4 Ways To Evaluate Your Campaign Goals With Social Data
Established brands with successful campaigns under their belt are usually pretty confident going into a new campaign. Unfortunately, even campaign veterans can launch a sinking ship if they set unrealistic goals.
The cause of a bad campaign can be glaringly obvious in hindsight. Testing marketing campaign ideas used to be tricky business, but social media is providing a space for idea testing that harks back to the old focus group days.
Not all campaigns can be successful, but it’s better to know that a campaign is going to be a flop before thousands are invested.
Marketers can use the following ideas as part of their planning checklist before they put any dollars on the table:
1. Perform Competitive Campaign Research
If your campaign is around a new cereal product do a little research on how your competitors have marketed their cereal on social media. Monitor the success and failures of their campaigns so that you can improve on what they achieved. Your target audience is the same, so you can almost predict the reception you will get through your campaign with this simple research exercise.
Social intelligence tools act as an ongoing 24-7 focus group for your brand. While most marketers think of these tools for monitoring the effects of a campaign they can also be easily adapted to use for evaluating campaign goals too.
2. Search For Existing Campaigns That Might Pollute Your Campaign Tracking
Check to see if your campaign hashtag is being heavily used by another brand or group of people. This might seem completely obvious, but trust us, it’s happened many before. If your campaign hashtag is being used by others your campaign tracking will be polluted, and the results will be impossible to analyze.
Tip: Create a hashtag that doesn’t use too many characters but also isn’t too simple either. For example we wouldn’t use #Acorn to refer to the Acorn Influence Company because people actually use that hashtag when they talk about acorn – the nut.
3. Check Your Brand Mentions From The Past 30 Days
A simple performance check on conversation for your brand on Twitter in the past 30 days might give you an indication of which day of the week or time of the month to launch your campaign. Some brands get better engagement on the weekends, whereas others are consistent 7 days a week.
Tip: This is important if your product is seasonal or best launched around a specific holiday.
4. Identify Influencers Who Can Boost Your Campaign
Popular brands are sometimes already used influencers to generate content for their campaign. But sometimes it’s not in your brand’s best interest to use the same influencers in every campaign.
Each campaign launch has a unique purpose, paired with a unique product, and unique campaign goals. An influencer who worked well for your previous campaign might not be the right fit for your next campaign.
Many influencer agencies allow influencers to select themselves for a campaign. This process means while you might get content in front of a large audience – it could be the wrong audience. That’s why hand-picking influencers who already have an affinity with your target audience is the best opportunity to drive engagement to their campaign.
Influencer agencies use special algorithms to select influencers based on a variety of factors including demographics, previous campaign work, audience demographics, content engagement, social network presence, and much more.
Brands who use social listening tools can do this process themselves too, but agencies handle all the hard work, and have the experience you need to select the right influencers.
Next Steps: Aligning Campaign Goals With An Influencer Marketing
Influencer campaigns offer an opportunity to get brand exposure in front of your target audience without heavy costs of PPC marketing. Working with an influencer agency allows for collaboration between the brand, and experts in ROI-driven influencer campaigns.
To learn more about the differences between an in-house influencer campaign, and an agency-run campaign read our recent article: 7 Questions To Ask An Influencer Marketing Agency Before Signing The Contract