User Manual

October’ 2009

ObjectiveMarketer is a multi-channel, multi-user social media

marketing platform. It provides marketer the ability to create
campaigns and measure the performance of these campaigns with Get Started NOW!
comprehensive real time reporting. This User Manual will help you get
started and immediately leverage social media to its fullest potential.
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Contents
Welcome ....................................................................................................................................................... 3
Using This Guide............................................................................................................................................ 3
Guide Structure......................................................................................................................................... 3
Individual, Enterprise and Agency Users ..................................................................................................4
Getting Started..............................................................................................................................................4
Definitions................................................................................................................................................. 4
Product Features....................................................................................................................................... 5
Setup and Administration ............................................................................................................................. 5
Preferences ................................................................................................................................................... 8
Post2OM Bookmark...................................................................................................................................... 9
Campaigns................................................................................................................................................... 10
Creating a campaign ...............................................................................................................................10
Using a campaign ....................................................................................................................................11
Post Messages............................................................................................................................................. 11
Review / Drafts............................................................................................................................................13
Bulk Schedule..............................................................................................................................................13
Schedule Calendar ...................................................................................................................................... 14
See Calendar into Google, MAC, iPhone Calendar .....................................................................................15
Analytics......................................................................................................................................................16
Contents......................................................................................................................................................19
Landing Page ...........................................................................................................................................19
Polls.........................................................................................................................................................19
Tags .........................................................................................................................................................21
Channels......................................................................................................................................................22
Trends .........................................................................................................................................................22
Net Promoter Score (NPS) .......................................................................................................................... 23
Tips for Success ...........................................................................................................................................24

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Prior to a Campaign ................................................................................................................................24

After a Campaign ....................................................................................................................................24
Contact Support ..........................................................................................................................................24

Welcome
Social media marketing is not just another type of marketing. It's the art of addressing an audience and managing
campaigns to:

- To build a tight bond with customers by understanding what resonates in them and what doesn't;
- To make sure that you fulfill their expectations — and provide valuable data to your product development
and customer service teams.

ObjectiveMarketer is the first comprehensive platform for Campaign Management that enables Social
Media Marketers to meet their goals of customer acquisition, customer satisfaction and of increasing
brand awareness. Our thorough and easy-to-use solution enables businesses to communicate their
messages, test their efficiency, measure their actual performance and readjust if/when needed. In other
works, ObjectiveMarketer is the One-Stop-Shop that monitors and streamlines the end-to-end social
media marketing process. ObjectiveMarketer’s “get plan that's right for you” pricing model provides
easy-to-understand billing that helps you effectively budget and manage social media marketing costs
based on your needs and goals with no unexpected charges or additional fees. For one low flat fee, you
can run as many campaigns and send as many messages you want.

Using This Guide

Guide Structure

This guide is divided into ten sections, as described in the table below:

Getting Started This section provides information on useful terms and a product
feature summary.
Setup and The section covers information on creating an organization, adding
Administration users, assigning roles and permissions, and setting up multiple
social networking channels like Twitter, Facebook and YouTube.
Campaigns This section covers how to create and use campaigns.
Post Message This section covers how to create, save, schedule and publish a
message.
Analytics This section provides information on the analytics that

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ObjectiveMarketer users can see for their campaigns.

Content This section covers how to create and use different contents in the
messages.
Channel Specifics This section covers different stats provided for different channels.
Trends This section covers how to use the Trends Feature to monitor
keywords in Twitter.
Tips for Success Basic strategies to effectively run Campaigns.
Contact Information about billing, support and other questions.

Individual, Enterprise and Agency Users

This user guide addresses the users who have opted for individual, Enterprise or Agency
Plan. While most features apply to all three audiences, some content relates more
specifically to one audience (we clearly note any audience-specific content).

Getting Started
Definitions

Organization – The organization view is available for Enterprise and Agency Plans. For
Enterprise Users, there is one default Organization. For Agency Users, up to 5 Organizations
are offered available by default (more upon request). Within the application, an organization
represents a completely independent grouping of campaigns, contents and users.

Roles and Permissions – A user can belong to one or more organizations. However, roles
give users the permission to write or read only. An admin user is responsible for creating
the organization, adding users and assigning roles and permissions.

User – An individual or a member of an Enterprise or Agency plan, who belongs to an

organization and has a role assigned is a user of the system.

Campaign – A campaign is the grouping of similarly themed messages. The grouping can
be done in multiple ways, as strategically defined by users.

Message – A message is a communication that goes out of the system at one time (and
can be scheduled to be published several times).

Channel – A channel is any social networking application, where the message is published
from ObjectiveMarketer.

URL Shortening – This is a service that modifies the original URL into a shorter traceable
version before publishing.

Trend – An illustration, which describes the overtime performance of a message or group of

messages sent from ObjectiveMarketer.

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Landing Page – This feature gives you the ability to customize the web interface of the
Linked URL.

Account Password – An account password is what users use to log in to the

ObjectiveMarketer application.

Product Features

Intuitive User Interface: Easy-to-understand controls enable you to start and measure
your social media campaigns in less time than ever before.

End-to-end Integration: Ability to execute campaigns, with automatic blog feed,

scheduling capabilities, advanced analytics, and trends watch, ObjectiveMarketer is a
completely integrated software platform.

Multi-user Management: ObjectiveMarketer allows more than one user to work from a
single platform. Roles and Permissions provide complete ability to manage workflows for
multiple departments within an organization.

Multi-Channel: ObjectiveMarketer provides the ability to access and create messages for
multiple channels. The currently available channels include Facebook, Twitter and YouTube.
Additional channels will be added in a close future, like MySpace, Orkut etc. If any particular
channel is critical for your business, feel free to contact us.

Content Creation, customization and use: ObjectiveMarketer allows you to create

content that can be added to the message you publish. Currently available contents include
Landing Page frames and Polls.

White labeling: Agency users can customize different organizations with the logo and
name of their respective clients.

Reporting: Advanced analytics and reports for trend analysis and ROI validation are part of
the application.

Setup and Administration

Add Organization, Users and Channels
The following section describes how an Admin user can create organization and add users.
Admin access is available only for Enterprise and Agency users.

1. Go to http://objectivemarketer.com and sign up for Beta.

2. Based on your purchase plan, you will be given either a trial access or a paid access.
You will also be given admin access to the application.
3. Login to the application at http://app.objectivemarketer.com with the admin login
and password.
4. Go to Admin Tab and click on “New Organization”. Add the details in the screen, as
shown below:

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5. Click on “New User” to add a user. Select the Organization and assign a role, as
shown in the screen below:

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6. To Edit an Organization, go to “All Organizations” and click on Edit.

7. To Edit a User to change roles and permissions or to change the Organization, click
on Edit for the respective user in the “All Users” interface.

The following section describes how multiple channels can be setup.

1. Click on the Accounts link on the top right of the application.

2. In the Accounts interface, add multiple accounts of Twitter, Facebook or any other
channel available with the purchase plan, as shown below:

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3. Multiple channel accounts can be setup individually for each user, and within each
organization.

Preferences
You can set the preferences for your Post Message Screen. In preferences you can
select the most commonly used options for the Post Message Screen. You can also
select the default view – Basic or Advanced.
When you click on Post Message, depending on your default view, you will see Basic
or Advanced tabs displayed. The Basic Tab displays all your pre-selected defaults
from preference setting. It does not allow you to edit any information. The Advanced
tab displays all your choices pre-selected from preference, with the ability to override
/ edit the selection at the time of posting a message.

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Post2OM Bookmark
You can create a Post2OM Bookmark and save on your browser. With this you will
never miss an opportunity to publish a message when you are reading it on the
website. To use it, do the following:
1. Drag the Post2OM Bookmark link to your browser bookmark section. The
Post2OM Bookmark link is at the bottom right of the ObjectiveMarketer Screen.
2. When you want to share a web article that you like, just click on the Post2OM
bookmark, and it will open the Post Message screen, with the article title, and the
URL pre-selected.

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Campaigns
Create and measure your campaigns
ObjectiveMarketer gives you the ability to create campaigns. A campaign is the grouping of
similarly themed messages. With the ability to create campaigns, users get the ability to
strategically think about their communication methodology, plan and organize their
messages. They also have the unique ability to measure — evaluate and compare — the
effectiveness of each campaign over time.

For example, a company planning to launch a new promotional offer can create two
campaigns, one with a 5% off offer and another with a $50 off on a purchase of $100, and
measure the response to the messages associated to each of these campaigns.

There are several ways to create the campaigns, depending on factors specific to the user
context communicating on the social networking channels.

Creating a campaign

1. Go to Campaigns
2. Click on “New Campaigns” The following Screen comes up:

3. Enter the details as mentioned below:

 Name – Campaigns will be referenced using this name. Example: Product Launch,
Promotional Offers, New Product Ideas, Corporate Communications, Brand
Building, Fun and Trivia, Corporate Blogs etc. This is a mandatory field.

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 Goals – Specify the Goals for Maximum number of Total Click-through, Average
Click-through and Retweets. This is an optional field. The Goals are constantly
monitored, and your performance is displayed in the Campaign Screen.

 Keywords – This is an optional field. Enter keywords that are specific to the
campaigns. The keywords entered will be used to calculate the Buzz Score, which
is sum of all mentions of the keyword in an entire Twitter timeline. Avoid using
generic keywords like “Social Media”, “awesome”, “bad”. Good keywords should
be more specific like name of the company, name of the product or brand, or
name of the campaign, if that is used in the communication.

Using a campaign

1. The saved campaign appears in the list of campaigns shown within the Campaign
Tab. (The list of existing campaigns is also displayed as you write your message.)
2. If posts are already made, with URLs in them, then the campaigns stats can be seen
in the Post v/s Click through graph. More information on the stats available is offered
in the Analytics Section.
3. A running campaign can be archived at any time by clicking on “Archive” link.

4. To add blog feed, click on the “Feeds” link. A new screen will appear allowing options
for more than one blog feed added per account.
5. At the time of posting a message, the campaign name appears in the list box and is
available for selection (see section Post Messages). The selection of a campaign
when making the post is mandatory.

Post Messages
Create, save, Schedule and Publish

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To post a message, click on “Post Message” button. This button is available on all the
screens and takes you to the screen below:

The following section describes the steps required to post a message:

1. Choose a Campaign.
2. Write the content. If there is an URL, the length of the URL will be automatically
transformed into short URL. ObjectiveMarketer also automatically checks the length
of the message (140 characters).
3. If your message is more than 140 characters (limit in Twitter), the application gives
you a warning by displaying the exceeded characters. However, you can still
continue to type, if you publishing to Facebook only, as there is no restriction of 140
characters in Facebook. If you are publishing to both Twitter and Facebook, you may
want to restrict your message to 140 characters.
4. If you have access to “Content” (depending on your plan, you may or may not have
access to the “Content” menu. See Content section below for more details), add
respective content (Poll, Landing Page, Tags etc.) by selecting them.
5. Select the Twitter and/or Facebook account where the message will be published
6. To save the message, select “Save” and click on the Save button.
7. To schedule, select one of the three options “Schedule”, “Repeat” or “Schedule Daily”
and choose the appropriate date / time and if required, repeat frequency and click on
the Schedule Button. The message will be published, at the date and time (and
repeat, if specified) when it was scheduled for.
8. To publish now, click on the Publish button.

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Review / Drafts
A Message that is not ready to be published or scheduled can be saved as a draft
from Review purposes. In the Post Message Screen, select the option “Save As Draft”
and Save the message. This will save the message and can be seen in the Posts for
Review Tab in the Campaign. For a message to be saved, the only mandatory fields
are message and Campaign name.

The Draft can be reviewed, and users can add multiple notes to each individual post.
Once the Draft is reviewed and ready to go, click on Edit to open the Post Message
Screen.

Bulk Schedule
The bulk schedule feature is a very useful solution for heavy users. To use Bulk
Schedule, collect all your messages in one place, and assign campaigns, twitter
accounts and the schedule parameters. When pasting it into the Bulk Schedule text
area, separate each parameter with a || symbol. The format is shown below:
Format:
Message / Tweet||Campaign Name||Twitter Login||Start Time||Repeat Every x Hours|| Repeat y Times

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When the Messages are pasted in the format specified, with one click Save the entire
schedule. Once, this is saved, the schedules can be viewed from the Calendar or
“Scheduled Posts” or “Recurring Posts” screens.

Schedule Calendar
The schedule calendar displays all your posts that are scheduled for future. The
views available in the schedule calendar are “day”, “week”, “month” and “current
date”.
The schedule calendar makes you more effective in planning your message
frequency and collaborate with multiple users working in the organization.

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See Calendar into Google, MAC, iPhone Calendar

Each Calendar provides a Unique URL, which can be added to the Google Calendar,
or MAC Calendar. If your calendar is supported on iPhone or any other smart phone,
it can be seen on the smart phone devices as well. Below, we explain how you can
add the Calendar from ObjectiveMarketer to Google Calendar.

Copy and Paste the unique URL in the Other Calendars input field in Google
Calendar, as shown below:

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You can click on any of the schedules in your native calendar by clicking on a unit
entry, and the detailed schedule is shown, as below:

You can click on more details to see and send the item on email, for review of just
sharing purposes.

Analytics
Analysis of Campaign and Individual Posts
ObjectiveMarketer provides analytics at two levels:
— The campaign level
— An individual post level

1. To view Campaign Analytics, go to Campaigns and select a Campaign.

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2. Users can view different analysis reports on the overall performance of a campaign,
i.e. the performance of all the posts belonging to that campaign at an aggregate
level. Some of these are listed below:
a. Comparisons of Posts v/s number of Click-Through.
b. Average Clicks per Post.
c. Buzz Score.
d. Trend of Click-through on different Time dimensions.
e. Multi-Channel Distribution , Percentage of CTRs by Post
f. Retweet Stats.
g. Source of Traffic – Direct, Website Name
h. Time of Day Heat Map.
i. Most / Least Popular Posts.

Here below are two examples of campaign analysis:

Hourly view of Click-Through Rates

Geographical Demography of Click-Through Rates

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3. To view Individual Post Analytics, click on an individual post within the Campaign.
4. Users can view different analysis reports on an individual post performance. Some of
these are listed below:
a. Demography distribution of Click-Through.
b. Trend of Click-through on different Time dimensions.
c. Comparison of multiple URLs in a Post.
d. Multi-Channel Distribution, percentage of CTRs per post.

The analytics provided by ObjectiveMarketer is delivered in real-time. You can maximize

the value of these reports are by changing the text or URL of the message and compare
results the respective performance of the associated messages. For example, try putting
the URL in the beginning and record if people click more when you do so, or if they click

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more when you put your URL towards the end. And likewise, change the content or
position of the keywords in your message and see how messages best perform.

Contents
Create, Use and Analyze Landing Page and Polls
The following section describes how you can create, use and analyze the contents in
ObjectiveMarketer:

Landing Page
Landing page is patent pending technology of ObjectiveMarketer that can be tied to a
message (that contains a URL). The benefit of using a landing page is that when users click
on a URL shared by you containing the landing page, they are taken to a customized frame
that contains your designed brand information and other call-to-action messages. This
mechanism allows you to retain your brand identity even when you are sharing a third party
content.

1. To create a Landing Page, go to Contents and click on Landing Page

2. To create a basic landing page, add a name, provide the URL of the logo of the
landing page and assign the URLs and name combination that will be displayed on
the landing page frame.
3. To create a more customized landing page, click on the Advanced tab and enter the
CSS and HTML of the landing page.
4. To add SEO keywords, click on the SEO tab and enter relevant keywords that will be
crawled by search engines.
5. To use a Landing Page, at the time of posting a message, select an already created
landing page from the list box.
6. To see the performance of Landing Page, go to Contents -> Landing Page. The
performance (impressions and conversion) will be displayed on the screen.

Polls

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You can create polls on the fly with ObjectiveMarketer, and insert them as a part of
your message that you want to publish.

The poll questionnaire below is created from within the application

Poll Performance shows information on respondents

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1. To create polls, go to Contents and click on Polls

2. To create a Poll, in the New Polls page, enter the question, provide alternate choices,
give a name to the poll for reference and save.
3. To use a Poll, at the time of posting a message, select an already created Poll by
clicking on “Insert Poll”.
4. To see more information on a poll, click on the particular Poll from Contents->Polls
screen. The information that is displayed includes number of views and count of
answers. The analytics include aggregation of results on different demographic
dimensions.

Tags

At the time of publishing a message, you can add Tags to the message that you are
publishing. The click through rates for all tags are aggregated and shown in Content-
> Tags interface

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Channels
Stats and Views from different Channels
Users are able to see specific channels depending on the purchase plan. The following
section describes the stats available for Twitter and YouTube
For Twitter:
1. Go to the Twitter Tab.
2. The default view is timeline view, which displays the number current communication
in user’s public timeline.
3. If the setup includes multiple accounts setup then they can be toggled to see
respective views and stats. [can you reword this?]
4. From the timeline, users can Reply or Retweet by clicking the icons next to a post
5. The stats that are available include, the number of friends and followers, of recent
followers and unfollowers, and the total number of retweets for the selected twitter
account.
For YouTube
1. Go to the YouTube tab.
2. The screen displays all the videos uploaded for the channel, and number of views,
number (and percentage) of favorites and Ratings, in a tabular as well as a trend
chart.
3. The stats give you a complete view of all your videos from one single interface. These
stats provide insights that can be used to make your videos more popular.

Trends
Monitor keywords in Twitter
Using Trends, users can create a monitor for up to 5 keywords at a time. The application
starts collecting the references on a scheduled basis (every 4 hours) and aggregates the
information. The analysis displays the number of times a particular keyword was Retweeted,
and statistics on the author, the message and the retweet chain.

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The Topic Cloud displays the text that was used in the context of the keyword that is being
monitored. When one of these texts is clicked upon, all the Twitter users who have used this
keyword are displayed, and can be followed all at once, or by selection. The following screen
shot displays a chart from the Netflix-Blockbuster monitor:

Net Promoter Score (NPS)

How is your Brand Doing?
With our sophisticated algorithms, we calculate the scores of Promoters, Detractors,
Passives, and give you the Net Promoter Score for the Brand that you are interested in. The
Net Promoter Score can be viewed with the search trend results, as described above.

The accuracy of the algorithm is based on training the data. And, we provide ways for you
to train the data so that the confidence level of the score is higher.

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Tips for Success

Prior to a Campaign

1. Plan your communication strategy with your marketing team.

2. Set goals – number of conversions, page views, increase in subscription, etc.
3. Decide on your Tone of Communication – sale-sy, informational, combination of both
etc.
4. Decide on a frequency of communication, and whether or not you will like to repeat a
message.
5. Keep a plan to check, measure and change if needed.
6. Be regular.
7. Decide on the Channels that need to be addressed.
8. Distribute your work amongst other account holders, so that there is a synergy and a
back-up plan.

After a Campaign

1. Measure, Measure and Measure.

2. Based on the goals set, keep reviewing to see if the communication is right.
3. Keep an alternate plan ready, if the course of action needs to be changed.
4. Distribute the performance results across the board.
5. Learn lessons and move forward.

Contact Support
If you are experiencing problems with ObjectiveMarketer or have questions, please contact:

Customer support: support@objectivemarketer.com

Billing or account questions: billing@objectivemarketer.com
For any other information: info@objectivemarketer.com

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