Free Essay

Web Campaign

In: Business and Management

Submitted By rupalj
Words 1357
Pages 6

Objectives: * Drive targeted traffic to the Facebook page and increase “Likes” of Social Magazine by 300 in a 6 month period. * Increase followers on Twitter * Develop customer relations through social media platforms like Twitter and Facebook * Establish the company in local search * Increase the customer database by 20% each week.

Through the Web Campaign we aim to use the company’s Facebook page as a dominant source of information since the company’s website is currently under construction.

Through this campaign, our aim is to spread awareness of the magazine, attract new readers, and keep current readers from switching over to other magazines.
This will be done in the following ways:
1. Content Teasers
Without giving away the whole story, social media sites offer publishers a chance to give readers a glimpse of what’s in their current issues, with the hopes of either redirecting readers to a web version of their print publication, or to a magazine stand to purchase a hard copy. Either way, headline glimpses are a great way to hook readers who might otherwise have missed a story in which they have interest.
2. Content Enhancement
Since Social magazine does not offer digital versions of their print publications, social media sites let magazine publishers take advantage of the benefits of digital publishing and the large audiences who have become faithful social media users. Photo galleries, video sidebars and the many other qualities that have made the Internet so popular are not possible in print, so publishers turn to social media networks to enjoy the best of both worlds.
3. Reader Endorsement
Encourage people to “Like” Social Magazine Facebook page. This is an instant indication of readers offering praise and recommendation, and hundreds, even thousands, of others can see that on the readers status update, giving the magazine the type of reader endorsement that isn’t possible in the flat print version.

4. Editorial Interaction
Among the more popular pages in many magazines are the Letters to the Editor, because readers enjoy seeing what other readers think of a writer’s take on a particular story. Social media websites not only make it possible for readers to post their “Letters to the Editor” immediately, but also for editorial staff members to respond, generating a back-and-forth interaction that draws readers closer to the product. Today more than ever, readers enjoy being “close to the story”, and this interaction with writers, photographers and editors gives them that satisfaction.
As part of the web campaign our team suggested building a Social media optimization (SMO) plan. A SMO allows companies to capitalize on large communities of people by bringing their marketing strategies into a realm where their brand can be discussed, and where they can influence opinion on your product or service.
• Maintenance of social profiles: set up and maintain up to date company profile at major social media sites. Creating and maintaining a current profile is essential to establishing your online presence and giving a “face” to your name.
• Submission of content on social book marking sites: Submitting content to social book marking sites, forums, and other online media sites. This can include blog development, article marketing, press releases and more.
• Communication with others: Communication with other users benefits a business’s online profiles on platforms like Facebook and Twitter and helps ensure that content you submit to social sites gains visibility.
• Link Building: Clicking a link from a trusted source is one of the most popular ways for people to find a new website. Incoming links can help search engines build trust in a site and visitors’ trust in the company.

In addition to social media marketing, we suggested using Search Engine Optimization techniques to gain visibility. Integration of keyword research into the web campaign is suggested, not just for maximizing the presence on the various social platforms and profiles but also for finding and understanding micro audiences, influencers and communities. This can be achieved by:

* Signing up on sites most targeted toward the customers. Since the magazine is popular in Central and South Jersey areas, the client could register for free with local town sites and other entertainment sites like : and

* Purchasing keyword advertising from Google Adwords will keep the magazine name in front of the target audience in a way that when they search for local events and local offers in their area, Social Magazine will pop up in their search. The company may pay either for every click on a contextual ad (cost-per-click-bidding). Following are some keyword searches suggested by Google Adwords with details on the competition and how popular those searches are.

| Keyword | Competition | Global Monthly Searches | Local Monthly Searches | | new jersey magazine | Low | 12,100 | 12,100 | | new jersey events | Low | 40,500 | 40,500 | | free events in new jersey | Medium | 390 | 390 | | things to do in new jersey | Low | 49,500 | 49,500 | | new jersey event | Medium | 22,200 | 22,200 | | events in new jersey today | Medium | 260 | 260 | | events in new jersey | Low | 40,500 | 40,50 |

However, since SEO/SMO can be time consuming and take a lot of effort, another option we suggested our client was to purchase a social media management package from Sprout Social.(
Sprout Social has all the tools needed for SOM in one powerful package. Sprout Social emphasizes the four components of social media effectiveness; Monitoring, Engagement, Measurement and Growth.


If the client chooses to opt for Google Adwords, we suggested a daily budget of $5 and a maximum cost of ten cents for each click on an ad.
You don't pay per keyword, you pay every time someone clicks on your ad (unless you have cost per impression pricing set up). This is called your cost-per-click (CPC). You set an amount you're willing to pay per click, but often you pay less than this because AdWords minimizes your costs automatically. So if there was no-one else bidding on a particular keyword you would actually only pay the minimum bid.
If the client chooses to buy a social media management tool like Sprout Social, they can purchase the Delux package with a monthly fee of $59 which would include the following: * Complete Audience Engagement * Contact/Customer Management * Google Analytics Integration * Tasking & Assignments * Live Support * Helpdesk Integration
Tracking the success of the web campaign is important to determine if the strategies we suggested delivered the desired results. The following indicators will be used to track the success:
1. Number and growth rate of followers
Since our client’s company is in the earlier stages of social media marketing, a steady rate of growth can be a sign that the campaigns are succeeding, while stagnation or loss of followers can signal that the idea of another approach should be entertained. The best way to do this is to track the number of visitors that come to Social Magazine’s Facebook page as well as the number of followers on Twitter. We also suggested signing up for sites that offer programs that help to track statistics for example: Google Analytics. It’s also important to track other metrics such as bounce rate – the amount of time a customer stays on the Web site – and which pages social media followers visit on the site.
2. Follower interaction
Reader engagement and interaction – such as “likes” and comments on Facebook and mentions on Twitter – can indicate that not only are the magazine’s followers receiving the message, but they’re also absorbing it and interested enough to respond to it. Follower interactions show that they care about what you and your company have to say and have moved from passive listeners to active participants who are more tuned in.

3. Quality of content

Content is what fuels your social media efforts. The conversation rate and the share rate will help you gauge the quality of your content, you can also us Google Analytics data to just the quality of the content.


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