how to monitor and measure viral marketing campaigns?
DESCRIPTION
Brands can be separated into 4 different profiles according to their social media listening results. How they choose to use these results, however, can vary from company to company. These are some of the ways that we have seen our clients use social media monitoring to differentiate their brand and respond to their communities' needs.TRANSCRIPT
How to Monitor and Measure Viral Marketing Campaigns?
Loic MoisandCEO & Co-founderSYNTHESIOTwitter @synthesio
Web monitoring and research
Web monitoring and research
4 criteria analysed:
Volume of buzzSentimentSocial media presence# of comments / article
Profile # 1
The boring brand
Web monitoring and research
Foster no spontaneous interest, leaving consumers indifferent.
#1 The boring brand - Definition
Web monitoring and research
Volume of buzz
Sentiment
Social media presence
# of comments / article
Average
Low
Low
Low
Social profile | The boring brand
Web monitoring and research
#1 The boring brand – Social profile
They created fun!
#1 The boring brand – Best practice
Web monitoring and research
By
Profile # 2
The functional brand
Web monitoring and research
Basic functions are more important than brand name. The product has to deliver on certain criteria and
customer service.
Web monitoring and research
#2 The functional brand - Definition
High
High
High
Low
Social profile | The functional brand
Web monitoring and research
#2 The functional brand – Social profile
Volume of buzz
Sentiment
Social media presence
# of comments / article
They created online customer service experiences
Web monitoring and research
#2 The functional brand – Best practice
Profile # 3
The excitingbrand
Web monitoring and research
Appeal to desires of association and community.
Web monitoring and research
#3 The exciting brand – Definition
high
Average
high
high
Social profile | The exciting brand
Web monitoring and research
#3 The exciting brand – Social profile
Volume of buzz
Sentiment
Social media presence
# of comments / article
They nurtured their community
Web monitoring and research
#3 The exciting brand – Best practice
By
Profile # 4
The vitalbrand
Web monitoring and research
Affect your primary sources of concern and can foster anxiety and doubts that you may need to share with
your peers.
Web monitoring and research
#4 The vital brand – Definition
Very high
average
high
Very high
Social profile | The vital brand
Web monitoring and research
#4 The vital brand – Social profile
Volume of buzz
Sentiment
Social media presence
# of comments / article
Discover insights and reassure
Web monitoring and research
#4 The vital brand – Best practice
Know your brand’s social profile to know how to
measure the results of your digital strategy
Web monitoring and research
Web monitoring and research
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