Social media campaign, Tips to an easy framework to start measurement

Social media campaign, Tips to an easy framework to start measurement

Few weeks ago, I have been questioned about my process & habits when confronted to analyse a social media campaign – a viral video campaign to be more specific. I never tried to put this out on a paper before, but here it is! Sure, I’m not the first to write about this as I found out when surfing. Here are 2 sources I found deeply interesting: Avinash post about social media metrics & the report from Web analytics demystified & Altimeter.
And here is my framework, I followed my campaign analytics measurement conception. Which is :

      1. If I do not want to miss any factors and fully evaluate the success of my campaign, the customer journey: “Reach, Acquisition, Conversion & Retention” is the natural and more accurate path to follow.
      2. What kind of questions I want to be able to answer to?
      3. And from that point, Define my metrics & KPI.

The questions above are social campaign oriented but the sections could be used for any digital campaign for my point of view.


Does it reach an audience and convey satisfaction?
Reach is your ability to catch visitors attention. Were you able to reach anyone, catch their attention? This could be also how much awareness did you arise. Did you create a real interest for them?
– number of searches (on your campaign), impressions, unique visitor on your landing page(s): facebook page, youtube channel, linkedin page…


Does it convey the Key messages to the targeted audience?
Acquisition is the logical step behind Reach. When you reached those visitors, did you caught their attention enough to stay and look further, get them to land on the page you were expecting them to. Did you get the right audience, the one you were targeting? You will use a list of metrics for this section but most importantly you need to segment to be able to measure success on this step!
– bounce rate, time spent, page views per visits, returning visits… > breakdown per social media channel & per target.


Does it go viral & trigger actions?
In this 3rd section, you will measure visitors actions and check how close to your goals they get? Did they submit your lead form, did they share/like/comment your videos, did they subscribe to something, did they write about you… Which channel was the most efficient, which audience targeted was the most active?
– conversion rate, number of share/like/comment… > breakdown per social media channel & per target.


Was it worth it? | Will it engage user over time?
Finally, you will want to know: how is the ROI of your campaign? Did that campaign bring you new users that will stay, existing clients that will engage more, did you gain in SEO… ? You will want to track this overtime as the effect of your campaign will hopefully stay overtime.

With these 4 sections, I think we will be covering the most of it. What’s your thoughts on this? Do you use another methodology for this?

How to run a social media campaign in China?

Few weeks ago, I was attending a WebAnalytics Wednesday in Hong Kong, the presentation was about social media campaign management in China and how campaign planning and strategy how-to are different in China versus western countries. This event was conducted by Charlie Wang from Tribal DDB Hong Kong and the case study was relying on his own personal experience as Data Analytics director in a Beijing local consulting agency.

This session was a great first introduction to social media behavior in China, and I kept in mind and now highlight some concepts that I would like to share: how to create brand/product awareness and follow up on China social media landscape.

Assuming that you are willing to launch offline, follow up online & looking for social media resonance.

Here is below the big picture, basically campaign management concepts are the same everywhere but the means and tools are not.

I will emphasize each point that arose my curiosity* !

1. Campaign definition

This first step is basically when you start pitching your campaign: you need to tell a story to convince your client or boss that this way you will arise awareness about the brand/product. You will define here your communication, your target and quickly how-to. Let’s take for example the launch of a new book. I’ll plan here to organize several events in book store, library, supermarket… with a signature session & flyers distribution. The flyers will contain a QR code, dedicated website, coupon code… whatever you want to lead the on internet to search for you.

2. Campaign conversion metrics definition

Now I’ll define my goals. Well, my point being to succeed in the launching of a new book, my primary goal is clearly set: orders (conversion rate…)
In the meantime, I’ll set subsidiary objectives like:
– eCommerce oriented: how many people scan my QR code, visit my dedicated website, contact me for more information, add the book to their card…
– Social media | Branding oriented: how many people search for the book, comment about the book, shared the website, “liked the book”…

Those KPI should be measured by quantity & quality, for example you could measure the volume of people that comment about your post & the audience engagement = (comments + share + trackbacks)/total post views. Check here the main metrics for reporting about a social media campaign.

3. Campaign buzz set up

In this step, you will create your landing pages, your dedicated website, set up the tagging… & select the channel you want to target.
When regarding social media, in western countries we will focus on Facebook & Twitter whatever the target is. In China the social media landscape is much more scattered and you choose your channel in function of your target age & location. Plus you have to get the difference between SNS and BBS.

Among those:

Select by typology of platform (SNS & BBS usage)

By age and location

The China Social Network Report says 54% of of China internet users today own or visit blogs, and 47% have a page on one or more social networking sites (SNS). More than 25% write 10 or more posts on forums, blogs or SNS every day, 92% visit social media pages at least three times a week, while 27% have pages on five or more social networks. Behind China’s great Firewall

4. Campaign buzz nourishing

About social media seeding:
“Social Media Seeding is the process of generating buzz and interest in your product or brand within Forums, communities and other social environments. The key to effective Social Seeding is identifying the key target communities and seeding information in a natural and effective fashion, without spamming and without causing undue offence.”

In this particular case, we will use professional seeders to write positive content about the book in several blogs & BBS and if necessary try rise a controversy to attract more real people and get more content. This is not very common in western countries but it has to be done for a effective social media campaign in China.

5. Campaign data analysing

2 questions here, which platform & which metrics?
Social Media analytics, Cliquez pour agrandir

A lot of platform for social media monitoring or analysing are not in my list but pick yours regarding the functionalities, metrics, existing platform you are using knowing that this landscape is moving very fast! After Radian 6, Salesforce recently signed an agreement to acquire Buddy Media, Oracle is closing a deal with Collective Intellect…
Regarding the metrics, I’m still pretty convinced with those: share of voice, audience engagement, micro conversion rate and else.