MANAGEMENT
Social media marketing Top 10 tips for campaigns with real ROI
The travel and tourism sector was one of the early pioneers of social media marketing programs. When managed with care, they can dramatically increase the reach of marketing budgets and help companies grow direct links with supporters and customers. Leveraging best practice from successful examples, here are 10 key pointers for campaigns with a real return on investment.
Plan to win – setting goals
1
As with any marketing campaign, target sectors and measurable goals need to be identified from the outset. With the ultimate goal of driving followers through the sales cycle, desired results that can be quantified would include increases in new followers, posts from followers, amount of content shared and clicks to the company website. It is also possible to measure if public perception of various aspects of the brand, such as service levels, are improving, via the use of focus groups and surveys.
Message Mapping
2
A social media messaging map keeps messaging actions on track by setting out different groups of follower targets and types of messages to be used to engage with them. The messaging map should identify some of the key interests of those in the target segments – for example high end travellers could be interested in posts about fine wine. The mapping should also include an editorial calendar, with some of the topics to be posted identified in advance. This will ensure a consistent social media presence while remaining flexible enough to profit from fresh editorial opportunities concerning hot topics and follower feedback.
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