Five Steps To Measure Social Media Success

Standard

Keeping track of your brand’s social media success on monthly basis, can help you understand your brand’s performance to ensure that you achieve your social media goals.

Start with a Snapshot

Start measuring the performance of social media engagement across channels. Start with a complete snapshot of  your performance across channels, covering the following attributes:

Total Audience Size, Engagements, Engagement as a percentage of Audience, Number of mentions and Potential Audience Reach.

ownedmedia

Focus on Goals

Measure the performance of each channel for the goals. If your goal is to increase site visits , measure the performance of each channel for the goal. Map the performance of key metrics with month on month activity to know which campaigns and channel help you achieve the goals.
goals

Zero in On Key Initiatives

Identify which initiatives give you the best results. Map the performance for each key initiative.  In an example below shared by Simply Measured, the performance for Influencer Marketing campaign is mapped to see the campaign performance.

influencer

Track Social Media Performance Over Time

As  important as it is to get social media performance Snapshot, it is equally important to track performance over time. Look at audience growth, engagement rate as well as mentions for each channel over a time period.

audiencegrowth

Identify Opportunities

Look at the Social Media report to understand key trends and monitor for any opportunities that exist within the paid and earned media space. A good way to identify opportunities is to look at category level keywords and see your brands performance for them. Make changes wherever required to optimize performance for the top performing keywords on social media channels.

Five Ways To Engage With User Generated Content

Standard

UGC, User Generated Content  resonates better with the conversion rates for UGC being 5X higher. Brands have reportedly seen an increase of 10 percent in conversion rates when User generated content has been used in the buyer journey. While Sweepstakes is a commonly used tactic to expand reach for your campaigns, UGC with ratings, reviews, Q&A’s and user submitted images can improve your site’s search rankings. According to a Forrester’s research on UGC,  User Generated content is helpful through all stages of buyer journey, making it a key tactic for new product launches.

Consumers research more and more products online and on the go. Consumers don’t just research big-ticket items like cars or computers, they research everyday purchases like toothpaste and cereal. 

Marketers view user-generated content as a critical tool during the early stages of the customer life cycle. 

Marketers employ UGC as a key component of new product launches. For leading consumer packaged goods (CPG) marketers, user-generated content has become a key tactic for new product launches — the lifeblood of CPG brands

UGC has significant SEO benefits 

UGC and The SEO opportunity*

Use Consumer content to reveal the words that are more relevant to search queries.

Repurpose content such as reviews, questions, answers, opinions, photos, videos, and other types of consumer content in multiple places where it can provide a desirable user experience or help guide the consumer decision process.

Users expect reviews in search results without a click. Do A/B tests to understand search results and revenue when review content adheres to this principle.

Content written by consumers has a shelf-life, therefore it’s important to have a content generation strategy that provides a constant flow of quality content.

Properly structured UGC can help generate rich snippets that appear in search results and can increase click-through rates by 30 percent.

Awareness Campaigns For Storytelling

Campaigns that are designed to harness the power of UGC require an awareness campaign that positions the campaign to be unique enough for audiences to react, engage and share. Generating awareness with existing fans and followers can increase conversions from your Sweepstakes Contest.

In a User Generated Content Campaign, Under Armour has effectively used Video advertising to create awareness with a YouTube video to promote the contest with hashtags #RuleYourself and #IWill.

 Customer Centricity

Consumers have a world of content to choose from. If you are too self-serving, you will turn customers away. Instead, focus on your customers’ needs to provide value-added content that puts customer first, product or brand second. Include ratings and reviews wherever possible.

At the same time harness the power of endorsement, turning referrals into a point that creates compelling messages for your audience.

According to Forrester’s report,  “Harness the power of peer-to-peer endorsements by sharing them widely. Incorporate stellar ratings or innovative product uses into point-of-sale materials and online or mobile ads. One CPG manufacturer learned that display ads that incorporate ratings and reviews drove higher web traffic and conversion than ads without such information”.
Continue reading

Retargeting on Social Media

Standard

retargeting-on-social-mediaRetargeting is the process of targeting website visitors based on their interest or behavior, with ads tailored to their level of interest in your brand or business, across an advertising network. Retargeting allows you to place conversion tracking onto your website so you can track which users have come to your website via your social media ads.  With retargeting you can target existing customers, website visitors on Facebook, Instagram or Twitter. Retargeting helps you place your brand Top of Mind.

Facebook offers targeting options for retargeting visitors to your site, and visitors of Fan page with Custom Audience and Engagement Audience. Engagement Audience allows you to reach visitors who have previously interacted with Facebook content. Engagement Audience option is available within Custom Audience section in the Ads manager.

engt-audcustom-audiencecreateacustomaudiencepage

Retargeting on Social Media works as visitors take the time to convert and visit your store a number of times prior to making a purchase. Here are four ways you can benefit from retargeting on Social Media.

Increased Conversions

You can  increase conversions by targeting visitors who visit a specific Landing page on your site. This can be done by choosing specific Landing Page in “Create Your Custom Audience” section. You can also choose to retarget email subscribers by uploading your list, increasing the chance of conversion exponentially. You can also target Email subscribers from a list by uploading the same to Custom Audience.

customaudience

 

 

 

Upselling your Products and Service

You can retarget existing customers with an offer that is designed to sell a higher priced product or service. You can also easily  target existing fans of your Facebook page.   Targeting existing fans and existing customers works out to be more cost-effective and provides a subscriber base that is more likely to convert.

fans

Expand Reach

Expand reach for your campaigns  by targeting Lookalike Audiences that can be created based on your fans or Custom Audiences. This can be easily done by choosing Lookalike audience option.

lookalike

 

Increased Engagement

Retargeted audiences spend more time on your site than first time visitors.  The retargeted audience spend increased time and are more engaged when you retarget them for a specific purpose.

To learn how to retarget on Facebook, click here.

Ten Steps To Your Social Media Campaign For Holiday Season

Standard

socialmedia1Planning your Holiday Season Social Media Campaign can engage users and help you achieve your Social Media goals during Holiday Season.

According to a survey in 2015, as high as 51 percent  users turned to Social Media for Gift Ideas. Nearly half the users look for Discounts, Coupons and sale information on Social Media.

With the growing importance of Social Media in the buyer journey, It’s important for brands to be ready with  a social media plan that brings measurable results.

 

Start with Your Objectives

Objectives are the overarching reason for your campaign. The objective for your Holiday Campaign are often linked to your business objectives.

Objectives can vary drastically from brand to brand, and industry to industry. For example, some brands want to tailor their holiday campaigns to increase customer retention, while others are focused on amplifying reach in the marketplace. Whatever your objective is, set it and let it be the guiding principle behind the rest of your campaign plan.

An example of Objective can be :

” Increase awareness, reputation and goodwill for Brand X on social media”

since

Create Your Goals

Next step is creating goals that are mapped to your overall objective. Goals are the building blocks for your campaign. They are

• Specific (simple, sensible, significant).

• Measurable (meaningful, motivating).

• Achievable (agreed, attainable).

• Relevant (reasonable, realistic and  results-based).

• Time bound (time-based, time limited, time/cost limited, timely, time-sensitive)
objectives

Create a Plan

Your plan should include

Goals    Audience Breakdown   Content Requests    Timeline      Budget   Measurement Plan

Write down the content marketing plan giving details for each of the elements as far as possible.

Make a Campaign Brief

To ensure consistency in message make a campaign brief document, so that all key stakeholders are aligned. Outline the key factors  that are likely to contribute to the success of your campaign. Include Remarketing activities to ensure all audiences are reached on social media channels.

campaign-brief

Create a Tracking Document

Enlist all the key initiatives for your Holiday Campaign  and create a tracking document for all content elements , including Blog, Website, Social Media and Email. Use a tracking document that details all activities, responsibility and weekly completion of activities. Monitor and track roll-out of activities to ensure timely roll-out.

Identify KPIs For Measurement

Measure your performance on different social media channels with KPIs that are most relevant. Monitor performance across channels, even if  you are focusing on one or two channels.

measurement

Hashtag Monitoring

To leverage the conversation surrounding the key topics start with hashtag monitoring. Track your campaign  Hashtag for the goals you want to achieve. Monitor earned impressions for your Hashtag. Find Top influencers around your hashtag. Once you know the conversation surrounding your Hashtag and other trending hashtag you can optimize content for Brand Awareness goal.

Monitor Earned Mentions 

Track earned mentions for your brand. As important as it is that your content is liked, it’s equally important that your content is shared. Create a report to understand the profile of        audience that  is interacting and  sharing your content.

Create a Reporting Cadence

Analyze your performance at regular intervals to  understand performance of your campaigns and measure achievement rate for goals.

Summarize Results

Create a summary of results to see the achievement of results vis-a-vis the goals. How many audiences did you reach? How many new followers did you gain? What kind of lift in conversation were you able to generate?

 

To know more, Click here.