META SOCIAL MEDIA MARKETING PROFESSIONAL CERTIFICATE

Course 5 – Measure and Optimize Social Media Marketing Campaigns

Week 4: Communicate Your Marketing Results

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TABLE OF CONTENT

This week, you’ll learn how to tell the full story of your campaign and communicate its results to a larger audience in an effective presentation. You’ll learn how to tell a clear story with data and focus on the insights that will help determine the next steps in your marketing efforts.

Learning Objectives

  • Outline what campaign information needs to be shared
  • Tell the story of your marketing effort supported by data in a concise presentation
  • Draw conclusions and formulate next steps based on your findings
  • Extracting and visualizing the right data to tell your story

PRACTICE QUIZ: TELLING YOUR FULL CAMPAIGN STORY

1. What’s the goal of presenting your campaign results?

  • To show what actions you took to achieve your goals
  • To show what insights you found in the campaign data
  • To show how you’ll iterate on campaigns in the future
  • All of the above (CORRECT)

Correct! Your presentation should include all of the above.

2. What should your presentation begin with?

  • Campaign actions
  • Results
  • Data
  • Goals (CORRECT)

Correct! You should always start with the goals you created — everything stems from them.

3. Why would you state your objectives?

  • To show how you’ll put your goals into action
  • To bridge the narrative of your presentation from goals to campaign
  • To explain your audience your strategy
  • All of the above (CORRECT)

Correct! There are all reasons why you would explain your objectives.

4. Why is it good to state your KPIs before talking about creating your campaign?

  • Since KPIs are the first thing you consider, you determine your KPIs before your goals and objectives
  • Since KPIs are tied to goals and objectives, you measure them before setting up your campaign
  • There’s no reason — you can talk about KPIs anywhere
  • Since KPIs are tied to goals and objectives, it shows you’re thinking through every step of your campaign (CORRECT)

Correct! KPIs give you a preview of which metrics you’ll be looking at for results.

5. How much information should you give about your campaign?

  • Take your audience through each detail of how you set up your campaign, step-by-step
  • You don’t need to tell your audience anything about your campaign, since you already know about it
  • Only tell your audience about your campaign budget
  • An overview of how you set up your campaign, including intentions, audience, placements, duration, and budget (CORRECT)

Correct! You wouldn’t want to explain everything in detail, so these items cover what your audience would need to know.

6. What data points might you include when talking about awareness campaign results?

  • Likes, shares, and comments
  • Link clicks, engagement, and landing page views
  • Purchases, add to cart, and payment info
  • Ad recall, reach, and impressions (CORRECT)

Correct! You would share these data points in your presentation.

7. What data points might you include when talking about consideration campaign results?

  • Link clicks, engagement, and landing page views (CORRECT)
  • Purchases, add to cart, and payment info
  • Ad recall, reach, and impressions
  • Online store traffic, and lead generation

Correct! You would share these data points in your presentation.

8. What data points might you include when talking about conversion campaign results?

  • Purchases, add to cart, and payment info (CORRECT)
  • Likes, shares, and comments
  • Link clicks, engagement, and landing page views
  • Ad recall, reach, and impressions

Correct! You would share these data points in your presentation.

9. What would you do when asked about causal relationships?

  • Point to the results of your experiments
  • Explain how A/B testing showed you that your campaign did get results
  • Explain how attribution studies show the path of customer behavior, and the path from campaign to result
  • All of the above (CORRECT)

Correct! Point to all of these examples, and more, when asked about causality.

10. Why would you include plans for future campaigns in your presentation?

  • To show that you’ve drawn conclusions from your data that can be used to iterate
  • To show that you’re proactively thinking ahead to the next campaign
  • To demonstrate tangible ways to improve results in the future
  • All of the above (CORRECT)

Correct! There are all reasons to include plans for the future in your presentation.

11.  What examples can you provide in your presentation to show causal relationships?

  • Goal setting, bidding strategies, and attribution studies
  • Focus groups, Facebook Insights, and lift studies
  • A/B testing, lift studies, and attribution studies (CORRECT)
  • Bidding strategies, Google Analytics, and A/B testing

Correct! These are experiments you can do that can show causal relationships.

12. What kind of data should you show?

  • Data that supports the story you’re communicating (CORRECT)
  • All the data from our dashboards
  • No data — it’ll be distracting
  • Only data that shows positive returns

Correct! Only show data that will be useful to your presentation.

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QUIZ: COMMUNICATE YOUR MARKETING RESULTS

1. What data might you include when presenting on consideration KPIs?

  • Charts and graphs on traffic and engagement (CORRECT)
  • Charts and graphs on lead gen sign-ups and purchases
  • Charts and graphs on bidding strategy and auctions
  • Charts and graphs on reach and impressions

Correct! Include these results when talking about consideration KPIs.

2. What might be a good tactic when thinking about opening and closing your presentation?

  • Look at them as separate, unrelated parts of your presentation
  • Open and close by stating your results
  • Skip the opening and closing — they’re not needed
  • Connect the opening and closing with a story, a question, or an interesting fact (CORRECT)

Correct! Try to connect them in some way.

3. What are some slides you’d want to include in your slide deck?

  • How you brainstormed your creative
  • All the data results you could find
  • The details of how Facebook conducts their bidding and auctions
  • Lessons learned for the future (CORRECT)

Correct! These are a few of the slides you can include.

4. What is a best practice to keep in mind when presenting data visually?

  • Make sure you have the right charts and graphs for the right data (CORRECT)
  • Just show data in tables
  • Only use one kind of chart throughout
  • Fit all the data in that you can

Correct! Make your data visualization as clear as possible.

5. You’re anticipating audience questions, especially one asking how the budget was spent and if money was wasted. You’d then include a slide addressing what?

  • Your campaign objectives
  • Causal relationships
  • How you set up your campaign
  • ROAS, ROI, and possible CAC (CORRECT)

Correct! Include these measurements that talk about budget, revenue, and returns.

6. How should you be thinking about your slide deck during a presentation?

  • Make sure it has branded colors and fonts
  • Make sure it presents data clearly and visually
  • Make sure it just lists bullet points
  • All of the above (CORRECT)

Correct! Be sure to craft your slide deck accordingly.

7. Where should you look during a presentation?

  • At your audience, making eye contact
  • At the clock to check that you’re on track with time
  • Not at your notes, or very briefly
  • All of the above (CORRECT)

Correct! You should be looking at all these places during your presentation.

8. When creating a presentation, what’s the main thing to keep in mind as you create it?

  • Who your audience is (CORRECT)
  • How much money your campaign made
  • Crafting the best slide deck ever
  • How much time you have to present

Correct! You always want to tailor your presentation to your audience.

9. You want to talk about an experiment you ran that showed the path a customer took from your campaign to the result. Which of the following would you talk about?

  • Lift study
  • Attribution study (CORRECT)
  • Holdout study
  • A/B Testing

Correct! Include information about this in your presentation.

10. It’s the day of your presentation, and you are NOT freaking out. Why?

  • You spent a bunch of time crafting your presentation
  • You practiced your presentation a few times the night before
  • You checked out the room beforehand and figured out any tech issues
  • All of the above (CORRECT)

Correct! You did all of the above and are NOT freaking out before your presentation.

11. If you were presenting your data results, and wanted to talk about your revenue as a ratio to what you spent, what number would you include?

  • ROI
  • CAC
  • LTV
  • ROAS (CORRECT)

Correct! That’s the right number.

12. When creating a presentation, what should you focus on last?

  • The data results of your campaign
  • Demonstrating causal relationships
  • Ways you’ll iterate future campaigns (CORRECT)
  • How you set your campaign up

Correct! Also end by stating how what you learned will affect the future.

13. How could you open your presentation?

  • With a story
  • With an interesting fact
  • With a question
  • All of the above (CORRECT)

Correct! You could open your presentation with all of the above.

14. If you were presenting your data results, and wanted to talk about much you spent to get a new customer, what number would you include?

  • CAC (CORRECT)
  • ROI
  • ROAS
  • LTV

Correct! That’s the right number.

15. You want to talk about an experiment you ran that showed the difference between two audiences being marketed to.  Which of the following would you talk about?

  • Lift study
  • Attribution study
  • A/B Testing (CORRECT)
  • Holdout study

Correct! Include information about this in your presentation.

16. As you’re creating your data visualizations, what do you want to keep in mind?

  • Color palette
  • Clutter and clarity
  • Size and scale
  • All of the above (CORRECT)

Correct! You want to think about all of these when designing your data visualizations.

17. What are the advantages of practicing your presentation?

  • Get comfortable presenting
  • Determine your run time
  • Determine your movements
  • All of the above (CORRECT)

Correct! Practicing can help you out in many different ways.

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