The Campaign Management Cheat Sheet September 20, 2017 The Campaign Management Cheat Sheet

The Campaign Management Cheat Sheet So what were the results of your last campaign? Were you able to show them effectively? Do you know what you should be tracking and how it should be presented? What graphs should you use for what data? And how can you present the data in a way that doesn’t make everyone fall asleep? That’s what we want to help you with, by giving you this template. In the following template, you will find examples of the data you need to present, how you should present it and tips for making sure your campaign reporting hits the mark. And after each example, there’s a slide for you to fill with your own data.

Top Line KPIs Why do I need this? This is the information that will help you get an idea of campaign performance in under five seconds. Delete this slide when creating your own presentation Tips – Keep it simple, don’t try to add too much information here, just the key metrics that give an overall impression of campaign performance.

Top Line KPIs Insert your data below! Analyst comments :

The Overall Buzz Why do I need this? To get an instant view of level of interest your campaign generated and to know what got people talking. Delete this slide when creating your own presentation Tips – Line or column graphs help you visualize spikes in buzz easily. Adding visual annotations makes it even easier to understand exactly what made people talk about your campaign.

The Overall Buzz Insert your data below! Analyst comments :

Share of Discussion Why do I need this? To quickly understand where your campaign made an impact and what kind of impact it had. Delete this slide when creating your own presentation Tips – Lining up similar looking graphs that serve a similar purpose (e.g. understanding audience reception) can make them easier on the eye and easier to understand. Pies are perfect for visualizing the share of discussion across different categories.

Share of Discussion Insert your data below! Analyst comments :

Analyzing the reaction Why do I need this? To get a better idea of the elements of your campaign people responded to and exactly how people discussed it online. Delete this slide when creating your own presentation Tips – Look at reactions both qualitatively (left) and quantitatively (right) to make sure you understand reactions to your campaign from multiple angles. Emotion clouds (left) give you an instant feel for the types of conversations that are taking place.

Analyzing the reaction Insert your data below! Analyst comments :

Influencer Impact Why do I need this? Influential people talking about your campaign can have a major impact on reach and people’s decisions to buy. Understanding who’s talking, who’s comments are making an impact and what they are saying is key. Delete this slide when creating your own presentation Tips – Sort results by engagement for best results, as number of posts can be easily manipulated by spammers, and reach metrics give you the size of somebody’s following but not necessarily the impact their posts are having.

Influencer Impact Insert your data below! Analyst comments :

The Global View Why do I need this? Chances are the reception towards your campaign differed according to region. World maps help you get a sense of the overall picture and the different elements of your campaign that people discussed. Delete this slide when creating your own presentation Tips – Use multiple global, national and/or regional views to visualize the impact of your campaign on a broad and more granular level.

The Global View Insert your data below! Analyst comments :

Deeper Demographics Why do I need this? For most campaigns you have an idea of who you are targeting. Drilling down into the age, interests and occupations of the people discussing your campaign helps you understand 1) whether you reached your target 2) who else outside your main target is interested. From here you can plan follow-on campaigns. Delete this slide when creating your own presentation Tips – Horizontal bar charts are handy when trying to compare the volumes of multiple topics from most to least. You get a great cascade effect.

Deeper Demographics Insert your data below! Analyst comments :

Campaign Impact Why do I need this? These graphs help you understand what actions people are likely to take based on your campaign and to get an idea of people’s first reactions to actually using the product or service. Delete this slide when creating your own presentation Tips – Aside from the pie, another way to compare share of discussion on topics is to use a stacked, bar or column chart. This tends to work better when you have fewer topics to compare.

Campaign Impact Insert your data below! Analyst comments :

Business Impact Why do I need this? Ultimately, your online and social marketing campaigns have to show ROI. This could be in the form of sales, a pre-determined goal conversion or even an increase in share price, but you need to show how your activities led to this outcome. Delete this slide when creating your own presentation Tips – Placing marketing metrics and sales or business KPIs on one graph help to make the impact of a campaign very clear. Using a slightly different type of graph (in this case line vs area) helps to differentiate between the two metrics. .

The Business Impact Insert your data below! Analyst comments :

General points to keep in mind Try to make sure your reporting has a clear flow. In this case, we’ve gone broadly from the immediate impact, to details, and finally to the bottom line. Add annotations and explanations to help yourself and your audience. Graphs tend to be harder than you think to understand. Don’t overload with data. Try to keep it to the key points only (hopefully our template helps with that!) Experiment with different methods of visualizing data. We’ve given some suggestions here but it’s always worth testing out different options as this will make a big difference to how it’s received.

Thank you!