylist. You would need a digital strategist who understands the instagram platform so that there everything is gonna layout and work properly on instagram. You need an account manager was kind of being the counsel for the client and making sure everything's running smoothly. Um, just a variety you would need, Um uh, project managers invention to make sure that the timing of it is watching properly. Um, and just a variety of people would have to be brought to the table. You have to go into space. Just a bunch of different things that you'd have to think about when launching a campaign like this, that you obviously couldn't do single handedly and you couldn't do it overnight. So when you're thinking, if you see what a campaign such as this year like that so cool, I would love to do that step back and think about what budget you have available. But resource is you have in front of you, Um and how you could bring it to life in your own way doesn't need to be a copycat. You definitely don't want to copy someone's idea on digital. But what inspiration can you take away from that? Um, and what ideas that are making you think differently about instagram, for instance, that you hadn't thought of before. So it's one thing to think about strategically, what content is how much resource is there gonna need to create content? Um, as I had mentioned, visual is such a key aspect of social media. So are you gonna need to work with photographers or if your skills and photography, how much of your time is it gonna take to take a bunch of photos? Um, for your content, so does really I think, strategically about the players that you're gonna have to bring to the table or how much time you're gonna have to invest in creating content. Another thing to think about is the length of your campaign. If your campaign is gonna run for a week if it's gonna run for a month, um, really think if you're gonna be posting every day, that's a lot of content to drink. How can you re use certain content or how can you trade content? That's gonna be evergreen so you can reuse reuse it at a later date. So you really want to think about if your campaign is gonna be running for a significant amount of time, how much you're gonna best integrating content? Another factor to consider when thinking about content is weird is gonna live. So in that case, you might need a section of your website. Or if you have a blogger section of your blog's, it's going to be the home base for your content. A great platform for an example of this is I'm pin dress. You could have a ton of great photography that's really compelling and really awesome. But if you don't have a place in your website that's gonna host this content, you're gonna miss out on a huge aspect of Pinterest, which is referral traffic. So you really want to think through, um, how you're gonna create that website are how you're gonna put that content on your website that you're leveraging the platform to the fullest in your campaign? Um, but if photography is the only thing I ask that you have, then that might be a great idea for Instagram because photography is such a key aspect of instagram. You don't need that referral traffic on instagram. So just really think through the assets you have and what platform is going to make the most sense? Um, for that. So if you don't have the time or the ability to add that content to website, maybe focus undoing a instagram promotion vs Pinterest campaign. And if you are not, did you consider yourself a designer or you don't have the ability to work with a graphic designer? There are a bunch of free tools now that can help you create content to look more compelling. Another free tool that's great to think about is can va. It's free. Um, all you have to do is create a log in, and it gives you the ability to upload your own images has some pre designed images that can be used. It has stock photography, some of its free. Some of it could be purchased for a dollar. Ah, but the cool thing on camera is it has templates that are pre size for different social platforms. So it's already given you the peace of mind to know that your contents gonna be properly sized when it's uploaded on a specific platform. Or if you want to create email content, you can custom. You can custom create dimensions so that your contents really working for you and you're not creating something that's gonna be way too small when it's uploaded or way too big. So that's really cool platform to think about. And there are plenty of other free tools that you can use to make sure that your contents being that a Zen gauging it's possible to make sure that you're creating that communication with your audience. 6. Working with Influencers: So this chapter is gonna focus on working with the digital influencer. If you're wondering what a digital influencer is, essentially, it's often considered a blogger, but now they're really influencers specific to certain platforms. And really, what an influence there has created is a community that is engaged, interested in their form of content that they're putting out. So in many cases, this might be a food blogger, and they're putting out recipes. Ah, and stories behind those recipes and the inspiration behind those recipes. Ah, fashion. Our lifestyle blogger is putting sharing their style point of view what they're loving, what they're focused on, what they're where they're shopping at. So people are really saying engaged with them because of the content that they're putting out and what the value they're bringing to the table through that content. So their green, the lifestyle essentially around their blawg or around their account on YouTube, for instance, or, if it's periscope, the value they're bringing to the table on that platform or a Snapchat like, which is behind the scenes, look into the their life and what they're doing, that you're not necessarily getting on their bog or on their Facebook page. So it influences essentially just someone who really has taken the time to create a community, um, and consistently put out content that keeps them fresh and engaged. Often influencers are now partnering with brands and causes and really cool ways. For instance, a lot of food bloggers have gone out and created traditional cookbooks, or they've hosted workshops on behalf of brands. So it's really gone far beyond just a traditional sponsored posts where they say, Hey, I review this product and it's great The digital world has really gone far above beyond that, and they're working with influencers and really cool ways now and really bringing their value in their community to the table On behalf of that brand, Um, for instance, another blogger that I really enjoy cupcakes and cashmere. She's created her own fashion line at North terms now, um, simply because of the following and the lifestyle she's created through her blog's. So they're really cool Avenues, bloggers and influencers are getting involved in the traditional world as well, So back to thinking about a campaign you're probably wondering how you can partner with an influencer when creating your campaign. So the first thing to think about is the value that you're expecting this influence or during the table because you want to set your goals appropriately. So, for instance, if you're working with one really well known blogger who's built up this huge community, um, your goal might be awareness, because that's obviously what you're looking for them to bring. The table is for your campaign to get seen by their current audience. Um, and if that's the case, then you might have to plan set a little more budget, decide to work with someone of that caliber because they obviously are gonna have a higher cost associated with them. If your goal was simply to get really great content for your campaign, because influencers, as I had mentioned, that is what their bread and butter is, is creating really good content. You might not necessarily have to work with someone who has a huge audience, yet they could be a new up in commoner, but if they're really great photography or they have a really good viewpoint that's being shared on YouTube or Snapchat periscope for Twitter, whatever platform it might be, you don't necessarily need their audience because they're gonna be able to create that content for you that you can share in your own channels and keep for future case study. So if it's a recipe that they're creating for you, it's a really great photography. You can re use that recipe and down the road. If you are putting together Ah Halliday cookbook or Summer seasonal recipe, those recipes can be reused and shared on different platforms. Really think through what influence here you're looking to work with, because if you are setting aside budget to work with them, do you really want toe? Ensure that you're getting the value you want from that partnership? So as I mentioned, if engagement is your key thing, either consider working with a blogger that has a really big fouling or maybe diversify and partner with a few different bloggers or influencers who could bring different audiences in different engagement to the table. So you're really not just putting all your eggs in one basket. You're kind of working and seeing who what value one blogger brings to the table versus another or one did something that you really liked, and maybe your next campaign will consider that a little bit more. For instance, if some a blogger did a really great job creating engagement with their audience such a saying like tag a friend or sharing your post back just kind of keeping those little nuisance is top of mind because that's gonna help you determine what worked and what didn't . As you work with influencers and influencers have really gone beyond, um, just bloggers. As I mentioned, there are Pinterest stars. There are Instagram stars, for instance. A lot of brands have partnered with really popular INSTAGRAM users to take over their account. And what that means is they kind of announced, Hey, this is ex blogger and I'm taking over West Salome's account to share day in my life. And what that does is it really brings their audience over to us elms account and kind of creates engagement for them on the spot so different. That's a siloed platform campaign. Um, influencer doesn't necessarily need to have a blawg. They could just have a strong instagram following. Um, and you don't have to think outside of Instagram for a campaign like that. So there's so many different ways you can think about Influencers s a month and YouTube stars are becoming very popular, Um, so it's important to think per platform as well as broader view of who you want to work with. And there are also a lot of networks that you can work with that are already established and can help you reach a certain audience and take some of that work off of your plate of creating the campaign. Eso a few networks that I know of one's called kitchen play. Um, there's some that are focused on a mom audience such as Mama Ford. What they do is like generally Twitter parties, but they can also connect you with a certain amount of bloggers straight posts on your behalf. Um, so the benefit of that is it, I guess I had mentioned it takes a little bit of that work off of you of resourcing bloggers. They'll often like highlight goals for you that they plan to ensure that you're going to receive from paying them to do this. So that kind of takes some of that goal planning off of your plate as well, cause well given to you a certain amount of impressions, a certain amount of tweets, a certain expectation that you can expect to see from working with them. So it does take a little bit off of your plate. He would still get be the final say and what's getting written about. Make sure that the messaging at some point, but it really does take that leverage of having a source out. All these resource is off of your plate. However, the downside of that is that you are losing the control of what bloggers you want to work with. Because if you have a certain blogger in mind, they might not be in that network. So you're kind of losing out on that control side of it, so it really depends on what you're looking to achieve. Um, and if you do want to work with someone that ready has a foundation set up, a network could be a good way to go. Um, and now even publications have really become influential and a part of this influence or network, um, sources, such as even a buzzfeed, or great online lifestyle site called Britain Co. They do a lot of campaigns with brands, whether it's like a post that sponsored on their behalf or much larger campaign that creates a series of posts. It's a good partnership opportunity because these publications are well known. They have readers consistently checking on their site. So it's another way to think about influence is working with publications. Um, once again, a downside to that is you do until I have a lot of budget set aside, um, and kind of think through that longer turn. You can't just flip on a switch and plan to work with one of those networks. It obviously requires a bit more planning time. Um, and as I mentioned the budget that goes into it, So you really have to think about what you are looking to invest in and what you want to see come out of it. But that is another way of looking at influencers that can be go beyond one person and really be a network or a public function 7. Qualitative vs. Quantitative Results: So this chapter is gonna focus on exploring the difference in quantitative results in qualitative results. So quantitative results air really the numbers side of your results. And that's obviously very important because numbers tell a really important story to track your goals. So that could be anything from our growth direct sales that were achieved during your campaign. A number of people who attended avenge it could be just overall engagement that was received referral traffic. So if you increase your referral traffic by a certain percent, really take a variety of factors. And those numbers are really those things that give you the concrete story of what worked and what didn't. But you also want to make sure that you're not just thinking about numbers, and you're really looking at the qualitative side of things as well, because that obviously helps tell a broader picture. Um, in your results when you put together, we kept you really want to think about creating a story around it. So crane, a story means looking at things from a deeper perspective than just as the numbers are. So one example might be, if engagement. It was one of things we're tracking and your campaign lived on Facebook. If you see that shares opposed. So, for example, a post was shared a lot more than it received. Likes. Ah, qualitative way of looking at that is that represents a deeper engagement with your community. Because when someone shares something on Facebook, they're they're saying, I wanna exposed this content to the my existing audience on Facebook. So they're really taking that next step of putting their name towards a piece of content with their community alike is the kind of still a form of engagement. But it's more of a casual way of saying, Oh, this is cool. I'm glad I saw this, but it's not really taking that next step of showcasing it with a broader audience. So that's a quality that way of looking. Explaining that results so you might not have received, as many likes is you had hoped. But there is deeper value in those shares. Um, and the same can be said on an instagram post. Maybe you didn't receive as many likes. But you've got comments because once again, that's a deeper way of So when taking the time to really express their interests, um, in your product or your campaign. So another way of looking at value from a quality of perspective to is something we had mentioned earlier. Chapter, which is the type of people you're reaching you through your campaign. So, as I mentioned, let's say your goal or you had hoped to reach thousands and thousands of people but and said You might have only reached 100. There still could be a great deal of value in those 100 if there people who are really interested in what you had to say and they're gonna like your page and stay engaged for the long run because you just basically added 100 people to your online community that are constantly going Teoh. Keep sharing your stuff. Stay in touch, um, and really be a core member of your social engagement, whereas you might have received 1000 likes and those people could disappear once that campaign is over, because that was all they cared about. And they're not really going to stay in touch or invested. So you just really want to think of things from that deeper perspective. So if you did only receive 100 new fans don't automatically assume that was unsuccessful campaign cause there still could be a lot of value in those 100 people reach. And you want to make the most of it. Um, but on that same know, if your goal was to reach more people, how could you update your campaign for the next time to reach more people? Says one way to look at things from a qualitative sense. Um, from a quantitative sense, you can also look at use insights to really see those numbers as we talked about earlier. Most platforms have a native insight to will. So you contract that, Um, but once again, you just want to really make them work together so that you're not just looking at things from a one sided perspective. Another thing that you can do from a qualitative sense is looking at the type of user who shared your content. So if you received, uh, some form of engagement on whatever platform the campaigns living from influencer that you were not partnered with, they just kind of organically discovered you. That's a really big form and success, and you want to make sure you note that in your recap results because obviously you were able to resonate with them and inspired them to share something without having toe partner with them or connect with them. So that's a really cool factor if you're getting traditional press from your, um, from your campaign. So if Mashable wrote a post about it or Adweek or at age because it was a really cool campaign that resonated, that's obviously really that could be looked at from a qualitative perspective and that you received this press. You could tell a story around that. You also look at that from a quantitative perspective, too, and really understand what the impressions are from that network. So how many readers says national yet on ah weekly your daily basis? What are their social channels like town want? How many Twitter followers who they have? How many followers do they have on periscope or Snapchat? Really kind of looking at that from a numbers perspective, but also put the put this story around it so that you're telling a more compelling story that you'll want toe, learn from and keep engaged with, so that you're evaluating things for the next time you do a campaign from a broader perspective, and you're not just looking at something as a failure if there's award to the story that you can unwrap. 8. Tracking Results and Benchmarking Results: So this final chapter is really good a dive deep into when to start tracking results and how to benchmark results. So this chapter is really gonna focus and bringing everything we had previously talked about to the forefront because benchmarking results is really what's going to set you up for success for future campaigns. So, as we had mentioned from the very start, you want to start tracking results in a social media campaign from the very start. So that means the second year campaign launches, uh, always stay in tune, and you're likely be doing that anyway, because you want to stay engaged in your social media platforms. It's not something that you Onley check once a week. You're always on your social media, but from. So it should be pretty easy for you to stay in touch with how your campaign is pro for me, um, and the things you want to look at. For instance, if you're using the hash tag for your campaign, don't just look for comments that are coming in with you. Tag. Make sure you're actually searching that hash tag on your tracking. What's happening. There have been plenty of situations where campaigns, Um, have a hash tag and it gets hijacked during the campaign and goes in a totally different course from what that brand expected. Eso Obviously, that is not what you want to have happen when you're doing something. And if that does, you want to do something that's gonna get you back on track and not have your brand associated with content that is very insensitive or completely against what you're looking to achieve. Um, so always stay in touch with hashtag view the comments that are coming in. Um, for instance, if you're receiving comments that were people say a lynx not working or something's not downloading, you want to troubleshoot that right away so that people are engaging with your content to the fullest from the very start. Um, other things that you might notice, um, you might beginning feedback from people, whether it's entitlement form. Or maybe they're emailing you whatever it might be. You wanna troubleshoot consistently along the way. So if you're called the action that is part of your campaign isn't getting is that reaching people? You want to update your content? Whether it's your copy, it could be a visual element whatever it might be. One update that to make sure that that called the action is very clearly written from the start. Um, so if that liking your page, make sure that's for, like the first thing that people are seeing. If that's submitting user generated content, make sure that that's clear to them what they have to do. Um, the rules for your campaign. If it has rules associated with it, so does the sweepstakes would or anything like that. Make sure that's, uh, clearly ready for people to see because you want people coming back. Teoh saying that they should have won something or they did something because you have the rules back you up. So make sure that all that is taking care of ahead of time. Um and all that is done by just constantly tracking results from the very start in troubleshooting as you go. Um, nothing as we talked about before in social media has to be set in stone. You really want to read the space and read how people are responding to it? Um, so, as you're doing starting to track results, um, you wanna be prepared to start benchmark gained when that campaign is officially over. So you don't necessarily want to do that. The second, the campaign and sometimes incite tools and engagement takes a few days to really populate to the fullest. So maybe take a few days, um, and give the campaign fully time to flesh out and then start diving into what the results look like. Um, so you want to use those three tools we had mentioned Google Analytics? For sure. Um, any tools that you have set up the native inside tools, whatever might be and just start diving into what the results were. So you can start benchmarking. And this is where you want to take everything we had talked about in the previous chapters into account. Um, so if you set up a budget, really evaluate how the pain department page budget performed to you in comparison to your organic content, the things you want to ask our Should I incorporate more budget next time for paid? Because you didn't reach enough people. Do you want to just You're targeting next time so that your region amore consistent audience with your interests. Do you want to do a different form of patron motion for instance, maybe you did it with to reach your current audience. But maybe you should have reached people outside of that or like minded audiences who like your competitors because the most likely be interested in your content as well. So just think through your paid budget how you can grow that for the next time. Um, if you need to do less or more, that's the first thing to consider. If you worked with him influencer. Think about the value they brought to the table and really evaluate what success you built from that. If it was worth the budget you put into it. Or maybe next time you wanna work with multiple influencers, so you're really spreading out your content across a variety of platforms? Um, evaluate the platform you hosted your campaign on. Did it serve its purpose for that campaign? Did you really create successful dent in what you were hoping to achieve? So did you reach, um, more followers, or did you create ah, stronger community like you were able to get people to engage with you and really evaluate what you're discussing? So you just want to look at what platform you worked on. And if the results were what you had hoped and if not, how can you be more successful on that platform? Or is there different platform that you should look to be doing that campaign on? Another thing you want to think about is, um, the overall strategy you put into your campaign. Is there things you should have done differently? We talked a lot about content in previous chapters. Should you have created more content? Should you have done a B testing where you use the same content kind of different times, or a little different tweaks on different content? Just really think through the content and what might have performed better for you? Did you cross promote enough? Um, it just because the campaign lives on one platform doesn't mean you can't share it out on others. So should you have done more email marketing? Or should you have done more promotion on, um, in store if you have an in circuit? But how can you make sure that you're doing the best to create awareness and a great your strategy? So those were just a few of the things you wanna look at to benchmark you also, as we had talked about previously in the chapter right before this would make sure that you're looking beyond the numbers and creating a campaign that is really telling the full story. There's gonna help you grow and learn from the next one. Just because the campaign right now have worked as you hoped, there's still some always benefits you can take away from it, Lauren mean is always, ah, in evolution in social media. Um, and you can take that into your next campaign. You can take that into your everyday content. Learn from that. So there really isn't such a thing as failing because you're taking away key learnings from that, um, is gonna help you in your social media evolution and help you understand the space even more. So you really want to take all these sectors in tow? Account is you put your campaign together and set yourself up for success in your next ones 9. Final Thoughts : So this Siri's I'm creating this successful genital campaign has come to an end. We're just goto Recap a few of the goals that we're hopefully achieved during this class that you can put into use in your project s. So to recap some the foundations to take away is one. Always remember that social media is a two way conversation. You have to listen and engage. And by listen, that means loosening beyond your own account of what's coming in with your brand mentions and really understanding the entire space. So being aware of what's happening in the news, being aware of what's happening in your industry, really having a full view of the social media landscape before diving into a campaign. Secondly, you want to really understand the nuisances of each platforms that that you're not creating the campaign or creating content that just isn't going to connect with the audience that lives on that platform. So really think through the different platforms, play around with them. Testing, learn, do your research. Don't just jump in without giving it. Time to really explore. Definitely make sure you understand the value that comes with a hash tag. Don't just tagging under your campaign because everyone else is doing it. Really think through the value that you're bringing to life through that and how it's helping you brand your campaign, Um, and then you want to think about, um, the value that comes through with paid budget. Always understand that there is a value between page budget. It's not just you giving that plant more money that you don't need. It often does really help you make sure your content is resonating with the core audience. So really think through the value that brings to the table. And on that note, the same thing goes for influencers really understand the value of who you bring in the table and what that partnership looks like. So you're not just going into a partnership, it's gonna cost you a lot of money and not really bring the results you're looking for. Make sure you think three results from a qualitative and quantitative respective. Don't just look at numbers as they are really dive deeper and tell a full story to it. And then, when you're starting to track, results, always troubleshoot. Don't just assume that because this is what you had laid out. That's the way it has to go. Social media might change that. So just be prepared. Teoh, go with the flow and update as you can, and benchmark results with all these things in mind and be sure that you're setting realistic goals. Don't assume that your campaign is gonna go viral or it's going to be this awesome success . Uh, because a lot of times, sometimes that just happens spontaneously. Sometimes it takes a while to build up, um, that kind of audience and that kind of success. So just don't assume that because your competitors had this vile campaign that that is automatically what's gonna happen for you do what's authentic for your brand. Don't just do something because you think it's gonna get shared a lot because that can get you just a much into trouble in social media. So just stay authentic to your brand. Think through realistic goals, understand what the day to day is for your platform and you will be set up for success. Hope you enjoyed this