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5 use cases of campaigns in ObjectiveMarketer

One of the first steps we recommend ObjectiveMarketer users, when they get started with the product, is to “create some campaigns“.

ObjectiveMarketer Campaigns

ObjectiveMarketer Campaigns - Like Folders, you can use to organize your messages.

A campaign means a different things to different people, depending on which side of the business they are coming from. In ObjectiveMarketer, the concept of campaigns is very simple – it is a group of similarly themed messages.  A campaign is created as a placeholder for contents, including messages and assets like YouTube video etc. A campaign in ObjectiveMarketer is akin to Folders in computer used to organize files, or it can be thought of as a Project, or a Program or an Initiative. Usually, a campaign in ObjectiveMarketer can be a part of a bigger organization wide campaign.

The concept of campaigns is one of the most powerful and unique features of  ObjectiveMarketer, which is designed to avoid randomness and to make social media management more strategy driven. The top five use cases suggesting reasons, why creating a campaign can be very helpful in a social media process are:

  1. Better organization of messages
  2. Makes communication more strategic
  3. Ability to audit content
  4. Implement A/B/n test scenarios
  5. Aggregate view of performance

Let us take each of them, one by one, with some real use cases.

Better organization of messages

Tammy works for a digital media agency, offering search, social and mobile marketing services.  To promote, and to increase the brand awareness of her agency, Tammy uses ObjectiveMarketer.  She creates three campaigns, each representing the three different focus areas of her business. For each of these campaigns, she structures her content and delivery options.

A simple way of organizing her messages like this allows Tammy to be completely in the know of where she is spending more time, and which of these areas are working better with her audience on social channels. Now that her communication strategy is streamlined, she can concentrate on things like “how to get new clients, and make existing ones happier”.

Makes communication more strategic

The most important reason why you should use Campaigns is that it allows you to be strategic, and helps you to plan before you publish.

Mike manages social media for a Real Estate business.  He plans ahead of time, what is the content he is going to use to engage his audience with.  He plans on some themes, which are his campaigns in ObjectiveMarketer, like:

  • Avoid Foreclosure – This campaign will share tips for those homeowners who are in trouble with their mortgage. These messages will create a positive image for the company, and will open threads for interaction and better user engagement.
  • First Time Buyer Tips – This campaign will share messages aimed at users who are 1st time buyers. This is a very niche set of users, and the purpose is again to educate and engage with users.
  • Congratulations! Houses Sold – This is an automated message, which is fed from their listing site and each time a property is sold, the message is sent out. This demonstrates the success of business, in very subtle manner.
  • Free Tours – One day of the week the real estate business offers free tours of the properties for the first 50 users who register. This is a promotional campaign, primarily a lead generation activity.

As can be seen above, just deciding upon the strategy of communication, and sticking to them helps you to plan further about what content to generate, where to get it from, how frequent the content needs to be shared and such – saving time, and working on things which have been well planned, and thought of.

Ability to audit content

Debbie likes to create her campaigns by the week.  So, beginning each month she creates 4 campaigns like June Week1, June Week2 … and she schedules messages for her campaigns ahead of time, sometimes for the next week too. This way she can take a look at her whole month broken by weeks even before the reports are generated.

Another interesting use case of creating campaigns for audit purposes is to create campaigns by user names. Each time, a user shares a content that user will select the campaign by her name.  This is an easy, effortless way of keeping tab of each individual users responsibility.

Implement A/B/n test scenarios

ObjectiveMarketer campaigns by design allow you to test different strategies. For example, the tone of the messages, the placement and use of keywords, the use of hashtags. How do you know, which type of messages get you more response from audience? A use case that was tried out by one of the ObjectiveMarketer users was as follows. He created two different campaigns, each one with a contrasting tone. In one, he used a more salesy pitch  and in the other, made it sound more informational – both leading to the same website. What he saw was that both received comparable number of clicks, but, the second one received a higher number of retweets, and got him more followers.  Once, you have identified what works for you, chose that as the winning strategy. And, with the feedback that ObjectiveMarketer stats provide, keep optimizing.

Aggregate view of performance

The best use case of ObjectiveMarketer campaigns is the ability to view an overall campaign performance. You can see an aggregate performance of your campaign, and compare different parameters for all your campaigns. You can create benchmark for your campaigns and try different ways to meet your campaign goals.

Summarizing it all

There are several ways in which a grouping of messages can help you be more systematic and strategic. If you have a use case, which is not mentioned here, please feel free to share. The step before monetizing from any initiative is managing. If you are managing well, you can make better plans for a sustainable business objective. And, the campaigns help you to consolidate, and manage your initiatives, aligning your social media goals with the bigger corporate goals.

As Guy Kawasaki once said,” if you are really trying to take the heat off Twitter Marketing, you better do it right“. And, ObjectiveMarketer campaigns are one of those tools that help you do it right.

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