Five steps for creating a social campaign

Five steps for creating a social campaign

Five steps for creating a social campaign – this is all what is takes:

  1. Objectives
  2. Audience
  3. Measurement and KPI’s
  4. Budgets and run dates
  5. Creative




There are five objectives which need to achieved through digital marketing:

  1. Awareness
  2. Traffic to the site
  3. Purchases
  4. Generation of leads
  5. Brand affinity


The customer journey begins with defining the audience. All target personas need to be carefully created, to establish a proper audience channel and content preferences. On the web site properly set up marketing tags help to serve ads to the audiences of past visitors or finding audiences similar to the visitors of the web page.

There are several persona building tools: Xtensio, Make My Persona by Hubspot, User Forge,  Up Close and Persona or Smaply.


Measurement and KPIs


To measure the results every digital marketer need to establish a set of KPIs. They apply to a stand-alone campaign, as well as to multi-channel campaigns. Social channels have the biggest impact at the beginning of user’s journey – at the awareness and interest stage.


How to assign the KPIs?


They need to be assigned to following parameters:

  1. Reach and impressions
  2. Social engagement
  4. Growth of followers
  5. Download of the app
  6. Clicks
  7. Sign-ups
  8. Clicks and conversions


At the stage of Awareness should be measured Reach, Impresions, Bounce Rate, Cost per Thousand (CPM) and Cost per Click (CPC).

At the stage of Consideration Click-Through Rate and Quality Score (SEO) should be closely supervised.

At the stage of Intent should be monitored: Search Query Volume, Website visits, App downloads, subscription to email, Search Engine Ranking Page (SERP).

At the stage of Purchase should be observed: Conversion Rate Coat per Lead (CPL), Revenue from sales, Margins, Return on Advertising Spent (ROAS).

Once the customer gets to the Loyalty stage, Followers, Active Uses, Fans and Subscribers should be monitored.

On the last stage, Advocacy, should be taken into consideration shares, positive comments and word-of-mouth.


Budgets and run dates


A detailed Media Plan should be established before running a campaign. It should show: total budget per channel, delivery targets and cost metrics.




Each creative should be designed in the way which matches each platform’s best practices. It should be a part of the same visual set, be mobile-first, transfer a clear information about branding, it should have multiple creative variations and should be often updated.