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 needi 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. 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 (Le.. groups) Ultimately, when someone declides 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 Volce and SM ROI Ratios) Measuring the Success of Various Platforms Social Media Marketing Metrics Linkedin Twitter Facebook YouTube Views and Subscribers: 110 Blog Reach of Anastasia's Gym Connections: 150 Followers: 260 Likes: 170 Visitors: 195 Retweets, Mentions,and Direct Messages 60 Engagement with Anastasia's Gym Comments: 70 Shares: 88 Ratings: 56 Clicks: 49 Total Number of Online Activities (Reach + Engagement) of Competitor's Gym 120 155 140 150 123 Online Lead Generation Form Completions: 35 Webinar Registrations for Content Downloads: 85 Conversion Phone-in Leads: 26 Online Sales: 95 Registrations:45 Social Media Investment 5000 6000 5500 7500 2500 Rrev 1 of 1 Novt Figure 1: Social Media Marketing Metrics (Share of Volce and SM ROI Ratios) Measuring the Success of Various Platforms Social Media Marketing Metrics Linkedin Twitter Facebook YouTube Blog Reach of Anastasia's Gym Connections: 150 Views and Followers: 260 Likes: 170 Visitors: 195 Subscribers: 110 Retweets, Mentions,and Direct Messages: 60 Engagement with Anastasia's Gym Comments: 70 Shares: 88 Ratings: 56 Clicks: 49 Total Number of Online Activities (Reach+Engagement) of Competitor's Gym 120 155 140 150 123 Online Lead Generation Form Webinar Registrations for Content Downloads: 85 Conversion Phone-in Leads: 26 Online Sales: 95 Registrations: 45 Completions: 35 5500 Social Media Investment 5000 7000 6000 10000 7500 9000 2500 4500 Social Media Return 6500 A B C D E Social Media Marketing Metrics Reach of your brand Linkedin Twitter Facebook YouTube Anastasia's Blog 2 3 Engagement with your brand Total number of activities for your 4 brand Total number of activities for your 5 competitor's brand Share of voice ratio 6 Conversion 7 Business-building ratio 8 Social media investment 9 10 Social media retun Social media return on invesment 11 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 needi 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. 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 (Le.. groups) Ultimately, when someone declides 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 Volce and SM ROI Ratios) Measuring the Success of Various Platforms Social Media Marketing Metrics Linkedin Twitter Facebook YouTube Views and Subscribers: 110 Blog Reach of Anastasia's Gym Connections: 150 Followers: 260 Likes: 170 Visitors: 195 Retweets, Mentions,and Direct Messages 60 Engagement with Anastasia's Gym Comments: 70 Shares: 88 Ratings: 56 Clicks: 49 Total Number of Online Activities (Reach + Engagement) of Competitor's Gym 120 155 140 150 123 Online Lead Generation Form Completions: 35 Webinar Registrations for Content Downloads: 85 Conversion Phone-in Leads: 26 Online Sales: 95 Registrations:45 Social Media Investment 5000 6000 5500 7500 2500 Rrev 1 of 1 Novt Figure 1: Social Media Marketing Metrics (Share of Volce and SM ROI Ratios) Measuring the Success of Various Platforms Social Media Marketing Metrics Linkedin Twitter Facebook YouTube Blog Reach of Anastasia's Gym Connections: 150 Views and Followers: 260 Likes: 170 Visitors: 195 Subscribers: 110 Retweets, Mentions,and Direct Messages: 60 Engagement with Anastasia's Gym Comments: 70 Shares: 88 Ratings: 56 Clicks: 49 Total Number of Online Activities (Reach+Engagement) of Competitor's Gym 120 155 140 150 123 Online Lead Generation Form Webinar Registrations for Content Downloads: 85 Conversion Phone-in Leads: 26 Online Sales: 95 Registrations: 45 Completions: 35 5500 Social Media Investment 5000 7000 6000 10000 7500 9000 2500 4500 Social Media Return 6500 A B C D E Social Media Marketing Metrics Reach of your brand Linkedin Twitter Facebook YouTube Anastasia's Blog 2 3 Engagement with your brand Total number of activities for your 4 brand Total number of activities for your 5 competitor's brand Share of voice ratio 6 Conversion 7 Business-building ratio 8 Social media investment 9 10 Social media retun Social media return on invesment 11