how to analyze your social media campaigns
TRANSCRIPT
TrueSocialMetrics
How to analyze Social Media Campaigns
for your and competitors’ accounts
How to analyze Campaigns
1. Create a Campaign Content Segment.
2. Compare the performance of the Campaign among all Social Networks.
3. Compare the performance to Usual Content and other Campaigns.
4. Look at the Best and Worst Campaign posts.
In this example, we can analyze DoubleTree Amsterdam hotel in the context of 5 different groups of hotels: 1) Amsterdam Competitors. 2) All Hilton Group hotels in Amsterdam. 3) Which DoubleTree hotel is the best in Western Europe4) Which DoubleTree hotel is the best in Europe5) Which DoubleTree hotel is the best among Europe hotels located in capital cities.
How to do a Content health check-up
Did you know that links don’t work on the first 3 slides on SlideShare presentation?
That’s why this technical slide is included here.
1. Create a Campaign Content SegmentWith the help of Segmentation feature create two segments:
1. Campaign Segment: the content segment which will include your Campaign specific hashtags and keywords.
2. Usual Content Segment: the content segment which will exclude these campaign specific hashtags and keywords.
2.1. Compare the performance to other CampaignsUse Segmentation reports to select several different Campaigns Segments to compare with each other and find the most effective campaigns. Like we did for Oreo’s Twitter campaigns on example below:
Oreo Snack Hacks wins the Most Commented campaign nomination - looks like creative hacks is a good conversation starter.Dunk Swag appears to be the Most Viral and Liked series - funny pics were always a good viral-material. Oreo Deep Thoughts turns out to be the looser campaign by all nominations. Looks like plain text tweets, even if really creative, aren’t so entertaining as awesome funny pics and videos.
Read the full case study: How Oreo rocks in Twitter: using content segmentation for tweets analysis
2.2. Compare the performance to Usual ContentOne more good way to find out if your Campaigns were effective or not is to compare them with your Usual Content. Select one or several different Campaigns Segments and compare them with a Usual Content Segment (tweets not containing your campaigns specific hashtags and keywords).
For Oreo’s Twitter campaigns this proved to be just a waste of time :) Not so huge increase in performance compared to usual content. Because even their usual content is doing OK. It’s a sign of a good content strategy when every tweet is a good performer. Not a one-in-a-month super-star with all other tweets being losers. But for the most of the brands that is not the case, because more resources are usually spent on campaign content creation then on day-to-day posts.
Read the full case study: How Oreo rocks in Twitter: using content segmentation for tweets analysis
3. Compare the performance among all Social NetworksCompare how the same Campaign performed in different social networks:● Use Segmentation Metrics report report to compare results in absolute numbers;● Use Competitors Relative Metrics report to get comparison per 1000 Followers (more
accurate comparison due to the fact that your accounts in different social networks have different numbers of Followers).
‘Oreo Snack Hacks’ Campaign performed the best in Twitter in Absolute terms. But in Relative terms per 1000 followers Youtube campaign generated more Comments and Likes per post, while Twitter campaign was the most viral. It clearly demonstrates the specifics of different social networks - Twitter is more geared for sharing and Youtube for conversations.
Read the full case study: How Oreo rocks in Twitter: using content segmentation for tweets analysis
4. Look at the Best and Worst Campaign postsApply your Campaigns Segments to Segmentation Posts report and analyze the best and worst performing Campaign posts. This will help you get ideas for your next Campaigns and eliminate the bad performing topics.
Read the full case study: How Oreo rocks in Twitter: using content segmentation for tweets analysis
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