Lecture 9&10: Pre-Campaign Report & Optimized Publishing in Social Spaces

Generally, pre-campaign report is used by judge to understand the campaign structure/strategy, company background…etc. With the current situation of company, we can measure the baseline case and compare with expected benefits to show the value of campaign. Avoiding abstract phrases, we should provide precise quantitative numbers to measure campaign and make sure you know what you really mean about objectives. For example, how many visitors will be attracted by campaign, or what’s the conversion rate. With concrete figure targets, we can examine performance on real time and adjust movement depending on different situations. While analyzing client industry and current situation, we can not only research industrial data but also incorporate traffic information of website to predict future trend.

For campaign budget allocation, timeline and different campaign are two major dimensions that we need to consider. Some campaigns are related to current or future event. The timing of events will affect the timing and frequencies of ads. Also, we should prioritize all campaigns, identify segment that client most focus on or group that provide more benefits/profits. It’s better to use table to show your priority decision making process and budget allocation, since people will be easy and clear to compare side-by-side. When measuring market competition, remember to use Google AdWords keyword tool and traffic estimator to see how's the competition status in the industry and cost per click. You can type keywords either from product information or Google Analytics into the link below. The tool will show you the critical information about keywords.

Google Adwords Keyword Tool: https://adwords.google.com/select/KeywordToolExternal

SocialFlow
A scientific approach to measurably increased engagement.

How to use information to optimize publishing to get attention?

Publish is not problem, getting intention is a problem

Scope your audience

What do my content tends to be better for them

Large size does not equals more engagement.