You inform Anastasia that when planning a social media campaign, it can’t be app

Question

You inform Anastasia that when planning a social media campaign, it can’t be approached from a conventional or across-the-board, big media advertising mindset. Instead, it must be well-planned, pertinent to viewers, and most importantly, inherently shareable. People will only communicate a message if it resonates with them personally when connecting with friends, family, and followers (i.e., groups). Ultimately, when someone decides to share a concept, such as increasing physical activity, she must feel that it defines her in every way.

You conclude that the fitness campaign should manage perceptions of the new gym and communicate its values to others. Then, you move on to analyze the data of several variables, ratios, and a Pearson correlation.  

Figure 1: Social Media Marketing Metrics (Share of Voice and SM ROI Ratios) Measuring the Success of Various Platforms

1. The first variable is the total number of online activities, which includes the measures of “Reach” and “Engagement.” You explain that reach is the number of viewers that Anastasia has impacted with her social media content. This measure will give Anastasia a good idea of how appealing her social media message is to her target group.

You add that engagement measures the number of viewers who care enough about Anastasia’s message to actually do something with it. To engage people through social media, you advise Anastasia to create valuable content that inspires people to act. In other words, when someone follows Anastasia on Twitter, it means that that person was impacted by her message (i.e., reach). When someone retweets Anastasia’s content, it means that that person cared enough to share it with others (i.e., engagement).

What is the total number of online activities of Anastasia’s gym on the above five platforms? (Use the data in Figure 1.)

220, 300, 250, 150, 233

220, 320, 258, 166, 244

200, 330, 258, 168, 255

180, 320, 275, 170, 265

2. The second variable is the share of voice ratio. You explain that this ratio will inform Anastasia of how her competition is faring on social media. This can be achieved by comparing her figures with those of her competitor. In other words, the share of voice ratio is equal to the total number of online activities of Anastasia’s gym divided by the total number of online activities of her competitor’s gym.

What is the share of voice ratio for the above five platforms? (Use the data in Figure 1.)

1.75, 3.88, 2.57, 1.85, 1.54

1.83, 2.06, 1.84, 1.11, 1.98

1.95, 3.83, 2.46, 1.74, 1.83

1.83, 2.99, 2.07, 1.50, 1.11

3. Your third variable is the business-building ratio. It equals the number of conversions divided by the total number of online activities of Anastasia’s gym. You explain that conversion is the number of viewers who took action because of Anastasia’s message by entering her lead generation funnel and joining her marketing database (e.g., registering for a webinar). Consequently, you tell Anastasia that for the fitness campaign to be successful, she must use her website as a “hub” that links all of her social networking posts.

What is the business-building ratio for the above five platforms? (Use the data in Figure 1.)

0.20, 0.27, 0.14, 0.16, 0.39

0.51, 0.43, 0.76, 0.33, 0.61

0.43, 0.57, 0.43, 0.30, 0.54

0.22, 0.45, 0.17, 0.23, 0.45

4. The fourth variable is the social media return on investment. You define it as a measure of the efficiency of Anastasia’s social media fitness marketing campaign. It is equal to: (social media return - social media investment) / social media investment. What is your SM ROI for the above five platforms? (Use the data in Figure 1.)

32, 67, 92, 19, 73

36, 54, 18, 20, 90

40, 67, 18, 20, 80

40, 60, 17, 22, 89

5. According to the above results, which social media platform would you suggest that Anastasia use to run her fitness campaign?

Twitter

YouTube

LinkedIn

Facebook

While growing up in Oulu, Finland, Anastasia’s family instilled in her three core values: (1) hard work, (2) diligence, and (3) fitness. When she moved to Seattle, Washington, Anastasia decided to open a gym for women, modeled according to her ideals and principles. She met you through social media, and because of your expertise in marketing, she asked you to help her with analyzing the success of her multi-platform social media fitness campaign to increase women’s engagement in physical activities. She informed you that research has found that 75 percent of women want to increase their level of physical activity or work out more, but may not do so because of inhibition or embarrassment. Therefore, there is a need to approach and convert some of these women into customers at her gym. Anastasia has decided to create a social media fitness campaign targeting women aged 15-50 to inspire them to adopt her values by increasing their engagement in physical activities during the week and ignoring others’ judgment and criticism.

Explanation / Answer

1. b  220, 320, 258, 166, 244

2. The data is 220/120, 320/155, 258/140, 166/150, 244/123

= 1.83, 2.06, 1.84, 1.10, 1.98

B is correct.

3. It is 45/220, 85/320, 35/258, 26/166, 95/ 244

= 0.2, 0.265, 0.135, 0.156, 0.38

A is correct.

4. it is 2/5, 2/3, 1000/5500, 1500/7500, 2000/2500

= 0.4, 0.66, 0.18, 0.2, 0.8

C is the most appropriate, though not correct as per the given data.

5. Twitter offers highest return on investment, hence the most favourable.

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