Social Media Campaigns and ROI
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Questions and Answers

What does the term 'Top of Mind Awareness (ToMA)' refer to?

  • The metric used to measure customer willingness to recommend products
  • The first company, brand, or product that comes to customers' minds in an industry (correct)
  • The percentage of brand mentions online
  • The most valuable type of media for brand awareness

    • What is Earned Media recognized for in terms of value?

  • Increasing brand awareness without marketer effort (correct)
  • Resulting from paid advertising efforts
  • Generating direct sales for the company
  • Being controllable and easy to manipulate

    • What is Net Promoter Score (NPS) used to measure?

  • The number of competitors in a market
  • Brand mentions on social media
  • The percentage increase in sales revenue
  • Customer satisfaction levels (correct)

    • How can social media share of voice be defined?

    <p>The percentage of brand mentions online compared to competitors</p> Signup and view all the answers

    What action should trigger the use of 'Event' goals in Google Analytics?

    <p>Customer viewing a video on the website</p> Signup and view all the answers

    When should a 'Destination' goal be set in Google Analytics?

    <p>When wanting a user to load a specific URL location</p> Signup and view all the answers

    'Pages/Screens Per Session' goals in Google Analytics are useful for tracking:

    <p>The number of pages or screens viewed by customers</p> Signup and view all the answers

    'Duration' goals in Google Analytics are set for:

    <p>Tracking the time spent by users on the website or watching a video</p> Signup and view all the answers

    'Net Promoter Score' (NPS) measures which aspect in relation to customers?

    <p>'Willingness' to recommend products or services</p> Signup and view all the answers

    What type of goals should be set up in Google Analytics when tracking how long users stay on a specific page?

    <p>Duration goals</p> Signup and view all the answers

    What is the main purpose of a social media marketing campaign?

    <p>To communicate with a target audience to achieve a marketing goal</p> Signup and view all the answers

    What percentage of people follow a brand on social media for deals and promotions?

    <p>42.2%</p> Signup and view all the answers

    What is the formula to calculate social media ROI by revenue?

    <p>(Profit / Total Investment) x 100</p> Signup and view all the answers

    What is the importance of demonstrating social media ROI?

    <p>To justify the time and money spent on social media marketing</p> Signup and view all the answers

    What does the acronym 'ROI' stand for in the context of social media marketing?

    <p>Return on Investment</p> Signup and view all the answers

    Which of the following is NOT a reason why social media ROI is important?

    <p>Secure additional budget for personal use</p> Signup and view all the answers

    What is the main focus of social media marketing campaigns?

    <p>Promoting products or services to achieve a business goal</p> Signup and view all the answers

    What does the percentage 58.8% represent in the context of following a brand on social media?

    <p>% of people following for deals and promotions</p> Signup and view all the answers

    What aspect of a social media campaign defines its duration?

    <p>Having a specific start and end date</p> Signup and view all the answers

    What does Social Media Share of Voice measure?

    <p>The percentage of brand mentions compared to competitors</p> Signup and view all the answers

    What is Top of Mind Awareness (ToMA) in marketing terms?

    <p>The first company, brand, or product customers think of in a specific industry</p> Signup and view all the answers

    What is the significance of Earned Media for companies?

    <p>It is the most valuable media type as it enhances brand awareness effortlessly</p> Signup and view all the answers

    When should a 'Destination' goal be set up in Google Analytics?

    <p>When a user loads a specific URL location like a thank-you page post-registration</p> Signup and view all the answers

    What is the purpose of using UTM Parameters tags in social media campaigns?

    <p>To send data back to Google Analytics for tracking purposes</p> Signup and view all the answers

    Study Notes

    Measuring Social Media ROI

    • Social media share of voice is the percentage of brand mentions online compared to competitors.
    • Top of Mind Awareness (ToMA) is when a company, brand, or product is first in customers' minds in a particular industry or category.
    • Earned media is the most valuable type of media, increasing brand awareness with no additional effort.
    • Net Promoter Score (NPS) measures customers' willingness to recommend a company's products or services.

    Measuring Social Media ROI with Google

    • Set up a tracking code using Google Tag Manager and create UTM Parameters tags.
    • Use Google's free URL Builder to track URLs.
    • There are four types of goals in Google Analytics:
      • Event goals: for defined actions like social media recommendations or playing videos.
      • Destination goals: for specific URL locations like thank-you pages.
      • Pages/Screens Per Session goals: for tracking the number of pages viewed.
      • Duration goals: for tracking user time on a page or watching videos.

    Types of Social Media Reports in Google Analytics

    • Overview report
    • Network referrals
    • Landing pages
    • UTM Campaign Results
    • Conversions
    • Plugins
    • Users flow

    Social Media Campaigns and ROI

    • A social media marketing campaign is a coordinated effort to communicate with a target audience and achieve a marketing or business goal.
    • Campaigns are built on big ideas that persuade action among followers and have a specific start and end date.
    • 58.8% of people follow a brand on social media for deals and promotions, while 42.2% follow for incentives.

    Demonstrating ROI

    • ROI by Revenue Formula: Profit / Total Investment x 100
    • Calculate ROI by tracking profit, cost, and investment.
    • Employee hours and salaries, content creation, social media tools, and ad spend are all expenses to consider.

    Why Social Media ROI is Important

    • Justify the time and money spent on social media marketing.
    • Change perception of social media across the organization.
    • Secure additional budget and expand future social media marketing initiatives.

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    Description

    Learn about social media marketing campaigns, coordinated efforts to communicate with a target audience to achieve marketing goals. Discover how these campaigns promote products, build brand awareness, and create brand advocates. Understand the importance of ROI in social media campaigns.

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