GUIDE CAMPAIGN MANAGEMENT BOARDS. How to Use Boards for. How to Set up a Board

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1 How to Use Boards for CAMPAIGN MANAGEMENT BOARDS GUIDE How to Set up a Board BOARDS are highly customized, interactive dashboards that ubervu via Hootsuite users can personalize to fit a specific task, job function or use case like campaign management. Due to the wide range of campaign objectives and the strategies used to meet them, each campaign will need to be monitored and measured differently. And that s where Boards come in. The goal of this guide is to show how customizing a Board to manage a campaign will enable you to: Monitor all aspects of your campaign in real time from one place. Take action on the conversations and metrics that matter most. Easily report on a campaign s success by turning campaign-specific Boards into reports. Find Boards in the left hand column. Click Create New in the top menu. Add widgets by using the + button on the bottom right or by pinning them directly from your streams. Choose widgets to display metrics and timelines (mentions, spikes & bursts, top stories, etc).

2 CUSTOMIZE YOUR CAMPAIGN BOARD Campaign Management & Boards As an example of how you can customize a Board for campaign management, we will walk you through setting up a BOARD FOR A BRAND AWARENESS CAMPAIGN, with the objective of increasing your brand s level of recognition. There are several metrics that are vital to successful monitoring and measurement of a Brand Awareness campaign. We ll now detail those metrics and how to add them to your campaign Board. You can use Boards to monitor and measure multiple campaign types including influencer campaigns, sponsorships, contests, events, a product or service launch, the effect of offline campaigns in social and much more. Set your campaign Board as your Home Board so you can start each day in the right place, with the right information to quickly evaluate your campaign s progress. page 2

3 Mentions Exposure Sharing Metrics Mentions represent the size of a conversation about your brand. Mentions are simply the number of times your brand name was used across social media, helping you understand just how much (or little) attention you re receiving in social. MENTIONS TRENDLINE or Line Graph Number of Mentions Exposure represents the potential audience by measuring the total possible impressions or views the mentions of your brand could receive, which is based on the total number of Twitter followers that are in the networks of the authors that generated the mentions. Number for Exposure Line Graph, BAR CHART or Stacked Area Chart Sharing metrics show how much and how often others interact with or amplify mentions of your brand name in social media. Number of Retweets, Likes and Shares Line Graph, Bar Chart or Stacked Area Chart page 3

4 Spikes & Bursts Top Stories Sentiment A Spikes & Burst signal will alert you to any significant increase in mentions, sentiment, volume of mentions in a specific language or from a certain platform. Timeline: Signals (Spikes) Blog posts, news articles or any link about your brand that s gaining traction in social, helping you stay ahead of a potentially negative story or amplify a positive one. Timeline: Signals (Top Stories) Sentiment refers to the emotion behind a social media mention. It s a way to measure the tone of the conversation, which adds important context to social mentions about your brand. Influencers Conversation Map Highlights people who are driving the conversation about your brand in real time. Highlights the most common keywords, giving you a real-time overview of conversations. Timeline: Signals (Influencers) page 4

5 SET BENCHMARKS for each metric prior to the campaign s launch so you can easily measure changes throughout the campaign. Customize each Board TAKE ACTION You can customize your Boards by dragging and dropping, or resizing widgets to focus in on what matters most. Place the most important metrics front and center so you can quickly check in to see if your objectives are being met. Now that you ve customized your Board you re ready to measure your campaign s effectiveness in real time. Monitor your mentions and exposure to see if your campaign is gaining traction. Are you seeing a spike in Twitter mentions? Consider increasing your advertising spend. Negative sentiment increasing? Investigate if the campaign is the cause and make any necessary adjustments to combat the negativity. Use the Influencers signal to find partners to help promote your campaign, brand or product. page 5

6 REPORT RESULTS Convert your Board to a Report When your campaign has ended, you can easily change your campaign Board into a report. This conversion optimizes your Board for deeper data analysis, letting you showcase important metrics and highlights of the campaign. Customize Your Report Simply click CONVERT TO A REPORT in the top menu. Extending the campaign? Click Convert to a Board to change it back to an interactive dashboard. Drag and drop the widgets to customize the layout of the report to successfully tell the story of your campaign. Add additional, supporting widgets to your new report by using the + button on the bottom right or by pinning supporting metrics or timelines directly from your streams into the report. Add TEXT/HTML WIDGETS to explain important highlights in the data. Use the layout options on the top right to help guide a print-ready, beautiful visualization of your report. page 6