Social Media Campaign Overview Matthew Fichera The Social Observer Social Media Campaign Overview Matthew Fichera

Defining Success Using Key Performance Indicators At the Start of the campaign this is what we were targeting for measurable results: Increase followers on Twitter by 20%. Start 377   Increase followers on blog by 20%. Start 81   Increase hashtag use “#snhusmm” by 10%. Start 2 uses per day.   Increase page views by 20%. Start 132   Increase duration of page view by 1 minute. Start 161 seconds

Total Pageviews We did amazing with our pageviews. We were able to increase viewership including in the peak when material was being published and promotional work was being done. While success was had in obtaining pageviews, keeping users on the site and becoming exposed to other quality material was a shortcoming.

Bounce Rate This is defined as the percentage of visitors to a particular website who navigate away from the site after viewing only one page. Google states a normal percentage for a blog between 40% and 60% Ways to lower this percentage would include: Promoting the full site, adding deeper calls to action to check out the full site as well as promotional content that invites users to explore the Social Observer World.

Average Session Time Our average session time was also increased over our set goal. However this metric combined with our high bounce rate goes to better illustrate the following: 1.) People are taking time to read full articles but than instead of searching for more or interacting and commenting they are leaving the site altogether 2.) We need to concentrate our efforts on sending the engagement message that the Social Observer is a place to stop and stay awhile and even let us know what you are feeling.

Average Pages Per Session This metric that Google Analytics supplies is also showing what I have been illustrating. This number makes sense when you think of the high bounce rate but also increased session time. Because of the session time you know people want to be on the site.

Number of Sessions Our total number of sessions overall in the long run was healthy. There is always room for improvement but the general idea is that there are people out there including thought leaders, followers and new folks who are very interested in what we have to say.

Twitter Followers Despite our daily effort of utilizing Twitter for our promotional needs our followers only went up by 8. We used our previously established hashtag of #SNHUsmm virally throughout the campaign and this monitored used we had a generous increase from 2 uses per day to 4.56. Suggestions would be to tweet directly to people or sending out tweets clearly asking for what you want.

Twitter Followers Despite our daily effort of utilizing Twitter for our promotional needs our followers only went up by 8. We used our previously established hashtag of #SNHUsmm virally throughout the campaign and this monitored used we had a generous increase from 2 uses per day to 4.56. Suggestions would be to tweet directly to people or sending out tweets clearly asking for what you want.

New Visits to The Social Observer The high percentage of new visits is a very good thing as this is leads and business coming in the front door. With that being said we are failing at harnessing and turning them into customers

Social Network Traffic We have had some success on Facebook. Other platforms need to be focused on during our continued efforts. Making better use of what is available is only going to help us in the big picture

Defining Success Using Key Performance Indicators At the Finish of the campaign this is what we achieved for measurable results: Increase followers on Twitter by 20%. Start 377 End 385 (2.12% increase) Result: KPI not met Increase followers on blog by 20%. Start 81 End 81 (No Change) Result: KPI not met Increase hashtag use “#snhusmm” by 10%. Start 2 uses per day End 4.56 uses per day. (128% increase) Result: KPI met Increase page views by 20%. Start 132 End 625 (373.48% increase Result: KPI met Increase duration of page view by 1 minute. Start 161 seconds End 235 seconds (74 second increase) Result: KPI met  

Solid Takeaways Followers Good Promotion Solid Blog Content Our campaign was viable because we did reach people. However it did not produce sustained customers. Increased effort focused on retention. Time and money need to be invested in promotional content Time needs to be set aside to test additional social media channels to make sure we are talking to diverse segments