1. Social Media Campaign Planning
Session 9

2. "80 percent of marketers incorrectly
begin with tactics instead of goals."
-eMarketer Report

3. Overview
• Why?
• Want to achieve what? = Objectives /
Goals
• How? Tactics – Engagement
• Measure

5. Why?
• Change perceptions?
• Resistance?
• Build trust?
• Need advocates?
• Reputation?
• Recall?
• Crisis?

8. Objectives-Goals
• S = Specific: Be very specific with what it is you want to accomplish. Be clear
and concise.
• M = Measurable: You can only manage what you measure. If there is not a
measurable element to your goal, it's not a goal.
• A = Attainable: when setting goals, be realistic with your expectations. If the
goal is too big or too high and you cannot achieve it, disappointment ensues
and usually discourages future goal setting.
• R = Relevant: Your goal must match what you want to accomplish and be
timely for your business, suitable for your brand / product / message.
• T = Time Based: For a goal to truly be a goal, it has to have a deadline. Set a
specific time in which you want achieve your goal.

9. Objectives-Goals
• UOW wants to enhance is reputation as a quality provider of
postgraduate education
• UOW wants to increase MA applications from grads with BA
taken an UOW
• UOW wants to increase student happiness
• UOW MA PR will see an applications increase of 25%
• UOW wants to increase app from India and Russia

12. Where is our audience?

13. Measuring
• Did we learn something about our customers that we didn’t
know before?
• Did our customers learn something about us?
• Were we able to engage our customers in new conversations?
• Do our employees have an effective new tool for external
feedback and reputation management?
• Crisis managed?
• Metrics – views, downloads, buzz