The ability to track and measure campaign performance is as important as any campaign itself. But how do you effectively measure the success or failure of campaigns run across various channels, using various mediums, as today’s marketing campaigns often are? The best way to gain an accurate and complete view is to use social analytics and other tools to understand every aspect of your campaign – before, during, and after.But what does thorough campaign analysis consist of? What matters most, what indicates the need for immediate action, and what tells you whether you reached your target audience or not?
There are several metrics and methods you can use. Here are some key ones to include:
THE ROLE OF SENTIMENT IN CAMPAIGN ANALYSIS
We talk about sentiment analysis a lot – because it cannot be overstated. Social sentiment is the top qualifier for nearly every other metric you can measure. It’s the map that tells you which roads are clear, and which need rebuilding.Sentiment tells you where to focus your efforts by highlighting consumers’ strongest emotions. For instance, Amazon, the #4 brand on our most recent Global Love List, generates a lot of consumer love in many areas – but books still hold the biggest place in consumers’ hearts. For Digital Marketing Services Check Vivid Digital
This is information Amazon can use to approach how they market their books – and everything else.In exactly the same way, brands must look at the way consumers talk about them, and the feelings expressed in these conversations, to understand whether a campaign is hitting its mark.
Use Consumer Conversations Online to Understand Campaign Impact
This is where sentiment becomes a layer informing other analytics data.Social conversation plus sentiment tells you what topics engage consumers most. And this isn’t just about your brand, but about them, and everything they love talking about. Understanding what conversation your campaign messaging inspires is key to making smart next moves.It also helps delineate audience segments you can get even more personal with. You can’t hit every individual consumer mark with a single message – so segment your audience and reach them accordingly.
Where conversations happen is another important factor. Be ready for surprises, and to shift campaign direction if your Facebook Live video isn’t getting the excitement you expected, or if your Instagram Stories take off like wildfire. The whole point is to know such things in real-time and be nimble enough to adapt and maximize your efforts wherever they’re succeeding.
Don’t forget about image analytics, as images account for much of the online conversation – sometimes in lieu of any words at all. You don’t want to miss out on this data because your tools only analyze text.Finally, combine data from other sources – like sales, CRM, surveys and star reviews – for a comprehensive understanding of campaign effectiveness related to all Voice of the Customer (VoC) data. This may happen over time, as well as in the moment. Both measurements have their place.The idea is to use both real-time and historical data to track owned, earned, and paid efforts against brand goals, and adjust as needed.It’s easier to understand when you see how other brands have done it. To that end, we’ve compiled a list of examples to illustrate common use cases. Check them out below!
TRACKING SOCIAL ANALYTICS PAST, PRESENT AND FUTURE OF THE CAMPAIGN
Campaign analysis isn’t something that only happens after a campaign has run its course, as if it’s a separate entity. Instead, campaign analysis is simply an extension of social listening, with campaign-focused parameters.Before you launch any campaign, you need to understand the lay of the land. That’s where your all-the-time social listening comes in, telling you where there’s audience interest in certain topics, trends, etc.This is the information you use to build a campaign predictively, rather than guessing at what might work. If you take your social data seriously, you should have a pretty accurate idea of what will work. SEO Company in London visit Vivid SEO
Still, nothing is guaranteed, so you must continue tracking results throughout your campaign to be sure you’re getting the reaction you anticipated and desired. If you are, great! Keep going. If not, look to your social listening and sentiment analysis to tell you how to adjust for a strong finish.And after your campaign is over, is that it? Not at all. You should continue to track the results of your campaign to understand any lingering online chatter, calculate the effect of your campaign on your goals – i.e., conversation volume, engagement, sales, etc.
For example, our new Media & Entertainment Industry Best Practices Guide outlines some interesting differences that occurred during and after a recent UEFA Champions League Final.During the game, fans mostly stuck to text-based discussions – whereas after the game there was a spike in image and video sharing.And during the game there was a lot of conversation, but after the game was where engagement really took off.
Things on social media can and do change that quickly, so you should always be monitoring results. And when the time comes for a periodic social media audit, campaign performance should be part of your evaluation as well.