Social Media Marketing Campaigns:

Objective Driven MetricsPresented By: Viktorija Trunova & Peter Demangos

Consumer Path to Purchase

AWARENESS

INVESTIGATION

PURCHASE

ENGAGEMENT & REPURCHASE

LOYALTY

Where does Social Media Marketing Fit?

Social Media Landscape

• Business Objective• Member Interaction• User Experience• Longer Term Utility• Integration • Flexibility

Attributes of Successful SMM Campaign

• Conversational Exchange • Reach• Content Amplification• Sentiment• Content Appreciation

5 Useful Measurements

Key Metrics / KPIs

http://www.youtube.com/watch?v=uWm27gcIq_M&feature=related

Successful SMM Campaigns

http://www.youtube.com/watch?v=2ETTMygBbac

Successful SMM Campaigns

• IKEAo Objective: ENGAGEo How: RIPPLE EFFECTo What: FACEBOOKo Result: User Generated Promotion

• Starbuckso Objective: DRIVE PURCHASEo How: TARGET & ENGAGEo Result: 8000 participants -> 1.5M people

120,000 new customers

Successful SMM Campaigns

• Define Objectives:

• Develop Specific KPI’s:

• Select Appropriate Metrics

• Track

Key Takeaways