Lessons
Aligning to Measurable Objectives
1Course Overview
00:42 2Why Are Goals Important
02:10 3What is a SMART Goal
06:36 4Helping Client to Identify SMART Goals
05:25 5Common Errors with Goal Setting
03:16 6Case Study Winning the Olympics on Social Media
09:53 7Quiz : Aligning to Measurable Objectives
Metrics and Measurements, Definitions
8Why are Metrics Important
01:47 9Facebook Page Insights
05:10 10Instagram Analytics
03:53 11Twitter analytics
03:52 12LinkedIn Metrics
02:23 13Youtube Metrics
03:24 14Quiz: Metrics and Measurements, Definitions
Social Media Listening & Competitive Audit
15Social Media Listening Tools
06:38 16Competitive Audit - Analysis
04:56 17Quiz: Social Media Listening & Competitive Audit
Social Media Analytics - on the website
18Linking Social Media activity to Google Analytics
09:57 19Tracking Website Traffic
05:56 20Pixels
03:50 21Quiz: Social Media Analytics - on the website
Measuring and Reporting the Results
22How Often Should You Monitor a Campaign
02:58 23What to Look at When You Measure Results
09:46 24Measuring the Results
04:57 25Reporting the Results
04:32 26Quiz: Measuring and Reporting the Results
Conclusion
27Conclusion
00:53Final Quiz
28Final Quiz
Lesson Info
Reporting the Results
in this very last chapter, I'll tell you about reporting and some best practices of presenting this data to your client. There are various ways that you can choose to develop these reports. You can divide up your quantitative data versus your qualitative data. You can put them all into one dashboard so that you can see everything all together. Some best practices despite how you choose to represent this visually is to always always always include the objective for the goal of the campaign. So if you walk away with nothing else from this lesson, I want you to remember that the goal and the objectives are the most important part for monitoring your campaign because that's what you're tracking towards. So please include that in all of your client reports to remind yourself of what you should be looking at. But also to remind the client of what you set out to achieve together. Other things that you should definitely do within each dashboard is to customize for those KPI S that you've set o...
ut with your clients. So if you are optimizing for cost per lead or if you're optimizing for the number of followers that you want to achieve or you're optimizing for website traffic, whatever those key metrics are, make sure that those are also the things that the reports centers around. So if it's total fans talk about that, talk about how much that number has changed over the last days. If it's engagement, same thing, what if we go back to the goal that we had set out in the beginning of this course of increasing social media engagement by 15% to drive website traffic to promotions and offers. I would make sure that the social media engagement would be shown as well as website traffic change would be shown in each report that I would give to my client. Other ways that you can share reports with clients is to create the customized version either natively in these dashboards or on the third party apps that you might be using and then either screenshot it for them or export it for them so that they have a version for themselves. Some other great practices is to actually have a screenshot of the actual creative that ran so that as you're referencing it, everybody can remember what the visuals were, the headline, the call to action. If you're running on a different platforms, make sure you have screenshots of what it appears to be on instagram versus the audience network or in messenger. Just so everybody is looking at the same thing. You also want to have any percent change or growth within each report. So being able to visualize the data in the format of graphs, whether they be line graphs or bar graphs. If you're looking at qualitative data using word clouds to pull out trends are really helpful. And another great practice is if you are purely looking at a qualitative campaign then copying and pasting, screenshots of comments that were left user generated content. Maybe it's a tweet that mentions the brand that got retweeted a lot. Seeing the actual piece of content that generated results is also a great practice to include some other things that you might want to include in your report to our benchmarks. Just so you get a sense of where and how you're tracking with all of the results that you're presenting, some places where you can find benchmarks would be historical performance in the account itself. So if you've run campaigns before you probably have some data on how you usually, you typically perform for click through rates or cost per click or cost per acquisitions. If you don't have historical performance in the account. Looking at industry benchmarks is often helpful and every industry has different benchmarks and different ways to find it as well as platform benchmarks. So this is on your screen now. Typical facebook benchmarks for both. Click through rate and cost per click for different industries. And these are pretty easy to find from various reporting sources. I got these from words stream, which is a website that I go to a lot for benchmarks. Different industries have different websites where they're tracking these kinds of things. But you can see here that the average click through rate across all industries is 0.9% on facebook for advertising and then the average cost per click across all industries is 1.72 and then if you were to dig deeper into each of these bar graphs, they each represent different industries, from e commerce, automobiles to B two, B companies, nonprofits and so forth. And this is all available for you to look at as well. I'll make sure you have a downloadable version of these benchmarks, but it's something that I do encourage because it allows you to just track against those and see how you're performing and with that, I hope that you have now the tips and the tools that will make you a successful marketing partner for your clients or you'll be able to set your goals, measure campaign results, track those and optimize throughout the course of the campaign.
Class Materials
Bonus Materials with Purchase