Campaign Management Planning

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Built for Social Media CampaignsCampaigns across social media channels have become a standard part of marketing and business operations for organizations. HootSuite Enterprise is a powerful asset in planning, executing and measuring social campaigns.

This document will outline how every member on your team can leverage HootSuite Enterprise’s advanced functionality to deliver effective and engaging social media campaigns. What follows is HootSuite’s practical best practices checklist to campaign creation, execution, and measurement.

*For extra assistance on Message Tagging, we have included a takeaway step by step guide at the end of the document.

1. Define Strategy

• Review the goals of your organization’s social media strategy

• Determine the objectives of the planned social media campaign (eg. leads, revenue, publicity, web traffic...)

• Target the physical scope of your campaign based on geography, demographics, product type, promotions, categories, brand...

• Identify the social media channels for publication, based on scope.(Facebook, Twitter, Google+, LinkedIn...)

• Review metrics being used to measure social media, and adjust for the nature of the specific campaign, if necessary.

• Coordinate with campaigns in other media for amplification potential

• Socialize final campaign plan with stakeholders for feedback

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2. Develop Content• Build a publishing calendar with HootSuite’s Publisher for message frequency

and social network destination

• Strike a balance between scheduled content and live interaction (Tip: Use HootSuite’s AutoScheduler to quickly find the most optimal time to schedule)

• Develop hashtags and content specifically curated for each social network

• Create HootSuite Tags to apply on all outgoing messages (there is a How-To section at the end of this document)

• Coordinate with Marketing, PR, Corporate, etc. to approve content strategy

3. Execution• Build a campaign-specific HootSuite Tab to monitor campaign-related terms

and hashtags (Tip: Share streams with stakeholders)

• Route incoming traffic to the best resource with Assignments

• Ensure that the tone is human and on-brand by approving outgoing messages

• Archive messages for later analysis

4. Measure and Enhance• Use Custom URL parameters to link traffic from a social media campaign to

conversion of on-site web goals

• View live engagement through Message Tags to optimize content on the fly or gather lessons for the next campaign (tutorial next page)

• Build Custom Analytic reports to quickly share the impact of social campaigns with stakeholders

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B. Tags on Inbound MessagesYou can also Tag any message appearing within your streams.

1. Hover over the message and click the downward facing arrow at the top right. Select Add Tag.

2. Select the Tag from the dropdown, or create a new Tag (eg. Positive, Neutral, or Negative) and save the changes

How-To Message TagA. Outbound Message Tagging

Message Tags allow HootSuite’s analytics to follow and track engagement on specific segments of your outgoing content. Here are some instructions to get you started with Tagging.

1. Click on the Compose Message box, and then on the Tag icon to add tags to an outgoing message.

2. From the drop-down, you will be able to create and access Tags. Click Create Tag Post to generate a new Tag to use for all campaign content. Once you create the Tag, it will be available for all your team members.

3. You can apply several Tags to a single message, and when ready, simply send or schedule your mes-sage normally.

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C. Analyze Results

HootSuite’s Enterprise Analytics are the second piece of Message Tagging. Here’s how to measure the social enagement of each Tag.

1. To get started, click on Analytics in the lefthand launch bar.

2. Click Create New Report

3. Find the three Post Tagging Analytics modules (listed below) and select the appropriate modules to add to your report. Input the tags you wish to track and click done. When you are ready, click Create Report (or Save as Draft) at the top right.

Outbound - Post Count & Feedback

• A Twitter and Facebook enagement comparison for several Tags over a specified time period.

Outbound - Post Detail & Feedback

• An engagement breakdown for a specific Tag to review the Twitter and Facebook metrics for each message published with that Tag.

Inbound - Post Count

• A tabular count of the number of times an inbound tag(s) was applied over a specified time period.

For more help with HootSuite’s Analytics & Reporting, contact your Account Manager and register for our exclusive Enterprise Training Sessions.