5 Suggestions for Analyzing Social Media During a Marketing Campaign

1. 1
5 Suggestions for Analyzing the impact
of Social Media on Your Campaign
Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.
November 2010
SOCIAL BUSINESS COLLABORATION

2. 2Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
Listening, engaging and measuring social media conversations is part
art and part science. There are no carved-in-stone best practices for
successfully engaging with your customer and measuring a campaign’s
social media ROI to sales. BUT that’s not going to stop us from passing
on some things we’ve noticed. If you have other tips or suggestions,
drop us a line at jennifer dot roberts at collectiveintellect dot com.
Our Suggestions
SOCIAL BUSINESS COLLABORATION

3. 3Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
Before you roll-out your campaign, here are some
tips to help you measure the impact of social
media
•Ensure you are able to track your campaign.
Whatever channel you decide to use, make
sure you have assigned some sort of
identifier to it
•Set up landing pages, if appropriate
•Use clear language to tag your
campaign. Terms that are ambiguous
can make tracking more difficult
•Define your audience or gather the
information you do have about your audience
•Define the length of your campaign
1. Getting Started – Get Organized
SOCIAL BUSINESS COLLABORATION

4. 4Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
Get a baseline of social media conversations about your brand or product
before you roll-out your program
•Identify the top authors or influencers
•Identify the top sites your audience is visiting and where they are
communicating
•Define the terms customers are using with your brand or product
•Specify the channels you want to use (i.e. Twitter, Facebook,
YouTube, etc). Narrow your focus to just those channels, where you’ll
have the biggest impact
2. Listen to your audience to
create a baseline
SOCIAL BUSINESS COLLABORATION

5. 5Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
Before you’ve launched your program or campaign, you’ll
need to plan on how you will engage with your customer.
These tasks will feed into your final analysis
•Design a plan that allows you to engage with your
customers on a scheduled basis
•Define your approach. You don’t want to just be selling.
Make sure you are listening and responding constructively
•Create process-centric social outreach to customers,
prospects and influencers
•Automated rules for post filtering and routing to multiple
enterprise roles
•Integrated “action” updates for agent response and
management
•Ease of customization for role-based reporting and
process changes
3. Plan how you’ll engage with
your customer
SOCIAL BUSINESS COLLABORATION

6. 6Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
Once you’ve launched your program or campaign, you’ll want to monitor
its status
•Conduct a formal comparison to your baseline about two weeks into your
campaign
•Don’t check in too early. It can take time for a campaign or product to
have an impact. You don’t want to adjust or change your approach
without having sufficient data.
•Don’t be too late. Waiting to long into the lifecycle of your program
won’t give you enough time to adjust or fine-tune your messaging
•Keep up, in real time, with customers and market dynamics
•Surface trends and spot opportunities via increased awareness of
customer reactions
4. Mid-Point Measurement
SOCIAL BUSINESS COLLABORATION

7. 7Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.
As we all know, it’s very difficult to link increased social media activity
with sales. With that said, there are some indicators you should
monitor:
•Have the number of conversations increased around your product or
service?
•Has the sentiment changed?
•What was the impact of your mavens?
•Did activity to your campaign assets improve?
•Measure individual case or issue resolution, campaign amplifications
5. Final Analysis
SOCIAL BUSINESS COLLABORATION