Objective
For my social media marketing campaign on Kermit the Frog, my main goal was to reach a sizeable audience and find out what it really takes for content to go viral. I further outlined three measureable objectives in my campaign plan: Reach 10 comments on my meme, reach 100 points on my meme, and to reach 1,000 views on my meme. I chose these numbers from observing other memes that were posted on the homepage of Imgur, which might have been my first mistake. I later realized that these images on the homepage were categorized not by the time that they were posted, but rather their popularity and having been the ‘Most Viral’ memes during that day. In hindsight I would have changed these numbers so that they were more realistic, but I didn’t really have a “beginner’s guide” to Imgur or average hits per post.
Final Engagement Number: 544 views on Imgur
Campaign Analysis
I found my campaign to be successful considering that it was my first attempt at getting my content to go viral. I’m not someone that creates funny content often or usually is the funny one of the group, so the fact that my classmates thought my meme to be funny was encouraging. I think that the dot analysis gave me the confidence to put my meme on the internet and also gave me a nice visual on how social media can work in real life.
Planning my campaign was daunting at first because I wasn’t sure of what goals I wanted to set for myself due to my novelty in this arena. I noticed in the first day that I posted my meme to Imgur was the day that it got the most traffic. This is probably because of the way that content is distributed to Imgur users once it is published. I hit more than 500 views on my content because I promoted it through Twitter and Facebook throughout the whole week. I took breaks in promoting my meme because I didn’t want my followers to get tired of seeing it. I also waited until the last day of the campaign to promote my meme using Twitter Ads. I’m not sure if this method worked for me, but if I could change anything about my campaign, I might have done that earlier (possibly in the middle of my campaign).
I gave into my #EvilKermit today. 😓 Which Kermit did you listen to?
https://t.co/sePaHLdGQA #NHsmc— Chaz (@chazlos) April 5, 2017
To address the objectives that I set in my social media marketing plan – I might have aimed a little too high with my stats. I talk about this above in my objectives section but I think that I should have been more reasonable, but again – this was my first social media virality challenge.
My promotions of my Imgur meme and the tweets that I drafted were all different in their own right. I didn’t want my users to see the same tweet over and over, so I thought of different ways to create marketing content. I used gifs, different hashtags, and posted my content at different times throughout the day. I wanted my tweet to come after or during eating times for the most people since it related to my content.
Overall, I think my meme performed well. Although there were things that I would have changed, that was one of my overarching goals: to better understand paid advertisements via social media. I think that I hit that goal.