Driving Performance
Digital marketing, and social media, in particular, has been at the forefront of performance marketing for years. Digital marketing transformed marketing with the ability to give almost instantaneous metrics about performance. Those metrics, in turn, shown a spotlight on what was working and what wasn’t working, and digital marketing quickly sought to emphasise the marketing activity that worked against its metrics.
Engagement, likes, comments, retweets, click-throughs (CTR), bounce rates, sentiment, mentions, reach are all fantastic measures. The measure exactly the behaviour they are meant to do. The ability to measure conversion through the eCommerce pipeline help brands understand what content is the most effective when driving sales.
Traditional Bricks & Mortar Brands
But what about non-eCommerce brands? How can we measure whether social media has an impact on sales or other traditional brand marketing metrics? Does a particular campaign help drive unprompted brand awareness? Does a specific influencer help boost a brand’s relevancy?
Traditional Metrics
Brands are driven by being relevant and being at the forefront of consumers’ and shoppers’ minds. Marketeers have developed key metrics to measure as consumers’ move from never heard of a brand, through to being rampant advocates.
We apply any traditional marketing metrics onto your Social Media content to measure the social media’s effectiveness in driving your desired brand objectives.
How It Works
At the heart of our understanding is the Split A|B test. We have two groups, a control (A), and a test (B), each made up of the same demographics. The test group is shown social media content alongside other social media content to replicate real-world social media interactions, and then following a few days, we ask them a question. That question could be about their propensity to purchase (“Would you buy brand X?”) or about unprompted brand awareness (“Name a soft drink brand”) or about relevancy (“Is brand X relevant in your life?”). To ensure we have a fair measure, our control group is asked the same questions at the same time, but without seeing the social media content. By adopting this methodology, we can reduce the various biases that may occur from simpler methodologies.
Confidence
With our methodologies you can be confident that your social media is working towards your brand objectives. Your selected measures can then be tracked over time to see the expected change and report back to your business how social media is adding to your marketing effectiveness.
Find Out More
Join the dozens of brands now able to track their social media with marketing metrics that show their brands’ real-world performance. Book an introductory call now.