Here is a rough look at some of the elements that go into a social media campaign, its importance, and how results are assessed.

1. A Rough Look at Design, Development, and Delivery
What goes into Social Media Campaigns?

2. Table of Contents
I. preliminary Remarks IV. content Distribution
a. Stats a. Endemic
b. Benefits b. Hybrid
c. Workers c. Non-endemic
II. content Production V. social media Management
a. Design
a. Build-up
b. Article
b. Posts
c. Photo
c. Cross-promo
d. Video
d. Integration
III. advertising Placement VI. analytical Assessment

3. statistics
I. preliminary Remarks
1. stats Facebook
a. Businesses with over 1,000 Facebook fans had 22 times more traffic.
b. Businesses with over 1,000 Facebook fans have 12 times more leads.
2. stats Twitter
a. Businesses with over 1,000 Twitter followers had over 6 times more traffic.
b. Businesses with over 1,000 Twitter followers got 10 times more leads.
3. stats Youtube
a. YouTube is the second largest search engine in the world.
b. By 2012, internet video will account for over 50% of consumer internet traffic .

4. I. preliminary Remarks benefits
1. benefits on Sales
a. Social media increases company reach.
b. Social media increases company leads.
2. benefits on Branding
a. Social media increases brand awareness.
b. Social media increases brand loyalty.
3. benefits on SEO & Data Mining
a. Social media improves capability to collect data on users.
b. Traffic to a website generated by social media boosts SEO.

5. I. preliminary Remarks workers
1. campaign Engineer 3. graphic Designer
The campaign engineer realizes a singular The graphic designer makes the features of the
vision for the campaign, integrating all the campaign look good, by getting them to
different platforms, and laying out the structure generate a consistent experience with the brand
of the campaign to optimize reach, engagement and increase the comfort level of the user's
and conversion. involvement with the campaign.
2. social media Manager 4. web Programmer
The social media manager installs the basic The web programmer translates the work of the
features necessary for the campaigns, conducts graphic designer into code and places it online
cross-promotional posts to drive engagement, to bring the vision of the campaign to a cyber
writes and distributes press releases while reality.
monitoring results.

6. I. preliminary Remarks workers
5. campaign Publicist
The publicist distributes the promotional
material across the media, ranging from news
sites and blogs to forums and wires, including
endemic, non-endemic, and hybrid outlets.

7. II. content Production
1. campaign Design 3. campaign Photos
Design for a campaign can be quite extensive, Photos are used in press releases and also in the
normally involving banners, backgrounds for design process of the campaign, whether in the
social media pages, facebook app development, development of a Facebook app, Twitter
landing pages, etc. background images, and such.
2. campaign Articles 4. campaign Video
Articles are written largely for press release Videos are produced sometimes to promote the
purposes, covering the rules of the campaigns, campaign, other times as the very target of the
prizes (if applicable), and directions on how the campaign itself, for instance, when users are
audience can get involved. asked to take a certain action to watch or
download a video.

8. III. advertising Placement
1. advertising Formats 3. advertising Platforms
There are a myriad of formats in the world of Different formats and contents tend to work
online advertisement, including static and differently across different platforms, so
animated images, flash files, word ads, social understanding how to build the right ad for the
ads, and the list goes on. right platform can sometimes be quite a
science.
2. advertising Contents
4. advertising Conversion
The content of ads is highly intricate,
sometimes involving inspirational material, call At the end of the day, we need to convert,
to action, consistency in branding, etc. Having whatever the conversion target may be,
the right mix is pivotal to ensure short and products, services, social media followers, etc.
long-term results for the brand. Campaign engineers and their managers have
to be constantly monitoring performance to
ensure best results.

9. IV. content Distribution
1. outlets Endemic 3. outlets Hybrid
Endemic outlets are the ones within the Hybrid outlets are the ones that are somewhat
targeted industry and are typically the best at related to the targeted industry but not directly
conversions, since their audience is keenly so, for example, how surfing and traveling
interested on the material presented. outlets are related to stand up paddling.
2. outlets Non-endemic 4. optimizing Exposure
Non-endemic outlets are the ones outside of the Understanding how different outlets tend to
targeted industry and perform a particular role publish different contents is incredibly
in that they help the campaign reach a broader important to publicize the campaign.
audience and thereby tend to increase the size Campaign engineers work with their social
of the market and audience. media managers and publicists to create
content that caters to the different outlets to
optimize exposure.

10. V. social media Management
1. social media Build-up 3. social media Cross-promotion
The Build-up is the first step of any well run Cross-promotion in kicks the campaign into
social media optimization, including the setup the next gear by reaching out to other movers
of graphics across platforms, keyword and shakers in the real of social media, getting
optimization to boost visibility, link placement, other audiences exposed to the campaign.
etc.
4. social media Integration
2. social media Posts
A well-run campaign integrates all the social
Posts need to be going up frequently, media outlets, with a consistent workflow
strategically, and with the right structure of serving the singular vision and goal
content, call-to-action, word count, etc. There is orchestrated by the campaign engineer to
much more to a social media post than meets reach optimal conversion.
the eye when considering professional posts.

11. VI. analytical Assessment
1. results Ads 3. results Social Media
Performance changes drastically across Social media is one of the top sources of traffic
different platforms, ad formats, sizes, and page for much of the websites, which inevitably
placement. Constantly monitoring results and makes social media one of the most important
testing ad variations are essential. elements to monitor.
2. results Publications 4. results Target
Identifying the outlets that have published Spending a lot of resources without many
campaign material helps gauge the efficiency of results is what everyone wants to avoid while
the public relations efforts not only in terms of spending little to gain much is everyone's goal.
the amount of material published but also its Analytics on conversion gives you the insights
bearing on the campaign conversion. you need to determine the best use of
resources.

12. statistics
Citations
slides section source url
4 1-2 Hubspot - study on 4,000 companies http://bit.ly/xq8DiN
4 3.a Hubspot - Socionomics http://bit.ly/wHe3cI
4 3.b Hubspot - 40 Marketing Insights http://bit.ly/wJbRcF