Paid Social Health Check Step 1 of 4 25% Before we start the health check, it is helpful for us to collect some information about yourself and your business. None of this information is sent to us until you press the submit button at the end of the form. You may be emailed with additional results or information based on your responses to this survey.Name First Last Email Business Name Business Website Question 1Are Resources and their Capabilities adequate in relation to budget sizing and business goals? Fully outsourced paid social advertising (agency) no in-house paid social team. Overall Digital and Paid Social Strategy overseen by knowledgeable in-house resource but developed by planner (agency) and executed by operations - some gaps on agency side exist Digital and Paid Social strategy developed in house - execution fully outsourced Experienced Operations and Strategists in house and at the agency, who are transparent, accountable and successful Fully in-housed strategy and execution. With dedicated and experienced Paid Social resource. Fully integrated into Advertising/Marketing department. Question 2Describe how your business goes about measuring, reporting and improving the effectiveness/efficiency of paid social media campaigns? KPI and Measurement Framework not fully defined Ad Hoc Reporting Clearly defined KPIs and Reports reflect these Real-time dashboards available Detailed and consistent measurement in place across business and brands Question 3Are Resoucres and their Capabilties adequate in relation to budget sizing and business goals? Aribtrary Budgets / Campaigns frequently over or underspending Bids & Budgets reflect historical campaign data but are static Audience based budget planning and active budget management regular review and optimization of budgets Dynamic Budgets based on performance Question 4Are you strategically utilising creatives and placement types to maximise each platform's potential, while aligning with your business goals? One standard size fits all creative approach Exploring additional creative types and planning tests Differentiation of Creative and Placement types according to campaign strategy/goals All Creative and Placement types have been tested and evaluated - role of each are thoroughly understood Proven efficiencies through strategic selection of placements Question 5Are you monitoring and/or managing community, comments, and reactions/shares/ etc? No management of comments, reactions and/or mentions Listening in and managing occasionally Social team has been instructed to pay attention to comment / mentions / reactions and deal with most critical ones Structured approach to comments, mentions and messages - with SLAs Efficient process for management and follow up on all interactions and revieweing effectiveness Question 6Are you using paid social audience features to their full potential? Using core demographic, interest and behavioural platform audiences and/or testing custom audiences Small set of audiences that get reused time and time again Advanced audience modelling e.g lookalike, action and engagement based audiences, suppression Proactive audience 'maturing' from awareness stages through to bottom funnel and into advocacy/loyalty Audience strategy is fully enabling a high degree of personalisation Question 7How sophisticated are you in measuring, reporting and improving the effectiveness of social media? Not analysing page statistics Review growth in following (e.g. Page Follower, Likes) Benchmarking reach and interaction rates against competitors Using analytics tools to evaluate behaviour of audience Integrated dashboard of social media performance and alerts on key issues Question 8What does your campaign planning approach look like? Arbitrary budget given to paid social team Budgets based on number of desired clicks Some audience planning used to establish budgets and campaign goals Clear, realistic, KPIs and campaign goals - aligned with business goals Fully Audience led planning approach - with minimal overlaps and clear audience sizings Question 9How do platform client teams (faceboook reps, linked in reps, etc) influence and assist in paid social strategy and execution? No access to platform partners Platform partners exist for business/account set-up and troubleshooting Platform partners assist in platform and campaign integrations and media planning at a macro planning level Platform partners are involved in Always On Campaign and account planning to assist Platform partners are involved in brand and campaign planning, in addition to best practice education sessions and partner led Brand Lift and Sales Lift Studies HiddenScoreHiddenEmergingLooks like you are just dipping your toes into the exciting world of paid search advertising. This is the perfect time to hit the ground running and let the team here at Stackmark build a strong foundation for your success. If this seems like something you are interested in please reach out below HiddenCrawlingYou've started out, but it can be hard by yourself. As the old maxim says, you don't always know what you don't know. It's great that you have made a start! Now it is time to move towards a process and results oriented strategy to increase the effectiveness of your marketing dollars If this seems like something you are interested in please reach out below HiddenWalkingYou are making good strides in the world of paid social! You have initial strategies in place and have KPIs with which to measure them. There are a few methods of travel that are faster than walking however and we can help you speed up. If this seems like something you are interested in please reach out below HiddenRunningYou have a team, strategy and KPI measurement across the board. The missing piece however may be consistency. By building consistent and automated processes across your paid social accounts it allows true measurement and reporting on success. If this seems like something you are interested in please reach out below HiddenLeapingAll cylinders are go! You are leaping across the world of paid social. This does not mean rest on your laurels. It is important to constantly monitor how your organization is performing across all channels and a more in depth audit would help provide this. You're ahead of the game with paid social, how about seeing how you stack up with our other health checks? And that in depth audit we were talking about earlier, why not reach out?
