DOES A CAMPAIGN’S SUCCESS IN SOCIAL MEDIA GUARANTEE THE BRAND’S SUCCESS IN OVERALL MARKETING TERMS?

If you’re running a social media campaign you are probably not doing it for fun – you are most likely looking for results which in most cases, is to strengthen and increase brand awareness. But how do we measure up the social campaign’s success and its effectiveness in creating value for the organization in terms of ROI, increased sales or increased market share. This has been a contentious issue since the inception of social networks. Applying the traditional metrics of ROI or established KPIs has failed to deliver the meaningful insights that organization are looking for. This has led to doubts over the usefulness of social media campaigns in the past. However, in recent times the usefulness of social media campaign has been established beyond doubt through the success stories of a large number of brands ranging from various industries. Let’s see what exactly has been the change to understand this shift!

Personalisation:

Everyone loves something that’s personal and unique to him or her, even if it is just a drink. It has become very apparent that personalised content is a core focus right now – 78% of consumers feel that brands that create unique and personalised content are more interested in building a relationship with them. A recent study by Intent HQ also found that more than half of Britain’s social media users are willing to share personal information to receive personalised content. If this isn’t enough to focus on personalisation, what is?

User-generated content:

The rising trend in user-generated content that incorporates offline elements is something that has been around a few years, but no brand has been able to succeed quite like Coca-Cola. It has created both a personalised product that’s tangible, along with one that instantly encourages a user to share online – the dream-case scenario. Although Coca-Cola’s personalised campaign is nothing new, this simple concept has encouraged vast numbers of people to buy and share the brand in both the real and the virtual world. It reiterates the importance of brand perception, along with the use of advertising and social media to influence and alter consumer experience.

 

Mass market penetration:

Most campaigns that launch social media campaigns have a core target demographic in mind. For example Coca-Cola’s campaign, focused on 18-25-year-olds. Any consumer aged between 13-60 could essentially take part without feeling excluded. Today’s consumers want to feel unique, and giving users something affordable and personalised is a key way to succeed. Some may argue that certain groups were eliminated because the campaign was limited to 150 names, but we will always have a degree of exclusion.

Improved measuring tools for the social media engagement:

Usually social media campaigns have three phases.

  • Create a brand presence across social channels
  • Engage with customers and prospects via these social channels
  • Analyse the effectiveness of their social media efforts

Most organizations had a plan when it came to the first two, but were struggling with the third because they used Social Media “Analytics” as a tracking engagement rather than understanding the overall impact of the activities by putting them in context. So how did some organization achieve the effective measuring mechanism? Let’s see below:

Campaign Analysis: This is one of the most popular marketing activities when it comes to social media, and what most marketers struggle with is calculating the ROI on a given campaign.  Why?  Well, usually because you need the dollars spent on the campaign and the dollars generated to perform the ROI calculation.  The engagement-level data generated by social media platforms will help you analyze the if, when, and how much activity took place on the individual platforms but to put that in context you’ll need website traffic and financials.  That data typically lives in different systems, so to do effective campaign analysis you need to start bringing that data together. Another example is when a person responds negatively on social media about a brand, it’s important to understand the association that person has with the brand. Is he an existing customer or not. This data could only come from other systems and not social media.

Cross Channel Feedback Analysis: Social media has become just another channel your customers interact with your organization.  They provide feedback and submit questions just like they’d send an email to a help desk, or pick up the phone to call the call centre.  From an organizational perspective there is tremendous value in analysing this holistically rather than the silo’d approach many take today.  You may respond differently depending on the channel the feedback is coming in.   For example, if you are seeing a spike in negativity about a product on social media, but you aren’t seeing that same spike across your help desks, online forums, or call centres, then maybe you respond with a digital marketing campaign.  However, if the spike in negativity is consistent across all the channels you may have to make a bigger problem.

Thus, the effect of social media campaigns may have little or no little impact on brand’s awareness earlier but currently things have changed with the innovations we spoke above. Brands utilizing them would stand to gain!

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