How to Measure Social Influencer CampaignsMonika Jansen
Social influencer campaigns are a digital marketing trend that is here to stay. With so much noise out there, it can be hard to get the attention of your target market – unless someone is tooting your brand’s horn loud and clear for you. There are experts in every industry who can add credibility to your brand and boost brand awareness, thus driving sales, loyalty, and reputation.
It’s awesome stuff.
The not-awesome part is trying to measure your social influencer campaign’s ROI. I’ll be honest: measuring the ROI of any marketing program is hard, but it’s not impossible.
Tie goals to metrics
When you a set a goal for your social influencer campaigns, tie that goal to a metric or outcome. For example, let’s say you want to increase brand awareness. You’ll want to track social buzz (mentions and shares) and amount of traffic each social channel is sending to your website.
Understand the various metrics you can measure
There are a bunch of them!
Number of placements: The number of times influencers use your brand in an image (such as on Instagram and Facebook) and share it with their followers.
Engagement: The number of comments and shares per influencer post.
Hashtag activity: If your campaign has a specific hashtag, how many times was it used?
Reach: The total number of placements, mentions, or shares multiplied by the number of followers of each influencer.
Website traffic: The number of visitors that come from each social channel where influencers are mentioning you.
Lead conversion: It’s great to get people onto your site – now you need to hook ‘em. Look at the number of people downloading an ebook, signing up for your newsletter, registering for a webinar, filling out your contact form.
Sales: You are capturing names and emails in the lead conversion process, so track how many of them become clients. (You can also simply ask new clients how they heard about you, but an automated process ensures you don’t forget to ask.)
Have you done any social influencer marketing? What kind of results did you enjoy?
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