Measuring Performance to Create Smarter Social Experiences
If you’ve been a social media marketer for long enough, you might remember a time when “seeing was believing.” When your boss asked how a social-powered campaign was performing (if she even asked at all) you just had to pull up the campaign microsite and show her all of the fabulous user-generated content populating your curated social experience. This usually led to “Oohs” and “Ahs” and “Keep it up!”
A lot has changed.
According to Spredfast Product Manager, Luke Fernandez, “As the inclusion of user-generated content in every-day marketing has grown, so has the need to measure the value of those efforts.” It’s not enough to create a unique social experience or visualization anymore. You need to tie these activations back to business value.
Smart Goals for Social Experiences
The first step to creating a successful social experience is defining the goals for your campaign. Which specific business objectives are you trying to support? Maybe you want to increase consumer engagement or amplify campaign content. Or maybe you want to drive traffic to a sponsor’s site or your own online point of sale. Knowing this upfront can help you design the right social experience.
Use the goals you have defined to guide the creation of your visualization. If you want people to amplify your campaign, incorporate a clear call to action like a fill-in-the-blank question, a poll, or an image submission. A mosaic, gallery, or carousel element allows people to see and engage with content from other participants and your brand and can even be used to link viewers back to owned content (for example a retail page for an outfit featured in a user’s photo.) Owned elements can be built into the experience to help shape the story you want to tell, include messaging from a sponsor or partner, or point visitors to take action.)
Building visualizations based on the goals you have set for your campaign is only half of the battle. You need to measure how visitors are engaging with your visualization to determine whether you are actually meeting those goals. How many visitors are coming to the page? How many actions are being taken per visitor? What kind of actions are they taking? What do they click? Which networks do they create or share content on?
“After working with a group of core customers, we developed a tool called Measure that not only proves the value of the visualizations and curated social displays they create with Spredfast Experiences, but also gives insight on how to discover and curate the best content possible,” said Fernandez, “Measure allows Experiences customers to set engagement benchmarks, track progress, and reassess their strategy to deliver the best story possible.”
When you create a social experience with multiple elements or visualizations, it’s important to measure aggregate performance as well as the individual performance of each visualization. Aggregate reporting will provide a broad, comprehensive picture of how your campaign is performing. Individual reporting reveals how each social component is resonating with your audience. This insight can be used to guide decision making around keeping the page fresh and engaging or to inform the strategy for your next curated social experience activation.
“We are extremely excited about Spredfast’s Measure tool, which provides rich analytics and engagement metrics around social campaigns,” said Craig Ricks, Vice President of Marketing at Paciolan. “With Measure, we see real-time visual reporting of key performance indicators and are able to quickly share those metrics with stakeholders across the organization. To sum it up in a single word, impressive!”
Smarter Social Experiences
Once you’ve proven how social experiences can enhance campaigns and support your larger business objectives, you may find yourself incorporating social and UGC across even more marketing activities.
This is where measuring your previous efforts can pay off big by helping your team work smarter. Stream metrics provide insights that allow you to more efficiently configure the streams (or feeds) of social content powering your social experiences. Use these insights to source content from the best terms, hashtags, pages, and accounts. Stream metrics can also help you identify the right filters and rules to moderate unwanted content out before it reaches your moderation queue, saving you time.
Seeing is Believing
As it turns out, seeing is still believing. We just have a different, data-driven view. Smart marketers are taking advantage of data to prove the value of curated social experiences and to uncover opportunities to improve their strategy for future activations.